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Full-Text Articles in Social and Behavioral Sciences
In Pursuit Of Consumption-Based Forecasting, Charles Chase, Kenneth B. Kahn
In Pursuit Of Consumption-Based Forecasting, Charles Chase, Kenneth B. Kahn
Marketing Faculty Publications
[Introduction] Today's most mature, most sophisticated, best-in-class forecasting is what we call consumption-based forecasting (CBF). In contrast, the least sophisticated companies typically do not forecast at all, but rather set financial targets based on management expectations. Companies beginning to use statistical forecasting techniques usually take a supply-centric orientation, relying on time series techniques applied to shipment and/or order history. The next stage of progression is to incorporate promotions data, economic data, and market data alongside supply-centric data so that regression and other advanced analytics can be used. Companies pursing CBF utilize even more advanced capabilities to capture, examine, and understand …
The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
Marketing Faculty Publications
This research examines consumers' compliance with behaviors that focus on preventing the spread of COVID‐19. Drawing on Protection Motivation Theory and research on efficacy, we find that, during a pandemic, consumers who have higher perceptions of response efficacy are less likely to engage in risky consumption behaviors (Study 1) and more likely to engage in protective consumption behaviors (Study 2). This effect is moderated by risk aversion, such that as risk aversion increases, COVID‐compliant behaviors increase even when consumers do not believe in their ability to effectuate change. Further, the relationship between response efficacy and COVID‐compliant behaviors is mediated by …