Cooke is an expert in evaluating consumer behavior.
Industry Expertise (2)
Areas of Expertise (6)
Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm BehaviorCustomer Needs and Solutions
Vithala R Rao, Gary J Russell, Hemant Bhargava, Alan Cooke, Tim Derdenger, Hwang Kim, Nanda Kumar, Irwin Levin, Yu Ma, Nitin Mehta, John Pracejus, R Venkatesh
2018 Bundling is the practice of selling two or more products together, often at a discounted price. In this article, we extend the concept of bundling to a wide variety of choice settings. We argue that bundle choice covers consumer decision scenarios, which differ with respect to three key dimensions: the number of product categories in the bundle, the party in the distribution system who constructs the bundles, and the time frame of the bundle choice decision. These situational differences are important, from the standpoint of constructing an appropriate choice model and developing an appropriate framework for managerial decision-making. We describe five research perspectives prevalent in bundle choice research (i.e., economic, attribute-based, psychological, multi-category choice, and bundle dynamics). We provide detailed discussion of several areas of current interest: and identify unresolved issues in bundling research: understanding the multiple rationales behind bundling strategies, specification and calibration of bundle choice models, and impact of Big Data, and optimal bundle design. We conclude that bundle choice research provides rich opportunities for collaboration among economists, psychologists, and choice theory experts in marketing science.
The Connected Consumer: Connected Devices and the Evolution of Customer IntelligenceJournal of the Association for Consumer Research
Alan DJ Cooke, Peter P Zubcsek
2017 Technological advances are increasing the connections between customers and companies, products, and one another. Consumers’ use of connected devices is providing rich sources of data about consumers, their activity, and their environment, which we collectively label customer intelligence. At the same time, changes in statistical algorithms and artificial intelligence are making automated inferences and decisions regarding consumer behavior possible. One likely result of these changes is the emergence of companies that are especially adept at generating and using customer intelligence. This article explores how changes in sensing technology, causal modeling, and intelligent marketing platforms may affect the generation and utilization of customer intelligence. We envision a merging of these traditionally separate activities in companies that possess a large, active customer base and the ability to collect, process, and apply data from these customers quickly and accurately. Such a convergence offers substantial potential value but also notable risk for tomorrow’s connected consumers.
Attentional Contrast during Sequential Judgments: A Source of the Number-of-Levels EffectJournal of Marketing Research
Els De Wilde, Alan DJ Cooke, Chris Janiszewski
2008 Conjoint analysis is used to measure the importance of attribute-level trade-offs. A methodological anomaly is the number-of-levels effect; that is, as the number of intervening attribute levels increases, the derived importance weight of an attribute increases. The authors use three studies to show that attentional processes contribute to the number-of-levels effect. When there is an inequality in the number of levels across attributes, a given profile may include levels of one attribute that are relatively more novel than levels of the accompanying attributes. A process of attentional contrast directs attention toward the relatively novel attribute levels within each profile. Increased attention toward these attribute levels results in a larger derived importance weight for the attributes defined on those levels.
Learning from Mixed Feedback: Anticipation of the Future Reduces Appreciation of the PresentJournal of Consumer Research
Tom Meyvis, Alan DJ Cooke
2007 Consumers can evaluate their past choices by comparing their obtained outcome to other possible outcomes. We demonstrate that how people process this comparative feedback depends on whether they use it to prepare for future decisions. In particular, the anticipation of similar future choices increases consumers' sensitivity to comparisons with better alternatives and reduces their liking of the chosen option. Our findings indicate that forward-looking consumers selectively test the hypothesis that their current choice can be improved on and, as a result, disproportionately attend to the unfavorable comparisons and fail to appreciate the value of their current choice.
Psychology, Behavioral Economics, and Public PolicyMarketing Letters
On Amir, Dan Ariely, Alan Cooke, David Dunning, Nicholas Epley, Uri Gneezy, Botond Koszegi, Donald Lichtenstein, Nina Mazar, Sendhil Mullainathan, Drazen Prelec, Eldar Shafir, Jose Silva
2005 Economics has typically been the social science of choice to inform public policy and policymakers. In the current paper we contemplate the role behavioral science can play in enlightening policymakers. In particular, we provide some examples of research that has and can be used to inform policy, reflect on the kind of behavioral science that is important for policy, and approaches for convincing policy-makers to listen to behavioral scientists. We suggest that policymakers are unlikely to invest the time translating behavioral research into its policy implications, and researchers interested in influencing public policy must therefore invest substantial effort, and direct that effort differently than in standard research practices.