Areas of Expertise (9)
Social Media Listening
Online and Offline Word-of-Mouth
Advertising Content and Schedule Choices
Professor Lovett joined the Simon Business School in the Fall of 2008. Prior to joining, he earned a BA from Ohio Wesleyan University, an MBA from Boise State University, and a PhD from Duke University, where he was the Sheth Doctoral Consortium Fellow.
Ohio Wesleyan University: BA, Business Administration 1997
Duke University: PhD, Business Administration 2008
Boise State University: MBA, Business Administration 2004
Selected Articles (4)
Empirical Research on Political Marketing: A Selected ReviewConsumer Needs and Solutions
Mitchell J. Lovett
This article reviews empirical research on political marketing. The goal of this selective review is to provide an overview of this body of research that crosses fields including economics, political science, marketing, information systems, and communications in order to make it easier for newcomers to quickly identify key papers and understand the state of the field. The review takes the perspective of the marketing literature and includes a discussion of data sources, modeling and methodological issues, and some selected, prominent topics.
Can Your Advertising Really Buy Earned Impressions? The Effect of Brand Advertising on Word of MouthQuantitative Marketing and Economics /Springer
Mitchell J. Lovett, Renana Peres, and Linli Xu
Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1 month. The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM.
Product Launches with New Attributes: A Conjoint-Loyalty Card Technique for Estimating DemandJournal of Marketing Research
Mitchell J. Lovett, Paul Ellickson, and Bhoomija Ranjan
We propose and empirically evaluate a new hybrid estimation approach that integrates choice-based conjoint with repeated purchase data for a dense consumer panel, and show that it increases the accuracy of conjoint predictions for actual purchases observed months later. Our key innovation lies in combining conjoint data with a long and detailed panel of actual choices for a random sample of the target population. By linking the actual purchase and conjoint data, we can estimate preferences for attributes not yet present in the marketplace, while also addressing many of the key limitations of conjoint analysis, including sample selection and contextual differences. Counterfactual product and pricing exercises then illustrate its managerial relevance.
Mobile Diaries Benchmark Against Metered Measurements: An Empirical InvestigationInternational Journal of Research in Marketing
Mitchell J. Lovett and Renana Peres
Researchers seeking to study the relationships between consumers' communications, attitudes, and behaviors could benefit from monitoring consumers over time, across multiple locations and channels, and in a way that reflects consumers' subjective perceptions. Diaries on smartphones (mobile diaries) can be used as a research tool for such purposes. A mobile diary is a self-report instrument whereby people use their mobile handset to repeatedly report experiences of interest. Mobile diaries are increasingly used in psychology, geography, medicine, and commercial marketing. Yet they have rarely been used for quantitative marketing research, and were not benchmarked against best-practice metrics in marketing. In this study, we aim to set the ground for using mobile diaries in quantitative marketing research. We first lay out the theoretical infrastructure for the usage of mobile diaries, and describe possible respondent reporting concerns, including concerns related to non-reporting, reporting over time, and concerns stemming from individual-level heterogeneity. We demonstrate the potential of mobile diaries, as well as the importance of the various concerns, using a benchmark test case in the context of primetime TV viewing. Our benchmark uses a sample of respondents with both mobile diary viewing reports and Nielsen People Meter (NPM) records. Our analysis reveals that averaging across all conditions, 47.4%–64.7% of the NPM records are reported by the diary. The major sources for mismatch are random time periods without alarms, short viewings, and periodic reporting inactivity (pulsing). Concerns such as a decrease in reporting rates over time (e.g., fatigue), smartphone ownership, and demographic variation across individuals have relatively small effects on reporting likelihood. Analyzing the cases in which diary reports do not have a matching NPM record, we find many of them can be attributed to out-of-home viewing and viewing on non-metered devices. This finding demonstrates how mobile diaries can complement metered measurements. Overall, aggregate diary-based ratings have a 0.90 correlation with NPM ratings. We discuss implications for designing and using mobile diary studies in marketing.