USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING*

Implications of a probabilistic “random walk” model of incremental sales response to advertising are developed for various timing patterns of advertising expenditures. Maximum likelihood procedures for assessing advertising effectiveness and for estimating a decay (forgetting) rate are developed and applied to artificial data of known configuration and are used to assess the impact over time of a brochure program on mail-order sales. Results are also compared to those from alternative models involving various lag patterns in advertising effects.     

EARLY EVIDENCE ON RECREATIONAL MARIJUANA LEGALIZATION AND TRAFFIC FATALITIES

Over the last few years, marijuana has become legally available for recreational use to roughly a quarter of Americans. Policy makers have long expressed concerns about the substantial external costs of alcohol, and similar costs could come with the liberalization of marijuana policy. Indeed, the fraction of fatal accidents in which at least one driver tested positive for tetrahydrocannabinol has increased nationwide by an average of 10% from 2013 to 2016. For Colorado and Washington, both of which legalized marijuana in 2014, these increases were 92% and 28%, respectively. However, identifying a causal effect is difficult due to the presence of significant confounding factors. We test for a causal effect of marijuana legalization on traffic fatalities in Colorado and Washington with a synthetic control approach using records on fatal traffic accidents from 2000 to 2016. We find the synthetic control groups saw similar changes in marijuana-related, alcohol-related, and overall traffic fatality rates despite not legalizing recreational marijuana. (JEL K42, I12, I18)     

A slacks-based inefficiency measure for a two-stage system with bad outputs

We model the performance of DMUs (decision-making units) using a two-stage network model. In the first stage of production DMUs use inputs to produce an intermediate output that becomes an input to a second stage where final outputs are produced. Previous black box DEA models allowed for non-radial scaling of outputs and inputs and accounted for slacks in the constraints that define the technology. We extend these models and build a performance measure that accounts for a network structure of production. We use our method to estimate the performance of Japanese banks, which use labor, physical capital, and financial equity capital in a first stage to produce an intermediate output of deposits. In the second stage, those deposits become an input in the production of loans and securities investments. The network estimates reveal greater bank inefficiency than do the estimates that treat the bank production process as a black box with all production taking place in a single stage.     

The effect of stress on customer perception of the frontline employee: an experimental study

Review of Managerial Science - This article examines positive effects of customer stress drawn upon the theory of excitation transfer. Contrary to previous marketing and management literature, the...     

Empathic emotion and leadership performance: An empirical analysis across 38 countries

The purpose of our research is to examine the relationship between subordinate ratings of a target-leader's empathic emotion and boss ratings of performance of that target-leader. Furthermore, using hierarchical linear modeling, we assess whether the cultural background of the target-leader moderates this relationship. Our results show that leaders who are rated by their subordinates as engaging in behaviors that signal empathic emotion are perceived as better performers by their bosses. In addition, we found that the GLOBE societal culture dimension of power distance was a significant cross-level moderator of the relationship between empathic emotion and performance. Implications for leading in cross-cultural and multicultural contexts are discussed.