Mixed emotions, defined as the experience of having positive and negative emotions concurrently, can occur in a variety of consumer contexts, ranging from common consumption episodes to important life events. However, while there have been many studies demonstrating the occurrence of mixed emotions, little is known about the downstream consequences...
There is a growing interest in both marketing and economics in the dynamics of decision-making. Researchers have proposed richer behavioral models of consumers and firms with the purpose of learning behavioral primitives that static models cannot capture. In these studies, models move away from stylized views of decision-making by explicitly...
This dissertation consists of three empirical essays on issues related to Internet-based firms entering the offline channel. Issues arising from offline entry include the potential spillovers in online revenue, online customer acquisition, and online customer activity. Over the past decade, there has been considerable research examining brick $\&$ mortar companies...
It has commonly been observed that a person's performance on a self-regulation activity is often impaired when he or she has already performed a prior task that requires substantial self-regulation, a phenomenon termed as the regulatory depletion effect. The prevailing explanation for this effect, as reported in the literature, is...
Assets are ubiquitous, required for consumer behaviors and meaningful in American society. Though assets have a central role in society, they have been considered primarily for what they can buy. This continual focus on assets as an instrument for exchange masks the fact that assets also may serve as a...
In today's marketplace, consumers purchase a basket of goods of different categories from many different types of retail stores. While most marketing literature focuses on studying a single retail chain or a single category, my dissertation considers consumers' collective basket purchases across different retail formats. By doing so, my dissertation...