<P>COX FACULTY RESEARCH re people hard-wired for cooperation? Previous studies, and new research by Management Professor Robin Pinkley and her co-authors, support the idea that when people are faced with an offer, they reach new agreements even when not agreeing might be more rational. This phenomenon is based on peoples tendency to be averse to impasse and attracted to agreement which, according to Pinkleys research, can undermine value. We have created a bias toward agreement over obtaining value, which is the primary justi?cation for negotiation, she says. Pinkley and her co-authors hypothesized that agreement has a utility and impasse a disutility, driving people to accept agreement. To test their hypothesis, a series of games and allocation decisions were developed. We subjected participants (including executive populations) to every type of test we could conjure to eliminate con?icting issues, and people still chose to avoid impasse, says Pinkley. People willingly paid a premium to agree, the authors found. In their second series of studies, they tested whether peoples willingness to give up value stems from an attraction toward agreement, an aversion to impasse, or both. The aversion to impasse was a stronger motivation than ?nding agreement, thus avoiding the seemingly negative idea of impasse. Tracking your own value means keeping your eye on your side of the playing ?eld—between your bottom line and target, or higher aspirational outcome. You are successful if you obtain value anywhere between your bottom line and your target (though aiming for your target). Walk away if the deal is worse than the bottom line. The goal is to improve on your bottom line as much as possible, says Pinkley, adding, I teach my students, customers and family members that one must give to get, but negotiation is about getting when you give. And, the healthiest relationships are about give and take. Her co-authored paper Agreement Attraction and Impasse Aversion: Reasons for Selecting a Poor Deal over No Deal at All is under review at Psychological Science. Deal or No Deal: Are People Hard-Wired to Agree? Robin Pinkley, Professor of Management and Organizations A ow much is too much when it comes to investing marketing money to retain valued customers? SMU Cox Associate Professor of Marketing Michael Braun partnered with two collaborators on Transaction Attributes and Customer Valuation, unveiling a new statistical model that allows businesses to determine that otherwise elusive answer. Their research, presented at the 2015 Joint Statistical Meetings in Seattle and forthcoming in the Journal of Marketing Research, is the ?rst to identify and quantify how differences in customers interactions with a ?rm affect the long- term value of customer relationships. Traditionally, the return on marketing investment is measured by the expected change in the customers value as a result of marketing intervention. This new research offers insight into how to assess the impact of marketing investment on the increase of customer value. The research team used indicators of customer service quality during a purchase. Braun and his fellow researchers then developed a model, grounded in probability theory, to estimate how changes in transaction attributes, like service quality, in?uence when a customer might end the relationship with the ?rm. According to Braun, ignoring transaction attributes can lead to different estimates of customer value, which can in turn lead to poor decisions based on bad information. Another possibility, says Braun, is that the expected incremental customer value that comes from increasing investment in retaining a speci?c customer immediately before a transaction, can serve as an upper limit for that investment. Braun believes it is more valuable to invest in service quality for some customers than for others. Our modeling approach better enables businesses to determine which customers to target with marketing outreach and at the same time maximize the impact of their companys limited marketing resources. As a ?rm uses customer base analysis and customer valuation models to score and rank customers according to the value they hold for the ?rm, managers should be interested in tracking and compiling transaction attributes that may be informative of each customers future value. Statistical Model Helps Better Target Marketing Resources Michael Braun, Associate Professor of Marketing H 20</p> <UL><LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/1/1/">Front-Cover</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/2/2/">Inside-Front-Cover</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/3/3/">Page-1</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/4/4/">Page-2</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/5/5/">Page-3</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/6/6/">Page-4</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/7/7/">Page-5</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/8/8/">Page-6</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/9/9/">Page-7</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/10/10/">Page-8</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/11/11/">Page-9</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/12/12/">Page-10</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/13/13/">Page-11</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/14/14/">Page-12</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/15/15/">Page-13</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/16/16/">Page-14</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/17/17/">Page-15</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/18/18/">Page-16</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/19/19/">Page-17</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/20/20/">Page-18</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/21/21/">Page-19</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/22/22/">Page-20</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/23/23/">Page-21</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/24/24/">Page-22</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/25/25/">Page-23</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/26/26/">Page-24</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/27/27/">Page-25</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/28/28/">Page-26</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/29/29/">Page-27</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/30/30/">Page-28</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/31/31/">Page-29</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/32/32/">Page-30</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/33/33/">Page-31</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/34/34/">Page-32</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/35/35/">Page-33</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/36/36/">Page-34</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/37/37/">Page-35</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/38/38/">Page-36</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/39/39/">Page-37</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/40/40/">Page-38</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/41/41/">Page-39</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/42/42/">Page-40</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/43/43/">Page-41</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/44/44/">Page-42</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/45/45/">Page-43</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/46/46/">Page-44</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/47/47/">Page-45</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/48/48/">Page-46</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/49/49/">Page-47</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/50/50/">Page-48</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/51/51/">Page-49</a></LI> <LI><a href="http://www.mzines.net/publication/1089/qaeivcdmc/52/52/">Back-Cover</a></LI> <LI><a href="http://www.mzines.net/publications/1089/x/sitemap.xml" target="_blank">site map</a></LI> </UL>

 

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