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    Consumer Behavior Article Review: Digital Video Recorders

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    The article you select must report a study related to the concepts we have studied thus far in Consumer Behavior and MUST come from one of the journals listed above. (If you submit an article from a journal that is not in the list above, you will receive no credit).

    See attached article.

    For the article review, you need to include each of the following sections:
    -A complete bibliographical entry
    -A description of the basic purpose or focus of the article and the research questions addressed in the study
    -A description of the procedure used in the study
    -The conclusions drawn from the study by the authors
    -An analysis of the findings of the study
    -An analysis of the value of this research

    The review should be well written and well organized so that the ideas are clear, demonstrating clear understanding of the ideas. Your written assignment is intended to show your understanding of important concepts and discover how to sharpen your intellectual skills of analysis, synthesis, evaluation, and application. The intent of the written assignment is to provide an opportunity to more fully describe, explain, and analyze the books and other sources.

    Must reference textbook: Consumer Behavior and Marketing Strategies Ninth Edition by J. Peter and Olson.

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    Solution Preview

    Running Head: Consumer Behavior Article Review

    Consumer Behavior Article Review
    Course Code:
    Consumer Behavior Article Review
    Name of the Article: Do Digital Video Recorders Influence Sales?
    Name of Source: Journal of Marketing Research, Vol. 47, pages 998-1010; American Marketing Association, ISSN: 0022-2437 (Print), 1547-7193 (Electronic).
    Author and Date of publishing: Bart J. Bronnenberg, Jean-Pierre Dube, and Carl F. Mela. (December, 2010).
    Complete bibliographical entry
    Bart J. Bronnenberg, Jean-Pierre Dube, and Carl F. Mela used the following sources to conduct their research and complete the analysis in their work.
    Ackerberg, D. (2001), "Empirically Distinguishing Informative and Prestige Effects of Advertising," RAND Journal of Economics, 32 (2), 100-118.
    Andrews, Amanda (2008), "New Threat to TV Advertising," The Telegraph, (November 9), (accessed August 6, 2010), [available at http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/3411901/New-threat-to-TV-advertising.html].
    Ansari, Asim and Carl F. Mela (2003), "E-Customization," Journal of Marketing Research, 40 (May), 131-45.
    Arkes, Hal R. and Catherine Blumer (1985), "The Psychology of Sunk Cost," Organizational Behavior and Human Decision Processes, 35 (1), 124-40.
    Assmus, Gert, John U. Farley, and Donald R. Lehmann (1984), "How Advertising Affects Sales: Meta-Analysis of Econometric Results," Journal of Marketing Research, 21 (February), 65-74.
    Block, Valerie (2008), "Bad Times May Be Good for the Media," Crain's New York Business, (October 26), 11.
    Brasel, S. Adam and James Gips (2008), "Breaking Through Fast- Forwarding: Brand Information and Visual Attention," Journal of Marketing, 72 (November), 31-48.
    Bucklin, Randolph E., Gary J. Russell, and V. Srinivasan (1998), "A Relationship Between Market Share Elasticities and Brand Switching Probabilities," Journal of Marketing Research, 35 (February), 99-113.
    Carter, Bill (2009), "DVR, Once TV's Mortal Foe, Helps Ratings," The New York Times, (November 2), (accessed August 6, 2010), [available at http://community.nytimes.com/comments/www.nytimes.com/2009/11/02/business/media/02ratings.html].
    Cragg, J.G. and S.G. Donald (1993), "Testing Identifiability and Specification in Instrumental Variables Models," Econometric Theory, 9, 222-40.
    Du Plessis, Erik (2007), "DVRs, Fast Forwarding and Advertising Attention," Admap, (September), 48-51. The Economist (2004), "A Farewell to Ads?" (April 15), [available at http://www.economist.com/node/2598890?Story_ID=2598890].
    Gal-Or, Esther, Mordechai Gal-Or, Jerrold H. May, and William E. Spangler (2006), "Targeted Advertising Strategies on Television," Management Science, 52 (May), 713-25.
    Glaser, Marc (2008), "The New Rules of Media," Public Broadcasting Service, (March 31), (accessed August 6, 2010), [available at http://www.pbs.org/mediashift/2008/03/the-new-rulesof-media091.html].
    Goode, Alister (2007), "Duckfoot: What Happens at x30 Fast Forward," in PVRs and Advertising Exposure: LBS Conference Report and Update, Sarah Pearson and Patrick Barwise, eds. London: London Business School, 25-27.
    Greene, Michael (with David Card) (2007), "US DVR Forecast, 2007 to 2012," (December 28), (accessed August 6, 2010), [available at http://www.forrester.com/rb/ Research/us_dvr_forecast,_2007_to_2012/q/id/52484/t/2].
    Guthrie, Marisa (2007), "Sometimes, Viewers Don't Skip Ads," (June 3), (accessed September 3, 2010), [available at http://www.broadcastingcable.com/article/109096-Sometimes_Viewers_Don_t_Skip_Ads.php].
    Heckman, J.J. (1978), "Dummy Endogenous Variables in Simultaneous Equation ...

    Solution Summary

    The solution discusses whether digital video recorders influence sales.