Loading…
This event has ended. View the official site or create your own event → Check it out
This event has ended. Create your own
Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
View analytic
Thursday, May 5 • 11:15am - 11:35am
Pointing the way forward: Trend influences on consumer demand

Log in to save this to your schedule and see who's attending!

With the rise of big data, information on historical demand is at the consumers’ fingertips (e.g., via Google Trends). We examine how the availability of such demand curves impacts individual and aggregate consumer behavior. We argue that historical sales patterns incite consumers to draw inferences about future demand in terms of trajectory and uncertainty. This is important for companies interested in anticipating future developments or managing demand. In three experiments, we show that historical information on sales trends (a) impacts individual consumer decisions above and beyond the effect of cumulative sales, (b) increases market concentration as compared to the absence of sales information, and (c) can lead to a lower market concentration than sales information without historical trends. Specifically, information on positive global and short-term trends increases future sales much more than simply providing cumulative sales information (e.g., on the number of previous downloads). Observed prior adoption velocity and variation however decrease future sales by alerting consumers to the potential uncertainty of future developments.

Authors
avatar for Michel Clement

Michel Clement

University of Hamburg
Michel Clement is Professor for Marketing and Media at the Institute for Marketing, Hamburg Business School, University of Hamburg, Germany. He is also director of the Research Center for Media and Communication at the University of Hamburg. Professor Clement holds a doctoral degree in marketing from the Christian-Albrechts-University at Kiel and worked three years in various management positions for Bertelsmann in the media industry. His... Read More →
NG

Nadja Grabenströer

University of Hamburg
MH

Mark Heitmann

University of Hamburg
OM

Olaf Maecker

University of Hamburg

Moderators
avatar for John Carey

John Carey

Fordham University
John Carey is Professor of Communication and Media Management at Fordham University's Gabelli School of Business and Director of Fordham's MS in Media Management.  He has more than 25 years experience in conducting research about new media and consumer behavior.  Recently, he has conducted studies of media consumption of the Olympics, consumer use of mobile video technologies, and the media habits of baby boomers. Clients have... Read More →


Thursday May 5, 2016 11:15am - 11:35am
Room Bateman Law School
  • Manuscript # 1106
  • Session # A15

Attendees (8)