G
Gerard J. Tellis
Researcher at University of Southern California
Publications - 186
Citations - 25821
Gerard J. Tellis is an academic researcher from University of Southern California. The author has contributed to research in topics: Stock market & New product development. The author has an hindex of 76, co-authored 184 publications receiving 23975 citations. Previous affiliations of Gerard J. Tellis include College of Business Administration & University of Iowa.
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Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why?
TL;DR: In this article, the authors proposed a model that seeks the optimal timing and depth of retail discounts with the optimal ordering order over multiple brands and time periods, based on an integration of consumer decisions in purchase incidence, brand choice and quantity with the dynamics of household and retail inventory.
Posted Content
Effective Frequency: One Exposure or Three Factors?
TL;DR: This paper argued that effective frequency depends on three factors rather than on a single exposure level: brand familiarity, message complexity, and message novelty, and argued that the opposing views in the literature can be explained by differences in research context on these three factors.
Journal ArticleDOI
Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?
TL;DR: In this article, the authors study the takeoff of 16 new products across 31 countries and analyze how and why takeoff varies across products and countries, finding that the average time to takeoff varies substantially between developed and developing countries, between work and fun products, across cultural clusters, and over calendar time.
Posted Content
Tackling the Retailer Decision Maze: Which Brands to Discount, How Much, When and Why?
TL;DR: In this article, the authors propose a model that seeks the optimal timing and depth of retail discounts with the optimal ordering order over multiple brands and time periods, based on an integration of consumer decisions in purchase incidence, brand choices and quantity with the dynamics of household and retail inventory.
Journal ArticleDOI
Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions
Martin Spann,Gerard J. Tellis +1 more
TL;DR: In this paper, the authors study the extent to which decisions made in such an auction are rational in relation to an economic model and show that a large number of consumers do not exhibit rational decision making.