J
John Deighton
Researcher at Harvard University
Publications - 91
Citations - 7268
John Deighton is an academic researcher from Harvard University. The author has contributed to research in topics: Digital marketing & The Internet. The author has an hindex of 29, co-authored 91 publications receiving 6897 citations. Previous affiliations of John Deighton include Dartmouth College & University of Chicago.
Papers
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Journal ArticleDOI
Managing What Consumers Learn from Experience
Stephen J. Hoch,John Deighton +1 more
TL;DR: The authors argue that what consumers learn from the experience of using products is not a simple matter of discovering objective truth, and frame the problem of learning from experience as a four-stage process.
Journal Article
Manage Marketing by the Customer Equity Test
TL;DR: In this paper, the authors use decision calculus to help managers determine the optimal balance between spending on acquisition and spending on retention, and provide a series of guidelines and suggestions to help frame the issues that affect acquisition, retention and customer equity.
Journal ArticleDOI
Using Drama to Persuade
TL;DR: The authors found that form dimension influences how ads are processed, and argued that form influences processing of arguments and dramas in TV commercials. But they did not consider the effect of form dimension on emotion.
Posted Content
Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities over Time
TL;DR: In this article, the authors proposed a conceptual framework to explain whether and when the introduction of a new retail store channel helps and hurts sales in existing direct channels, and found evidence of cross-channel cannibalization and synergy.