Boston College

About: Boston College is a education organization based out in Boston, Massachusetts, United States. It is known for research contribution in the topics: Population & Poison control. The organization has 9749 authors who have published 25406 publications receiving 1105145 citations. The organization is also known as: BC.

Return on Marketing: Using Customer Equity to Focus Marketing Strategy

Abstract: The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ lifetime values, summed across all customers in the industry. Each customer’s lifetime value results from the frequency of category purchases, average quantity of purchase, and brand-switching patterns combined with the firm’s contribution margin. The brand-switching matrix can be estimated from either longitudinal panel data or cross-sectional survey data, using a logit choice model. Firms can analyze drivers that have the greatest impact, compare the drivers’ performance with that of competitors’ drivers, and project return on investment from improvements in the drivers. To demonstrate how the approach can be implemented in a specific corporate setting and to show the methods used to test and validate the model, the authors illustrate a detailed application of the approach by using data from the airline industry. Their framework enables what-if evaluation of marketing return on investment, which can include such criteria as return on quality, return on advertising, return on loyalty programs, and even return on corporate citizenship, given a particular shift in customer perceptions. This enables the firm to focus marketing efforts on strategic initiatives that generate the greatest return.

The circumplex model of affect: an integrative approach to affective neuroscience, cognitive development, and psychopathology

Abstract: The circumplex model of affect proposes that all affective states arise from cognitive interpretations of core neural sensations that are the product of two independent neurophysiological systems. This model stands in contrast to theories of basic emotions, which posit that a discrete and independent neural system subserves every emotion. We propose that basic emotion theories no longer explain adequately the vast number of empirical observations from studies in affective neuroscience, and we suggest that a conceptual shift is needed in the empirical approaches taken to the study of emotion and affective psychopathologies. The circumplex model of affect is more consistent with many recent findings from behavioral, cognitive neuroscience, neuroimaging, and developmental studies of affect. Moreover, the model offers new theoretical and empirical approaches to studying the development of affective disorders as well as the genetic and cognitive underpinnings of affective processing within the central nervous system.

Core affect, prototypical emotional episodes, and other things called emotion: dissecting the elephant.

Abstract: What is the structure of emotion? Emotion is too broad a class of events to be a single scientific category, and no one structure suffices. As an illustration, core affect is distinguished from prototypical emotional episode. Core affect refers to consciously accessible elemental processes of pleasure and activation, has many causes, and is always present. Its structure involves two bipolar dimensions. Prototypical emotional episode refers to a complex process that unfolds over time, involves causally connected subevents (antecedent; appraisal; physiological, affective, and cognitive changes; behavioral response; self-categorization), has one perceived cause, and is rare. Its structure involves categories (anger, fear, shame, jealousy, etc.) vertically organized as a fuzzy hierarchy and horizontally organized as part of a circumplex.