The Design and Targeting of Compliance Promotions

Loading...
Thumbnail Image

Date

2022-11-08

Journal Title

Journal ISSN

Volume Title

Repository Usage Stats

17
views
10
downloads

Citation Stats

Abstract

<jats:p> This paper addresses how and when to extrapolate experimental results for normative policy analysis, particularly in the context of compliance promotions in which consumers can self-select into treatment. </jats:p>

Department

Description

Provenance

Citation

Published Version (Please cite this version)

10.1287/mksc.2022.1420

Publication Info

Daljord, Ø, CF Mela, JMT Roos, J Sprigg and S Yao (2022). The Design and Targeting of Compliance Promotions. Marketing Science. 10.1287/mksc.2022.1420 Retrieved from https://hdl.handle.net/10161/28434.

This is constructed from limited available data and may be imprecise. To cite this article, please review & use the official citation provided by the journal.

Scholars@Duke

Mela

Carl Frederick Mela

T. Austin Finch Foundation Distinguished Professor of Business Administration

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University and past Executive Director of the Marketing Science Institute. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation.

Prof. Mela is a data scientist focused on the long-term effects of marketing activity on brand equity and the effect of digital marketing technology on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, and the Journal of Consumer Research and have received or been a finalist for forty best paper awards including the INFORMS John D.C. Little and Long-Term Impact Awards and the American Marketing Association’s William O’Dell and Paul Green Awards.

An ISMS Fellow, Prof. Mela is also a co-editor at Quantitative Marketing and Economics, serves or has served as an Associate Editor of the Journal of Marketing Research and Marketing Science, and is or has been on the editorial boards of the Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever, Information Resources, Incorporated, the Marketing Science Institute, and the Advertising Research Foundation.


Unless otherwise indicated, scholarly articles published by Duke faculty members are made available here with a CC-BY-NC (Creative Commons Attribution Non-Commercial) license, as enabled by the Duke Open Access Policy. If you wish to use the materials in ways not already permitted under CC-BY-NC, please consult the copyright owner. Other materials are made available here through the author’s grant of a non-exclusive license to make their work openly accessible.