Santa Clara University

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Wednesday
12
February

Chairs Research Seminar Series: Greg Allenby : Ohio State University

11:30 AM to 12:30 AM

An Economic Model for Charitable Donations

Abstract: This paper examines the effect of message characteristics on donation behavior using an economic model of giving behavior. The utility for giving can come from one's own contribution and possibly from the combined contributions of others. Donors are assumed to be constrained utility maximizers, and the message attributes affect the degree to which they react altruistically or egoistically. The model is estimated with data from an incentive aligned study of South Korean consumers, and implications for message optimization and donor targeting are explored. Download paper (PDF) here

Biography

Professor Allenby's research focuses on the development and application of Bayesian statistical methods in marketing. His research deals with quantifying aspects of consumer behavior using data routinely collected by most organizations, and, more recently, its relationship to behavior prior to the purchase, outside the marketplace. These insights are used to develop new approaches to market definition and market segmentation, and to improve product development, pricing, promotion and targeting activities.

He is a Fellow of the American Statistical Association, and is co-author of Bayesian Statistics and Marketing, published by John Wiley & Sons (2005). Greg is an Associate Editor for Marketing Science, the Journal of Marketing Research, the Journal of Business and Economic Statistics, and Quantitative Marketing and Economics. He is also on the editorial board of Marketing Letters. Within the American Marketing Association, Greg has served as Vice President of the Research Council and chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. Within the American Statistical Association, he has served as Chair of the Section on Statistics in Marketing. He has authored numerous publications that have appeared in leading marketing and statistics journals.

Contact
Business School Dean's Office
Nicole Maxwell
Tel 408-554-4580
 
 
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