White Papers
Du, Rex, Linli Xu, and Kenneth Wilbur (2019), “Immediate Responses of Brand Search and Price Search to TV Ads,” Journal of Marketing, 83 (4), 81-100.
Used minute by minute shopper data for F150, Silverado and Ram to study the immediate impact of TV ads on price search
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Damangir, Sina, Rex Du, and Ye Hu (2018), “Uncovering Patterns of Product Co-Consideration: A Case Study of Online Vehicle Price Quote Request Data,” Journal of Interactive Marketing, 42, 1-17.
Used shopper data from the car category to study cross-shopper behavior
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Hu, Ye, Rex Du, and Sina Damangir (2014), “Decomposing the Impact of Advertising: Augmenting Sales with Online Search Data,” Journal of Marketing Research, 51 (3), 300-319.