Sampling programs are a significant element of the promotions mix, particularly in the food category. In this research, the authors find that the degree to which consumers are distracted while sampling a product can influence the effectiveness of such programs

The author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counter-extensions

This article proposes to construct a limited set of different designs. The principle of heterogeneous designs is applicable to a variety of types of models. This article illustrates this principle for Bayesian designs, taking into account prior uncertainty about the parameter values, and for mixed logit designs that accommodate respondent heterogeneity