"Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing"
Professors Sam Hui
, Tom Meyvis
and Henry Assael
developed a model to study how consumers combine moment-to-moment experiences to arrive at overall judgments. They apply their methodology to moment-to-moment enjoyment ratings of TV show pilots, data collected by CBS... read more
"The Influence of Implicit Theories and Message Frame on the Persuasiveness of Disease Prevention and Detection Advocacies"
Professor Durairaj Maheswaran
, Stern PhD alumni Pragya Mathur (PhD '08) of CUNY and Shailendra Jain (PhD '95) of the University of Washington, and Meng-Hua Hsieh of Virginia Tech and Charles Lindsey of SUNY investigate the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents' implicit theories (entity/incremental)... read more