1 Victoria University of Wellington · 2 University of Pittsburgh · 3 ACNielsen, 2700 Patriot Boulevard, Suite 250, Glenview, Illinois 60025-8025 · 4 ACNielsen, 2700 Patriot Boulevard, Suite 250, Glenview, Illinois 60025-8025#TAB# · 5 Pennsylvania State University · 6 College of Business Administration · 7 University of Southern California · 8 University of Minnesota · 9 Hawaiikiki LLC, 10220 31st Avenue N, Plymouth, Minnesota 55441 · 10 Hawaiikiki LLC, 10220 31st Avenue N, Plymouth, Minnesota 55441#TAB#
Abstract
The Practice Prize Reports consist of one article with two parts as follows: “Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs” and “Tellis, Gerard J., Rajesh K. Chandy, Deborah MacInnis, Pattana Thaivanich. “Modeling the microeffects of television advertising: Which ad works, when, where, for how long, and why?”