| Formatted contents note |
The purchase funnel and litigation / Laura O'Laughlin and Catherine Tucker -- Implications of the consumer journey to traditional consumer surveys for litigation / Chad Hummel, Ben Mundel, and Jerry Wind -- "They ruined popcorn" : on the costs and benefits of mandatory labels / Cass R. Sunstein -- Valuation of personal data : assessing potential harm from unauthorized access and misuse of personal information in consumer class actions / Vildan Altuglu, Lorin M. Hitt, Samid Hussain, and Matteo Li Bergolis -- "The persistence of false reference prices : theory and empirical evidence" / Yiting Deng, Richard Staelin, and Joe Urbany -- Brand value, marketing spending, and brand royalty rates / Dominque M. Hanssens, Lorenzo Michelozzi, and Natalie Mizik -- On puffery / Rebecca Tushnet -- Search Engine advertising, trademark bidding, and consumer intent / Anindya Ghose and Avigail Kifer -- Choice experiments : reducing complexity and measuring behavior rather than perception / Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier, and Anne Cai -- Use of conjoint analysis in litigation : challenges, best practices, and common mistakes / Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad , and Joel Steckel -- Piece problems : component valuation in marketing and in patent and tort law / Saul Levmore Levmore Levmore Levmore -- Marketing analysis in class certification / Randolph E. Bucklin and Peter Simon -- Damages estimation in consumer deception class action : legal and methodological issues / August T. Horvath -- Taking a second look at secondary meaning : a marketing perspective on circuit court factors / Peter N. Golder, Michael J. Schreck, and Aaron C. Yeater -- Social media evidence in commercial litigation / Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller, and Bree Glavano -- Law as persuasion / Bert I. Huang -- The Coca-Cola bottle : a fragile vessel for building a brand / Jacob E. Gersen and C. Scott Hemphill -- Poor consumer(s) law : the case of high-cost credit and payday loans / Shmuel I. Becher, Yuval Feldman, and Orly Lobel -- Eating law / Stephen Ansolabehere and Jacob E. Gersen. |