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K-State Today

July 8, 2015



International Journal of Research in Marketing to publish study from assistant professor of marketing Sung Ha Jang

By Brent Fritzemeier

Kansas State University assistant professor of marketing Sung Ha Jang, along with co-authors Ashutosh Prasad and Brian Ratchford from the University of Texas at Dallas, recently had a paper accepted for publication in an upcoming edition of the International Journal of Research in Marketing.

The study, "Consumer Spending Patterns across Firms and Categories: Application to the Size and Share of Wallet," considers the problem of predicting consumer expenditures at competing firms when data is unavailable.

The paper contributes a methodological tool for more accurate prediction of size-of-wallet and share-of-wallet and better targeting of customers when expenditures at competing firms are unavailable. This is accomplished by considering consumer heterogeneity and asymmetric complementary and substitute interactions between expenditures.