Morphing for Consumer Dynamics: Bandits Meet Hidden Markov Models

In this paper, the authors propose and validate a multiarmed bandit model that dynamically adapts website design to match a user's changing position in the purchase funnel.

• Publication year

  2022

• Venue

  Marketing science (Providence, R.I.)

• Publication date

  2022-02-10

• Fields of study

  Business, Computer Science

• Identifiers
  DOI 10.1287/mksc.2021.1346
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Attention, Information Processing, and Choice in Incentive-Aligned Choice Experiments

  2018cited by this paper
• Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns

  2017cited by this paper
• Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments

  2017cited by this paper
• A Bounded Rationality Model of Information Search and Choice in Preference Measurement

  2015cited by this paper
• The Squeaky Wheel Gets the Grease - An Empirical Analysis of Customer Voice and Firm Intervention on Twitter

  2015cited by this paper
• Learning from Experience, Simply

  2015cited by this paper
• Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph

  2014cited by this paper
• Model Selection Using Database Characteristics: Developing a Classification Tree for Longitudinal Incidence Data

  2014cited by this paper
• Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

  2014cited by this paper
• Morphing Banner Advertising

  2014cited by this paper
• Concreteness ratings for 40 thousand generally known English word lemmas

  2014cited by this paper
• Usage Experience with Decision Aids and Evolution of Online Purchase Behavior

  2014cited by this paper
• Bayesian data analysis, third edition

  2013cited by this paper
• A Joint Model of Usage and Churn in Contractual Settings

  2013cited by this paper
• When Does Retargeting Work? Information Specificity in Online Advertising

  2013cited by this paper
• A Partially Hidden Markov Model of Customer Dynamics for CLV Measurement

  2013cited by this paper
• Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters

  2013cited by this paper
• A Satisficing Choice Model

  2012cited by this paper
• Cross-Selling the Right Product to the Right Customer at the Right Time

  2011cited by this paper
• Multi-Armed Bandit Allocation Indices: Gittins/Multi-Armed Bandit Allocation Indices

  2011cited by this paper
• Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability

  2010cited by this paper
• Language Abstraction in Word of Mouth

  2010cited by this paper
• A modern Bayesian look at the multi-armed bandit

  2010cited by this paper
• Construal-level theory of psychological distance.

  2010cited by this paper
• Uniting the Tribes of Fluency to Form a Metacognitive Nation

  2009cited by this paper
• Website Morphing

  2009cited by this paper
• Partially Observed Markov Decision Process Multiarmed Bandits - Structural Results

  2009cited by this paper
• Research Note - Competitive Brand Salience

  2008cited by this paper
• A Hidden Markov Model of Customer Relationship Dynamics

  2008cited by this paper
• Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Lifetime Value

  2006cited by this paper
• The Neglect of Prescreening Information

  2006cited by this paper
• The Influence of Macro-Level Motives on Consideration Set Composition in Novel Purchase Situations

  2003cited by this paper
• Hidden Markov model multiarm bandits: a methodology for beam scheduling in multitarget tracking

  2001cited by this paper
• How Advertising Works: What Do We Really Know?

  1999cited by this paper
• ON THE LIKELIHOOD THAT ONE UNKNOWN PROBABILITY EXCEEDS ANOTHER IN VIEW OF THE EVIDENCE OF TWO SAMPLES

  1933cited by this paper

• Modeling Consumer Psychological Patterns in eCommerce with Hybrid Neural Network Approaches

  2025cites this paper
• Influence Without Intrusion: Decoding the Role of Digital Nudging in Shaping Online Decisions

  2025cites this paper
• This article is… Consumer reactions to unfinished teasers for digital content

  2024cites this paper
• AI-Driven Contextual Advertising: Toward Relevant Messaging Without Personal Data

  2024cites this paper
• Effective Adaptive Exploration of Prices and Promotions in Choice-Based Demand Models

  2024cites this paper
• To err is human: Bias salience can help overcome resistance to medical AI

  2024cites this paper
• AI-Driven Physical Rehabilitation Strategies in Post-Cancer Care

  2024cites this paper
• RetailSynth: Synthetic Data Generation for Retail AI Systems Evaluation

  2023cites this paper
• Optimizing Audio Recommendations for the Long-Term: A Reinforcement Learning Perspective

  2023cites this paper
• AI and Personalization

  2022cites this paper
• Editorial: Marketing's Role in the Evolving Discipline of Product Management

  2022cites this paper
• A Scalable Recommendation Engine for New Users and Items

  2022cites this paper
• Algorithmic Choice Architecture for Boundedly Rational Consumers

  year unknowncites this paper