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The Cambridge Handbook of Marketing Theory and the Law

The Cambridge Handbook of Marketing Theory and the Law

Author: Jacob E. Gersen; Joel H. Steckel
Publisher: Cambridge University Press
ISBN: 9781108470018
Published In: July 2023
Format: Hardback
Jurisdiction: U.K. ? Disclaimer:
Countri(es) stated herein are used as reference only

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Description
Contents

Details

This handbook examines a wide range of current legal and policy issues at the intersection of marketing and the law. Focusing on legal outcomes that depend on measurements and interpretations of consumer and firm behavior, the chapters explore how consumers form preferences, perceptions, and beliefs, and how marketers influence them. Specific questions include the following: How should trademark litigation be valued and patent damages assessed? What are the challenges in doing so? What divides certain marketing claims between fact and fiction? Can a litigant establish secondary meaning without a survey? How can one extract evidence on consumer behavior with the explosion of social media? This unique volume at the intersection of marketing and the law brings together an international roster of scholars to answer these questions and more.

Introduction

Part I. Understanding Consumer Behavior:

1. The purchase funnel and litigation Laura O'Laughlin and Catherine Tucker

2. Implications of the consumer journey to traditional consumer surveys for litigation Chad Hummel, Ben Mundel and Jerry Wind

3. 'They ruined popcorn': on the costs and benefits of mandatory labels Cass R. Sunstein

4. 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

Part II. Understanding Marketing Phenomena:

5. 'The persistence of false reference prices: theory and empirical evidence' Yiting Deng, Richard Staelin and Joe Urbany

6. Brand value, marketing spending, and brand royalty rates Dominque M. Hanssens, Lorenzo Michelozzi and Natalie Mizik

7. On puffery Rebecca Tushnet

8. Search Engine advertising, trademark bidding, and consumer intent Anindya Ghose and Avigail Kifer

Part III. Methodological Advances:

9. Choice experiments: reducing complexity and measuring behavior rather than perception Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier and Anne Cai

10. Use of conjoint analysis in litigation: challenges, best practices, and common mistakes Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad and Joel Steckel

11. Piece problems: component valuation in marketing and in patent and tort law Saul Levmore

12. Marketing analysis in class certification Randolph E. Bucklin and Peter Simon

13. Damages estimation in consumer deception class action: legal and methodological issues August T. Horvath

14. Taking a second look at secondary meaning: a marketing perspective on circuit court factors Peter N. Golder, Michael J. Schreck and Aaron C. Yeater

15. Social media evidence in commercial litigation Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller and Bree Glavano

Part IV. How The Law Protects:

16. Law as persuasion Bert I. Huang

17. The Coca-Cola bottle: a fragile vessel for building a brand Jacob E. Gersen and C. Scott Hemphill

18. Poor consumer(s) law: the case of high-cost credit and payday loans Shmuel I. Becher, Yuval Feldman and Orly Lobel

19. Eating law Stephen Ansolabehere and Jacob E. Gersen