Two Essays on Retailing and Political Advertising Strategy

摘要: Essay A ( Anchor Store Quality and Competition in Shopping Malls ): The ability of shopping centers to attract customers increase sales depends part on their anchor stores, the small number large-sized, high-profile tenants located every mall. In this paper, I develop a theoretical model competition between non-anchor stores mall, with goal explaining an observed pattern choices anchor-store quality levels made by mall developers. particular, examine relationship mall's levels, size, measures performance (visitor traffic revenues). find that because its probability consumers will fit preferences store's goods, has varying effects price visitor traffic, revenues, chosen primary analytical result is size positive concave, i.e. inverse U-shaped, developer chooses high-quality over low-quality one. then validate predictions using data set containing information about key strategic variables for major North American malls, showing proposed relationships are robust inclusion inter-mall competitive additional relevant controls.Essay B Negative Advertising Voter Choice advertising political campaigns been especially timely recent years, given increased presence negative each successive U.S. election cycle. Using detailed from both voter surveys automated ad monitoring, we voters candidates House Presidential elections 2000. On side, estimate candidate choice as well turnout, effect turnout likelihood voting sponsoring ad. We campaign's manner which it related various market characteristics. findings more likely be when cost low, races closer, challenger rather than incumbent, less educated, makes there greater scrutiny voters.