Although prior research has advanced our understanding of the drivers of organ donation attitudes and intentions, little is known about how to increase actual registrations within explicit consent systems. Some empirical evidence suggests that costly, labor intensive educational programs and mass media campaigns might increase registrations. However, they are neither scalable nor economical solutions. To address these limitations, the authors conducted a field experiment (N = 3,330) in Ontario, Canada testing the effectiveness of behaviorally informed promotion interventions as well as process improvements. They find intercepting customers with materials targeting information and altruistic motives at the right time, along with streamlining customer service, significantly increased registrations. Specifically, the best performing intervention, prompting perspective-taking through reciprocal altruism (“ If you needed a transplant would you have one?”), significantly increased new registration rates from 4.1% in the control condition to 7.4%. The authors followed up with seven posttests (Total N = 3,376) to find support for their theoretical predictions and to explore the mechanisms through which the interventions may have operated. This paper provides evidence for low-cost, scalable marketing solutions that increase organ donor registrations in a prompted choice context and has important implications for public policy and enhancing societal welfare.

We develop a structural model of brand management to estimate the value of a brand to a firm. In our framework, a brand's value is the expected net present value of future cash flows accruing to a firm due to its brand. Our brand value measure recognizes that a firm can change its brand equity by investing in advertising. We estimate quarterly brand values in the stacked chips category for the period 2001-2006 and explore how those values change over time. Comparing our brand value measure to its static counterpart, we find that a static measure, which ignores advertising and its ability to affect brand equity dynamics, yields brand values that are artificially high and that fluctuate too much over time. We also explore how changing the ability to build and sustain brand equity affects brand value. At our estimated parameterization, if brand equity were to depreciate more slowly, or if advertising were more effective at building brand equity, then brand value would increase. However, counterintuitively, we find that when the effectiveness of advertising is sufficiently high, increasing the rate at which brand equity depreciates can increase the value of a firm's brand, even as it reduces the value of the firm overall. History: K. Sudhir served as the editor-in-chief and Jean-Pierre Dubé served as associate editor for this article.

Many platform strategies focus on indirect network effects between sellers through platform expansion. In this paper, we show sellers on the console video game platform generate a positive intertemporal spillover effect and expand the demand for other sellers, holding the set of platform adopters fixed. We propose a novel identification strategy that leverages exogenous variation in the release timing of games exclusively available on a console platform, and examine how this variation affects the sales of games available on both platforms. We find a sizable intertemporal demand spillover effect between games: A 1% increase in total copies sold on a platform leads to a 0.153% increase in the sales of other games in the next month (i.e., an elasticity of 0.153). Additional analysis suggests this demand spillover effect is reminiscent of habit formation on the consumer side, in that past purchases keep end users active on the platform. Our finding provides a potential explanation for recent platform sales events and subscription services that provide free games to consumers every month. This paper was accepted by Eric Anderson, marketing.

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