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Comparing methods to separate treatment from self-selection effects in an online banking setting

Gensler, Sonja, Leeflang, Peter and Skiera, Bernd 2013, Comparing methods to separate treatment from self-selection effects in an online banking setting, Journal of business research, vol. 66, no. 9, pp. 1272-1278, doi: 10.1016/j.jbusres.2012.02.025.

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Title Comparing methods to separate treatment from self-selection effects in an online banking setting
Author(s) Gensler, Sonja
Leeflang, Peter
Skiera, Bernd
Journal name Journal of business research
Volume number 66
Issue number 9
Start page 1272
End page 1278
Total pages 7
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2013-09
ISSN 0148-2963
Keyword(s) Self-selection effects
Matching methods
Instrumental variables method
Control function method
Online use
Summary The literature discusses several methods to control for self-selection effects but provides little guidance on which method to use in a setting with a limited number of variables. The authors theoretically compare and empirically assess the performance of different matching methods and instrumental variable and control function methods in this type of setting by investigating the effect of online banking on product usage. Hybrid matching in combination with the Gaussian kernel algorithm outperforms the other methods with respect to predictive validity. The empirical finding of large self-selection effects indicates the importance of controlling for these effects when assessing the effectiveness of marketing activities.
Language eng
DOI 10.1016/j.jbusres.2012.02.025
Field of Research 150504 Marketing Measurement
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2012, Elsevier Inc.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30091431

Document type: Journal Article
Collection: Department of Marketing
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