Ty Henderson is an assistant professor in the Marketing Department. He earned his Ph.D. from the University of Wisconsin-Madison, after experiencing the dot-com boom at two start-ups. His research interests include sales promotion and branding strategy in the context of public goods, non-compensatory choice, Bayesian econometric methods and behavioral measurement technologies. His research has appeared in Marketing Science and Journal of Marketing.
Posts about Ty Henderson
For many spouses, shopping for items such as cars and televisions is a joint activity. Even in a healthy relationship, partners can clash about what they do or don’t want to buy. The husband may have a price he doesn’t want to exceed, while the wife may hate a particular brand. The goal is to find a product that makes everyone happy, but in some cases the conversation just reaches a sticking point. When this happens, it’s best to narrow down the field of options as much as possible and focus only on products that satisfy both partners.
Understanding a customer’s decision-making process can go a long way in helping sellers target the market, set appropriate prices and make sales more efficiently. In a recent study, McCombs School researcher Ty Henderson outlines how incorporating “must-have” and “can’t have” thresholds in the demand model gives companies a more accurate sense of how their customers will respond to different prices and product features.