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Abstract
If utility (net of price) varies by consumption occasion, the consideration set of a rational consumer will represent trade-offs between decision costs and the incremental benefits of choosing from a larger set of brands. If evaluating a brand decreases biases and uncertainty in perceived utility, the decision to evaluate a brand for inclusion in a consideration set is different from the decision to consider an evaluated brand. The decision to consume is, in turn, different from the decision to consider. This article provides analytical expressions for these decision criteria and presents four aggregate implications of the model: (1 ) distributions of consideration set sizes, (2) order-of-entry penalties, (3) dynamic advertising response, and (4) competitive promotion intensity.

The presence of a third party can affect attempts by two players to cooperate in a three-player, continuous-alternative, repeated Prisoner's Dilemma-like game. If the third player is uncooperative, two players may find it advantageous to cooperate implicitly, at a level somewhere between full (i.e., three-way) cooperation and full defection. We examine this phenomenon of implicit coalitions via two sequential computer tournaments (38 algorithms in tourney 1, 44 algorithms in tourney 2). In both tournaments, each with a different payoff function, the ability to recognize and/or encourage implicit coalitions seems to be a key indicator of success. This result holds up in a test of robustness. We also examine other properties, including those identified earlier by Axelrod (1980a, 1980b).

Abstract
The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved applications. A broad area of complementarity between the typical focus in statistics and computer science and that in marketing offers great potential. The former fields tend to focus on pattern recognition, control and prediction. Many marketing analyses embrace these directions, but also contribute by modeling structure and exploring causal relationships.
Marketing has successfully combined foci from management science with foci from psychology and economics. These fields complement each other because they enable a broad spectrum of scientific approaches. Combined, they provide both understanding and practical solutions to important and relevant managerial marketing problems, and marketing science is already very successful at obtaining unique insights from big data.