Comparing methods to separate treatment from self-selection effects in an online banking setting
Abstract
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. © 2012 Elsevier Inc.
Cite as
Gensler, , Sonja, S., Leeflang, , Peter, S. H. P., Skiera, , Bernd, B., & , (2013). Comparing methods to separate treatment from self-selection effects in an online banking setting. Journal of Business Research, 66(9), 1278.Details
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2013
Journal
Journal of Business Research
Volume
66
Issue
9
Start page
1278
Language
English
ISSN
01482963
DOI