Marketing Papers

 

Wharton's Marketing professors - the largest, most cited, and most published marketing faculty in the world - specialize in translating their state-of-the-art research into practical tools that managers can use to make better decisions.

Snack-food giant Frito-Lay, for example, needed to know if the billions it spent each year on advertising was working. Marriott wanted to launch a new chain of residence hotels, but wasn't sure how the market would react to the idea. Shell Oil wanted to redefine product offerings based on customers' perceptions and needs.These are just a handful of the corporations that have improved performance, launched new products, and refined their pricing and merchandising tactics using the market research tools created by the Wharton Marketing Department.

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Papers from 2018

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Beyond the Last Touch: Attribution in Online Advertising, Ron Berman

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Measuring the Bias of Technological Change, Ulrich Doraszelski and Jordi Jaumandreu

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Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook, Dokyun Lee, Kartik Hosanagar, and Harikesh Nair

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A Model of Product Design and Information Disclosure Investments, Panos M. Markopoulos and Kartik Hosanagar

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Does Ease Mediate the Ease-of-Retrieval Effect? A Meta-Analysis, Evan Weingarten and J. W. Hutchinson

Papers from 2017

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Guidelines for Science: Evidence and Checklists, J. Scott Armstrong and Kesten C. Green

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Is Advance Selling Desirable with Competition?, Gérard P. Cachon and Pnina Feldman

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Does Adding Inventory Increase Sales? Evidence of a Scarcity Effect in U.S. Automobile Dealerships, Gerard P. Cachon, Santiago Gallino, and Marcelo Olivares

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Modeling Multimodal Continuous Heterogeneity in Conjoint Analysis — A Sparse Learning Approach, Yupeng Chen, Raghuram Iyengar, and Garud Iyengar

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Protocol Invariance and the Timing of Decisions in Dynamic Games, Ulrich Doraszelski and Juan F. Escobar

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A Cross-Cohort Changepoint Model for Customer-Base Analysis, Arun Gopalakrishnan, Eric T. Bradlow, and Peter S. Fader

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Competing by Restricting Choice: The Case of Search Platforms, Hanna Halaburda, Mikolaj Piskorski, and Pinar Yildirim

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How Do Recommender Systems Affect Sales Diversity? A Cross-Category Investigation via Randomized Field Experiment, Dokyun Lee and Kartik Hosanagar

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Drip Pricing When Consumers Have Limited Foresight: Evidence from Driving School Fees, Katja Seim, Maria Ana Vitorino, and David M. Muir

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The Illusion of Multitasking and Its Positive Effect on Performance, Shalena Srna, Rom Y. Schrift, and Gal Zauberman

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Multi-Attribute Loss Aversion and Reference Dependence: Evidence from the Performing Arts Industry, Necati Tereyağoğlu, Peter S. Fader, and Senthil K. Veeraraghavan

Papers from 2016

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Agency Selling or Reselling? Channel Structures in Electronic Retailing, Vibhanshu Abhishek, Kinshuk Jerath, and Z. John Zhang

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Predictive Validity of Evidence-Based Persuasion Principles: An Application of the Index Method, J. S. Armstrong, Rui Du, Kesten C. Green, and Andreas Graefe

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Is Dynamic Competition Socially Beneficial? The Case of Price as Investment, David Besanko, Ulrich Doraszelski, and Yaroslav Kryukov

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Overcoming Algorithm Aversion: People will Use Imperfect Algorithms If They Can (Even Slightly) Modify Them, Berkeley J. Dietvorst, Joseph P. Simmons, and Cade Massey

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Modeling the Effect of Images on Product Choices, Jeffrey P. Dotson, Mark A. Beltramo, Elea M. Feit, and Randall C. Smith

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Extrapolative Beliefs in Perceptual and Economic Decisions: Evidence of a Common Mechanism, Cary Frydman and Gideon Nave

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The PollyVote Forecast for the 2016 American Presidential Election, Andreas Graefe, Randall J. Jones, J. S. Armstrong, and Alfred G. Cuzán

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Persuasion Principles Index: Ready for Pretesting Advertisements, Kesten C. Green, J. S. Armstrong, Rui Du, and Andreas Graefe

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Customer-Base Analysis using Repeated Cross-Sectional Summary (RCSS) Data, Kinshuk Jerath, Peter S. Fader, and Bruce G. S Hardie

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Item Response Models of Probability Judgments: Application to a Geopolitical Forecasting Tournament, Edgar C. Merkle, Mark Steyvers, Barbara A. Mellers, and Philip E. Tetlock

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Participation vs. Effectiveness of Paid Endorsers in Social Advertising Campaigns: A Field Experiment, Jing Peng and Christophe Van den Bulte

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Complicating Decisions: The Work Ethic Heuristic and the Construction of Effortful Decisions, Rom Y. Schrift, Ran Kivetz, and Oded Netzer

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Mixed Pricing in Online Marketplaces, Katja Seim and Michael Sinkinson

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From Primed Concepts to Action: A Meta-Analysis of the Behavioral Effects of Incidentally Presented Words, Evan Weingarten, Qijia Chen, Maxwell McAdams, Jessica Yi, Justin Hepler, and Dolores Albarracín

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Conspicuous Consumption on the Long Tail: How can Luxury Brands Benefit from Counterfeits?, Pinar Yildirim, Zhenqi Liu, and Z. John Zhang

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Measuring Multi-Channel Advertising Effectiveness Using Consumer-Level Advertising Response Data, Daniel Zantedeschi, Eleanor M. Feit, and Eric T. Bradlow

Papers from 2015

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Golden Rule of Forecasting: Be Conservative, J. S. Armstrong, Kesten C. Green, and Andreas Graefe

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Misrepresentation of Credence Goods and Channel Design, Dinah Cohen-Vernik, Pinar Yildirim, and Vikas Mittal

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Looking for My Self: Identity-Driven Attention Allocation, Nicole V. Coleman and Patti Williams

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Improving Intelligence Analysis with Decision Science, Mandeep K. Dhami, David R. Mandel, Barbara A. Mellers, and Philip E. Tetlock

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Consumer Dynamic Usage Allocation and Learning under Multi-Part Tariffs, Arun Gopalakrishnan, Raghuram Iyengar, and Robert J. Meyer

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Simple Versus Complex Forecasting: The Evidence, Kesten C. Green and J. S. Armstrong

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Golden Rule of Forecasting Rearticulated: Forecast Unto Others as You Would Have Them Forecast Unto You, Kesten C. Green, J. S. Armstrong, and Andreas Graefe

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Do I Follow My Friends or the Crowd? Information Cascades in Online Movie Ratings, Young-Jin Lee, Kartik Hosanagar, and Yong Tan

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Improving Exercise Adherence and Physical Measures in English-Speaking Latina Women, Lorena Martin, Joseph S. Signorile, Barbara E. Kahn, Andrew W. Perkins, Soyeon Ahn, and Arlette C. Perry

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Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment, David J. Reibstein

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Pain and Preferences: Observed Decisional Conflict and the Convergence of Preferences, Rom Y. Schrift and Moty Amar

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Specification Curve: Descriptive and Inferential Statistics on All Reasonable Specifications, Uri Simonsohn, Joseph P. Simmons, and Leif D. Nelson

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Decomposition of Time-Series by Level and Change, Thomas H. Tessier and J. S. Armstrong

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Credit Scoring with Social Network Data, Yanhao Wei, Pinar Yildirim, Christophe Van den Bulte, and Chrysanthos Dellarocas

Papers from 2014

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The Economics of Predation: What Drives Pricing When There is Learning-by-Doing?, David Besanko, Ulrich Doraszelski, and Yaroslav Kryukov

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Accuracy of Combined Forecasts for the 2012 Presidential Election: The PollyVote, Andreas Graefe, J. S. Armstrong, Randall J. Jones, and Alfred G. Cuzán

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Entry- and Sunk-Cost Spillovers from the Rival: Evidence from Entry and Expansion of KFC and McDonald's in Chinese Cities, Aamir R. Hashmi, Ping Xiao, and Qiaowei Shen

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Will the Global Village Fracture into Tribes? Recommender Systems and Their Effects on Consumer Fragmentation, Kartik Hosanagar, Daniel M Fleder, Dokyun Lee, and Andreas Buja

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Complexity, Efficiency, and Fairness of Multi-Product Monopoly Pricing, Eugenio J. Miravete, Katja Seim, and Jeff Thurk

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Incorporating Profit Margins into Recommender Systems: A Randomized Field Experiment of Purchasing Behavior and Consumer Trust, Umberto Panniello, Michele Gorgoglione, Shawndra Hill, and Kartik Hosanagar

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Opportunities and Barriers for Smaller Portions in Food Service: Lessons from Marketing and Behavioral Economics, Jason Riis

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Traffic-Light Labels and Choice Architecture: Promoting Healthy Food Choices, Anne N. Thorndike, Jason Riis, Lillian M. Sonnenberg, and Douglas E. Levy

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Understanding the Effect of Advertising on Stock Returns and Firm Value: Theory and Evidence From a Structural Model, Maria Ana Vitorino

Papers from 2013

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Optimal Bidding in Multi-item Multi-Slot Sponsored Search Auctions, Vibhanshu Abhishek and Kartik Hosanagar

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Effects of Corporate Social Responsibility and Irresponsibility Policies: Conclusions from Evidence-Based Research, J. S. Armstrong and Kesten C. Green

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The Ombudsman: Is the Evidence Sufficient to Take Action on Executive Pay? Reply to Commentators, J. S. Armstrong and Philippe Jacquart

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Unplanned Category Purchase Incidence: Who Does It, How Often, and Why, David R. Bell, Daniel Corsten, and George Knox

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When, Why, and How Controversy Causes Conversation, Zoey Chen and Jonah A. Berger

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Evidence-Based Forecasting for Climate Change, Kesten C. Green, Willie Soon, and J. S. Armstrong

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The Role of Actively Open-Minded Thinking in Information Acquisition, Accuracy, and Calibration, Uriel Haran, Ilana Ritov, and Barbara A. Mellers

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Neighborhood Social Capital and Social Learning for Experience Attributes of Products, Jae Young Lee and David R. Bell

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Temporal Changes of Neocortical High-Frequency Oscillations in Epilepsy, Allison Pearce, Drausin F Wulsin, Justin A Blanco, Abba M. Krieger, Brian Litt, and William C. Stacey

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Public Monopoly and Economic Efficiency: Evidence from the Pennsylvania Liquor Control Board's Entry Decisions, Katja Seim and Joel Waldfogel

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How Tradeoffs Shrink Attribute Hierarchy, Aner Sela, Jonah A. Berger, and Gia Nardini

Papers from 2012

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Moneyball: Message for Managers, J. Scott Armstrong

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What Matters Most in Internet Retailing, David R. Bell, Jeonghye Choi, and Leonard Lodish

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When Does Social Influence Attract versus Repel? Identity-Signaling, Conformity, and Divergence, Jonah A. Berger

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Avoiding the Curse of Dimensionality in Dynamic Stochastic Games, Ulrich Doraszelski and Kenneth L. Judd

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Exploring the Relationship Between Anxiety and Insistence on Sameness in Autism Spectrum Disorders, Katherine Gotham, Somer L. Bishop, Vanessa Hus, Marisela Huerta, Sabata Lund, Andreas Buja, Abba M. Krieger, and Catherine Lord

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Evidence on the Effects of Mandatory Disclaimers in Advertising With reply to commentators: Should We Put a Price on Free Speech?, Kesten Green and J. Scott Armstrong

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Demand Forecasting: Evidence-Based Methods, Kesten C. Green and J. S. Armstrong

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Cooperative Cashing? An Economic Analysis of Document Duplication in Cooperative Web Caching, Kartik Hosanagar and Yong Tan

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Behavioral Economics and the Psychology of Fruit and Vegetable Consumption, Joseph Price and Jason Riis

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Decision Quicksand: How Trivial Choices Suck Us In, Aner Sela and Jonah A. Berger

Papers from 2011

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Evidence-based Advertising, J. Scott Armstrong

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Illusions in Regression Analysis, J. Scott Armstrong

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Natural Learning in Higher Education, J. Scott Armstrong

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Reply to the Commentaries on "Evidence-Based Advertising", J. Scott Armstrong

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Research on Forecasting for the Manmade Global Warming Alarm: Testimony to Committee on Science, Space and Technology Subcommittee on Energy and Environment on "Climate Change: Examining the processes used to create science and policy", J. Scott Armstrong, Kesten C. Green, and Willie Soon

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Can Losing Lead to Winning?, Jonah A. Berger and Devin Pope

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Pricing Services Subject to Congestion: Charge Per-Use Fees or Sell Subscriptions?, Gérard P. Cachon and Pnina Feldman

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Research With Built-in Replication: Comment and Further Suggestions for Replication Research, Heiner Evanschitzky and J. Scott Armstrong

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Comparing Face-to-Face Meetings, Nominal Groups, Delphi and Prediction Markets on an Estimation Task, Andreas Graefe and J. Scott Armstrong

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Role Thinking: Standing in Other People's Shoes to Forecast Decisions in Conflicts, Kesten Green and J. Scott Armstrong

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The Global Warming Alarm: Forecasts from the Structured Analogies Method, Kesten C. Green and J. S. Armstrong

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Bid Preference Programs and Participation in Highway Procurement Auctions, Elena Krasnokutskaya and Katja Seim

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Nudge to Nobesity I: Minor Changes in Accessibility Decrease Food Intake, Paul Rozin, Sydney E Scott, Megan Dingley, Joanna K. Urbanek, Hong Jiang, and Mark Kaltenbach

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The Effect of Market Structure on Cellular Technology Adoption and Pricing, Katja Seim and Brian Viard

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Efficiency Gains from Removing Entry and Price Controls: Evidence from a Change in Regulation, Katja Seim and Maria Ana Vitorino

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Spurious Also? Name-Similarity Effects (Implicit Egotism) in Employment Decisions, Uri Simonsohn

Papers from 2010

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Replications of Forecasting Research, J. Scott Armstrong

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Predicting Elections from Biographical Information about Candidates: A Test of the Index Method, J. Scott Armstrong and Andreas Graefe

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Predicting Elections from the Most Important Issue: A Test of the Take-the-Best Heuristic, J. Scott Armstrong and Andreas Graefe

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Forecasting Principles, J. Scott Armstrong, Kesten C. Green, and Andreas Graefe

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Positive Effects of Negative Publicity: When Negative Reviews Increase Sales, Jonah A. Berger, Alan T. Sorensen, and Scott J. Rasmussen

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Subtle Signals of Inconspicuous Consumption, Jonah A. Berger and Morgan Ward

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A User's Guide to Solving Dynamic Stochastic Games Using the Homotopy Method, Ron N. Borkovsky, Ulrich Doraszelski, and Yaroslav Kryukov

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Dynamic versus Static Pricing in the Presence of Strategic Consumers, Gérard P. Cachon and Pnina Feldman