Wesley R. Hartmann

Professor, Marketing
+1 (650) 725-2311
CV
Personal Website
Water Conservation Collaboration Project

Wesley R. Hartmann

The John G. McCoy-Banc One Corporation Professor of Marketing

Academic Area:
Marketing

Research Statement

Professor Hartmann’s research empirically analyzes questions in marketing and economics. He studies advertising, pricing, reward programs, social interactions, sustainability, switching costs, technology, and vertical integration.
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Academic Degrees

  • PhD in Economics, UC Los Angeles, 2003
  • MA in Economics, UC Los Angeles, 2001
  • BA, UC Irvine, 1996

Academic Appointments

  • At Stanford University since 2003

Awards and Honors

  • James and Doris McNamara Faculty Fellow, 2022–23

Publications

Journal Articles

Preference Externality Estimators: A Comparison of Border Approaches and IVs
Xing Li, Wesley R. Hartmann, Tomomichi Amano
Management Science
 2022
Information vs. Automation and Implications for Dynamic Pricing
Bryan Bollinger, Wesley R. Hartmann
Management Science
 January 1, 2020 Vol. 66 Issue 1 Pages 290-314
Super Bowl Ads
Wesley R. Hartmann, Daniel Klapper
Marketing Science
 February 2018 Vol. 37 Issue 1 Pages 78-96
Advertising Competition in Presidential Elections
Brett R. Gordon, Wesley R. Hartmann
Quantitative Marketing and Economics
 April 15, 2016 Pages 1-40
Quality vs. Variety: Trading Larger Screens for More Shows in the Era of Digital Cinema
Anita Rao, Wesley R. Hartmann
Quantitative Marketing and Economics
 2015 Vol. 13 Issue 2 Pages 117–134
Internet vs. TV Advertising: A Brand Building Comparison
Michaela Draganska, Wesley R. Hartmann, Gena Stanglein
Journal of Marketing Research
 October 2014 Vol. 51 Issue 5 Pages 578–590
Advertising Effects in Presidential Elections
Brett R. Gordon, Wesley R. Hartmann
Marketing Science
 November 2012 Vol. 32 Issue 1 Pages 19–35, Lead Article, Finalist for Little Award
Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design
Wesley R. Hartmann, Harikesh S. Nair, Sridhar Narayanan
Marketing Science
 November 2011 Vol. 30 Issue 6 Pages 1079–1097
Airing Your Dirty Laundry: Vertical Integration, Reputational Capital and Social Networks
Ricard Gil, Wesley R. Hartmann
The Journal of Law, Economics, & Organization
 June 20, 2011 Vol. 27 Issue 2 Pages 219–244, Lead Article, Finalist for Williamson prize
Demand Estimation with Social Interactions and the Implications for Targeted Marketing
Wesley R. Hartmann
Marketing Science
 July 2010 Vol. 29 Issue 4 Pages 585–601, Finalist for Little Award
Retail Competition and the Dynamics of Demand for Tied Goods
Wesley R. Hartmann, Harikesh S. Nair
Marketing Science
 September 2009 Vol. 29 Issue 2 Pages 366–386
Empirical Analysis of Metering Price Discrimination: Evidence from Concession Sales at Movie Theaters
Ricard Gil, Wesley R. Hartmann
Marketing Science
 May 2009 Vol. 28 Issue 6 Pages 1046–1062
Modeling Social Interactions: Identification, Empirical Methods and Policy Implications
Wesley R. Hartmann, Puneet Manchanda, Harikesh S. Nair, Matthew Bothner, Peter Dodds, David Godes, Kartik Hosanagar, Catherine Tucker
Marketing Letters
 December 2008 Vol. 19 Issue 3 Pages 287–304
Do Frequency Reward Programs Create Switching Costs?
Wesley R. Hartmann, V. Brian Viard
Quantitative Marketing and Economics
 2008 Vol. 6 Issue 2 Pages 109–137
The Role and Determinants of Concession Sales in Movie Theaters: Evidence from the Spanish Exhibition Industry
Ricard Gil, Wesley R. Hartmann
Review of Industrial Organization
 June 2007 Vol. 30 Issue 4 Pages 325–347
Intertemporal effects of consumption and their implications for demand elasticity estimates
Wesley R. Hartmann
Quantitative Marketing and Economics
 2006 Vol. 4 Issue 4 Pages 325-349, Inaugural Wittink Award
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Teaching

Degree Courses

2023-24
ALP 306: Marketing for Measurable Change
GSBGEN 641: Introduction to Structural Econometrics
2022-23
GSBGEN 641: Introduction to Structural Econometrics
2021-22
ALP 306: Marketing for Measurable Change
GSBGEN 641: Advanced Empirical Methods
STRAMGT 577: Creativity in the Business Ecosystem
2020-21
MKTG 577: Creativity in the Business Ecosystem
2019-20
GSBGEN 641: Advanced Empirical Methods
STRAMGT 258: MSx: Strategic Management
2018-19
GSBGEN 641: Advanced Empirical Methods
STRAMGT 258: MSx: Strategic Management

Executive Education & Other Non-Degree Programs

Mergers and Acquisitions
​Tackle the entire M&A process through an interdisciplinary curriculum and a hands-on, weeklong team simulation project.

Stanford Case Studies

Rachio: Marketing a Disruptive Sprinkler Technology
M369
Wesley Hartmann, Debra Schifrin
2017
Assessing the Chinese Palate: American Securities Shanghai (A)
M317A
Arar Han, Wesley Hartmann
2008

Stanford GSB Affiliations

Service to the Profession

  • Coordinating Editor, Quantitative Marketing & Economics
  • Editorial Board, QME, Management Science, Marketing Science

In the Media

Insights by Stanford Business

Sick of Presidential Campaign Ads? Blame the Electoral College
April 18, 2016
Paradoxically, letting the people vote for president would cut advertising in half.
Do Super Bowl Ads Really Work?
January 29, 2015
Not all big game TV commercials drive enough sales to offset the ad’s cost.
Wesley R. Hartmann: Where to Build a Better Brand — Television or the Internet?
November 18, 2014
Shifting marketing dollars from television to online advertising can pay off.
The Message and the Medium
October 23, 2012
Research says political candidates might be better off paying for web ads than investing too heavily in TV.
Why Does Movie Popcorn Cost So Much?
December 01, 2009
A marketing professor says the high price of popcorn at most movie theater concession stands actually benefits moviegoers.
Loyalty Programs Can Be a Waste of Money
October 01, 2006
Research shows the programs motivate only a small fraction of consumers to increase usage, and sometimes end up costing organizations money.
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School News

Fixing Economics’ Gender Problem
May 14, 2019
Meet three graduates of an innovative Stanford GSB program designed to create a path for women and minorities in business academia.