Working Papers

These papers are working drafts of research which often appear in final form in academic journals. The published versions may differ from the working versions provided here.

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Harikesh S. Nair
April 30, 2019

This chapter presents a selective review of a literature in marketing that analyzes diffusion and pricing over the product life-cycle. I primarily focus on empirical work, and on papers that deal with the dynamics of...

Julian Runge, Harikesh S. Nair, Jonathan Levav
March 18, 2019

The “freemium” model for digital goods involves selling a base version of the product for free, and making premium product features available to users only on payment. The success of the model is predicated on...

Ruihuan Du, Yu Zhong, Harikesh S. Nair, Bo Cui, Ruyang Shou
January 30, 2019

This paper describes a practical system for Multi Touch Attribution (MTA) for use by a publisher of digital ads. We developed this system for JD.com, an eCommerce company, which is also a publisher of digital...

Eesha Sharma, Stephanie M. Tully, Xiang Wang
2019

Abstract coming soon.

Melanie Rudd, Rhia Catapano, Jennifer Aaker
2019

Forthcoming in Journal of Consumer Psychology 2019

In this conceptual paper, we review three decades of research on time and meaning in consumer research and psychology to identify key themes that have emerged, build frameworks...

Stephanie M. Tully, Eesha Sharma, Gil Appel
2019

Abstract coming soon.

Stephanie M. Tully, Elisa Solinas, Eesha Sharma
2019

Abstract coming soon.

Stephanie M. Tully, Wendy de la Rosa
2019

Abstract coming soon.

Stephanie M. Tully, Amar Cheema, On Amir, Davide Prosperpio
2019

Revise and Resubmit at Journal of Consumer Research

Abstract coming soon.

Kathleen D. Vohs, Jennifer Aaker, Rhia Catapano
April 2018

People seek to spend time in positive experiences, enjoying and savoring. Yet there is no escaping negative experiences, from the mundane (e.g., arguing) to the massive (e.g., death of a child). Might negative experiences confer...

Unnati Narang, Venkatesh Shankar, Sridhar Narayanan
March 20, 2018

Over half of all shopping journeys start with the mobile channel. In particular, the presence of a branded mobile app significantly influences shopping across channels. However, a majority of app users decrease app usage or...

Reto Hofstetter, Harikesh S. Nair, Sanjog Misra
March 3, 2018

Crowdsourced innovation platforms that enable organizations to outsource ideation to parties external to the firm are proliferating. In many cases, the platforms use open contests that allow the free exchange of ideas with the goal...

Pedro M. Gardete, James M. Lattin
March 2018

In this paper we explore the determinants of profitability for coalition loyalty programs. We consider a setting in which each of two firms competing in one market may form a coalition loyalty program with one...

Donnel A. Briley, Melanie Rudd, Jennifer Aaker
June 2017

Research shows that optimism can positively impact health, but when and why people feel optimistic when confronting health challenges is less clear. Findings from six studies show that the frames people adopt when thinking about...

Aaron M. Garvey, Meg Meloy, Baba Shiv
March 29, 2017

This research explores how the experience of a jilt — the anticipation and subsequent inaccessibility of a highly desirable, aspirant option — influences preference for incumbent and non-incumbent options. We conceptualize jilting as a multi-stage...

Harikesh S. Nair, Sanjog Misra, William J. Hornbuckle IV, Ranjan Mishra, Anand Acharya
February 22, 2017

Efforts on developing, implementing and evaluating a marketing analytics framework at a real-world company are described. The framework uses individual-level transaction data to fit empirical models of consumer response to marketing efforts, and uses these...

Cassie Mogilner, Hal E. Hershfield, Jennifer Aaker
2017

How people think about and use their time has critical implications for happiness and well-being. Extant research on time in the consumer behavior literature reveals a predominantly dichotomized perspective of time between the present and...

Navdeep S. Sahni, S. Christian Wheeler, Pradeep K. Chintanguta
October 23, 2016

In collaboration with three companies selling a diverse set of products, we conduct randomized field experiments in which experimentally tailored email messages are sent to millions of individuals. We find consistently that personalizing the emails,...

Navdeep S. Sahni, Sridhar Narayanan, Kirthi Kalyanam
October 14, 2016

In collaboration with BuildDirect.com, an online seller of home-improvement products, we conduct a large-scale randomized field experiment to study the effects of retargeted advertising – a form of internet advertising in which banner ads are...

Anna Tuchman, Harikesh S. Nair, Pedro M. Gardete
August 19, 2016

We use a new dataset that links the TV ad consumption behavior of a panel of consumers with their product choice behavior to measure the co-determination of demand for products and advertising. Leveraging the variation...