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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Tong Geng, Xiliang Lin, Harikesh S. Nair, Jun Hao, Bin Xiang, Shurui Fan
September 16, 2020

Comparison Lift is an experimentation-as-a-service (EaaS) application for testing online advertising audiences and creatives at Unlike many other EaaS tools that focus primarily on fixed sample A/B testing, Comparison Lift deploys a custom bandit-based experimentation algorithm....

Di Wu, Harikesh S. Nair, Tong Geng
August 28, 2020

As households reduce discretionary spending in response to the COVID-19 pandemic, concerns are high that a resulting fall in aggregate demand can lead to a lasting recession post-COVID-19. Consequently, policies aimed at stimulating consumer spending...

Caio Waisman, Harikesh S. Nair, Carlos Carrion, Nan Xu
August 22, 2019

Advertisers that engage in real-time bidding (RTB) to display their ads commonly have two goals: learning their optimal bidding policy and estimating the expected effect of exposing users to their ads. Typical strategies to accomplish...

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, an eCommerce company, which is also a publisher of digital...

Eesha Sharma, Stephanie M. Tully, Xiang Wang

Abstract coming soon.

Melanie Rudd, Rhia Catapano, Jennifer Aaker

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

Abstract coming soon.

Stephanie M. Tully, Elisa Solinas, Eesha Sharma

Abstract coming soon.

Stephanie M. Tully, Wendy de la Rosa

Abstract coming soon.

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

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

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...