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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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...

Navdeep S. Sahni, Harikesh S. Nair
February 1, 2016

In a large-scale field experiment, we demonstrate that advertising can serve as a signal that enhances consumers’ evaluations of advertised goods. We implement the experiment on a mobile search platform that provides listings and reviews...

Navdeep S. Sahni, Dan Zou, Pradeep Chintagunta
November 25, 2015

The prevalence and widespread usage of email has given businesses a direct and cost effective way of providing consumers with targeted discount offers. While these discounts are expected to increase the demand for the promoted...

Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair
September 2015

We investigate the effect of social media advertising content on customer engagement using a large-scale field study on Facebook. We content-code more than 100,000 unique messages across 800 companies using a combination of Amazon Mechanical...

Oystein Daljord, Sanjog Misra, Harikesh S. Nair
September 2015

Observed contracts in the real-world are often very simple, partly reflecting the constraints faced by contracting firms in making the contracts more complex. We focus on one such rigidity, the constraints faced by firms in...

Bryan Bollinger, Wesley R. Hartmann
April 1, 2015

A fixed cost investment in home automation technology can eliminate consumers’ marginal costs of responding to changing demand conditions. We estimate the welfare effects of a home automation technology using a field experiment run by...

Wesley R. Hartmann, Daniel Klapper
March 2015
We explore the effects of television advertising in the setting of the NFL’s Super Bowl telecast. The Super Bowl is the largest advertising event of the year and is well suited for measurement. The...
Pedro M. Gardete, Liang Guo
January 2015

We consider a model of strategic information transmission where a firm can communicate its quality to consumers through informative advertising. Our main result is that informative advertising claims can be credible even when the firm...

Pedro M. Gardete
December 2014

Much like in other semiconductor environments, DRAM manufacturers face significant demand uncertainty before production and capacity decisions can be implemented. This paper investigates the role of market information in DRAM manufacturing, and the consequences of...

Jordan Etkin, Ioannis Evangelidis, Jennifer Aaker
October 30, 2014
Consumers often feel pressed for time, but why? This research provides a novel answer to this question: subjective perceptions of goal conflict. We show that beyond the number of goals competing for their time, perceived...
Pedro M. Gardete
October 2014

This paper investigates the in-flight marketplace. It uses detailed data of inflight purchases to understand social effects in purchase behavior, and determine their potential for designing marketing promotions. We find that on average a passenger is approximately...

Brett Gordon, Wesley R. Hartmann
August 2013

Presidential candidates purchase advertising based on each state’s potential to tip the election. The structure of the Electoral College concentrates spending in battleground states, such that a majority of voters are ignored. We estimate an...

Jennifer Aaker, Michael Norton, Melanie Rudd
2013

Across six field and laboratory experiments, participants given a concretely-framed prosocial goal (e.g., making someone smile, increasing recycling) felt happier after performing a goal-directed act of kindness than did those who were assigned a functionally...

Harikesh S. Nair, Reto Hofstetter, Scott Shriver
February 2012

We use variation in wind speeds at surfing locations in Switzerland as exogenous shifters of users’ propensity to post content about their surfing activity onto an online social network. We exploit this variation to test...

Jennifer Aaker, Melani Rudd, Kathleen Vohs
2012

When do people feel as if they are rich in time? Not often, research and daily experience suggest. However, three experiments showed that participants who felt awe, relative to other emotions, felt they had more...

Harikesh S. Nair, Sridhar Narayanan
2012

New empirical models of consumer demand that incorporate social preferences, observational learning, word-of-mouth or network effects have the feature that the adoption of others in the reference group - the installed-base - has a causal...

Jennifer Aaker, Roy Baumeister, Emily Garbinsky, Kathleen Vohs
2012

Being happy and finding life meaningful overlap, but there are important differences. A large survey revealed multiple differing predictors of happiness (controlling for meaning) and meaningfulness (controlling for happiness). Satisfying ones needs and wants increased...

Harikesh S. Nair, Pradeep K. Chintagunta
May 2011

Marketing researchers have used models of consumer demand to forecast future sales; to describe and test theories of behavior; and to measure the response to marketing interventions. The basic framework typically starts from microfoundations of...