Associate Professor of Marketing
Leonard N. Stern School of Business
New York University
"Accounting for Causality When Measuring Sales Lift from Television
Advertising," (with Henry Assael and Baek Jung Kim), Journal
of Advertising Research, 61(1), 2021, 3-11 (lead article).
- 2021 Best Paper Award
Piracy and Outsourcing in Two-Sided Markets," (with Eitan
Muller), Quantitative Marketing
and Economics, 18(1), 2020, 61-124.
Entrepreneurship's Dynamic Tensions: Converging (Diverging) Effects of
Experience and Networks on Market Entry Timing and Entrant Performance,"
Yanfei Zhao and P. Devereaux Jennings), Journal of Business
Venturing, 35(2), 2020, 1-23.
Demand for New and Used Durable Goods without Physical Depreciation:
The Case of Japanese Video Games," (with Andrew Ching), Marketing
Science, 38(3), 2019, 392-416.
Computationally Efficient Fixed Point Approach to Dynamic Structural
Demand Estimation," (with Yutec Sun), Journal of
Econometrics, 208(2), 2019, 563-584.
for the Monte Carlo exercises (NFP, MPEC, and PFP)
of Dynamic Models of Rewards Programme," (with Andrew Ching), Japanese
Economic Review (special issue on Marketing and Industrial
Organization), 69(3), 2018, 306-323.
Distinctiveness in the Console Video Game Industry: An
Exemplar-Based Model of Proto-Category Evolution,"
Eric Yanfei Zhao, P. Devereaux Jennings, and Michael Lounsbury), Organization
Science, 29(4), 2018, 588-611.
Exclusivity and Accessibility: Patterns of Brand and Product
Line Extension Strategies in the Fashion Luxury Industry,"
History Culture Consumption (special issue on the Business
of Luxury), 4(1), 2017, 31-57.
Success Beyond Traditional Measures: New Insights from
Methods and Market Response Modeling,” (with Vinod
Venkatraman, Angelika Dimoka,
Paul A. Pavlou, Khoi Vo, William Hampton, Bryan Bollinger, Hal E.
and Russell S. Winer), Journal
of Marketing Research, 52(4), 2015, 436-452.
the Illegitimacy Discount: Cultural Entrepreneurship in the U.S.
Feature Film Industry," (with Eric Yanfei Zhao and Michael
Studies, 34(12), 2013 1747-1776.
the Informative and Persuasive Roles of Detailing on Prescribing
Decisions," (with Andrew Ching), Management Science,
58(7), 2012, 1374-1387.
Practitioner's Guide to Bayesian Estimation of Discrete Choice Dynamic
Programming Models," (with Andrew Ching, Susumu Imai, and
Neelam Jain), Quantitative
Marketing and Economics, 10(2), 2012, 151-196 (lead
Codes for the Monte Carlo exercises (in C and MATLAB)
Effects of Detailing on Prescribing Decisions under Quality Uncertainty,"
(with Andrew Ching), Quantitative
Marketing and Economics, 8(2), 2010, 123-165 (lead
- Honorable Mention, 2011 Dick Wittink Prize
Dynamic Structural Model of Endogenous Consumer Reviews in Durable
Goods Markets," (with Yuzhou Liu), R&R.
Price Promotion: Capturing Seasonal Category Expansion Under Endogenous
Consumption," (with Minjung Kwon and Tülin
"An Empirical Study of Scarcity Marketing Strategies: Limited-Time
Products with Umbrella Branding in Beer Market," (with Minjung Kwon and Makoto
"Evaluating the Effect of Soda Taxes Using a Dynamic Model of Rational Addiction," (with Jong Yeob Kim), R&R.
Effects in Adoption and Usage of Crowdfunding Platforms: Evidence from
United States Public School Teachers," (with Baek Jung Kim and Vishal
Singh), under review.
"The Role of Time-Shifting in Serial Drama Viewing: Implications for
Drama Producers and Advertisers," (with Baek Jung Kim and Hiroshi
"Brands versus Brand Extensions: Implications of Brand-based Learning for the Dynamics of Sales," (with
Effect of Acquisitions on Product Quality, Innovativeness, and Sales
Performance: Evidence from the Console Video Game Industry (2002-2010),"
(with Zekun Liu and Joost Rietveld).
Early Product Release Preannouncement a Signal for High Product Quality?"
(with Baek Jung).
Distorts What We See in Online Reviews? Assessing the Sources of
Reporting Bias in Review Ratings and Comments," (with Hiroshi Kumakura)
Estimation of Finite-Horizon Discrete Choice Dynamic
(with Andrew Ching).
"Price Discrimination via Versioning with Limited Quantity and Time:
Case of Special Edition Video Games,"
(with Joost Rietveld and Yuzhou Liu).
Selected works in progress
"Health Insurance and the Dynamics of Patient Decision Making," (with Jong Yeob Kim and Vishal Singh).
Latent Consumption/Purchase Occasions from Observational Data on Brand
and Quantity Choices" (with Eunkyung An and Makoto Mizuno).
"Estimating Trends for Product Characteristics: Evidence from the U.S. Motion Picture Industry," (with Weiqing Zhang).
"The Usage and Impact of Differentiation: Evidence from an Online EdTech Platform," (Zekun Liu and Tülin Erdem).
"Pre-Ordering and Manufacturer's Return Policies for Durable Goods: Theory and Empirical Evidence," (with Jong Yeob Kim).
a Latent Seasonal Market Segment in the Year-End U.S. Video Game
Market," (with Minjung Kwon and Bryan Bollinger).
"Addiction and Alcohol Tax: Evidence from Japanese Beer Industry," (with Kohei Hayashida, Makoto Mizuno, and Kosuke Uetake).
Changes in Purchase Behavior due to Aging for Consumer Goods: A
Hierarchical Gaussian Process Approach" (with Akira Shimizu and Takashi