Simon Business School
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Faculty Profile

Mitchell J Lovett
Associate Professor of Marketing
Phone: 585.276.4020
Office: 3-221 Carol Simon Hall

Bio

Professor Lovett joined the Simon Business School in the Fall of 2008. Prior to joining, he earned a BA from Ohio Wesleyan University, an MBA from Boise State University, and a PhD from Duke University, where he was the Sheth Doctoral Consortium Fellow.

Teaching Interests

Professor Lovett has taught Marketing Research, Advertising Strategy, Consumer Behavior, and a PhD Seminar in Quantitative Marketing.

Research Interests

Professor Lovett's research interests include quantitative marketing, targeted advertising, advertising content and schedule choices, online and offline word-of-mouth, branding, social media listening, and consumer learning. One stream of Professor Lovett's research focuses on applying and developing empirical methods for political marketing. Current projects in this stream study the dynamics behind why candidates go negative in their political advertising, how candidates can improve their targeting of political ads, and the role of advertising versus social media in influencing voter sentiment. A second stream of research examines entertainment products and how consumers learn about them as they decide whether to continue engaging. Another current stream of research examines how brand characteristics influence word-of-mouth online and offline and how these two channels differ. Professor Lovett's research has been published in Marketing Science, received research grants and awards, including the Institute for the Study of Business Markets’ Research Grant Silver Medalist Award, and garnered national media attention in relevant publications such as Ad Age and Marketing News.

Professional History

Associate Professor of Marketing
University of Rochester Simon School of Business, Rochester NY
July 2014 -
Assistant Professor of Marketing
July 2008 - June 2014

Education

Duke University - 2008
Ph D
Business Administration
Boise State University - 2003
MBA
Business Administration
Ohio Wesleyan University - 1997
BA
Business Administration

Publications

2016
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 35
Issue: 1
2015
Targeting Political Advertising on Television
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Quarterly Journal of Political Science
Volume: 10
Issue: 3
2014
A Dataset on Brands and their Characteristics
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 33
Issue: 4
2013
On Brands and Word of Mouth
Journal/Publisher/Proceedings Publisher: The Journal of Marketing Research
Volume: 50
Issue: August
2012
Optimal Admission and Scholarship Decisions: Choosing Customized Marketing Offers to Attract A Desirable Mix of Customers
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 31
Issue: 4
2012
Marketing and Politics: Models, Behavior and Policy Implications
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Letters
Volume: 23
Issue: 2
2011
Seeds of Negativity: Knowledge and Money
Contribution Type: Journal Article, Academic Journal
Journal/Publisher/Proceedings Publisher: Marketing Science
Volume: 30
Issue: 3

Current Research Programs

A New Approach to Estimaing Heterogeneity in Marketing Models
A New Approach to Estimating Heterogeneity in Marketing Models
Demand for Negativity
Differential Effects of Social Media on Regular and Infrequent Viewers of Television
Explaining the Role of Social Media in Political Races
Heterogeneous Private Brand Competition in a Premium Growth Category
On Medium and Message
Optimal Targeting of Television Advertising
Private Brand Launches with New Attributes: A Conjoint-Shopper Panel Technique for Estimating Demand
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