Simon Business School
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Marketing

Marketing is the study of activities that influence consumer decisions and the demand for an organization's products and services. The Simon School at the University of Rochester offers multiple programs in the Marketing area, from MBA and MS programs, as well as a PhD program designed to produce outstanding marketing scholars.

The distinctive features of our program are its reliance on microeconomics and psychology as foundational disciplines, and an emphasis on research based on rigorous analysis. The marketing faculty has diverse research interests, which cut across the traditional behavioral, quantitative, and managerial classifications in marketing.

Faculty and Research Interests

  • Paul Ellickson: His research interests lie at the intersection between quantitative marketing and industrial organization, with a focus on using structural modeling.
  • Ron Goettler: His research spans quantitative marketing, industrial organization, and finance, with an emphasis on structural econometric methods to understand consumer and firm behavior.
  • Avery Haviv: His research interest is in the development of methodology and the application of dynamic models to solve marketing problems.
  • Yufeng Huang: His research interests are consumer learning by doing, demand estimation, quantitative marketing, and structural econometrics.
  • Garrett Johnson: His research discusses the market for online display advertising. His research measures ad effectiveness, examines the welfare implications of consumer tracking, and quantifies consumer demand for ads.
  • Mitchell J. Lovett: His research interests include learning by consumers, voters and firms, and the influence of that learning on behavior.
  • Paul E. Nelson: Professor Nelson’s teaching and research in­ter­ests are concentrated on the multi-attrib­ute model of consumer behavior, brand management, product posi­tioning and pricing, outsourcing, and the Internet.
  • Greg Shaffer: He teaches the course on pricing policies to full time and part time MBA students.

Recent Research in Marketing

Price is the Priority for Busy Customers

Yufeng Huang

In the busy aisles of the grocery store, consumers push their carts past a daunting array of brand options in all food categories. Nowhere is this more true than in the yogurt aisle, where dozens of varieties compete for consumer attention. The consumer must make quick decisions, so to choose which brand to buy, he or she focuses on a tiny subset of options. Read more about “Pennies for Your Thoughts: Costly Product Consideration and Purchase Quantity Thresholds,” where Simon professor Yufeng Huang and Bart Bronnenberg of Tilburg University in the Netherlands examine what this means for product managers.

 

Ghost Ads Bring New Measure of Success

Garrett Johnson

A methodology for measuring ad effectiveness developed by Simon professor Garrett Johnson is being used by Google and causing a stir in the marketing world. Johnson and coauthors Randall Lewis of Netflix and Elmar Nubbemeyer of Google have developed a methodology that makes testing ad effectiveness much easier—and less costly. Read more about Ghost Ads here.

 

Comparison Shopping May Counter Demand

Avery Haviv

In a recent paper—“Does Purchase Without Search Explain Counter Cyclic Pricing?”—Simon assistant professor Avery Haviv explores how seasonal consumption and purchase without search may explain counter-cyclic pricing. When demand for a product increases, the price goes up as well—most of the time. Read more about Comparison Shopping.

 

When Talking Trumps Twitter

Mitchell Lovett and Renana Peres

Research suggests that in-person conversations have more influence than social media when it comes to TV viewing. As pervasive as social media has become, it’s still no match for a good old-fashioned water cooler. When it comes to TV show recommendations, in-person conversations are the most influential way to get viewers to watch a program. Read more about When Talking Trumps Twitter.

 

Online Ads Drive Sales

Garrett Johnson

A large-scale study by Simon professor Garrett Johnson and two coauthors provides for the first time strong evidence that online retailer ads increase Internet and brick-and-mortar sales. Read more about “Location, Location, Location: Repetition and Proximity Increase Advertising Effectiveness”.

 

Competition, Innovation, and the Inverted U

Ronald Goettler

How does increased competition affect product innovation? A paper by senior associate dean Ronald Goettler, “Competition and Product Innovation in Dynamic Oligopoly,” tackles this important question, relevant to corporate strategy. Read more about Competition, Innovation, and the Inverted U.

 

Pulse of Advertising

Dan Horsky and Marshall Freimer

A consumer products company comes out with a series of ads for a few months, takes a break, then airs a new set several months later. Inconsistent? Spotty? Turns out this is good for business. In their paper, “Periodic Advertising Pulsing in a Competitive Market,” Simon professors Dan Horsky and Marshall Freimer build a theoretical model showing that advertising in concentrated bursts, interspersed with breaks—called pulsing—is the best advertising strategy.

 

Socializing and Advertising

Mitchell Lovett

Media companies seeking new ways to promote their products—television shows in particular—will find new insight in recent research by Simon School assistant professor Mitchell Lovett. Lovett and co-author Richard Staelin of Duke University studied the roles that social engagement and advertising play in building entertainment brands.  Read more about Socializing and Advertising.

 

The Word of Mouth Speaks

Mitchell Lovett

What is it about brands that drive word of mouth? Many studies have been done about word-of-mouth (WOM) marketing, and more still on brands. Though both are central concepts in marketing, surprisingly little research has focused on the role of brands in word of mouth. Mitchell J. Lovett, assistant professor of marketing, is a co-author of a new study that is the first to explore the relationship between them. Lovett produced on “On Brands and Word-of-Mouth” with Renana Peres of Hebrew University of Jerusalem and Ron Schachar of IDC Herzliya’s Arison School of Business.

 

Just How Big is Wal-Mart’s Impact

Paul Ellickson

Paul Ellickson,Simon School assistant professor of economics and of marketing, who studies the economics of retail competition, researched the question with Paul Grieco of Pennsylvania State University, in “Density versus Differentiation: The Impact of Wal-Mart on the Grocery Industry". Read more on "Density versus Differentiation: The Impact of Wal-Mart on the Grocery Industry."

 

 

 
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