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Research

Reto Hofstetter, Harikesh Nair and Sanjog Misra (2018). A Copycat Penalty: Micro Evidence from an Online Crowdsourcing Platform. (Updated: March 2018).

  • Assesses copying of designs on a crowdsourcing platform using image-comparison algorithms and describes contest-seeker's aversion to such copying along with changes in platform participant's behavior over time. 
  • Comments are welcome.

Navdeep Sahni and Harikesh Nair (2016). Does Advertising Serve as a Signal? Evidence from Field Experiments in Mobile Search. (Updated: March 2018).

  • Tests Nelson's theory of advertising as a signal using a field experiment on a restaurant-search platform. 
  • Comments are welcome.

Navdeep Sahni and Harikesh Nair (2016). Native Advertising, Sponsorship Disclosure and Consumer Deception: Evidence from Mobile Search-Ad Experiments. Marketing Science, forthcoming. (Updated: March 2018).

  • Assesses whether "native" paid search advertising formats materially deceive consumers using a field experiment on a restaurant-search platform. Presents a way to assess deception using revealed preference arguments. 

Anna Tuchman, Harikesh Nair and Pedro Gardete (2014). Television Ad-Skipping, Consumption Complementarities and the Consumer Demand for Advertising.  Quantitative Marketing and Economics, forthcoming. (Updated: Aug 2017). 

  • Treats advertising consumed by agents as the outcome of a deliberate choice, implying a role for the demand for ads that is co-determined with the demand for products. Assesses complementarities in such joint consumption between products and advertising using TV ad consumption and product purchase data. Develops a structural model of joint demand for products and ads, and uses it to assess counterfactual targeting under "addressable TV" scenarios.

Dokyun Lee, Kartik Hosanagar and Harikesh Nair (2013). Advertising Content and Consumer Engagement in Social Media: Evidence from Facebook. Management Science, forthcoming. (Updated: June 2017).

  • Content codes firms' Facebook posts using Amazon Mechanical Turk and machine learning algorithms for Natural Language Processing to investigate the effect of advertising content on customer engagement on the social network.
  • Write-ups: Search Engine Watch // Business2Community
  • Previously titled "The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook."  

Harikesh Nair, Sanjog Misra, William J. Hornbuckle IV, Ranjan Mishra and Anand Acharya (2013).  Big Data and Marketing Analytics in Gaming: Combining Empirical Models and Field ExperimentationMarketing Science, forthcoming. (Updated: Feb 2017).

Oystein Daljord, Sanjog Misra and Harikesh Nair (2016). Homogenous Contracts for Heterogenous Agents: Aligning Salesforce Composition and Compensation. Journal of Marketing Research, April, 55(2). pp. 161-182. (Sept 2015 version).

  • Main point: When contracts cannot be fully heterogenous, firms gain from choosing both agents and incentives jointly. Empirically, the ability to choose agents seems to mitigate significantly the loss in incentives from the restriction to uniform contracts. This may explain the continued prevalence of uniform contracts in real-world settings.
  • Write-ups: Wall St. Journal

Scott K. Shriver, Harikesh Nair and Reto Hofstetter (2013). “Social Ties and User Generated Content: Evidence from an Online Social Network," Management Science, 59(6), June, 1425-43. (June 2012 version).

Sridhar Narayanan and Harikesh Nair (2013). “Estimating Causal Installed-Base Effects: A Bias-Correction Approach," Journal of Marketing Research, 50(1), pp. 70-94. (August 2012 version).

  • Presents an approach to obtain consistent estimates of causal installed base effects in a linear model. Estimates neighborhood effects in the adoption of the Toyota Prius in California using the model.

Paul Ellickson, Sanjog Misra and Harikesh Nair (2012). “Repositioning Dynamics and Pricing Strategy," Journal of Marketing Research, (Lead Article), 49(6), Dec, pp. 750-772.

Pradeep Chintagunta and Harikesh Nair (2011). "Discrete Choice Models of Consumer Demand in Marketing", Marketing Science, (Invited paper), 30(6), Nov-Dec, pp. 977-996.

  • A selective review of discrete-choice models in Marketing focusing on recent applications and emphasizing the link to utility maximization.

Sanjog Misra and Harikesh Nair (2011), “A Structural Model of Sales-Force Compensation Dynamics: Estimation and Field Implementation”. Quantitative Marketing and Economics, (Lead Article), 9(3), September, pp. 211-25.

Wes Hartmann, Harikesh Nair and Sridhar Narayanan (2011). “Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design," Marketing Science, 30(6), Nov-Dec, pg. 1079-97.

  • Exploits kinks in the targeting rules used by firms as a regression discontinuity design to identify causal effects of targeted marketing. Applies approach to measuring direct-mail and casino marketing response.

Harikesh Nair, Puneet Manchanda, and Tulikaa Bhatia (2010). ”Asymmetric Social Interactions in Physician Prescription Behavior: The Role of Opinion Leaders,”Journal of Marketing Research, Vol. XLVII (Oct), pp. 883-895.

  • Exploits a natural experiment to measure causal effects of specialist physician behavior on primary care physician's drug prescription decisions. Explores implications for pharmaceutical detailing allocation.
  • Write-ups: The Economist // Drugs.com

Wes Hartmann and Harikesh Nair (2010). “Retail Competition and the Dynamics of Demand for Tied Goods,” Marketing Science, March/April, 29(2), pp. 366-386.

  • Develops an estimable dynamic demand system for storable, tied goods. Measures interstore substitution effects using the model to investigate channel-pricing issues that arise in the marketing of tied goods.
  • Technical Appendix

Pradeep Chintagunta, Harikesh Nair and R. Sukumar. (2009). “Measuring Marketing Mix Effects in the Video-Game Console Market,” Journal of Applied Econometrics, April/May, 24(3). 

  • Analyzes life-cycle effects of marketing in the 32-bit video-game industry in the US.

Wes Hartmann, Puneet Manchanda, Harikesh Nair, Matt Bothner, Peter Dodds, Dave Godes, Karthik Hosanagar and Catherine Tucker (2008). “Modeling Social Interactions: Identification, Empirical Methods and Policy Implications,” Seventh Triennial Choice Symposium Session paper, Marketing Letters, 19(4), pg. 287-304.

  • A selective review of recent literature on empirical analysis of social interactions, focusing on identification and policy analysis.

Harikesh Nair (2007). “Intertemporal Price Discrimination with Forward-looking Consumers: Application to the US Market for Console Video-Games,”Quantitative Marketing and Economics, 5(3), 239-292.