Latest Seminars

Generalizable and Robust TV Advertising Effects
Prof Brad Shapiro, Associate Professor of Marketing, Booth School of Business, University of Chicago

We provide generalizable and robust results on the causal sales effect of TV advertising based on the distribution of advertising elasticities for a large number of products (brands) in many categories. Such generalizable results provide a prior distribution that can improve the advertising decisions made by firms and the analysis and recommendations of anti-trust and public policy makers. A single case study cannot provide generalizable results, and hence the marketing literature provides several meta-analyses based on published case studies of advertising effects. However, publication bias results if the research or review process systematically rejects estimates of small, statistically insignificant, or “unexpected” advertising elasticities. Consequently, if there is publication bias, the results of a meta-analysis will not reflect the true population distribution of advertising effects. To provide generalizable results, we base our analysis on a large number of products and clearly lay out the research protocol used to select the products. We characterize the distribution of all estimates, irrespective of sign, size, or statistical significance. To ensure generalizability we document the robustness of the estimates. First, we examine the sensitivity of the results to the approach and assumptions made when constructing the data used in estimation from the raw sources. Second, as we aim to provide causal estimates, we document if the estimated effects are sensitive to the identification strategies that we use to claim causality based on observational data. Our results reveal substantially smaller effects of own-advertising compared to the results documented in the extant literature, as well as a sizable percentage of statistically insignificant or negative estimates. If we only select products with statistically significant and positive estimates, the mean or median of the advertising effect distribution increases by a factor of about three to four. The results are robust to various identifying assumptions, and are consistent with both publication bias and bias due to non-robust identification strategies to obtain causal estimates in the literature.

Date 22.02.2019
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

Two Essays on Digital Consumers
PhD Thesis Presentation
Mr Qiang Zhang, Department of Marketing, HKUST

Date 17.12.2018
Time 2:30 - 3:30pm
Venue Room 4047, 4/F, LSK Business Building

The Influence of Disease Cues on Consumer Behavior: An Evolutionary Perspective
PhD Thesis Presentation
Ms Yunhui Huang, Department of Marketing, HKUST

Date 12.12.2018
Time 11:00 - 12:00pm
Venue Rm 6045, 6/F, LSK Business Building

Two Essays on Gift Giving and Its Welfare Implications
PhD Thesis Presentation
Ms Shi Wang, Department of Marketing, HKUST

Date 12.12.2018
Time 2:30 - 3:30pm
Venue Room 4047, 4/F, LSK Business Building

Overgeneralized Beliefs: Product Appearance and Consumer Judgments
Prof. Gita JOHAR, Meyer Feldberg Professor of Business, Columbia University; HKUST IAS Senior Visiting Fellow

Date 07.12.2018
Time 10:30 - 12:00pm
Venue Room 1003, 1/F, LSK Business Building

Combating Fake News: A Consumer Psychology Perspective
IAS DISTINGUISHED LECTURE
Prof. Gita JOHAR, Meyer Feldberg Professor of Business, Columbia University; HKUST IAS Senior Visiting Fellow

Date 30.11.2018
Time 10:30 - 12:00nn
Venue IAS Lecture Theater, Lo Ka Chung Building, Lee Shau Kee Campus, HKUST

The Push and Pull of Social Networks on Human Mobility and Social Dynamics
Prof Jayson Shi Jia, Assistant Professor of Marketing, Faculty of Business and Economics, The University of Hong Kong

Date 23.11.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico
Prof Matthew Osborne, Assistant Professor of Marketing, University of Toronto

Date 15.11.2018
Time 3:00 - 4:30pm
Venue Room 6045, 6/F, LSK Business Building

An Empirical Bargaining Model with Number Biases – A Study of Auto Loan Monthly Payments
Ms Zhenling Jiang, Olin Business School, University of Washington

Date 26.10.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

Scalpers: When "How Many" Is the Question
Ms Chenxi Liao, Naveen Jindal School of Management, The University of Texas in Dallas

Date 19.10.2018
Time 10:30 - 12:00pm
Venue

Beyond the Desired End-State: The Pursuit of Mere Completion
Mr Bowen Ruan University of Wisconsin-Madison

Date 05.10.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

When Differentiation Reduces Desire for Innovation
Ms Chelsea Galoni, Kellogg School of Management, Northwestern University

Date 28.09.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

Does Fast Fashion Increase the Demand for Premium Brands? A Structural Analysis
Ms Zijun (June) Shi, Carnegie Mellon University

Date 27.09.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

A Structural Model of a Multi-tasking Salesforce with Private Information
Ms Minkyung Kim, School of Management, Yale University

Date 24.09.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building

Dynamics of Musical Success: A Bayesian Nonparametric Approach
Mr Khaled Boughanmi, Columbia University

Date 21.09.2018
Time 10:30 - 12:00pm
Venue Room 4047, 4/F, LSK Business Building