University of Southern California

Sivaramakrishnan Siddarth
Associate Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-5048
Education: 
PhD, UCLA; PGDM, Indian Institute of Management - Calcutta; BTech, Indian Institute of Technology - New Delhi

Overview

Sivaramakrishnan Siddarth is an expert in the development and use of response models to understand consumer and market behavior. His research has been published in the Journal of Marketing Research, Journal of Marketing, Journal of Forecasting, Marketing Science and in Psychology and Marketing. Professor Siddarth currently serves on the editorial board of Marketing Letters. He is the recipient of the Golden Apple teaching award and the Dean's Award for Excellence in Teaching.

Research

Ohjin, K., and Siddarth, S. (2013) "Does a Consumer’s Previous Purchase Predict Other Consumers’ Choices? A Bayesian Probit Model with Spatial Correlation in Preference and Response," Marketing Science.
Sin, R., Chellappa, R., and Siddarth, S. (2011) "Price-formats as a Source of Price Dispersion: A Study of Online and Offline Prices in the Domestic US Airline Markets," Information Systems Research, 22 (1), 83-98.
Bucklin, R. E., Siddarth, S., and Silva-Risso, J. (2008) "Distribution Intensity and New Car Choice," Journal of Marketing Research, 45 (4), 473-486.
Pai, S., Siddarth, S., and Divakar, S., "Advertising Tracking," in Tellis, G., and Ambler, T., eds., The SAGE Handbook of Advertising, London/Sage Publications 2007.
Dasgupta, S., Siddarth, S., and Silva-Risso, J. (2007) "Lease or Buy: A Structural Model of a Consumer’s Vehicle and Contract Choice Decisions," Journal of Marketing Research, 44 (August), 490-402.
Gustafson, P., and Siddarth, S. (2007) "Describing the Dynamics of Attention to TV commercials: A Hierarchial Bayes Model of the Time to Zap an Ad," Journal of Applied Statistics, 34 (5), 585-609.
Koen, P., Siddarth, S., and Hanssens, D. M. (2002) "The Long-Term Effects of Pricing and Promotions on Category Traffic, Brand Choice and Purchase Quantity," Journal of Marketing Research, 39, 421-439.
Kwangpil, C., Siddarth, S., and Weinberg, C. B. (1999) "The Impact of Heterogeneity in Purchase Timing and Price Responsiveness on Estimates of Sticker Shock Effects," Marketing Science, 18, 178-192.
Bucklin, R. E., Gupta, S., and Siddarth, S. (1998) "Modeling the Effect of Purchase Quantity on Consumer Choice of Product Assortment," Journal of Forecasting: Special Issue on Marketing Applications, 17, 281-301.
Siddarth, S., and Chattopadhyay, A. (1998) "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, 17, 124-138.
Bucklin, R. E., Gupta, S., and Siddarth, S. (1998) "Determining segmentation in Sales Response Across Consumer Purchase Behaviors," Journal of Marketing Research , 35, 189-197.
Hakstian, R. A., Scratchley, L. S., MacLeod, A. A., Tweed, R. G., and Siddarth, S. (1997) "Selection of Telemarketing Employees by Standardized Assessment Procedures," Psychology and Marketing, 14 (703-726).
Pollay, R. E., Siddarth, S., Siegel, M., Haddix, A., Meritt, R. K., Giovino, G. A., and Eriksen, M. P. (1996) "The Last Straw? Cigarette Advertising and Realized Market Shares among Youths and Adults, 1979-1993," Journal of Marketing , 60 (2), 1-16.
Ansari, A. M., Siddarth, S., and Weinberg, C. (1996) "Pricing a Bundle of Products and Services: The Case of Nonprofits," Journal of Marketing Research, 33, 86-93.
Siddarth, S., Bucklin, R. E., and Morrison, D. G. (1995) "Marking the Cut: Modeling and Analyzing Choice Set Restrictions in Scanner Panel Data," Journal of Marketing Research, 32, 255-266.
Pai, S., and Siddarth, S. "The Impact of Buzz on Purchase Decisions: The Case of Motion Pictures,".
Chandrasekaran, D., Saraf, N., and Siddarth, S. "How Knowledge Overlap Drives (and Doesn’t Drive) Developer Preferences for Joining OSS Projects," Informationns Systems Research.