University of Southern California

Sivaramakrishnan Siddarth
Associate Professor of Marketing

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

PhD, UCLA; PGDM, Indian Institute of Management - Calcutta; BTech, Indian Institute of Technology - New Delhi


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.


Does a Consumer’s Previous Purchase Predict Other Consumers’ Choices? A Bayesian Probit Model with Spatial Correlation in Preference and Response 2013
Price-formats as a Source of Price Dispersion: A Study of Online and Offline Prices in the Domestic US Airline Markets 2011
Distribution Intensity and New Car Choice 2008
Advertising Tracking 2007
Lease or Buy: A Structural Model of a Consumer’s Vehicle and Contract Choice Decisions 2007
Describing the Dynamics of Attention to TV commercials: A Hierarchial Bayes Model of the Time to Zap an Ad 2007
The Long-Term Effects of Pricing and Promotions on Category Traffic, Brand Choice and Purchase Quantity 2002
The Impact of Heterogeneity in Purchase Timing and Price Responsiveness on Estimates of Sticker Shock Effects 1999
Determining segmentation in Sales Response Across Consumer Purchase Behaviors 1998
Modeling the Effect of Purchase Quantity on Consumer Choice of Product Assortment 1998
To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials 1998
Selection of Telemarketing Employees by Standardized Assessment Procedures 1997
Pricing a Bundle of Products and Services: The Case of Nonprofits 1996
The Last Straw? Cigarette Advertising and Realized Market Shares among Youths and Adults, 1979-1993 1996
Marking the Cut: Modeling and Analyzing Choice Set Restrictions in Scanner Panel Data 1995
How Knowledge Overlap Drives (and Doesn’t Drive) Developer Preferences for Joining OSS Projects
The Impact of Buzz on Purchase Decisions: The Case of Motion Pictures