Dear Marshall Community,
I am delighted to announce that the President has approved the promotion of Dina Mayzlin to Professor of Marketing effective immediately.
Professor Mayzlin received her PhD from MIT in 2002. She started as an Assistant Professor at the Yale School of Management in 2001 and was promoted to Associate Professor without tenure at Yale in 2007. Marshall recruited her as an Associate Professor of Marketing with tenure in 2012.
Professor Mayzlin is a quantitative marketing scholar whose primary research focus is on consumer word-of-mouth online, with a secondary focus on the firm’s advertising strategy. She has done pioneering work that defines measures of online word-of-mouth and links them to sales. That work led to the most highly-cited paper in Marketing Science since 2001, which also won the 2011 INFORMS Society for Marketing Science Long Term (10-year) Impact Award. Prof. Mayzlin has also looked at how user ratings affect sales online, controlling for quality, rigorously analyzing causality in online word of mouth. That work resulted in the most cited paper in the Journal of Marketing Research since 2003, which also received the 2011 O’Dell award from the Journal of Marketing Research for making the “most significant long-term contribution” to marketing. Marketing Science and the Journal of Marketing Research are the most prestigious outlets for quantitative marketing scholars.
In another paper in Marketing Science, Prof. Mayzlin was the first to study the relationship between promotion and word-of-mouth. Using a game-theoretic model, she examines whether firms could manipulate conversations surreptitiously by exploiting the anonymity afforded by online communities. A counter-intuitive finding of this work is that firms with inferior products spend more resources on promotion than firms with superior products. This paper won the 2006 Frank M. Bass Outstanding Dissertation Award for the best paper in an INFORMS-sponsored journal derived from a PhD thesis and the 2013 INFORMS Society for Marketing Science (ISMS) Long Term Impact Award.
Overall, Prof. Mayzlin has seven prestigious awards in the field, which includes being a three-time winner of the INFORMS Society for Marketing Science (ISMS) Long Term Impact Award for the best marketing paper published in an INFORMS journal during the prior 10 years, the American Marketing Association’s Howard Award for the best doctoral dissertation, and ISMS Little Award for the best paper published in an INFORMS journal. She won the USC Marshall Dean’s Award for Research Impact in 2016. Overall, her work has had enormous impact; her citations in the Web of Science total about 2,700 while those in Google Scholar exceed 10,000.
Professor Mayzlin is an Associate Editor of Marketing Science, and has been a member of the editorial boards of Marketing Science and Journal of Marketing Research. She is currently the PhD coordinator for the marketing department at Marshall and has taught both quantitative PhD seminars, as well as classes in analytical modeling. Her expertise in digital marketing makes her an especially valuable asset in the classroom, and she is one of the founding faculty who teaches in the online MBA program (OMBA). She was part of the team that won the USC Marshall 2017 Dean’s Award for Community for launching that program.
Professor Mayzlin’s promotion is a well-deserved recognition of her outstanding contributions in research, teaching, and service over the years. Please join me in congratulating her and welcoming her to the ranks of tenured full professors.
Vice Dean for Faculty and Academic Affairs
Joseph A. DeBell Chair in Business Administration
Professor of Management and Organization
Marshall School of Business
University of Southern California
(November 8, 2018)
Gerry Tellis will be made an AMA Fellow, which will be bestowed at the next AMA Winter Meeting in Austin, TX. Congrats to Gerry!
Ph.D. student Mengxia Zhang (advisor: Lan Luo) is a winner of the ISMS Doctoral Dissertation Award for her dissertation titled “Can User Generated Content Predict Restaurant Survival? Deep Learning of Yelp Photos and Reviews.”
Congrats to Mengxia and to Lan! (11/07/2018)
A list of recent research and other accomplishments of Marketing faculty members follows, as of July 2018:
Valerie Folkes' paper (with Allison Johnson), "When One Bad Apple Spoils Consumers' Judgment of the Brand: Exposure to an Employee's Non-Workplace Transgression and Potential Remedies," was accepted for publication in the Journal of the Academy of Marketing Science.
Gerry Tellis' latest book (with Stav Rosenzweig), "How Transformative Innovations Shaped the Rise of Nations: From Ancient Rome to Modern America," has been published and is widely available.
Salon.com quoted Joseph Priester in a story about Dick's Sporting Goods banning the sales of assault rifles at its stores after the Parkland shooting.
Forbes wrote about USC's Intelligent Internet of Things Integration Consortium (I3) and quoted CTM director Jerry Power.
Wallet Hub interviewed Gene Del Vecchio about 4th of July plans.
The LA Daily News quoted Ira Kalb on IHOP's name change.
A list of recent research and other accomplishments of Marketing faculty members follows, as of June 2018:
Diane Badame was listed as a favorite MBA professor by an MBA student who was earlier featured in Poets & Quants Best & Brightest MBA students of 2018. Read the story here.
CBC (Canada) quoted Anthony Dukes on the business models of startup scooter companies.
Poets & Quants quoted Anthony Dukes and Mark Brostoff on MBA interest in the cannabis industry since its legalization in many states.
The Los Angeles Times quotes Gene Del Vecchio in an article about the rise of multi-cultural ad agencies such as Cashmere Agency.
Congratulations to our May 2018 graduates from the USC Marshall Doctoral Program, Francesca Valsesia and Bora Min. They will be missed!
A list of recent research and other accomplishments of Marketing faculty members follows, as of May 2018:
Diane Badame received a Golden Apple award for excellence in teaching in the MBA.PM core.
Lan Luo's paper (with Courtney Paulson (Ph.D.) and Gareth James (DSO)), "Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising," was accepted for publication and is forthcoming in the Journal of Marketing Research.
Joe Nunes, holder of the Joseph A. DeBell Endowed Professorship in Business Administration, was given the Evan C. Thompson Faculty Mentoring and Leadership Award at the Marshall Annual Faculty Awards ceremony May 1.
Norbert Schwarz's paper (with E.J. Newman), "Good Sound, Good Research: How Audio Quality Influences Perceptions of the Researcher and Research," was published in Science Communication, 40(2), 246-257.
Schwarz's chapter, "Of Fluency, Beauty, and Truth: Inferences From Metacognitive Experiences," was published in J. Proust & M. Fortier (Eds.), Metacognitive Diversity: An Interdisciplinary Approach (pp. 25-46), New York: Oxford University Press.
Stephanie Tully's paper (with Anna Paley and Eesha Sharma), "Too Constrained to Converse: The Effect of Financial Constraints on Word-of-Mouth," was accepted for publication and is forthcoming in the Journal of Consumer Research.
Sha Yang's paper (with Lian Jian, Sulin Ba, Li Lu and L. Cristal Jiang), "Managing the Crowds: the Effect of Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing Contests," was accepted for publication and is forthcoming in MIS Quarterly.
Some of you already heard (either by being there in person, or through Nandini Rajagopalan's email), but I wanted to share with everybody the good news that Joe received this year’s “Evan C. Thompson Faculty Mentoring and Leadership Award” .
Joe received his award for his tireless mentoring of Ph.D. students (Ph.D. graduates Aarti Ivanic, Young Jee Han, and Francesca Valsesia), his continuous role in our international programs (PRIME, GLOBE), as well as his critical role as the second Director for the World
Bachelor in Business program.
Congratulations to Joe, and to all of us for having him around us!
Kristin Diehl (05/01/2018)
Faculty Profile from Marshall Monthly (May 2018): Faculty Profile - Davide Proserpio
USC Marshall Assistant Professor of Marketing, Davide Proserpio is a specialist in measuring the impact of the digital economy on traditional business models. Lately his work has taken him from measuring the impact of Airbnb on the hotel industry to the company's effect on the housing market, to the changing dynamic of the host/guest relationship to decision-making behind positive and negative ratings.
When Proserpio and his colleagues began their first study five years ago, they were among the first researchers to focus on competition between peer-to-peer companies and traditional businesses that offer similar goods or services.
Today his work shows the "non-negligible impact" of Airbnb on both the hotel and housing markets. Hotel revenue is down in areas where Airbnb rentals are up; long-term rentals become scarce and more expensive as housing inventory is increasingly allocated to the short-term market. But Proserpio argues the verdict is still out on whether the long-term impact will be good or bad.
"There is a negative effect for renters, but market value for some homes also can increase, which is a positive effect for homeowners," he said. "Given these effects, it is not yet clear whether the overall impact of Airbnb is positive or negative. But independently of the answer, we will probably see more regulatory behavior to control the effects of Airbnb and the sharing economy in general."
Links to Proserpio's papers can be found on his personal website.
Dear USC Marshall Community,
Each year the Marshall Business Student Government (MBSG) recognizes outstanding faculty and staff by awarding the Golden Apple Teaching Awards and Golden Compass Staff Awards. The awards will be presented at the Marshall Undergraduate Commencement ceremony on May 11th. Please join me in congratulating this year’s award recipients!
GOLDEN APPLE TEACHING AWARDS
Core Course Teaching Awards
• Julie Suh, BUAD 280
• Lars Perner, BUAD 307
Elective Course Teaching Awards
• Julia Plotts, Department of Finance and Business Economics
• Smrity Randhawa, Leventhal School of Accounting
• Michael Mische, Department of Management and Organization
• Gil Appel, Department of Marketing
• Anthony Borquez, Lloyd Greif Center for Entrepreneurial Studies
• Ellen-Linnea Dipprey, Department of Business Communication
• Inga Maslova, Department of Data Sciences and Operations
• Albert Napoli, Lloyd Greif Center for Entrepreneurial Studies
GOLDEN COMPASS STAFF AWARDS
• Lauren Olson, Career Advisor, Marshall Undergraduate Career Services
• Sean O’Connell, Director, Marshall Undergraduate International Programs
• Katrina Arce, Academic Advisor, Marshall Undergraduate Academic Advising and Student Affairs
Vice Dean for Undergraduate Programs
USC Marshall School of Business
Faculty Profile from Marshall Monthly (April 2018): Faculty Highlight - Kristin Diehl
"Research often starts as me-search," Kristin Diehl said. The associate professor of marketing has published a few papers on how photography affects experiences and memory. And as a photographer since the days of film cameras, she takes a personal interest in the findings.
Since we all carry cell phone cameras around with us all the time now, Diehl wondered if taking photos has become helpful in enjoying and remembering experiences - or distracting.
"We find that for a range of experiences, taking photos shifts our mindset, gets us more engaged and increases our enjoyment," Diehl said.
With cell phone cameras, people photograph everyday happenings, not just special occasions. "Graduations and weddings are great, but I want to look back on all the good moments," Diehl said. "And the way memory works, those moments are very fleeting and would most likely be forgotten."
"There is this intuition that photo taking is distracting," said Diehl, "but we found in a series of studies that that is not the case for the most part. Of course, if you were watching the last minute of a basketball game, it might be distracting, but for most experiences, like a hike, it adds to your enjoyment to take photos."
Diehl hails from Mainz, Germany (where Gutenberg invented the printing press), and visits family there at least twice a year (where she probably takes a lot of photos). At the end of every year, she likes to review her photos for the memories and for her Christmas cards.
A list of recent research and other accomplishments of Marketing faculty members follows, as of April 2, 2018:
Kristin Diehl's paper (with Alixandra Barasch and Gal Zauberman), "How the Intention to Share Can Undermine Enjoyment: Photo-Taking Goals and Evaluation of Experiences," will be published in the Journal of Consumer Research in April.
Deborah MacInnis' paper (with Lucy Gill-Simmen, Andreas B.Eisingerich and C.W.Park), "Brand-Self Connections and Brand Prominence as Drivers of Employee Brand Attachment," was accepted for publication and is forthcoming in the Academy of Marketing Science Review.
C. W. Park's paper (with Lucy Gill-Simmen, Deborah J. MacInnis and Andreas B. Eisingerich),"Brand-Self Connections and Brand Prominence as Drivers of Employee Brand Attachment," was accepted for publication and is forthcoming in the Academy of Marketing Science Review.
Park's paper (with He Jia, Sha Yang and Xianghua Lu), "Do Consumers Always Spend More When Coupon Face Value Is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level," was accepted for publication and is forthcoming in the Journal of Marketing.
PC Magazine interviewed Davide Proserpio on his research about the effects of the sharing economy on human behavior.
Yanhao Wei's paper, "Airline Networks, Traffic Densities, and Value of Links," was accepted for publication and is forthcoming in Quantitative Marketing and Economics.
Sha Yang's paper (with He Jia, Xianghua Lu and C.W. Park), "Do Consumers Always Spend More When Coupon Face Value Is Larger? The Inverted U-Shaped Effect of Coupon Face Value on Consumer Spending Level," was accepted for publication and is forthcoming in the Journal of Marketing.
A list of recent research and other accomplishments of Marketing faculty members follows, as of March 2, 2018:
Valerie Folkes' paper (with Deborah Macinnis, Arianna Uhalde, Gratiana Pol (MKT Ph.D. candidate) and Martin Reimann), "Are Brand Betrayal and Brand Dissatisfaction Experienced in Distinct Ways? Psychological and Neural Evidence," was accepted for publication and is forthcoming in the Journal of the Association for Consumer Research.
Deborah J. MacInnis' chapter (with Craig Thompson and Eric Arnould), "Linking CCT and Consumer Research: Consumers' Mobilization of Co-Created Resources," was published in "Consumer Culture Theory," Craig Thompson and Eric Arnould, eds., Sage.
Her paper (with Valerie Folkes, Arianna Uhalde, Gratiana Pol (MKT Ph.D. candidate) and Martin Reimann), "Are Brand Betrayal and Brand Dissatisfaction Experienced in Distinct Ways? Psychological and Neural Evidence," was accepted for publication and is forthcoming in the Journal of the Association for Consumer Research.
Davide Proserpio's paper (with Giorgos Zervas), "Study: Replying to Customer Reviews Results in Better Ratings," was published in the Harvard Business Review.
Norbert Schwarz's paper (with A.J. Xu), "How One Thing Leads to Another: Spillover Effects of Cognitive Mind-sets," was published in Current Directions in Psychological Science, 27(1), 51-55.
His paper (with D.J. Hauser), "How Seemingly Innocuous Words Can Bias Judgment: Semantic Prosody and Impression Formation," was published in the Journal of Experimental Social Psychology, 75, 11-18.
His paper (with E. O'Brien, A.C. Kristal and P.C. Ellsworth), "(Mis)imagining the Good Life and the Bad Life: Envy and Pity as a Function of the Focusing Illusion," was published in the Journal of Experimental Social Psychology, 75, 41-53.
A list of recent research and other accomplishments of Marketing faculty members follows, as of February 2, 2018:
Joe Priester's paper (with Dhananjay Nayakankuppam, Jae Hwan Kwon, Leigh Anne Novak Donovan, and Richard Petty), "Construction and Retrieval of Evaluative Judgments: The Attitude Strength Moderation Model," has been accepted for publication in the Journal of Experimental Social Psychology and is forthcoming.
Norbert Schwarz's paper (with D. Oyserman), "Conservatism as a Situated Identity: Implications for Consumer Behavior," was published in the Journal of Consumer Psychology.
His paper (with A. Krishna, S.W.S. Lee and X. Li), "Embodied Cognition, Sensory Marketing, and the Conceptualization of Consumers' Judgment and Decision Processes," was published in the Journal of the Association for Consumer Research.
His paper (with R.R. Silva, N.Chrobot, E. Newman and S. Topolinski), "Make it Short and Easy! Username Complexity Determines Trustworthiness Above and Beyond Objective Reputation," was published in Frontiers in Psychology.
Gerry Tellis' paper, "Silicon Envy: How Global Innovation Clusters Hurt or Help Each Other Across Developed and Emerging Markets," has been accepted for publication in the Journal of International Business Studies (JIBS) and is forthcoming.
I am excited to announce that Miriam Burgos has been promoted to Associate Professor of Clinical Marketing. We are so lucky to have Miriam on our faculty. Congratulations, Miriam—well deserved!
Joseph C. Nunes
Holder of the Joseph A. DeBell Endowed Professorship in Business Administration
Chair of the Department of Marketing and Professor of Marketing
USC Marshall School of Business
Great news from the SJDM (Society for Judgment and Decision Making) conference!
MKT PhD student Jennifer Lee’s poster (“Being Unique Makes Us Similar? When Customized Example Designs Motivate Expressions of Uniqueness”) was selected as the best student poster of this year’s SJDM Meeting.
As some of you may know, SJDM takes posters very seriously with many faculty members presenting posters, not just students. Hence, they had 369 poster presentations in total!
Only student posters are eligible for this prize and are judged based on the actual poster submitted prior to the conference as well as by judges visiting the poster presentation and talking to the presenter during the poster session.
This year there were three honorable mentions, a 2nd prize, and a first prize presented.
Attached is a photo of Jennifer (1st prize) with two of the honorable mentions winners (Kristen Duke and Allie Lieberman, both On Amir’s students at UCSD, so strong SoCal representation here).
Very proud of Jennifer and her representation of the Ph.D. program (to the best of our knowledge this is a first for our program at JDM and maybe even for USC in general).
Please join us in congratulating Jennifer on her award (a certificate and $750!)!
Kristin and Lisa (11/13/2017)
The USC Marshall School of Business and the Marketing Department recognized Dr. Valerie Folkes for her 30 years of service. (09/19/2017)