News & Events

From Dr. Kristin Diehl and Dr. Lisa Cavanaugh:

Hi everybody,

We just wanted to share the exciting news that, after covering the air space from Hawaii to London this fall,  Jennifer D'Angelo has decided to join the marketing department at the Neeley School of Business at TCU.

In recent years, TCU has consistently hired exciting junior faculty including two assistant professors in CB this year(Jenn and Gretchen Wilroy from Penn State – a student of Meg Meloy). So Jenn will be in great company and they will have access to a large subject pool (it’s Texas after all) that I am sure will help Jenn continue her exciting research.

Thanks everybody who took part in her journey. Not just the committee (many thanks to Lan Luo, Joe Nunes, and Cheryl Wakslak for their thoughtful comments and continuous advise) but also everybody else in the department who was involved along the way. There are so many points where you have helped from teaching Ph.D. classes and pro-seminar, to providing feedback on presentations and papers, supporting Jenn’s own teaching, and doing mock-interviews. All very much appreciated.

 

Please join us in congratulating Jenn on a job market well done and to John, her husband, for supporting her and being a movable spouse.

 

Kristin and Lisa

(November 22, 2019)

 


 

Marshall Monthly: October 2019

Gil Appel 

Gil Appel's paper (with Lauren Grewal, Rhonda Hadi and Andrew Stephen), "The Future of Social Media in Marketing," was accepted for publication in the Journal of the Academy of Marketing Science. 

Appel's paper (with Yaniv Shani, Shai Danziger and Ron Shachar), "When and Why Consumers 'Accidentally' Endanger Their Products," was accepted for publication in Management Science.

Appel's paper, "On the Monetary Impact of Fashion Design Piracy," was a finalist for the 2018 International Journal of Research in Marketing Best Article Award.

Appel's paper, "On the Monetization of Mobile Apps," was published in the International Journal of Research in Marketing.

Gil Appel and Cheryl Wakslak (MOR)

Gil Appel and Cheryl Wakslak's paper (with MOR alumni Priyanka Joshi, SF State and Laura Huang, HBS), "Gender Differences in Communicative Abstraction," was published in the Journal of Personality and Social Psychology.

Maria Rodas

Maria Rodas' paper (with Deborah R. John), "The Secrecy Effect: Secret Consumption Increases Women's Product Evaluations and Choice," was accepted for publication in the Journal of Consumer Research.

Gerry Tellis

Gerry Tellis received three awards at the AMA Educators Conference in Chicago in August: 2019 JMR O'Dell Award for best long-term contribution to Marketing Research, 2019 AMA Churchill Award for Lifetime Contributions for Marketing Research, and 2019 AMA Global SIG Excellence in Global Research Award.

 

Marshall in the Media

September media highlights:      

LA Business Journal quoted Rodney Ramcharan about the securitization of payroll (paywall).

Marketplace quoted Anthony Borquez on Apple Arcade.

Insight Into Diversity quoted Sharoni Little on the role of diversity leaders at US business schools.

KPCC Air Talk spoke with Alec Levenson about potential pitfalls in hiring for "cultural fit."

Beauty Independent, a website covering the beauty industry, quoted Kalinda Ukanwa on marketing beauty products through a recession.

LA Business Journal quoted Gene Del Vecchio on Warner Media (paywall).

The Los Angeles Times published an op-ed by Greg Autry on how Trump's economic platform is working out better than the media reports.

(October 2019)


Marshall Monthly: September 2019

Lan Luo

Lan Luo won the 2019 Paul E. Green Award (finalist) for an article published in the Journal of Marketing Research that demonstrated the most potential to contribute significantly to the practice of marketing research. 

 

Marshall in the Media

August media highlights:      

The Hill published an op-ed by Gerry Tellis on the paradox of superstar performers.

The Los Angeles Times quoted Gene Del Vecchio on what's next after Universal canceled the controversial movie, "The Hunt."

The Street quoted Kalinda Ukanwa on how ride-sharing companies like Uber and Lyft might fare in a recession.

CNN quoted Ira Kalb on why the FBI nicknames criminals for the media.

Digital Trends quoted C. Kerry Fields about what the Sprint/T-Mobile merger means for consumers.  

REI featured research by Kristin Diehl in its video about whether social media-driven photography is ruining the outdoors.

USA Today quoted Nick Vyas on how Trump's trade wars are impacting California agriculture.    

(September 2019)

 


Office of the Vice Dean: Nandini Rajagopalan

Dear Marshall Community,

I am pleased to announce that Arianna Uhalde will be joining us as a full-time Assistant Professor of Clinical Marketing starting August 16, 2019.

Arianna earned her Ph.D. in Marketing (with an emphasis in Consumer Behavior) from Marshall School of Business in 2017, and has been teaching as an Adjunct Professor of Marketing at Marshall since Fall 2017. She has taught several Consumer Behavior and Advertising & Promotion Management classes, and recently developed a class called Happiness and Wellbeing in the Marketplace, which she will teach for the first time during Fall 2019.

Arianna is also a researcher with USC’s Performance Science Institute, helping develop projects and programming related to the psychological determinants of peak performance. Her work at the PSI reflects her passion for understanding individuals’ motivation and performance (as well as burnout, performance-related mental health challenges, and substance abuse).    

With expertise in market research and consumer insights, Arianna has advised various companies in the L.A. area, including Los Angeles Football Club (LAFC), MORE Labs, and The Honest Company.

Arianna previously earned B.A. degrees in Psychology and Public Policy Studies, as well as a certificate in Markets & Management Studies, from Duke University.

Please join me in welcoming Arianna to our community.

 

Nandini Rajagopalan

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

 


Marshall Monthly: May 2019

2019 Golden Apple Awards

USC Marshall and Leventhal students have chosen 16 of their favorite teacher-scholars for Golden Apple Awards.    

Undergraduate:  

For core teaching: 

  • Christine El Haddad, assistant professor of clinical management and organization
  • Merle Hopkins, professor of clinical accounting.

For elective teaching:

  • Kevin Fields, associate professor of clinical finance and business economics.
  • Albert Napoli, lecturer of entrepreneurship
  • Lars Perner, assistant professor of clinical marketing
  • Kirk Snyder, associate professor of clinical business communication
  • Julie Suh, assistant professor of clinical accounting
  • Tianshu Sun, assistant professor of data sciences and operations
  • Carl Voigt, professor of clinical management and organization 

 For mentoring:

  • Julia Plotts, associate professor of finance and business administration

Golden Compass awards were given to the following staff members:

  • Kira Dalton, associate director,undergraduate student services
  • Allie Fitz, student advisor, undergraduate student services.

Graduate Programs

  • Gareth James, director of the Institute for Outlier Research in Business, Morgan Stanley Chair in Business Administration and professor of data sciences and operations (for teaching in the Full-Time MBA Core)
  • Helena Yli-Renko, director of the Lloyd Greif Center for Entrepreneurial Studies, Orfalea Director's Chair in Entrepreneurship and professor of Clinical entrepreneurship (For teaching in the MBA.PM core)
  • Murat Bayiz, associate professor of clinical data sciences and operations (elective teaching)
  • Miriam Burgos, assistant professor of clinical marketing (for teaching and mentoring in the OMBA)

 

Faculty Research Awards

 USC Marshall held its annual faculty awards April 30, 2019, at Town & Gown. Dean James G. Ellis and Nandini Rajagopalan, vice dean for faculty and academic affairs, Joseph A. DeBell Chair in Business Administration and professor of management and organization introduced the following awards:


Greif Research Awards

  • Joseph Raffiee, assistant professor of management and organization
  • Sha Yang, Ernest Hahn Professor of Marketing

 

Dean's Award for Research Excellence

  • Regina Wittenberg Moerman, professor of accounting
     
  • Rodney Ramcharan, associate professor of finance and business economics
     
  • Sha Yang, Ernest Hahn Professor of Marketing
     

Dean's Award For Research Impact

  • Kenneth Ahern, Dean's Associate Professor in Business Administration and associate professor of finance and business economics

 

Dr. Jagdish Sheth Impact on Practice Award

  •  C.W. Park, Robert E. Brooker Professor of Marketing

 

Evan C. Thompson Faculty Teaching and Learning Innovation Award

  • Jolanta Aritz, professor of clinical business communication
  • Pete Cardon, professor of clinical business communication and academic director for the MBA.PM program
  • Carolin Fleischmann, assistant professor of clinical business communication
     

Evan C. Thompson Faculty Mentoring and Leadership Award

  • Gareth James, Director of the Institute for Outlier Research in Business, Morgan Stanley Chair in Business Administration  and professor of data sciences and operations
     
  • Marion Philadelphia, professor of clinical business communication, chair, Dept. of Business Communication

 

Dr. Douglas Basil Award for Junior Business Faculty (Teaching)

  • Christine El Haddad, assistant professor of clinical management and organization

 

Marshall Faculty Award for Ph.D. Mentoring

  • Anthony Dukes, professor of marketing and Chair, Dept. of Marketing (July 2019)

 

Dean's Award for Ph.D. Advising

  • Gareth James

 

Dean's Award for Community

  • Elissa Grossman, associate professor of clinical entrepreneurship and Chair, Lloyd Greif Center for Entrepreneurial Studies (July 2019)

 

Please join us in congratulating our faculty colleagues on their outstanding achievements. They inspire us with their dedication and remind us what makes Marshall truly a great place to work. (May 2019)


 

Harvard Business Review published a piece by Anthony Dukes and Yi Zhu on their research explaining why customer service can be poor while the company in question remains profitable. 

Gene Del Vecchio was quoted by GQ Magazine on the headwinds faced by HBO as it prepares for life under AT&T.


 Gerard Tellis, professor of marketing, management and organization, the Jerry and Nancy Neely Chair in American Enterprise and the director of the Center for Global Innovation, was inducted as a Fellow of the American Marketing Association. (April 4, 2019)

 


Marshall Faculty Award Winners 2019

Dear USC Marshall Community:

It is that time of the year when we recognize our faculty colleagues for their exemplary contributions to our teaching, research, and service missions. Thanks to everyone who attended the Marshall Annual Faculty Awards celebration yesterday. We recognized many of our faculty colleagues for their teaching, scholarship, and service accomplishments, including those who have been awarded endowed chairs, received promotions, Marshall and USC teaching awards, fellowships, and professional and University recognitions.

While we honored so many more of our faculty colleagues at the event, please see the list below for the recipients of the annual Marshall faculty awards.  (May 1, 2019)

Dean’s Award for Research Excellence

Regina Wittenberg Moerman
Rodney Ramcharan

Sha Yang

Dean’s Award For Research Impact

Kenneth Ahern

Dr. Douglas Basil Award for Junior Business Faculty (Teaching)

Christine El-Haddad

Dr. Jagdish Sheth Impact on Practice Award

C.W. Park

Evan C. Thompson Faculty Teaching and Learning Innovation Award

Jolanta Aritz

Pete Cardon

Carolin Fleischmann

Evan C. Thompson Faculty Mentoring and Leadership Award

Gareth James  

Marion Philadelphia

Dean’s Award for Community

Elissa Grossman

Marshall Faculty Award for PhD Mentoring

Anthony Dukes

Dean’s Award for PhD Advising

Gareth James

 

Please join us in congratulating our faculty colleagues on their outstanding achievements. They inspire us with their dedication and remind us what makes Marshall truly a great place to work.

 

Best regards,
James G. Ellis                                      Nandini Rajagopalan, Ph.D.
Dean                                                     Vice Dean for Faculty and Academic Affairs


Marshall Monthly: April 2019

Debbie MacInnis and Gerry Tellis

Debbie MacInnis and Gerry Tellis' paper (with former doctoral students Seshadri Tirunillai and Yanwei Zhang), "Drivers of Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence," accepted for publication in the Journal of Marketing.


Jerry Power (MKT) and Pete Cardon (BUCO)
Jerry Power and Pete Cardon's paper (with Y. Huang), "Leadership Communication on Internal Digital Platforms, Emotional Capital, and Corporate Performance: The Case for Leader-Centric Listening," was published in the International Journal of Business Communication.

Gerry Tellis
Gerry Tellis was inducted as a Fellow of the American Marketing Association.

 

Marshall in the Media

Harvard Business Review published a piece by Anthony Dukes and Yi Zhu on their research explaining why customer service can be poor while the company in question remains profitable.     

The Hollywood Reporter quoted Gene Del Vecchio and C.Kerry Fields in a piece about WarnerMedia's CEO Kevin Tsujihara and his relationship with a young actress.

The New York Times quoted Joe Nunes in a story on how human interaction has become a status symbol.  

Outside quoted Lindsey Bier on Clif Bar calling out its competitor in an ad in the New York Times, thus igniting the so-called "energy bar wars." 

Los Angeles Magazine quoted Ira Kalb on the marketing of Shen Yun.   

Business Because, a website covering business schools, quoted Anne Ziemniak on why USC Marshall is a top school for women.

Logistics Management, a trade publication, quoted Nick Vyas on the evolving expectations of online consumers and operational restraints.

GQ quoted Gene Del Vecchio in an article about headwinds at HBO since CEO Richard Plepler abruptly stepped down in the wake of a changing culture under AT&T, which now owns the channel. 

(April 1, 2019)


Office of the Vice Dean: Nandini Rajagopalan

Dear Marshall Community,

I am very happy to announce that Maria A. Rodas will be joining the Marketing department as a tenure track assistant professor in Fall 2019. Maria is currently a doctoral student at the University of Minnesota’s Carlson School of Management. Her research focuses on brand strategy and cross-cultural consumer behavior. Her dissertation examines consumers’ responses to brands that incorporate contradictory meanings, such as contradictory brand personality traits (e.g., rugged and sophisticated). Her work finds many consumers evaluate what she calls paradox brands more favorably, especially those who view the world as inherently contradictory. Her work also looks at the effect of biculturalism (regarding oneself as the combination of two cultures) on the evaluation of paradox brands. Her findings suggest that contradictions in the brand need not be viewed negatively, and offers suggestions to managers that could guide their positioning and building of brands. Her dissertation was awarded an ACR-Sheth Foundation Dissertation grant. Maria has already published three articles in the Journal of Consumer Psychology and was awarded the American Marketing Association’s Matthew Joseph Emerging Scholar Award in 2018, which is awarded each year to honor one doctoral student scholar who displays exemplary scholarship and a bright future in the marketing discipline

Please join me in congratulating Maria and warmly welcoming her to the Marshall community.

 

Nandini Rajagopalan
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

 


Office of the Vice Dean: Nandini Rajagopalan

Dear Marshall Community,

I am very happy to announce that Kalinda Ukanwa will be joining the Marketing department as a tenure track assistant professor in Fall 2019.  Kalinda is currently a doctoral candidate at the Robert H. Smith School of Business at the University of Maryland. Her research focuses on the dynamics of consumer social interactions and its implications for firm decision-making. Her doctoral thesis, “Reputation Dynamics in Marketing Contexts” investigates how firms could use information about consumer reputations to make better decisions in digital marketplaces and platforms.  Key findings from her dissertation show 1) competition between reputation-building consumers in the marketplace can interfere with the effectiveness of firm interventions (e.g., advertising, rule setting, copyright enforcement); 2) firms who find it profitable in the short-run to discriminate against consumers based on their group’s reputation may find that this strategy can backfire in the long-run.  Trained as an industrial engineer, Kalinda holds B.S., M.S., and M.B.A. degrees from Stanford University and is an NSF Honorable Mention Scholar.  Before pursuing her academic career, Kalinda worked in production on various films as well as held analytic and executive roles at Walt Disney, Viacom, Citigroup and Kaplan Test Prep.  In the summer of 2018, Kalinda won the inaugural 2018 Eli Jones Promising Young Scholar Research Excellence Award, an award given by the Marketing Doctoral Student Association to the doctoral student with the most promising research agenda of that year. 

Please join me in congratulating Kalinda and warmly welcoming her to the Marshall community.

 

Nandini Rajagopalan
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

 


Marshall Monthly: January 2019

Deborah MacInnis

Debbie MacInnis was selected by the University Club Board of Councilors to be honored by the Amy King Dundon-Berchtold University Club of USC at Stoops Hall. Honorees will attend a reception in January, and some of their scholarly works will be displayed in the Carnegie semi-private enclave of the main dining room beginning spring 2019. MacInnis is a member of the inaugural class of honorees, along with Ed Lawler and Gerry Tellis and 17 others from across four USC schools and the College.

Joseph C. Nunes

Joseph C. Nunes' paper (with Andrea Ordanini), "The Featuring Phenomenon in Music: How Combining Artists From Different Genres Increases a Song's Popularity," was accepted for publication in Marketing Letters.

Nunes was invited to give the inaugural Tom Kigin Memorial Lecture for National Public Radio, Marketplace and American Public Media, in Pasadena and simulcast to Minneapolis in December.

Norbert Schwarz

Norbert Schwarz's paper (with D. B. Newman, M. E. Sachs and A. A. Stone), "Nostalgia and Well-being in Daily Life: An Ecological Validity Perspective," was accepted for publication in the Journal of Personality and Social Psychology (2019).

Gerard Tellis 

Gerry Tellis was selected by the University Club Board of Councilors to be honored by the Amy King Dundon-Berchtold University Club of USC at Stoops Hall. Honorees will attend a reception in January, and some of their scholarly works will be displayed in the Carnegie semi-private enclave of the main dining room beginning spring 2019. Tellis is a member of the inaugural class of honorees, along with Deborah MacInnis and Ed Lawler, and 17 others from across four USC schools and the College. 

 

December and early January media highlights:     

The Morning Consult published an Op-Ed written by Gerry Tellis on where GE went wrong.  

The Los Angeles Times quoted Joe Nunes on the closing of the legendary Beverly Hills clothier Carroll & Co.  

Foreign Policy published a piece by Greg Autry on Trump's China policy.  

In a roundup of influential economic research in 2018, Quartz listed Sandra Rozo's work on racial disparities in the acquisition of juvenile arrest records.

The Los Angeles Times quoted Ira Kalb on the Kardashian sisters' decision to shut their mobile app business.  

 


Faculty Profile: Linda Hagen

As a graduate student, Linda Hagen, Assistant Professor of Marketing, wanted to focus her research on making people's lives better.

She did a master's program in industrial and organizational psychology in her native Germany, was named a DAAD Visiting Scholar in Psychology at the University of Michigan, and went on to complete her Ph.D. in Business Administration at the Ross School of Business at Michigan. Along the way, Hagen fused her interests, establishing an expertise in understanding the ways marketing can help individuals make better choices.

A natural place to start for the food-lover was to frame questions around healthy food choices. Hagen wrote her dissertation on ways people justify unhealthy eating, a study that was published with Aradhna Krishna at the University of Michigan and Brent McFerran at Simon Frasier University last year in the Journal of Marketing Research. In the paper, the team shows that individuals accept less responsibility for eating unhealthy food if someone else serves it to them, even if they ordered the food themselves. But the findings reveal consumption will decrease if individuals serve themselves.

"I'm trying to understand the psychological processes underlying consumer behavior," explained Hagen, who joined the faculty of the Marshall School of Business in 2016. "If we know the motivation behind health judgements and decisions about consumption, we can use marketing to affect positive outcomes."

In 2018, Hagen and co-author Krishna published "Out of Proportion? The Effect of Leftovers on Eating-Related Affect and Behavior," in the Journal of Experimental Social Psychology. They found, "Leftovers are not only an outcome of consumption but also a cause of consumption," Hagen said. "They justify downstream behavior. People think, 'If I have leftovers, it means I ate less and don't have to exercise.'" But in reality, this effect of leftovers took place even when people ate the exact same amount of food, not less.

Hagen hopes her work will lead to, "interventions that can combat the problematic effects of leftovers," she said. "If we can understand the value people place on better behaviors, we can market and sell them healthier choices." (January 14, 2019)


Office of the Vice Dean: Nandini Rajagopalan

 

Dear Marshall Community,

I am delighted to announce that the Provost has approved the promotion of Kristin Diehl to Professor of Marketing effective immediately.

Professor Diehl received her Ph.D. from Duke in 2002. She began her academic career as an Assistant Professor at the University of South Carolina Moore School of Business in 2002. Marshall recruited her as an Assistant Professor of Marketing in 2005, and she was promoted to Associate Professor with tenure in 2010.

Professor Diehl’s primary research focus is on consumer behavior. Professor Diehl’s work has examined how consumers choose products and services in settings where options are plentiful. In today’s marketplace, consumers can choose from a multitude of offerings. In one stream of research, she studies how the firm’s presentation of its offerings affect consumer choice. With respect to organizing choice offerings, Prof. Diehl has done pioneering work on how sorting options (e.g., laptop computers) by price versus quality or by a combination of both affects consumer search and choices. While conventional wisdom would suggest that ordering options on price makes consumers more price sensitive, Professor Diehl’s work shows that such orderings can cause consumers to choose options that are lower or higher on price (and quality) depending on consumers’ preferences for price versus quality in relationship to the existing price-quality relationship in the marketplace. That work, published in the Journal of Consumer Research, received the Ferber Award’s Honorable Mention designation and is representative of how Prof. Diehl’s findings on marketer-provided product organizations have meaningful implications for practitioners. For her contribution to this area, she received the Early Career Award from the Association for Consumer Research. Another way in which consumers face a multitude of choice options is via customization. In recent work with one of her Ph.D. students, they explore how firms facilitate customization (e.g., by providing examples of what other customers have done) and its effects on customization choices. In the field, Prof. Diehl is regarded as a pioneering scholar in the domain of search and choice in option rich environments.

In a separate stream of research, Professor Diehl looks at how people evaluate experiences that unfold over time and examines how consumers’ evaluations of the experience are impacted by what occurs before, during, and after the events in question. Some of her work in this area focuses on how taking photos affects the evaluation of experiences being photographed and has – justifiably so – garnered a lot of media attention. She has three recently published articles on the topic, two in psychology journals (Journal of Personality and Social Psychology and Psychological Science), and another in the Journal of Consumer Research. One key finding from her work is that greater engagement due to photo-taking heightens enjoyment for positive experiences. However, that finding comes with a caveat.

Interestingly, she also finds one’s reasons for taking photos matters; taking photos with the intention of sharing them with others (e.g., posting on social media) reduces the enjoyment of experiences relative to taking pictures for oneself (e.g., to preserve one’s memories).

Further, taking photos enhances visual memory (i.e., what one had seen) even for things that were not photographed, but, at the same time, taking photos reduces auditory memory (i.e., what one heard during the experience). Her work is always topical, and one sign of the field’s general interest in her work is that she has five lead articles in the issues in which they are published. Prof. Diehl received the Marshall Dean’s Award for Research Excellence in 2017.

Professor Diehl currently serves on the editorial boards of the Journal of Consumer Research, where she received the Outstanding Reviewer Award in 2010-11, the Journal of Consumer Psychology, where she received the Outstanding Reviewer Award in 2009-10, and the Journal of Marketing, where she received the Outstanding Reviewer award in 2012-13. She recently served as an Associate Editor of the Journal of Consumer Research (2013-17). Her service during her time at Marshall has been exemplary. She is very involved in training Ph.D. students and received the Evan C. Thomson Faculty Mentoring and Leadership Award from the Marshall School in 2017 for her mentoring of Ph.D. students and junior faculty members. She also received the Marshall Dean’s Award for Community in 2012.

Professor Diehl’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.

 

Nandini Rajagopalan

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

(January 22, 2019)


Office of the Vice Dean: Nandini Rajagopalan

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.

 

Nandini Rajagopalan

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!
(11/07/2018)

 


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!

Bora Min, Francesca Valsesia
Bora Min, Francesca Valsesia, Dr. Kristin Diehl, Department Chair Joe Nunes.

 

 

 

 

 

 


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.

 


Hi everybody,

Professor Joe Nunes
Professor Joe Nunes, May 2018

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

Mentorship Award

 •            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

 

Sincerely,

Ty

----
Tyrone Callahan
Vice Dean for Undergraduate Programs
USC Marshall School of Business

(04/27/2018)


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. 

Davide Proserpio

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!

Best,

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
(01/17/2018)


Great news from the SJDM (Society for Judgment and Decision Making) conference! 

Jennifer Lee (on the right)
Jennifer Lee (on the right)

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)


 

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Dr. Folkes and Dean Ellis

The USC Marshall School of Business and the Marketing Department recognized Dr. Valerie Folkes for her 30 years of service. (09/19/2017)