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Research at Marshall

2016 | 2015 | 2014 | 2013

The marketing faculty in USC Marshall is dedicated to discovering new knowledge for our discipline through our research efforts. We work to publish rigorous and relevant research that yields meaningful implications for managerial practice, public policy, and consumer activities. Members of our faculty are sought-out thought leaders in every arena as pertains to the field of marketing, and hold prestigious editing positions at the leading journals.

Below is a summary of the research articles we published in top academic journals during 2013 – 2016 and a list of forthcoming articles.


Chun, Hae Eun, Diehl, Kristin and Deborah J. MacInnis (2016), “Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment,” Journal of Marketing, forthcoming.

Hagen, Linda, Aradhna Krishna, and Brent McFerran, “Rejecting Responsibility: Low Physical Involvement in Obtaining Food Promotes Unhealthy Eating” forthcoming at Journal of Marketing Research.

Campbell, Arthur, Dina Mayzlin and Jiwoong Shin (2016), Managing Buzz, forthcoming at RAND.

Lan Luo and Jiong Sun (2016), “New Product Design under Channel Acceptance: Brick-andMortar, Online Exclusive, or Brick-and-Click”, forthcoming, Production and Operations Management.

Ülkümen, Gülden, Craig R. Fox and Bertram F. Malle (2016), “Two Dimensions of Subjective Uncertainty: Clues from Natural Language,” forthcoming at Journal of Experimental Psychology: General, 145(10).

Tannenbaum, David, Craig R. Fox and Gülden Ülkümen (2016), “Judgment Extremity and Accuracy under Epistemic versus Aleatory Uncertainty,” forthcoming at Management Science.

Harrington, Joseph E. and Yanhao Wei (2016) “What Can the Duration of Discovered Cartels Tell Us About the Duration of All Cartels?” Forthcoming at Economic Journal.

Proserpio, Davide and Georgios Zervas (2016), “Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews,” forthcoming at Marketing Science.

Tellis, Gerard J. (2017), “Interesting and Impactful Research: On Phenomenon, Theory, and Writing,” Journal of the Academy of Marketing Science, January, forthcoming.

Ying Li and Gerard J. Tellis (2016), “Does Province Matter? Intra-Country Differences in the Takeoff of New Products,” Technovation, forthcoming.

Gilbride Timothy, Imran Currim, Ofer Mintz and S. Siddarth (2016), “A Model of Inferring Market Preferences from Online Retail Product Information Matrices, Journal of Retailing, (forthcoming).

Mukherji, Prokriti, Ramkumar Janakiraman, Shantanu Dutta and Surendra Rajiv (2016), “The Impact of Direct-to-Consumer Advertising Regulation on Consumers’ Welfare: A Natural Experiment,” forthcoming in Journal of Advertising Research.

Fox, Craig R. and Gülden Ülkümen (2016), "Comment on Løhre & Teigen: There is a 60% Probability, But I Am 70% certain: Communicative Consequences of External and Internal Expressions of Uncertainty,” forthcoming at Thinking & Reasoning.


Cavanaugh, Lisa A. (2016), “Consumer Behavior in Close Relationships,” Current Opinion in Psychology, 10, 101-106.

Diehl, Kristin, Gal Zauberman and Alixandra Barasch (2016), “How Taking Photos Increases the Enjoyment of Experiences,” Journal of Personality and Social Psychology, 111(2), 119–140.

Dukes, Anthony and Lin Liu (2016), “Online Shopping Intermediaries: The Strategic Design of Search Environment,” Management Science, 62(4), April, pp. 1064–1077.

Liu, Lin, and Anthony Dukes (2016), “Consumer Search with Limited Product Evaluation,” Journal of Economics and Management Strategy, 25(1), Spring, pp. 32–55.

Dongling Huang and Lan Luo (2016), “Consumer Preference Elicitation of Complex Products using Fuzzy Support Vector Machine Active Learning,” Marketing Science, Special Issue: “Big Data,” 35(3), 1-20.

Reimann, Martin, Deborah J. MacInnis and Antoine Bechara (2016), “Can Smaller Meals Make You Happy? Behavioral, Neurophysiological, and Psychological Insights Into Motivating Smaller Portion Choice Journal of the Association for Consumer Research, forthcoming, 1 (1), 71-91.

Isikman, Elif, Deborah MacInnis, Gülden Ülkümen and Lisa Cavanaugh (2016) “The Effects of Curiosity-Evoking Events on Activity Enjoyment,” Journal of Experimental Psychology: Applied, 22(3), 319-330.

Valsesia, Francesca, Joseph C. Nunes and Andrea Ordanini (2016), “What Wins Awards Is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking),” Journal of Consumer Research, 42, 897-914.

Xu, Linli, Kenneth C. Wilbur, S. Siddarth and Jorge Silva-Risso (2014), “Price Advertising by Different Channel Members,” Management Science, 60(11), 2816-2834.

Borah, Abhishek and Gerard J. Tellis (2016), “Halo (Spillover) Effects in Social Media: Do Recalls of One Brand Hurt or Help a Rival Brand,” Journal of Marketing Research, 53, 2 (March-April), lead article.

Tully, Stephanie and Tom Meyvis (2016), “Questioning the End Effect: Endings Do Not Inherently Have a Disproportionate Impact on Evaluations of Experiences,” Journal of Experimental Psychology: General, 145(5), 630-642.

Caroline Ducarroz, Sha Yang, and Eric A. Greenleaf (2016) Understanding the Impact of In-Process Promotional Messages: An Application to Online Auctions. Journal of Marketing: March 2016, Vol. 80, No. 2, pp. 80-100.


Cavanaugh, Lisa A., James R. Bettman, and Mary Frances Luce, "Feeling Love and Doing More for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption," Journal of Marketing Research, 52 (5), 218-232.

Zemack-Rugar, Yael, Rabino, Rebecca, Cavanaugh, Lisa A., and Gavan J. Fitzsimons (2015), “When Donating is Liberating: The Role of Product and Consumer Characteristics in the Appeal of Cause-Related Products,” Journal of Consumer Psychology, 26(2), 213-230.

Cavanaugh, Lisa A., Gino, Francesca, and Fitzsimons, Gavan J. (2015), “When Doing Good Is Bad in Gift-Giving: Mis-predicting Appreciation of Socially Responsible Gifts,” Organizational Behavior and Human Decision Processes, 131, 178-189.

Cavanaugh, Lisa A., MacInnis, Deborah J., and Weiss, Allen (2015), “Perceptual Dimensions Differentiate Emotions,” Cognition and Emotion, 1-16.

Cavanaugh, Lisa A. (2014), “Because I (Don’t) Deserve It: How Relationship Reminders and Deservingness Influence Consumer Indulgence,” Journal of Marketing Research, 51(2), 218-232.

Diehl, Kristin, Erica van Herpen, and Cait Lamberton (2015), “Organizing Products with Complements versus Substitutes: Effects on Store Preferences as a Function of Effort and Assortment Perceptions,” Journal of Retailing, 91 (1), March, 1-18. * Lead article.

Lu, Shijie, Zhu, Yi, and Dukes, A. (2015), “Position Auctions with Budget-Constraints: Implications for Advertisers and Publishers,” Marketing Science, 34 (6), 897-905.

Kwon, Ohjin, Anthony Dukes, S. Siddarth, and Jorge Silva-Risso (2015), "The Informational Role of Product Trade-ins For Pricing Durable Goods," Journal of Industrial Economics, LXII (4), 736-762.

Zhu, Y., and Dukes, A. (2015), “The Selective Reporting of Factual Content by Commercial Media,” Journal of Marketing Research, LII (Feb.1), 56-76.

Luo, Lan and Oliver Toubia (2015), “Improving Online Idea Generation Platforms and Customizing Task Structure on the Basis of Consumer's Domain Specific Knowledge,” Journal of Marketing, 79 (5), 100-114.

Reimann, Martin, Antoine Bechara, Deborah MacInnis and (2015), “Leveraging the Happy Meal Effect: Behavioral, Neurophysiological and Psychological Evidence on Motivating Smaller Portion Choice”, Journal of Experimental Psychology: Applied, 21 (3), 276-286.

Ordanini, Andrea and Joseph C. Nunes (2015), “More Blockbusters but Fewer Superstars: How Technological Shifts in the Music Industry Have Impacted Billboard’s Hot 100,” forthcoming at International Journal of Research in Marketing.

Nunes, Joseph C., Andrea Ordanini and Francesca Valsesia, "The Power of Repetition: Repetitive Lyrics in a Song Increase Processing Fluency and Drive Market Success," Journal of Consumer Psychology 25 (2), 187–199.

Diestre, Luis, Nandini Rajagopalan, and Shantanu Dutta (2015), “Constraints in Acquiring and Utilizing Directors’ Experience: An Empirical Study of New Market Entry in the Pharmaceutical Industry,” Strategic Management Journal, 36, 339-359.

Chun, Hae Eun, Park, C. Whan, Eisingerich, Andreas, MacInnis, Deborah. J. (2015) “Strategic Benefits of Low Fit Brand Extensions: When and Why”, Journal of Consumer Psychology, 25 (October), 577-595.

Currim, Imran, Ofer Mintz and S. Siddarth (2015), “Information Accessed or Information Available? The Impact on Consumer Preferences Inferred at a Durable Product E-Commerce Website,” Journal of Interactive Marketing, 29, 11-25.

Palacios, Javier and Gerard J. Tellis (2015), “The Dive and Disruption of Successful Products: Patterns, Drivers, and Predictive Model,” Product Innovation and Management Journal, 33(1), 53-68.

Spann, Martin, Marc Fischer and Gerard J. Tellis (2015), “Skimming or Penetration: Strategic Dynamic Pricing for New Products,” Marketing Science, 34(2), 235-249.

Tully, Stephanie. Hal E. Hershfield and Tom Meyvis (2015), "Seeking Lasting Enjoyment With Limited Money: Financial Constraints Increase Preference for Material Goods Over Experience," Journal of Consumer Research, 42 (1), 59-73.

Wei, Yanhao, Pinar Yildirim, Christoph Van den Bulte and Chrysanthos Dellarocas (2016), “Credit Scoring with Social Network Data,” Marketing Science, 35(2), 234–258.


Cavanaugh, Lisa A. (2014), "Because I (Don’t) Deserve It: How Relationship Reminders and Deservingness Influence Consumer Indulgence," Journal of Marketing Research, 51 (2), 218-232.

Dukes, Anthony, Geylani, Tansev, and Liu, Yunchuan (2014) “Dominant Retailers’ Incentives for Product Quality In Asymmetric Distribution Channels,” Marketing Letters, 25(1), 93-107.

Zhu, Yi and Anthony Dukes (2014), "Selective Reporting of Factual Content by Commercial Media," Journal of Marketing Research, 51 (December).

Wuyts, Stephen and Shantanu Dutta, "Benefiting from Alliance Portfolio Diversity – The Role of Past Internal Knowledge Creation Strategy,"Journal of Management, 40(6), 1653-1674.

Huang, Dongling and Lan Luo, "Consumer Preference Elicitation of Complex Products using Fuzzy Support Vector Machine Active Learning," conditionally accepted, Marketing Science, Special Issue on "Big Data".

Reimann, Martin, Gergana Nenkov, Deborah. J., MacInnis, and, Maureen, Morrin (2014). “The Role of Hope in Financial Decision Making”, forthcoming, Journal of Experimental Psychology: Applied, 20(4), 349-364.

Mayzlin, Dina, Yaniv Dover, and Judith Chevalier (2014), "Promotional Reviews: An Empirical Investigation of Online Review Manipulation," American Economic Review, 104 (8), 2421-2455.

Nunes, Joseph C. and Andrea Ordanini (2014), “I Like the Way It Sounds: The Influence of Instrumentation on a Pop Song’s Place in the Charts,” Musicae Scientiae, 18(4) 1-18.

Ghoshal, Tanuka, Eric Yorkston, Joseph Nunes, and Peter Boatwright (2014), "Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis," Journal of Marketing Research, 51 (October), 563-577.

Park, CW, Hae Eun Chun, Andreas Eisingerich, and Deborah MacInnis, "Understanding Conditions that Enable Synergistic Brand Growth and Revenue," forthcoming, Journal of Consumer Psychology.

Xu, Linli, Kenneth Wilbur, S. Siddarth, and Jorge Silva-Risso, "Price Advertising by Different Channel Members," forthcoming, Management Science.

Selove, Matthew (2014), "A Dynamic Model of Competitive Entry Response," Marketing Science, 33 (3), 353-363.

Selove, Matthew (2014), "How Do Firms Become Different? A Dynamic Model," Management Science, 60 (4), 980-989.

Spann, Martin, Marc Fischer and Gerard J. Tellis (2014), "Skimming or Penetration: Strategic Dynamic Pricing for New Products," forthcoming, Marketing Science.

Schöler, Lisa, Bernd Skiera and Gerard J. Tellis (2014) “Stock Market Returns to Financial Innovations During and Before the Financial Crisis in US and Europe,” Journal of Product Innovation Management, 31 (5), 973-986.

Rubera, Gaia, and Tellis, Gerard J. "Spinoffs versus Buyouts: Long-term Profit of Alternative Routes to Commercialization of Innovations," Strategic Management Journal, 35, 2042-2052.

Tirunillai, Sheshadri, and Tellis, Gerard J. (2014) “Mining Meaning from Online Chatter: Strategic Brand Analysis of Big Data with Latent Dirichlet Allocation,Journal of Marketing Research, LI, (August), 463-479.

Borah, Abhishek and Gerard Tellis (2014), "Make, Buy, or Ally? Choice of and Payoff to Announcements of Alternative Strategies for Innovation," Marketing Science, 33, 1 (Jan-Feb), 114-133.

Tully, Stephanie and Russ S. Winer (2014), “The Role of the Beneficiary in Willingness to Pay for Socially Responsible Products: A Meta-analysis,” Journal of Retailing, 90 (2), 255-274.

Yang, Sha, Shijie Lu and Xianghua Lu (2014), "Modeling Competition and Its Impact in Paid-Search Advertising," Marketing Science, 1(33), 134-153.

Yang, Botao and Andrew T. Ching (2014), "Dynamics of Consumer Adoption of Financial Innovation: The Case of ATM Cards," Management Science, 60 (4), 903-922.


Antia, Kersi, Xu (Vivian) Zhang, and Gary Frazier (2013), "Conflict Management and Outcomes in Franchise Relationships: The Role of Regulation," Journal of Marketing Research, 50 (October), 577-589.

Chakravarti, Amitav, Andrew Grenville, Vicki Morwitz, Jane Tang, and Gulden Ulkumen (2013), "Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensivity," Journal of Consumer Psychology, 23 (October), 515-525.

Folkes, Valerie and Shashi Matta (2013), "When a Product Takes on Characteristics of the Person Who Created It: Sometimes It Sounds Sweeter," Journal of Consumer Psychology, 23 (1), 19-35.

Kim, B. Kyu and Gal Zauberman (2013), "Can Victoria’s Secret Change the Future? A Subjective Time Perception Account of Sexual Cue Effects on Impatience," Journal of Experimental Psychology: General, 142, 328-335.

Lamberton Poynor, Cait and Kristin Diehl (2013), "Retail Choice Architecture: The Effects of Benefit and Attribute-based Assortment Organization on Consumer Perceptions and Choice," Journal of Consumer Research, 40 (October), 393-411.

Liu, Lin and Anthony Dukes (2013), "Consideration Set Formation with Multiproduct Firms: The Case of Within-Firm and Across-Firm Evaluation Costs," Management Science, 59 (August), 1871-1886.

Luo, Lan, Brian Ratchford, and Botao Yang (2013), "Why We Do What We Do: A Model of Activity Consumption," Journal of Marketing Research, 50 (1), 24- 43.

Park, C. Whan, Andreas Eisingerich, and Jason Park (2013), "Attachment Aversion (AA) Model of Consumer-Brand Relationships," Journal of Consumer Psychology, *23 (April), 229-248.

Ülkümen, Gülden and Manoj Thomas (2013) "Personal Relevance and Mental Simulation Amplify the Duration Framing Effect," Journal of Marketing Research, 50 (April), 194-206.

Zhao, Yi, Sha Yang, Vishal Narayan and Ying Zhao (2013), "Modeling Consumer Learning from Online Product Reviews," Marketing Science, 32 (1), 153-169.