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Research at Marshall

2019|2018 |2017 | 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 2013-2019 and a list of forthcoming and recently published articles.

Forthcoming and Recent Publications

MacInnis, Deborah J., Vicki G. Morwitz, Simona Botti, Donna L. Hoffman, Robert Kozinets, Donald Lehmann, John G. Lynch, Connie Pechmann (2019), “Creating Boundary-Breaking Marketing-Relevant Consumer Research: Ways to Broaden Impact, Journal of Marketing, forthcoming.

Rodas, Maria A. and Deborah Roedder John (forthcoming), “The Secrecy Effect: Secret Consumption Increases Women’s Product Evaluations and Choice,” Journal of Consumer Research.

Tellis, Gerard J, Debbie MacInnis, Seshadri Tirunillai and Wayne Zhang (2019), “Drivers of Virality of Online Content: The Case of YouTube Videos,” Journal of Marketing, forthcoming.

Yaniv Shani, Gil Appel, Shai Danziger, and Ron Shachar (2019), “When and Why Consumers “Accidently” Endanger Their Products,” Management Science, forthcoming.



Anthony Dukes, Yi Zhu (2019), “Why Customer Service Frustrates Consumers: Using a Tiered Organizational Structure to Exploit Hassle Costs,” Marketing Science 38(3):500-515.

Belk, Russell W., Deborah J. MacInnis and Manjit Yadav (2019), “Personal Accounts and An Anatomy of Conceptual and Theoretical Articles”, Journal of Marketing Management, Special Issue on Conceptual and Theoretical Articles, 35 (1-2), 1-12. 

Cui, Annie, Michael Walsh and Deborah J. MacInnis (2019) “How to Successfully Introduce Logo Redesigns”, Journal of Brand Management, 26 (4), 365-375.

Gerry Tellis and Deborah J. MacInnis, Seshadri Tirunillai and Wayne Zhang (2019), “What Drives Virality (Sharing) of Online Digital Content?: The Critical Role of Information, Emotion, and Brand Prominence”, Journal of Marketing, 83 (4), 1-20

Gil Appel, Barak Libai, Eitan Muller, and Ron Shachar (2019), “On the Monetization of Mobile Apps,” International Journal of Research in Marketing, In Press.

Gil Appel, Lauren Grewal, Rhonda Hadi, and Andrew Stephen (2019), “The Future of Social Media in Marketing,” Journal of the Academy of Marketing Science, In Press.

Hagen, Linda, Aradhna Krishna, and Brent McFerran (2019), “Outsourcing Responsibility for Indulgent Eating to Prevent Negative Affect,” Journal of the Association for Consumer Research, 4 (2), 136-46.

Jennifer K D’Angelo, Kristin Diehl, Lisa A Cavanaugh, Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices, Journal of Consumer Research, Volume 46, Issue 4, December 2019, Pages 750–773,

Jian, Lian, Sha Yang, Sulin Ba, Li Lu and L. Cristal Jiang (2019), “Managing the Crowds: the Effect of Prize Guarantees and In-Process Feedback on Participation in Crowdsourcing Contests,” MIS Quarterly, 43(1), 97-112

Krishna, Aradhna, and Linda Hagen (2019), “The Effect of Leftovers on Eating-Related Affect and Behavior,” Journal of Experimental Social Psychology, 81, 15-26.

MacInnis, Deborah J. (2019), “Autobiographical Reflections”, Journal of Historical Research on Marketing, Special Issue on Eminent Scholars in Marketing, 11 (1), 117-139.

MacInnis, Deborah J., Torelli, Carlos, and C. Whan Park (2019), Creating Cultural Meaning in Products and Brands: A Psychological Perspective”, Journal of Consumer Psychology, 29 (3), 555-562.

Mantian Hu, Sha Yang, and Yi Xu (2019), “Understanding the Social Learning Effect in Contagious Switching Behavior,” Management Science, 65(10), 4771-4794.

Priyanka Joshi, Cheryl Wakslak, Gil Appel, and Laura Huang (2019), “Gender Differences in Communicative Abstraction,” Journal of Personality and Social Psychology, In Press.

Tellis Gerard J. (2019), Effective Advertising & Social Media: Strategy and Analytics, Kendall Hunt.

Zibin Xu, Anthony Dukes (2019), “Product Line Design Under Preference Uncertainty Using Aggregate Consumer Data,” Marketing Science 38(4):669-689.


Hauser, D.J., & Schwarz, N. (2018). How seemingly innocuous words can bias judgment: Semantic prosody and impression formation. Journal of Experimental Social Psychology, 75, 11-18 

Chevalier, Judy, Yaniv Dover, and Dina Mayzlin (2018), "Channels of Impact: User Reviews When Quality is Dynamic and Managers Respond," Marketing Science.

O’Brien, E.,  Kristal, A. C., Ellsworth, P.C., & Schwarz, N. (2018). (Mis)imagining the good life and the bad life: Envy and pity as a function of the focusing illusion. Journal of Experimental Social Psychology, 75, 41-53. 

Xu, A.J., & Schwarz, N. (2018).  How one thing leads to another: Spillover effects of cognitive mind-sets. Current Directions in Psychological Science, 27(1), 51-55.


Campbell, Arthur, Dina Mayzlin, and Jiwoong Shin (2017), "Managing Buzz," The Rand Journal of Economics, 48(1), 203-229.

Chun, Hae Eun, Kristin Diehl, and Deborah J. MacInnis (2017), “Savoring an Upcoming Experience Affects Ongoing and Remembered Consumption Enjoyment,” Journal of Marketing, 81(3), 96-110.

Hagen, Linda, Aradhna Krishna, and Brent McFerran. (2017). “Rejecting Responsibility: Low Physical Involvement in Obtaining Food Promotes Unhealthy Eating.” Journal of Marketing Research.

Harrington, Joseph E. and Yanhao Wei (2017) “What Can the Duration of Discovered Cartels Tell Us About the Duration of All Cartels?,” The Economic Journal, 127(604), 1977-2005.

Krishna, A., Lee, S.W.S., Li, X., & Schwarz, N. (Eds.)(2017). Embodied cognition, sensory marketing, and the conceptualization of consumers’ judgment and decision processes. Journal of the Association for Consumer Research, 2(4), 377-484.

Mukherji, Prokriti, Ramkumar Janakiraman, Shantanu Dutta, and Surendra Rajiv (2017), "How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare," Journal of Advertising Research, 57(1), 94-108.

Oyserman, D., & Schwarz, N. (2017). Conservatism as a situated identity: Implications for consumer behavior. Journal of Consumer Psychology, 27(4), 532-536.

Proserpio, Davide and Georgios Zervas. (2017). “Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews.” Marketing Science.

Silva, R.R., Chrobot, N., Newman, E., Schwarz, N., & Topolinski, S. (2017). Make it short and easy! Username complexity determines trustworthiness above and beyond objective reputation. Frontiers in Psychology, 8:2200.

Tannenbaum, David, Craig R. Fox, and Gülden Ülkümen (2017), “Judgment Extremity and Accuracy Under Epistemic vs. Aleatory Uncertainty,” Management Science, 63(2), 497-518.

Tellis, Gerard J. (2017), “Interesting and Impactful Research: On Phenomena, Theory, and Writing,” Journal of the Academy of Marketing Science, 45(1), 1-6.


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), 143-160.

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

Cavanaugh, Lisa A., Deborah J. MacInnis, and Allen Weiss (2016), “Perceptual Dimensions Differentiate Emotions,” Cognition and Emotion, 30(8), 143-145.

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.

Ducarroz, Caroline, Sha Yang, and Eric A. Greenleaf (2016), Understanding the Impact of In-Process Promotional Messages: An Application to Online Auctions," Journal of Marketing, 80(2), 80-100.

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

Fox, Craig R. and Gülden Ülkümen, "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.

Gilbride, Timothy J., Imran Currim, Ofer Mintz, and S. Siddarth (2016), "A Model for Inferring Market Preferences from Online Retail Product Information Matrices," Journal of Retailing, 92(4), 470-485.

Huang, Dongling 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), 445-464.

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

Li, Ying and Gerard J. Tellis (2016), “Is China Uniform? Intra-Country Differences in the Takeoff of New Products,” Technovation, 47, 1-13.

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

Luo, Lan and Jiong Sun (2016), “New Product Design under Channel Acceptance: Brick-and-Mortar, Online-Exclusive, or Brick-and-Click,” Production and Operations Management, 25(12), 2014-2034.

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.

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.

Ülkümen, Gülden, Craig R. Fox, and Bertram F. Malle (2016), “Two Dimensions of Subjective Uncertainty: Clues from Natural Language,” Journal of Experimental Psychology: General, 145(10), 1280-1297.

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(6), 897-914.

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., James R. Bettman, and Mary Frances Luce (2015), "Feeling Love and Doing More for Distant Others: Specific Positive Emotions Differentially Affect Prosocial Consumption," Journal of Marketing Research, 52(5), 218-232.

Cavanaugh, Lisa A., Francesca Gino, and Gavan J. Fitzsimons (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.

Chun, HaeEun Helen, C. Whan Park, Andreas B. Eisingerich, and Deborah J. MacInnis (2015), "Strategic Benefits of Low Fit Brand Extensions: When and Why?," Journal of Consumer Psychology, 25(4), 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.

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), 1-18. (Lead article)

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.

Kwon, Ohjin, Anthony J. Dukes, S. Siddarth, and Jorge M. Silva-Risso (2015), "The Informational Role of Product Trade-ins For Pricing Durable Goods," Journal of Industrial Economics, 63(4), 736-762.

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

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.

Nunes, Joseph C., Andrea Ordanini, and Francesca Valsesia (2015), "The Power of Repetition: Repetitive Lyrics in a Song Increase Processing Fluency and Drive Market Success," Journal of Consumer Psychology, 25(2), 187–199.

Ordanini, Andrea and Joseph C. Nunes (2015), “From Fewer Blockbusters by More Superstars to More Blockbusters by Fewer Superstars: How Technological Innovation Has Impacted Convergence on the Music Chart,” International Journal of Research in Marketing, 33(2), 297-313.

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.

Reimann, Martin, Antoine Bechara, Deborah MacInnis (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.

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.

Zemack-Rugar, Yael, Rebecca Rabino, Lisa A. Cavanaugh, 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.

Zhu, Yi, and Anthony J. Dukes (2015), “The Selective Reporting of Factual Content by Commercial Media,” Journal of Marketing Research, 52(1), 56-76.


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

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

Ghoshal, Tanuka, Eric A. Yorkston, Joseph C. Nunes, and Peter Boatwright (2014), "Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis," Journal of Marketing Research, 51 (5), 563-577.

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) 392-409.

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

Rubera, Gaia and Gerard J. Tellis (2014), "Spinoffs Versus Buyouts: Profitability of Alternate Routes for Commercializing Innovations," Strategic Management Journal, 35(13), 2043-2052.

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

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," Marketing Science, 33(3), 353-363.

Tirunillai, Sheshadri and Gerard J. Tellis (2014), "Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation,Journal of Marketing Research, 51(4), 463-479.

Tully, Stephanie M. and Russell 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.

Wuyts, Stefan and Shantanu Dutta (2014), "Benefiting from Alliance Portfolio Diversity: The Role of Past Internal Knowledge Creation Strategy," Journal of Management, 40(6), 1653-1674.

Xu, Linli, Kenneth C. Wilbur, S. Siddarth, and Jorge Silva-Risso (2014), "Price Advertising by Manufacturers and Dealers," Management Science, 60(11), 2816-2834.

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

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.

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


Antia, Kersi, Xu (Vivian) Zheng, and Gary L. Frazier (2013), "Conflict Management and Outcomes in Franchise Relationships: The Role of Regulation," Journal of Marketing Research, 50(5), 577-589.

Chakravarti, Amitav, Andrew Grenville, Vicki G. Morwitz, Jane Tang, and Gülden Ülkümen (2013), "Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensivity," Journal of Consumer Psychology, 23 (4), 515-525.

Folkes, Valerie S. 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(2), 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(3), 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(8), 1871-1886.

Luo, Lan, Brian T. 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 B. Eisingerich, and Jason Whan Park (2013), "Attachment Aversion (AA) Model of Customer-Brand Relationships," Journal of Consumer Psychology, 23 (2), 229-248.

Ülkümen, Gülden and Manoj Thomas (2013) "Personal Relevance and Mental Simulation Amplify the Duration Framing Effect," Journal of Marketing Research, 50(2), 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.