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Research at Marshall

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 2016-2021 and a list of forthcoming and recently published articles.



Recent Publications


Chandrasekaran, Deepa, Gerard J. Tellis and Gareth James (2021), “Leapfrogging, Cannibalization, and Survival during Disruptive Technological Change: The Critical Role of Rate of Disengagement,” Journal of Marketing.

Cillo, Paola, Joseph C. Nunes, Emanuela Prandelli and Irene Scopelliti (2021), “Changing Style in Style-Changing Industries: The Role of Critics as Gatekeepers in High-End Fashion,” Advances in Strategic Management, 42, 171-197.

Hagen, Linda (2021), "Pretty Healthy Food: How and When Aesthetics Enhance Perceived Healthiness,"  Journal of Marketing, 85 (2), 129-45. 

Johnson, Joseph, Gerard J. Tellis, and Noah Van Bergen (2021), “Fooled by Success: How, Why, and When Disclosures Fail or Work in Mutual Fund Ads,” Journal of Marketing and Public Policy.

Nunes, Joseph C., Andrea Ordanini and Gaia Giambastiani (2021), “The Concept of Authenticity: What it Means to Consumers,” Journal of Marketing, online.

Valsesia, Francesca, Joseph C. Nunes and Andrea Ordanini (2021), “I Am Not Talking to You: Partitioning an Audience in an Attempt to Solve the Self-Promotion Dilemma,” Organizational Behavior and Human Decision Processes, 165, 76-89.

Max Wei, Anthony Dukes (2021), “Cryptocurrency Adoption with Speculative Price Bubbles,” Marketing Science, 40(2):241-260.

Weingarten, Evan, Gal Zauberman, and Kristin Diehl (2021), “Duration Sensitivity of Key Moments,” Cognition, Volume 214, September, 104750.

Zibin Xu, Anthony Dukes (2021), “Personalization, Customer Data Aggregation, and the Role of List Price,” Management Science.


Ananthakrishnan M., U., Proserpio, D., and Sharma, S. (2020). Does quality improve with customer voice? Evidence from the hotel industry. In Proceedings of the 2020 ACM Conference on Economics and Computation.

Barron, K., Kung, E., and Proserpio, D. (2020). The effect of home-sharing on house prices and rents: Evidence from Airbnb. Marketing Science.

Basuroy, S., Kim, Y., and Proserpio, D. (2020). Estimating the impact of Airbnb on the local economy: Evidence from the restaurant industry. International AAAI Conference on Web and Social Media (ICWSM) 2021.

Chen, F., Liu, X., Proserpio, D., Troncoso, I., and Xiong, F. (2020). Studying product competition using representation learning. In Proceedings of the 43rd International ACM SIGIR Conference on Research and Development in Information Retrieval.

Dellaert, Benedict, Suzanne Shu, Theo Arentze, Tom Baker, Kristin Diehl, Bas Donkers, Nathan Fast, Gerald Häubl, Heidi Johnson, Uma Karmarkar, Harmen Oppewal, Bernd Schmitt, Juliana Schroeder, Stephen Spiller, Mary Steffel (2020), “Consumer Decisions with Voice Assistants,” Marketing Letters, 31, 335–347.

Hagen, Linda, Kosuke Uetake, Nathan Yang, Bryan Bollinger, Allison Chaney, Daria Dzybura, Jordan Etkin, Avi Goldfarb, Liu Liu, K. Sudhir, Yanwen Wang, James Wright, and Ying Zhu (2020), "How Can Machine Learning Aid Behavioral Marketing Research?," Marketing Letters, 31 (4), 361-70.

Lin, Yuting, Andreas Eisingerich and Deborah J. MacInnis, “Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong”, Journal of Marketing, Lin, Y. T., MacInnis, D. J., & Eisingerich, A. B. (2020). Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong. Journal of Marketing, 84(5), 60-78.

MacInnis, Deborah J., Vicki G. Morwitz, Simona Botti, Donna L. Hoffman, Robert Kozinets, Donald Lehmann, John G. Lynch, Connie Pechmann (2020), “Creating Boundary-Breaking Marketing-Relevant Consumer Research”, Journal of Marketing, 84(2), 1-23.

Proserpio, D., Hauser, J. R., Liu, X., Amano, T., Burnap, A., Guo, T., Lee, D. D., Lewis, R., Misra, K., Schwarz, E., et al. (2020). Soul and machine (learning). Marketing Letters, pages 1–12.

Proserpio, D., Troncoso, I., and Valsesia, F. (2020). Management responses and gender bias: Evidence from the hotel industry. International AAAI Conference on Web and Social Media (ICWSM) 2021.

Valsesia, F., Proserpio, D., and Nunes, J. C. (2020). The positive effect of not following others: How influencers on social media convey autonomy to signal influence and generate engagement. Journal of Marketing Research.

Xu, Alison J., Maria A. Rodas, and Carlos J. Torelli (2020), "Generosity without Borders: The Interactive Effect of Spatial Distance and Donation Goals on Charitable Giving," Organizational Behavior and Human Decision Processes, 161, 65-78.

Zervas, G., Proserpio, D., and Byers, J. (2020). A first look at online reputation on Airbnb, where every stay is above average. Marketing Letters.


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.

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

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.

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.

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

Morewedge, Carey K., Meng Zhu, and Eva C. Buechel (2019), "Hedonic contrast effects are larger when comparisons are social," Journal of Consumer Research 46 (2) 286-306.

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

Rodas, Maria A. and Deborah Roedder John (2019), “The Secrecy Effect: Secret Consumption Increases Women’s Product Evaluations and Choice,” Journal of Consumer Research.

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

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.

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

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


Buechel, Eva C. and Claudia Townsend (2018), "Buying beauty for the long run:(Mis) predicting liking of product aesthetics," Journal of Consumer Research 45 (2), 275-97.

Buechel, Eva C. and Jonah Berger (2018), "Microblogging and the value of undirected communication," Journal of consumer psychology 28 (1), 40-55.

Buechel, Eva C., Jiao Zhang, and Carey K. Morewedge (2018), "Impact bias or underestimation? Outcome specifications predict the direction of affective forecasting errors," Journal of Experimental Psychology: General 146 (5), 746–61

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. 

Siddiqui, Rafay A., Ashwani Monga, and Eva C. Buechel (2018), "When intertemporal rewards are hedonic, larger units of wait time boost patience," Journal of Consumer Psychology, 28 (4), 612-28.

Tellis, Gerard J (2018), “Do Brands Compete or Co-exist?” European Journal of Marketing.

Tellis, Gerard J and Stav Rosenzweig (2018), How Transformative Innovations Shaped the Rise of Nations.

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," 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, 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.