Publications

Wearout or Weariness? Measuring Potential Negative Consequences of Online Ad Volume and Placement on Website Visits

We show evidence from online markets that too many advertising exposures can lead to negative effects, but only for a subgroup of users

Hernán A. Bruno, Inyoung Chae, Fred M. Feinberg

Targeting Mr. or Mrs. Smith: Modeling and leveraging intrahousehold heterogeneity in brand choice behavior

A hierarchical choice model that accounts for intra-household heterogeneity shows a novel way to target price promotions

Hernán A. Bruno, Javier Cebollada, Pradeep K. Chintagunta

Brand Positioning Based on Brand Image–Country Image Fit

Brands that match the national brand of a respondent get rated higher

Hernán A. Bruno, Kristina Klein, Franziska Voelckner, Hernán A. Bruno, Henrik Sattler, Pascal Bruno

Role of Reference Price on Price and Quantity: Insights from Business-to- Business Markets

Reference prices exist in B2B and influence quantity and prices

Hernán A. Bruno, Hai Che, Shantanu Dutta

Structural Demand Estimation with Varying Product Availability

Not all products are available in every store and failure to control for this in models with market data can lead to biased inferences.

Hernán A. Bruno, Naufel J. Vilcassim