Posts by Collection

Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions

Bronnenberg, B., Dubé, J. P., Mela, C., Albuquerque, P., Erdem, T., Gordon, B. R., Hanssens, D., Hitsch, G., Hong, H., & Sun, B. (2008). "Measuring Long-Run Marketing Effects and Their Implications for Long-Run Marketing Decisions." Marketing Letters. 19, 367-382.

A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry

Gordon, B. R. (2009). "A Dynamic Model of Consumer Replacement Cycles in the PC Processor Industry." Marketing Science. 28(5), 846-867.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2009
• Finalist, Frank M. Bass Dissertation Award, INFORMS, 2009
• Finalist, Donald G. Morrison Long-Term Impact Award, INFORMS, 2017 & 2018

Drs. Muth and Mills Meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models

Epple, D., Gordon, B. R., & Sieg, H. (2010). "Drs. Muth and Mills meet Dr. Tiebout: Integrating Location-Specific Amenities into Multi-Community Equilibrium Models." Journal of Regional Science. 50(1), 381-400.

A New Approach to Estimating the Production Function for Housing

Epple, D., Gordon, B. R., & Sieg, H. (2010). "A New Approach to Estimating the Production Function for Housing." American Economic Review. 100(3), 905-924.

Competitive Strategy for Open Source Software

Kumar, V., Gordon, B. R., & Srinivasan, K. (2011). "Competitive Strategy for Open Source Software." Marketing Science. 30(6), 1066-1078.

Revisiting the Workshop on Quantitative Marketing and Structural Econometrics

Gordon, B. R., Thomadsen, R., Bradlow, E. T., Dubé, J. P., & Staelin, R. (2011). "Revisiting the Workshop on Quantitative Marketing and Structural Econometrics." Marketing Science. 30(6), 945-949.

Does AMD Spur Intel to Innovate More?

Goettler, R. L. & Gordon, B. R. (2011). "Does AMD spur Intel to innovate more?." Journal of Political Economy. 119(6), 1141-1200.
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Marketing and Politics: Models, Behavior, and Policy Implications

Gordon, B. R., Lovett, M., Shachar, R., Arceneaux, K., Moorthy, S., Peress, M., Rao, A., Sen, S., Soberman, D., & Urminsky, O. (2012). "Marketing and Politics: Models, Behavior, and Policy Implications." Marketing Letters. 23(2), 391-403.

Advertising Effects in Presidential Elections

Gordon, B. R. & Hartmann, W. (2013). "Advertising Effects in Presidential Elections." Marketing Science. 32(1), 19-35.

• Finalist, John D. C. Little Best Paper Award, INFORMS, 2013

Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis

Gordon, B. R., Goldfarb, A., & Li, Y. (2013). "Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis." Journal of Marketing Research. 50(1), 4-23.

Competition and Product Innovation in Dynamic Oligopoly

Goettler, R. L. & Gordon, B. R. (2014). "Competition and Product Innovation in Dynamic Oligopoly." Quantitative Marketing and Economics. 12(1), 1-42.

A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes

Gordon, B. R. & Sun, B. (2015). "A Dynamic Model of Rational Addiction: Evaluating Cigarette Taxes." Marketing Science. 34(3), 452-470.

Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects

Borkovsky, R., Ellickson, P., Gordon, B. R., Aguirregabiria, V., Gardete, P., Grieco, P., Gureckis, T., Ho, T. H., Mathevet, L. & Sweeting, A. (2015). "Multiplicity of Equilibria and Information Structures in Empirical Games: Challenges and Prospects." Marketing Letters. 26(2), 115-125.

Advertising Competition in Presidential Elections

Gordon, B. R. & Hartmann, W. R. (2016). "Advertising Competition in Presidential Elections." Quantitative Marketing and Economics. 14(1), 1-40.

• Runner-up, Dick Wittink Prize, QME, 2016

LETTER: Field studies of psychologically targeted ads face threats to internal validity

Eckles, D., Gordon, B. R., & Johnson, G. A. (2018). "LETTER: Field studies of psychologically targeted ads face threats to internal validity." Proceedings of the National Academy of Sciences. 115(23), E5254-E5255.

An Empirical Study of National vs. Local Pricing by Chain Stores under Competition

Li, Y., Gordon, B. R., & Netzer, O. (2018). "An Empirical Study of National vs. Local Pricing by Chain Stores under Competition." Marketing Science. 37(5), 812-837.

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). "A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook." Marketing Science. 38(2), 193-225.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2019
• Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2020
• Winner, Donald G. Morrison Long-Term Impact Award, INFORMS, 2025

Inefficiencies in Digital Advertising Markets

Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). "Inefficiencies in Digital Advertising Markets." Journal of Marketing. 85(1), 7-25.

Digitization and Flexibility: Evidence from the South Korean Movie Market

Yang, J., Anderson, E. T., & Gordon, B. R. (2021). "Digitization and Flexibility: Evidence from the South Korean Movie Market." Marketing Science. 40(5), 821-843.

Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections

Gordon, B. R., Lovett, M. J., Luo, B., & Reeder, J. C. (2023). "Disentangling Ad Tone Effects on Voter Turnout and Candidate Choice in Presidential Elections." Management Science. 69(1), 220-243.

Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement

Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2023). "Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement." Marketing Science. 42(4), 768-793.

• Winner, John D. C. Little Best Paper Award, INFORMS, 2023
• Winner, Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2024

Amazon Ads Multi-Touch Attribution

Lewis, R., Zettelmeyer, F., Gordon, B. R., Garib, C., Hermle, J., Perry, M., Romero, H. and Schnaidt, G. (2025). "Amazon Ads Multi-Touch Attribution." arXiv preprint arXiv:2508.08209.

Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments

Burtch, G., Moakler, R., Gordon, B. R., Zhang, P., and Hill, S. (2025). "Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments." arXiv preprint arXiv:2508.21251.

Multicell experiments for marginal treatment effect estimation of digital ads

Waisman, C. & Gordon, B. R. (2025). "Multicell experiments for marginal treatment effect estimation of digital ads." Management Science, 71(9):7970-7989.
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Predicted Incrementality by Experimentation (PIE) for Ad Measurement

Gordon, B. R., Moakler, R., & Zettelmeyer, F. (2026). "Predicted Incrementality by Experimentation (PIE) for Ad Measurement." Management Science, forthcoming.

Personalization and Targeting: How to Experiment, Learn & Optimize

Lemmens, A., Roos, J., Gabel, S., Ascarza, E., Bruno, H., Gordon, B. R., Israeli, A., Feit, E. M., Mela, C., & Netzer, O. (2026). "Personalization and Targeting: How to Experiment, Learn & Optimize." International Journal of Research in Marketing, 43(2B), 537-559.