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Cutting Edge Research

The award-winning faculty at the University of Washington Foster School of Business continues to shape the field of marketing through cutting edge research. Recent publications in top-tier journals include independent work, collaborations among the faculty, and collaborations with doctoral students in the prestigious PhD program.


Achar, C., Nidhi Agrawal, and M. Hsieh (2020) “Fear of Detection and Efficacy of Prevention: Using Construal Level to Encourage Health Behaviors,” Journal of Marketing Research 57(3) pp 582-598.

Dunn, Lea H., K. White, and D. Dahl (2020) “A Little Piece of Me: When Mortality Reminders Lead to Giving to Others,” Journal of Consumer Research forthcoming

Allard, T., Lea H. Dunn and K. White, (2020) “When Undeserved Negative Reviews Yield Sympathetic Consumer Responses,” conditionally accepted at Journal of Marketing

Saint Clair, J. and Mark Forehand (2020), “The Many-Faced Consumer: The Effects of Inter Identity Competition and Association on Identity Prime Response,” Journal of Consumer Research 46 (6) pp 1011-1030.

Valsesia, Francesca, D. Proserpio, and J. Nunes (2020), “The Positive Effect of Not Following Others: How Influencers on Social Media Convey Autonomy to Signal Status,” Journal of Marketing Research, forthcoming.

Rafieian, O., and Hema Yoganarasimhan (2020) “Targeting and Privacy in Mobile Advertising,” Conditionally Accepted at Marketing Science.

Yoganarasimhan, Hema (2020) “Search Personalization using Machine Learning,” Management Science 66(3), pp 1045–1070.


Wiggin, K., M. Reimann, & Shailendra P. Jain, (2019) “Curiosity Tempts Indulgence,” Journal of Consumer Research 45(6) pp 1194-1212.

Liu, L., D. Dzyabura, and Natalie Mizik (2019) “Visual Listening In: Extracting Brand Image Portrayed on Social Media,” Marketing Science, forthcoming

Moorman, C., H. van Heerde, P. Moreau, and Robert W. Palmatier (2019) “Challenging the Boundaries of Marketing,” Journal of Marketing, 83(5) pp 1-4.

Bleier, A., C. Harmeling, and Robert W. Palmatier (2019) “Creating Effective Customer Online Experiences,” Journal of Marketing 83(2) pp 98-119.

Moorman, C., H. van Heerde, P. Moreau, and Robert W. Palmatier (2019) “JM as a Marketplace of Ideas,” Journal of Marketing, 83 (1) pp 1-7.

J. Choi and Amin Sayedi (2019) Learning in Online Advertising,” Marketing Science 38(4) pp. 584-608.

Ertekin, N., Jeffrey D. Shulman, A. Chen. (2019) “On the Profitability of Stacked Discounts: Identifying Revenue and Cost Effects of Discount Framing,” Marketing Science 38(2) 317-342.


Dagogo-Jack, Sokiente and Mark Forehand, “Egocentric Improvement Evaluations: Change in the Self as an Anchor for Brand Improvement Judgments,” Journal of Marketing Research 55 (6), 934–950.

Sayedi, Amin (2018) “Real-time Bidding in Online Display Advertising,” Marketing Science 37(4) pp 553-568.

Sayedi, Amin, K. Jerath and M Baghaie (2018) “Exclusivity in Online Advertising,” Marketing Science 37 (6) pp 970-986.

Fazli, A., Amin Sayedi, Jeffrey D. Shulman (2018) “The Effects of Autoscaling in Cloud Computing,” Management Science 64(11) pp 5149-5163.

Fazli, A. and Jeffrey D. Shulman (2018) “Implications of Market Spillovers.” Management Science 64(11) pp 4996-5013.

Caldieraro, F., M. Cunha, Jeffrey D. Shulman, J. Zhang (2018) “Strategic Information Transmission in Peer-To-Peer Lending Markets,” Journal of Marketing 82(2) pp 42-63.

Wallace, Scott G. and J. Etkin (2018) “How Goal Specificity Shapes Motivation: A Reference Points Perspective,” Journal of Consumer Research,44(5) pp 1033-51.


Harmeling, C., Robert W. Palmatier, E. Fang, and D. Wang (2017) “Group Marketing: Theory, Mechanisms, and Dynamics,” Journal of Marketing 81(4) pp 1-24.

Kozlenkova, I., Robert W. Palmatier, E. Fang, B. Xiao, and M. Huang, “Online Relationship Formation,” Journal of Marketing. 81(3) pp 21-40.

Martin, K., A. Borah, and Robert W. Palmatier, “Data Privacy: Effects on Customer and Firm Performance,” Journal of Marketing 81(1) pp 36-58.

Rutz, Oliver, G. Sonnier and M. Trusov (2017) “A New Method to Aid Copy Testing of Paid Search Text Advertisements,” Journal of Marketing Research 54(6) pp. 885-900.

Despotakis, S., I. Hafalir, R. Ravi and Amin Sayedi (2017) “Expertise in Online Markets,” Management Science 63(11) pp 3895-3910.

Elder, R. Ann E. Schlosser, M. Poor and L. Xu. “So Close I Can Almost Sense It: The Interplay Between Sensory Imagery and Psychological Distance,” Journal of Consumer Research, 44(4), pp 877–894.

Hamilton, R., Ann E. Schlosser and Y. Chen, “Who’s Driving This Conversation? Systematic Biases in the Content of Online Consumer Discussions,” Journal of Marketing Research 54(4), pp 540-555.

Yoganarasimhan, Hema (2017) “Identifying the Presence and Cause of Fashion Cycles in Data,” Journal of Marketing Research 54(1), pp 5–26.


Han, D., A. Duhachek and Nidhi Agrawal (2016) “Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self Efficacy Enhancement,” Journal of Consumer Research 43(3) pp 429-447.

Zhang, J., G. Watson, Robert W. Palmatier, and R. Dant (2016) “Dynamic Relationship Marketing,” Journal of Marketing 80(5) pp 53-75.

Fang, E., J. Lee, Robert W. Palmatier, and C. Guo (2016) “Understanding the Effects of Plural Marketing Structures on Alliance Performance,” Journal of Marketing Research, 53(4) pp 628-645.

Fang, E., J. Lee, Robert W. Palmatier, and S. Han (2016) “If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches,” Journal of Marketing Research, 53(3) pp319-37.

Amaldoss, W., K. Jerath and Amin Sayedi (2016) “Keyword Management Costs and `Broad Match’ in Sponsored Search Advertising,” Marketing Science 35(2) pp 259-274.

Valsesia, Francesca, J. Nunes and A. 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), pp 897-914.

Yoganarasimhan, Hema. (2016), “Estimation of Beauty Contest Auctions,” Marketing Science 35(1), pp 27–54.


Cunha, M., Mark Forehand and J. Angle (2015) “Riding Coattails: When Co-branding Helps versus Hurts Less Known Brands,” Journal of Consumer Research 41(5) pp 1267- 1283.

Harmeling, C., Robert W. Palmatier, M. Houston, M. Arnold, and S. Samaha, (2015), “Transformational Relationship Events,” Journal of Marketing 79(5) pp 39-62.

Fang, E., H. Minxue, X. Li, and Robert W. Palmatier, (2015), “Effects of Incentivizing New and Existing Buyers and Sellers on Advertising Revenue in Business-to-Business Online Platforms,” Journal of Marketing Research 52 (3) pp 407-22.

A. Aravindakshan, O. Rubel and Oliver J. Rutz (2015), “Managing Blood Donations by Marketing,” Marketing Science 34(2) pp 269-280.

Shulman, Jeffrey D., M. Cunha, J. Saint Clair (2015) “Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence,” Marketing Science 34(4) pp 590-605.