Professor of Marketing and Analytics
Sheryl and Harvey White Chair in Management
Rady School of Management
University of California, San Diego

1-Page Biography

Curriculum Vitae (CV)

UCSD Faculty Page

Google Scholar Page

LinkedIn, Twitter

MSI Expert Network

Inefficiencies in Digital Advertising Markets
Journal of Marketing (2021) with Brett Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, and Jiwoong Shin

	Published comment by UK Competition and Markets Authority staff
	Published comment by the Chief Brand Officer at P&G
	Presentation version from the JM Webinar for Marketing Professionals

Temporal Distance and Price Elasticity: Empirical Investigation of the Cruise Industry
Management Science (2020) with Mingyu Joo and Dinesh Gauri

Divergent Temporal Courses for Liking vs. Wanting in Response to Persuasion
Emotion (2020) with Mingyu Joo and Wendy Liu

Lead Offer Spillovers
Marketing Science (2019) with Matt McGranaghan, Jura Liaukonyte and Geoff Fisher

Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years
Quantitative Marketing and Economics (2019) with Mingyu Joo and Rex Yuxing Du

Immediate Responses of Online Brand Search and Price Search to TV Ads
Journal of Marketing (2019) with Rex Yuxing Du and Linli Xu

Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Voting Intention
Political Communication (2019) with Tobias Konitzer, Shawndra Hill, and David Rothschild

Dynamic Quality Ladder Model Predictions in Nonrandom Holdout Samples
Management Science (2018) with Linli Xu and Jorge Silva-Risso

Effects of TV Advertising on Keyword Search
International Journal of Research in Marketing (2016) with Mingyu Joo and Yi Zhu

Recent Developments in Mass Media: Digitization and Multitasking
Handbook of Media Economics (2016)

Should Ad Spending Increase or Decrease prior to a Product Recall Announcement?
Journal of Marketing (2015) with Haibing Gao, Jinhong Xie and Qi Wang

Television Advertising and Online Shopping
Marketing Science (2015) with Jura Liaukonyte and Thales Teixeira

	Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

Advertising Content and Television Advertising Avoidance
Journal of Media Economics (2015)

Price Advertising by Manufacturers and Dealers
Management Science (2014) with Linli Xu, S. Siddarth and Jorge Silva-Risso.

Television Advertising and Online Search
Management Science (2014) with Mingyu Joo, Bo Cowgill and Yi Zhu

	Winner, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
	Finalist, Don Morrison Long-Term Impact award for most impactful marketing paper in Management Science or Marketing Science

Distribution and Market Share
Journal of Retailing (2014) with Paul Farris

Structural Models of Complementary Choices
Marketing Letters (2014) with many coauthors

Market-Based Measures of Viewpoint Diversity
Information Economics and Policy (2013) with Adam Rennhoff

Correcting Audience Externalities in Television Advertising
Marketing Science (2013) with Linli Xu and David Kempe

Local Media Ownership and Media Quality
Information Economics and Policy (2012) with Adam Rennhoff

The Effectiveness of Post-Release Movie Advertising
International Journal of Advertising (2011) with Adam Rennhoff

Hybrid Advertising Auctions
Marketing Science (2011) with Yi Zhu

Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research
Marketing Letters (2010) with many coauthors

Click Fraud
Marketing Science (2009) with Yi Zhu

How the Digital Video Recorder Changes Traditional Television Advertising
Journal of Advertising (2008)

A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Marketing Science (2008)

	Winner, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
	Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science
	Finalist, Long-Term Impact Award for a paper that is viewed to have made a long-term impact on the field of marketing

How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift
with Matt McGranaghan and Jura Liaukonyte

How the Massachusetts Assault Weapons Ban Enforcement Notice Changed Firearms Sales
with Meenakshi Balakrishna

Beneficiary Framing and Promotion Response
with Geoff Fisher, Jura Liaukonyte and Matt McGranaghan

Proxies for Legal Firearm Prevalence
with Jessica Jumee Kim

Spring 2021: E-Commerce Syllabus

Ph.D. class: New Empirical Research on Advertising (2015)

Ph.D. class: Advanced Quantitative Methods in Marketing (2008)

2-minute read: Reasons to get or not get a Ph.D.

10-minute read: Choosing a field, subfield and Ph.D. program

Ariel Rubinstein's colorful advice for "lost" graduate students

The Virtual Quant Marketing Seminar presents new quant marketing research.

Detailed description of my work: Self-evaluation on Research, Teaching and Service (2014) and 2018 update

kennethcwilbur, atsymbol, gmail, com

Or, kcwilbur, atsymbol, ucsd, edu

Voice: +1 then 619 then 535 then 9536, but I don't answer unknown numbers. Please email if it's important.

For snail mail,
9500 Gilman Drive, Box 0553
San Diego, CA 92093 USA