Kenneth C. Wilbur

Professor of Marketing
Rady School of Management
University of California, San Diego



9500 Gilman Drive, Box 0553
San Diego, CA 92093
619-535-9536
kennethcwilburATgmail

Curriculum Vitae (CV)

Bio (on LinkedIn)

UCSD Faculty Page

Google Scholar Page

Blatant Promotions

E-Commerce will be offered again at Rady in Spring 2020. Here is last year's syllabus

Matt McGranaghan is seeking a marketing faculty position. I wrote this letter to recommend him

Evidence presented at the USDOJ Public Workshop on Competition in Television and Digital Advertising in May 2019

Peer-Reviewed Publications

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

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

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

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

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

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

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

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

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

Review Articles

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

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

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

Working Papers

Temporal Distance and Price Elasticity
with Mingyu Joo and Dinesh Gauri

Saving 'For Your Baby': Framing and Priming in Print-at-Home Coupons
with Geoff Fisher, Jura Liaukonyte and Matt McGranaghan

Watching People Watch TV
with Matt McGranaghan and Jura Liaukonyte

Guns and Crime
with Jessica Jumee Kim

Massachusetts' Assault Weapons Ban Redefinition
with Meenakshi Balakrishna

There's No 'I' in 'Team': Estimating NBA Players' Offensive Production
with Xinlei (Jack) Chen and Yuxin Chen

A Parsimonious Structural Model of Individual Demand for Multiple Related Goods
with Andres Musalem and Patricio del Sol

Links

Ph.D. class, Fall 2015: New Empirical Research on Advertising

Self-evaluation on Research, Teaching and Service (2014) and 2018 update