John Hauser

Kirin Professor of Marketing
Professor of Marketing

Biography | Selected Publications

"Learning from Experience, Simply." Lin, Song, Juanjuan Zhang and John R. Hauser. Marketing Science Vol. 34, No. 1 (2015): 1-19. (2015)

"Consideration-set Heuristics." Hauser, John R. Journal of Business Research Vol. 67, No. 8 (2014): 1688–1699. (2014)

Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph.” Hauser, John R., Guilherme Liberali and Glen L. Urban. Management Science Vol. 60, No. 6 (2014): 1594-1616. (2014)

"Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science." Gupta, Sunil, Dominique Hanssens, John R. Hauser, Donald Lehmann and Bernd Schmitt. Marketing Science, February 2014.

"Morphing Banner Advertisements."Urban, Glen L., Guilherme Liberali, Erin MacDonald, Robert Bordley and John R. Hauser. Marketing Science Vol. 33, No. 1 (2014): 27-46. (2014)

"Self-Reflection and Articulated Consumer Preferences." Hauser, John R., Songting Dong and Min Ding. Journal of Product Innovation Management Vol. 31, No. 1 (2014): 17-32.  (2014)

"Competitive Information, Trust, Brand Consideration, and Sales: Two Field Experiments." Liberali, Guilherme, Glen L. Urban and John R. Hauser. International Journal for Research in Marketing Vol. 30, No. 2 (2013): 101-113. (2013)

Marketing Science: A Strategic Review.” Chintagunta, Pradeep, Dominique Hanssens, John R. Hauser, Jagmohan Singh Raju, Kannan Srinivasan and Richard Staelin. Marketing Science, January 2013.

"A Marketing Science Perspective on Recognition-Based Heuristics (and the Fast and Frugal Paradigm)."Hauser, John. Judgment and Decision Making  Vol. 6, No. 5 (2011): 396-408. (2011)

"Active Machine Learning for Consideration Heuristics." Dzyabura, Daria and John R. Hauser. Marketing Science Vol. 30, No. 5 (2011): 801-819. (2011)

"The Strategic Importance of Accuracy in Conjoint Design," Selove, Matthew & John R. Hauser, MIT Sloan Working Paper. Cambridge, MA: MIT Sloan School of Management, July 2011.

"Comment: New Developments in Product-Line Optimization." Hauser, John R. International Journal on Research in Marketing Vol. 28, No. 1 (2011): 26-27 (2011)

How Does Incorporating Price Competition into Market Simulators Affect Product Design Decisions?” Matthew Selove and John R. Hauser. In Proceedings of the Sawtooth Software Conference, October 2010, edited by Bryan Orme. Orem, UT: March 2011.

"Unstructured Direct Elicitation of Decision Rules." Ding, Min, John R. Hauser, Songting Dong, Daria Dzyabura, Zhilin Yang, Chenting Su and Steven P. Gaskin. Journal of Marketing Research Vol. 48, No. 1 (2011): 116-127.  (2011)

New Product Development.” Hauser, John R. and Ely Dahan. In Essentials of Marketing Management, edited by Rajiv Grover. Englewood Cliffs, NJ: Prentice Hall, 2011.

Profile of John D. C. Little.” Hauser, John R. and Glen L. Urban. In Profiles in Operations Research, edited by Saul I. Gass and Arjang A. Assad, 659-676. New York, NY: Springer Science + Business Media, LLC, 2011.

"Quality Function Deployment (QFD)." Hauser, John R., Abbie Griffin and Steve Gaskin. In Wiley International Encyclopedia of Marketing, edited by Jagdish Sheth and Naresh K. Malhotra. Chichester, West Sussex, UK: John Wiley & Sons, Ltd., 2011.

The Voice of the Customer.” Gaskin, Steven P., Abbie Griffin, John R. Hauser, Gerald M. Katz and Robert L. Klein. In Wiley International Encyclopedia of Marketing, edited by Jagdish Sheth and Naresh K. Malhotra. Chichester, West Sussex, UK: John Wiley & Sons, Ltd., 2011.

"Cognitive Simplicity and Consideration Sets." Hauser, John R., Olivier Toubia, Theodoros Evgeniou, Daria Dzyabura and Rene Befurt. Journal of Marketing Research, Vol. 47, No. 3 (2010): 485-496.   (2010)

"Sleuthing Game." Ding, Min, John Hauser and Lixin Huang, Working Paper. Cambridge, MA: MIT Sloan School of Management, 2010.

"Does Matching Website Characteristics to Cognitive Styles Increase Online Sales?" Michael Braun, Clarence Lee, Glen L. Urban and John R. Hauser. (2009)

"A Critical Review of Non-compensatory and Compensatory Models of Consideration-Set Decisions." John R. Hauser, Min Ding and Steven Gaskin. In Proceedings of the Sawtooth Software Conference, March 2009, edited by Bryan Orme. Orem, UT: August 2009.

Morph the Web to Build Empathy, Trust, and Sales.” Urban, Glen L., John R. Hauser, Guilherme Liberali, Michael Braun and Fareena Sultan. MIT Sloan Management Review, July 2009.

Website Morphing.” Hauser, John R., Glen L. Urban, Guilherme Liberali and Michael Braun. Marketing Science Vol. 28, No. 2 (2009): 202-224.  (2009)

“A Critical Review of Non-compensatory and Compensatory Models of Consideration-Set Decisions,” Ding, Min, Steven Gaskin, and John Hauser. 2009 Sawtooth Software Conference Proceedings, Delray, FL, March 23-27, 2009, 207-232. Download Paper.

Comments on ‘Defensive Marketing Strategy.'" Hauser, John R. and Steven M. Shugan. Marketing Science, January 2008.

Two-Stage Models: Identifying Non-Compensatory Heuristics for the Consideration Set then Adaptive Polyhedral Methods Within the Consideration Set.” Steven Gaskin, Theodoros Evgeniou, Daniel Bailiff and John Hauser. In Proceedings of the Sawtooth Software Conference, October 2007, edited by Bryan Orme. Orem, UT: January 2008.

Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design.” Toubia, Olivier, Theodoros Evgeniou and John Hauser. In Conjoint Measurement: Methods and Applications, edited by Anders Gustafsson, Andreas Herrmann and Frank Huber, 231-258. New York, NY: Springer Science + Business Media, LLC, 2007.

"On Managerial Efficient Experimental Designs." Toubia, Olivier and John R. Hauser. Marketing Science Vol. 26, No. 6 (2007): 851-858.  (2007)

"Validating Agent-Based Marketing Models Using Conjoint-Analysis." Garcia, Rosanna, Paul Rummel and John Hauser. Journal of Business Research Vol. 60, No. 8 (2007): 848-857. (2007)

"Greedoid-Based Non-compensatory Two-Stage Consideration-then-Choice Inference." Yee, Michael, Ely Dahan, John R. Hauser and James Orlin. Marketing Science Vol. 26, No. 4 (2007): 532-549.  (2007)

"Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application." Toubia, Olivier, John R. Hauser and Rosanna Garcia. Marketing Science Vol. 26, No. 5 (2007): 596-610.  (2007)

"Editor-in-Chief Search Committee Report: The Digital Future is Here.” Rangaswamy, Arvind, Jim Cochran, Tülin Erdem, John R. Hauser and Robert J. Meyer. Marketing Science, January 2007.

Twenty-Five Years of Eclectic Growth in Marketing Science.” Hauser, John R. Marketing Science. November 2006.

"Research on Innovation: A Review and Agenda for Marketing Science." Hauser, John, Gerald Tellis and Abbie Griffin. Marketing Science Vol. 25, No. 6 (2006): 687-717.  (2006)

"'Must Have' Aspects vs. Tradeoff Aspects in Models of Customer Decisions." John R. Hauser, Ely Dahan, Michael Yee, and James Orlin. In Proceedings of the Sawtooth Software Conference, March 1996, edited by Bryan Orme. Sequim, WA: July 2006.

"The Impact of Utility Balance and Endogeneity in Conjoint Analysis." Hauser, John R. and Olivier Toubia. Marketing Science Vol. 24, No. 3 (2005): 498-507.  (2005)

Marketing Science – Growth and Evolution.”Hauser, John R., Greg Allenby, Frederic H. Murphy, Jagmohan Raju, Richard Staelin and Joel Steckel. Marketing Science, February 2005.

"'Listening-In' to Find and Explore New Combinations of Customer Needs." Urban, Glen L. and John R. Hauser. Journal of Marketing Vol. 68, No. 2 (2004): 72-87.  (2004)

"Polyhedral Methods for Adaptive Choice-based Conjoint Analysis."Toubia, Olivier, John R. Hauser and Duncan Simester. Journal of Marketing Research Vol. 41, No. 1 (2004): 116-131. (2004)

Conjoint Analysis, Related Modeling, and Applications.” Hauser, John R. and Vithala Rao. In Advances in Market Research and Modeling: Progress and Prospects, edited by Yoram (Jerry) Wind and Paul E. Green, 141-168. Norwell, MA: Kluwer Academic Publishers, 2004.

"Fast Polyhedral Adaptive Conjoint Estimation." Toubia, Olivier, Duncan I. Simester, John R. Hauser and Ely Dahan. Marketing Science Vol. 22, No. 3 (2003): 273-303. (2003)

"The Virtual Customer." Dahan, Ely and John R. Hauser. Journal of Product Innovation Management  Vol. 19, No. 5 (2002): 332-354. (2002)

"Marketing Science: A Strong Franchise with a Bright Future." Hauser, John R., Scott Carr, Barbara Kahn, James Hess and Richard Staelin, Marketing Science, February 2002.

Marketing Makes a Difference.” Hauser, John R. Marketing Management, January 2002.

"Product Development: Managing a Dispersed Process." Dahan, Ely and John R.  Hauser. In Handbook of Marketing, edited by Barton Weitz and Robin Wensley, 179-222. Thousand Oaks, CA: Sage Publications Ltd., 2002.

"Metrics Thermostat." Hauser, John R. Journal of Product Innovation Management Vol. 18, No. 13 (2001): 134-153. (2001)

"Implementing Quality Improvement Programs Designed to Enhance Customer Satisfaction: Quasi-experiments in the United States and Spain."Simester, Duncan I, John R. Hauser, Birger Wernerfelt and Roland T. Rust. Journal of Marketing Research Vol. 37, No. 1 (2000): 102-112. (2000)

Going Overboard on Platforms.” Hauser, John R. AMS Voices2000. (2000)

"Research, Development, and Engineering Metrics."Hauser, John R. Management Science Vol. 44, No. 12 (1998): 1670-1689.  (1998)

"Metrics: You Are What You Measure!"Hauser, John R. and Gerry Katz. European Management Journal  Vol. 16, No. 5 (1996): 516-52.  (1998)

"The Role of Mathematical Models in the Study of Product Development.” John R. Hauser. In Proceedings of the 14th Paul D. Converse Awards Conference, edited by James D. Hess and Kent B. Munroe. Chicago, IL: 1998.

"Side Payments in Marketing."Hauser, John R., Duncan I. Simester and Birger Wernerfelt. Marketing Science Vol. 16, No. 3 (1997): 246-255. (1997)

"Information Acceleration: Validation and Lessons from the Field." Urban, Glen L., John R. Hauser, William J. Qualls, Bruce D. Weinberg, Jonathan D. Bohlmann and Roberta A. Chicos. Journal of Marketing Research Vol. 34, No. 1 (1997): 143-153. (1997)

"Metrics to Evaluate R, D & E."Hauser, John R. and Florian Zettelmeyer. Research Technology Management  Vol. 40, No. 4 (1997): 32-38. 

The Problem with Pinball.” Hauser, John R., AMS Voices, 1997. (1997)

"Internal Customers and Internal Suppliers."Hauser, John R., Duncan I. Simester and Birger Wernerfelt. Journal of Marketing Research Vol. 33, No. 3 (1996): 268-280. (1996)

"Integrating Mechanisms for Marketing and R&D." Griffin, Abbie and John R. Hauser. Journal of Product Innovation Management Vol. 13, No. 3 (1996): 191-215.  (1996)

"Premarket Forecasting of Really-New Products." Urban, Glen L., Bruce Weinberg and John R. Hauser. Journal of Marketing Vol. 60, No. 1 (1996): 47-60.  (1996)

"You Are What You Measure." Hauser, John R. AMS Voices, 1996.

"Metrics to Evaluate R&D Groups: Phase I, Qualitative Interviews." Zettlemeyer, Florian and John R. Hauser, MIT Working Paper. Cambridge, MA: MIT International Center for Research on the Management of Technology, 1995.

"The Voice of the Customer: How Can You Be Sure You Know What Customers Really Want?" Derby A. Swanson and John R. Hauser. In Proceedings of the 1st Pacific Rim Symposium of Quality Function Deployment: Macquarie University Graduate School of Management, edited by Robert A. Hunt. Sidney, Australia, February 1995. 

"Internal Customers." Hauser, John R. Insight1995. (1995)

"Customer Satisfaction Incentives."Hauser, John R., Duncan I. Simester and Birger Wernerfelt. Marketing Science Vol. 13, No. 4 (1994): 327-350. (1994)

"Commentary on `Marketing Science's Pilgrimage to the Ivory Tower' by Hermann Simon." Little, John D. C., Leonard M. Lodish, John R. Hauser and Glen L. Urban. In Research Traditions in Marketing, edited by Gilles Laurent, Gary L. Lilien and Bernard Pras, 45-51. (1994)

"Quality Function Deployment." Hauser, John R. Marketing Encyclopedia for the Year 2000, edited by Jeffrey Heilbrunn. Chicago, IL: American Marketing Association, 1994. 

"How Consumers Allocate their Time When Searching for Information." Hauser, John R., Glen L. Urban and Bruce Weinberg. Journal of Marketing Research Vol. 30, No. 4 (1993): 452-466.  (1993)

Design and Marketing of New Products. Urban, Glen L. and John R. Hauser. Englewood Cliffs, NJ: Prentice Hall, 1993

"How Puritan Bennett Used the House of Quality." Hauser, John R. Sloan Management Review, April 1993.

"The Voice of the Customer."Griffin, Abbie and John R. Hauser. Marketing Science Vol. 12, No. 1 (1993): 1-27. (1993)

"Are Customer-Satisfaction Programs Profitable?" Hauser, John R. Insight, 1993. 

"Patterns of Communication Among Marketing, Engineering, and Manufacturing -- A Comparison between Two New Product Teams." Griffin, Abbie and John R. Hauser. Management Science Vol. 38, No. 3 (1992): 360-373.  (1992)

"Comparison of Importance Measurement Methodologies and their Relationship to Consumer Satisfaction." Hauser, John R., MIT Marketing Center Working Paper 91-1. Cambridge, MA: MIT Sloan School of Management, January 1991.

"Prelaunch Forecasting of New Automobiles: Models and Implementation." Urban, Glen L., John R. Hauser and John H. Roberts. Management Science Vol. 36, No. 4 (1990): 401-421.  (1990)

"An Evaluation Cost Model of Consideration Sets." Hauser, John R. and Birger Wernerfelt. Journal of Consumer Research Vol. 16, No. 4 (1990): 393-408.  (1990)

"The Competitive Implications of Relevant-Set/Response Analysis." Hauser, John R. and Birger Wernerfelt. Journal of Marketing Research Vol. 26, No. 4 (1989): 391-405.  (1989)

ENTERPRISE: An Integrating Management Exercise. Hauser, John R. Scientific Press, 1989. 

"Implicit Coalitions in a Generalized Prisoner's Dilemma." Fader, Peter and John R. Hauser. Journal of Conflict Resolution Vol. 32, No. 3 (1988): 553-582.  (1988)

"Customer Driven Engineering." Hauser, John R. Design News, July, 1988.

"The House of Quality." Hauser, John R. and Don Clausing. Harvard Business Review, May 1988.

"Competitive Price and Positioning Strategies." Hauser, John R. Marketing Science Vol. 7, No. 1 (1988): 76-91. (1988)

"Existence and Uniqueness of Price Equilibria in Defender." Hauser, John R. and Birger Wernerfelt. Marketing Science Vol. 7, No. 1 (1988): 92-93.  (1988)

"Without Good Research, Quality is a Shot in the Dark." Hauser, John R. and Robert L. Klein. Marketing News, January 1988.

"Agendas and Consumer Choice." Hauser, John R. Journal of Marketing Research Vol. 23, No. 3 (1986): 199-212. (1986)

"Theory and Application of Defensive Strategy." Hauser, John R. In The Economics of Strategic Planning: Essays in Honor of Joel Dean, edited by Lacy G. Thomas III, 113-140. Lexington, MA: Lexington Books, D.C. Heath & Co., 1986.

"Value Priority Hypotheses for Consumer Budget Plans."Hauser, John R. and Glen L. Urban. Journal of Consumer Research Vol. 12, No. 4 (1986): 446-462.  (1986)

Applying Marketing Management: Four Simulations. Hauser, John R. Scientific Press, 1986.

"'Defender' Helps Mature Brands Ward off New Foes." Hauser, John R. Marketing Educator, 1986. 

Essentials of New Product Management. Urban, Glen L., John R. Hauser and Nikhilesh Dholakia. Upper Saddle River, NJ: Prentice Hall, 1986.

"A Measurement Error Approach for Modeling Consumer Risk Preference." Eliashberg, Jehoshua and John R. Hauser. Management Science Vol. 31, No. 1 (1985): 1-25. (1985)

"The Coming Revolution in Marketing Theory." Hauser, John R. In Marketing in an Electronic Age, edited by Robert D. Buzzell, 344-363. Boston, MA: Harvard Business School Press, 1985.

"Application of the `DEFENDER' Consumer Model." Hauser, John R. and Steven P. Gaskin. Marketing Science Vol. 3, No. 4 (1984): 327-351.  (1984)

"Consumer Durables: Actual Budgets Compared to Value Priority Model - Preliminary Results and Managerial Implications." Hauser, John R. and Glen L. Urban. Proceedings of the ESOMAR-Congress, September 1984.

"Consumer Durables: Actual Budgets Compared to Value Priority Model - Preliminary Results and Managerial Implications." John R. Hauser and Glen L. Urban. In Proceedings of the 1984 ESOMAR-Congress, edited by ESOMAR-Congress. Rome, Italy: September 1984.

"Consumer Research to Focus R&D Projects." Hauser, John R. Journal of Product Innovation Management  Vol. 1, No. 2 (1984): 70-84.  (1984)

"Pricing Theory and the Role of Marketing Science." Hauser, John R. Journal of Business, January 1984.

"Testing Competitive Market Structures." Urban, Glen L., Philip L. Johnson and John R. Hauser. Marketing Science Vol. 3, No. 2 (1984): 83-112.  (1984)

"Defensive Marketing Strategy."Hauser, John R. and Steven M. Shugan. Marketing Science Vol. 2, No. 4 (1983): 319-360. (1983)

"Forecasting Sales of a New Consumer Durable: A Prelaunch Modeling and Measurement Methodology." Hauser, John R., John H. Roberts and Glen L. Urban. In Advances and Practices of Marketing Science, edited by Fred S. Zufryden, 115-128. Providence, RI: The Institute of Management Science, 1983.

"Application Predictive Test, and Strategy Implications of a Dynamic Model of Consumer Response."Hauser, John R. and Kenneth J. Wisniewski. Marketing Science Vol. 1, No. 2 (1982): 143-179.  (1982)

"Comments on 'A Survey of Experimental Market Mechanisms for Classical Environments'." Hauser, John R. Research in Marketing: Choice Models for Buyer Behavior, May 1982.

"Dynamic Analysis of Consumer Response to Marketing Strategies."Hauser, John R. and Kenneth J. Wisniewski. Management Science Vol. 28, No. 5 (1982): 455-486.  (1982)

"Prelaunch Forecasting of New Consumer Durables: Ideas on a Consumer Value-Priority Model." Hauser, John R. and Glen L. Urban. In Analytic Approaches to Product and Market Planning, edited by Allan D. Shocker and Rajendra K. Srivastava, 276-296. Cambridge, MA: Marketing Science Institute, 1982.

"Comments on 'Violations of Regularity and the Similarity Hypothesis by Adding Asymmetrically Dominated Alternatives to the Choice Set'." Hauser, John R. Proceedings of the Special Conference on Choice Theory, August 1981.

"Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price."Hauser, John R. and Patricia Simmie. Management Science Vol. 27, No. 1 (1981): 33-56. (1981)

"A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation."Tybout, Alice M. and John R. Hauser. Journal of Marketing Vol. 45, No. 3 (1981): 81-101.  (1981)

"Consumer-Oriented Transportation Service Planning: 'Consumer Analysis and Strategies.'" Hauser, John R., Frank S. Koppelman and Alice M. Tybout. In Applications of Management Science, 91-138. United Kingdom: Jai, Emerald Group Publishing Limited, 1981

"Comments on 'Econometric Models of Probabilistic Choice Among Products'." Hauser, John R. Journal of Business, July 1980.

"Intensity Measures of Consumer Preference." Hauser, John R. and Steven M. Shugan. Operation Research  Vol. 28, No. 2 (1980): 278-320. (1980)

"Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness." Hauser, John R. and Frank S. Koppelman. Journal of Marketing Research Vol. 16, No. 4 (1979): 495-506.  (1979)

"An Empirical Comparison of Techniques to Model Consumer Perceptions and Preferences." Hauser, John R. and Frank S. Koppelman. In Analytic Approaches to Product and Marketing Planning, edited by Allan D. Shocker, 216-238. Cambridge, MA: Marketing Science Institute, 1979.

"Assessment of Attribute Importances and Consumer Utility Functions: von Neumann-Morgenstern Theory Applied to Consumer Behavior." Hauser, John R. and Glen L. Urban. Journal of Consumer Research  Vol. 5, No. 4 (1979): 251-262.  (1979)

"Destination Choice Behavior for Non-Grocery Shopping Trips." Koppelman, Frank S. and John R. Hauser. Transportation Research Record  Vol. 673 (1979): 157-165. (1979)

"Consumer Preference Axioms: Behavioral Postulates for Describing and Predicting Stochastic Choice." Hauser, John R. Management Science Vol. 24, No. 13 (1978): 1331-1341. (1978)

"Testing the Accuracy, Usefulness and Significance of Probabilistic Models: An Information Theoretic Approach." Hauser, John R. Operations Research Vol. 26, No. 3 (1978): 406-421. (1978)

"Consumer-Oriented Transportation Planning: An Integrated Methodology for Modeling Consumer Perceptions, Preferences and Behavior." Alice M. Tybout, John R. Hauser and Frank S. Koppelman. In Advances in Consumer Research, edited by Kent Hunt. Ann Arbor, MI: 1978.

"Designing Transportation Services: A Marketing Approach." Hauser, John R. and Frank S. Koppelman. Proceedings of the Transportation Research Forum, October 1977.

"A Normative Methodology for Modeling Consumer Response to Innovation." Hauser, John R. and Glen L. Urban. Operations Research, Vol. 25, No. 4 (1977): 579-619.  (1977)

"Extended Conjoint Analysis with Intensity Measures and Computer Assisted Interviews: Applications to Telecommunications and Travel." Hauser, John R. and Steven M. Shugan. In Advances in Consumer Research, 1977. (1977)

"Choosing an Objective Function Based on Modeling Consumer Perceptions and Preferences." Hauser, John R. and Peter R. Stopher. Proceedings of the International Conference on Cybernetics and Society, November, 1976. 

"A Normative Methodology for Predicting Consumer Response to Design Decisions: Issues, Models, Theory and Use." John Richard Hauser. Sc.D. diss., MIT, 1975.

"An Efficient Method to Predict the Impacts of Operating Decisions for Conventional Bus Systems." John Richard Hauser. SM and SB (Joint Thesis: Electrical Engineering, Civil Engineering), MIT, 1973. 

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Consumer behavior; Customer satisfaction; Market research; Marketing; Positioning; Preference learning in recommendation systems; Product design; Product development; Product management; Product strategy; Trust-based marketing; Virtual customer; Web-based marketing