John Hauser

Kirin Professor of Marketing
Professor of Marketing

Biography | Selected Publications

“Learning from Experience, Simply,” Lin, Song, Juanjuan Zhang, and John R. Hauser - forthcoming in Marketing Science. Download Paper. Technical Appendix. (2015)

“Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph,” Hauser, John R., Guilherme Liberali , and Glen L. Urban, forthcoming in Management Science. Technical Appendices. (2015)

"Consideration-set Heuristics," Journal of Business Research. Volume 67, Issue 8, August 2014, Pages 1688–1699

"Morphing Banner Advertisements," Urban, Glen L., Guilherme Liberali, Erin MacDonald, Robert Bordley, and John R. Hauser, in Marketing Science, 33, 1 (Jan.-Feb.), 27-46. (2014)

"Self-Reflection and Articulated Consumer Preferences," Hauser, John R., Songting Dong, and Min Ding, in Journal of Product Innovation Management, 31, 1, 17-32. (2014)

"Competitive Information, Trust, Brand Consideration, and Sales: Two Field Experiments," Liberali, Guilherme, Glen L. Urban, and John R. Hauser, in International Journal for Research in Marketing, 30, 2, 101-113. Download Paper. Technical Appendix. (2013)

Marketing Science: A Strategic Review,” Marketing Science, Chintagunta, Pradeep, Dominique Hanssens, John R. Hauser, Jagmohan Singh Raju, Kannan Srinivasan, and Richard Staelin, 33, 1. Download Paper. (2013)

"New Developments in Product-Line Optimization," Hauser, John R., in Internatinoal Journal on Research in Marketing. Commentary on papers by Michalek, Ebbes, Adigüzel, Feinberg and Papalambros, "Enhancing Marketing with Engineering," and Tsafarakis, Marinakis and Matsatsinis, "Particle Swarm Optimisation for Optimal Product Line Design." (Forthcoming) (2011)

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

"A Marketing Science Perspective on Recognition-Based Heuristics (and the Fast and Frugal Paradigm)," Hauser, John R., in Judgment and Decision Making, 6 (5) 396-408 (2011)

"Active Machine Learning for Consideration Heuristics," Dzyabura, Daria and John R. Hauser, Marketing Science, 30 (5) 801-819 (2011)

“New Developments in Product-Line Optimization,” Commentary on papers by Michalek, Ebbes, Adigüzel, Feinberg, and Papalambros, “Enhancing Marketing with Engineering,” and Tsafarakis, Marinakis, and Matsatsinis, “Particle Swarm Optimization for Optimal Product Line Design.” International Journal on Research in Marketing, 28, 26-27.   Download Paper. (2011)

“New Product Development,” Hauser, John R. and Ely Dahan, in Essentials of Marketing Management, Rajiv Grover, ed., Download Paper. (2011)

“Paul E. Green: An Applications’ Guru,” in Vithala Rao, Ed., Paul Green’s Legends Volume: Conjoint Analysis Applications.  Forthcoming. Download Paper. (2011)

“Perspectives on Paul E. Green,” in V. Srinivasan, Ed., Paul Green’s Contributions to Conjoint Analysis – Early Years.  Forthcoming. Download Paper. (2011)

"The House of Quality," Hauser, John R., Abbie Griffin, and Steve Gaskin. Wiley International Encyclopedia of Marketing, (Chichester, West Sussex UK: John Wiley & Sons, Ltd.). (2010)

"The Strategic Importance of Accuracy in Conjoint Design," Selove, Matthew & John R. Hauser, Working Paper (July 2011). Technical Appendix.

“How Does Incorporating Price Competition into Market Simulators Affect Product Design Decisions?,” Proceedings of the Sawtooth Software Conference, Newport Beach, CA, Oct 6-8, 2010. Download Paper.

“How Does Incorporating Price Competition into Market Simulators Affect Product Design Decisions?,” Proceedings of the Sawtooth Software Conference, Newport Beach, CA, Oct 6-8, 2010. Download Paper.

"Cognitive Simplicity and Consideration Sets," Hauser, John R., Olivier Toubia, Theodoros Evgeniou, Daria Dzyabura and Rene Befurt, in Journal of Marketing Research, 47, 485-496  (2010)

“A Critical Review of Non-compensatory and Compensatory Models of Consideration-Set Decisions,” 2009 Sawtooth Software Conference Proceedings, Delray, FL, March 23-27, 2009,  207-232. Download Paper.Runner-up, Best Paper at Sawtooth Software Conference, 2009.

“Morph the Web to Build Empathy, Trust, and Sales,” Glen L. Urban, John R. Hauser, Guilherme Liberali, Michael Braun, and Fareena Sultan, Sloan Management Review, 50 (4), 53-61 (2009)

“Profile of John D. C. Little,” in Saul I. Gass and Arjang A. Assad eds. Profiles in Operations Research, Download Paper. (2009)

“The Voice of the Customer,” Wiley International Encyclopedia of Marketing.Download Paper. (2009)

"Website Morphing," Hauser, John R., Glen L. Urban, Guilherme Liberali and Michael Braun,  Marketing Science 28 (2), 202-224 (2009)

“Comments on ‘Defensive Marketing Strategy," Marketing Science, Hauser, John R. and Steven M. Shugan, 27, 1, 85-87. Download Paper. (2007)

"Editor-in-Chief Search Committee Report: The Digital Future is Here,” Marketing Science, Rangaswamy, Arvind, Jim Cochran, Tülin Erdem, John R. Hauser, and Robert J. Meyer, 27, 1, 1-3.Download Paper. (2007)

"Greedoid-Based Non-compensatory Two-Stage Consideration-then-Choice Inference," Marketing Science, Yee, Michael, Ely Dahan, John Hauser, and James Orlin, 26 (4) 532-549 (2007)

"On Managerial Efficient Designs," Marketing Science, Toubia, Olivier and John R. Hauser, 26 (6) 851-858 (2007)

“Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design,” in Anders Gustafsson, Andreas Herrmann and Frank Huber, Eds, Conjoint Measurement: Methods and Applications, 4E, 231-258.Download Paper. (2007)

"Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application," Marketing Science, Toubia, Olivier, John R. Hauser and Rosanna Garcia, 26 (5) 596-610 (2007)

“Two-Stage Models: Identifying Non-Compensatory Heuristics for the Consideration Set then Adaptive Polyhedral Methods Within the Consideration Set,” Proceedings of the Sawtooth Software Conference in Santa Rosa, CA, October 17-19, 2007. Download Paper.

"Validating Agent-Based Marketing Models Using Conjoint-Analysis," Journal of Business Research, Garcia, Rosanna, Paul Rummel, and John R. Hauser, 60 (8) 848-857 (2007)

““Must Have” Aspects vs. Tradeoff Aspects in Models of Customer Decisions,” Proceedings of the Sawtooth Software Conference in Del Ray Beach, FL, March 29-31, 2006. Download Paper.Best Paper at the Sawtooth Software Conference, 2006.

"Research on Innovation: A Review and Agenda for Marketing Science," Marketing Science, Hauser, John R., Gerald Tellis, and Abbie Griffin, 25 (6) 687-717 (2006)

“Twenty-Five Years of Eclectic Growth in Marketing Science,” Marketing Science (invited commentary), Hauser, John R., 25, 6, 557-558. Download Paper. (2006)

“Marketing Science – Growth and Evolution,” Marketing Science, Hauser, John R., Greg Allenby, Frederic H. Murphy, Jagmohan Raju, Richard Staelin, and Joel Steckel, 24, 1, 1-2. Download Paper. (2005)

"The Impact of Utility Balance and Endogeneity in Conjoint Analysis," Marketing Science, Hauser, John R. and Olivier Toubia, 24 (3) 498-507 (2005)

“Conjoint Analysis, Related Modeling, and Applications,” Advances in Market Research and Modeling: Progress and Prospects, Jerry Wind and Paul Green, Eds., 141-168. Download Paper. (2004)

"'Listening-In’ to Find and Explore New Combinations of Customer Needs," Journal of Marketing, Glen L. Urban and John R. Hauser, 68, 72-87 (2004)

"Polyhedral Methods for Adaptive Choice-based Conjoint Analysis," Journal of Marketing Research, Toubia, Olivier, John R. Hauser, and Duncan Simester, 41 (1) 116-131 (2004)

"Fast Polyhedral Adaptive Conjoint Estimation," Marketing Science, Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan, 22 (3) 273-303 (2003)

"Product Management: New Product Development and Launching," Handbook of Marketing, Barton Weitz and Robin Wensley, Eds, Sage Press, 179-222. Download Paper. (2003)

"The Virtual Customer," Dahan, Ely and John R. Hauser. Journal of Product Innovation Management, 19, 5, (September), 332-354. (2000)

“Marketing Makes a Difference,” Hauser, John R., in Marketing Management, 11 (1), 46-47. (2002)

"Marketing Science: A Strong Franchise with a Bright Future," Marketing Science, Hauser, John R., Scott Carr, Barbara Kahn, James Hess, and Richard Staelin, 21, 1, invited editorial. Download Paper. (2002)

"Metrics Thermostat," Journal of Product Innovation Management, 18 (3), 134-153 (2001)

Product Development in the New Dispersed Environment, invited paper for the Handbook of Marketing, Barton Weitz and Robin Wensley, Eds, Sage Press, 2001.

“Going Overboard on Platforms,” Hauser, John R., in AMS Voices, 8. (2000)

"Implementing Quality Improvement Programs Designed to Enhance Customer Satisfaction: Quasi-experiments in the United States and Spain," Journal of Marketing Research, Simester, Duncan I, John R. Hauser, Birger Wernerfelt, and Roland Rust, 37 (1) 102-112 (2000)

"Metrics: You Are What You Measure!," European Management Journal, Hauser, John R. and Gerry Katz, 16 (5) 516-52 (1998)

"Research, Development, and Engineering Metrics," Management Science, Hauser, John R., 44 (12) 1670-1689 (1998)

"Metrics to Evaluate R,D&E," Research Technology Management, Hauser, John R. and Florian Zettelmeyer, 40 (4) 32-38 (1997 )

"Side Payments in Marketing," Marketing Science, Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, 16 (3) 246-255 (1997)

“The Problem with Pinball,” Hauser, John R., in AMS Voices, 4. (1997)

“The Role of Mathematical Models in the Study of Product Development,” Proceedings of the 14th Paul D. Converse Awards Conference, University of Illinois, Champaign-Urbana, IL, 72-90.Download Paper. (1997)

"Validation and Lessons from the Field: Applications of Information Acceleration," Journal of Marketing Research, Urban, Glen L., John R. Hauser, William J. Qualls, Bruce D. Weinberg, Jonathan D. Bohlmann and Roberta A. Chicos, 34 (1) 143-153 (1997)

"Integrating Mechanisms for Marketing and R&D," Journal of Product Innovation Management, Griffin, Abbie, and John R. Hauser, 13 (3) 191-215 (1996)

"Internal Customers and Internal Suppliers," Journal of Marketing Research, Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, 33 (3) 268-280 (1996)

"Premarket Forecasting of Really-New Products," Journal of Marketing, Urban, Glen L., Bruce Weinberg and John R. Hauser, 60 (1) 47-60 (1996)

"You Are What You Measure," Hauser, John R., in AMS Voices, 1. (1996)

"The Voice of the Customer: How Can You Be Sure You Know What Customers Really Want?," Proceedings of the 1st Pacific Rim Symposium of Quality Function Deployment, MacQuarie University, NSW Australia, February 15-17. Download Paper. (1995)

"Customer Satisfaction Incentives," Marketing Science, Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, 13 (4) 327-350 (1994)

"Comment on `Marketing Science's Pilgrimage to the Ivory Tower' by Hermann Simon," in Research Traditions in Marketing, Gary L. Lilien, Bernard Pras, and Gilles Laurent, eds, 45-51. Download Paper. (1993)

Design and Marketing of New Products, Urban, Glen L. and John Hauser, Englewood Cliffs, N.J., Prentice Hall, Second Edition 1993

"How Consumers Allocate their Time When Searching for Information," Journal of Marketing Research, Hauser, John R., Glen L. Urban, and Bruce Weinberg, 30 (4) 452-466 (1993)

"How Puritan Bennett Used the House of Quality," Sloan Management Review, Hauser, John R., 34 (3) 61-70 (1993)

"The Voice of the Customer," Marketing Science, Griffin, Abbie and John R. Hauser , 12 (1) 1-27 (1993)

"Patterns of Communication Among Marketing, Engineering, and Manufacturing -- A Comparison between Two New Product Teams," Management Science, Griffin, Abbie and John R. Hauser, 38 (3) 360-373 (1992)

"An Evaluation Cost Model of Consideration Sets," Journal of Consumer Research, Hauser, John R. and Birger Wernerfelt, 16, 393-408 (1990)

"Prelaunch Forecasting of New Automobiles: Models and Implementation," Management Science, Urban, Glen. L., John. R. Hauser, and John. H. Roberts, 36 (4) 401-421 (1990)

ENTERPRISE: An Integrating Management Exercise,Scientific Press, 1989

"The Competitive Implications of Relevant-Set/Response Analysis," Journal of Marketing Research, Hauser, John R. and Birger Wernerfelt, 26 (4) 391-405 (1989)

"Competitive Price and Positioning Strategies," Marketing Science, Hauser, John R., 7 (1) 76-91 (1988)

"Implicit Coalitions in a Generalized Prisoner's Dilemma," Journal of Conflict Resolution, Fader, Peter and John R. Hauser, 32 (3) 553-582 (1988)

"The House of Quality," Harvard Business Review (1988)

Applying Marketing Management: Four Simulations, Scientific Press, 1986.

Essentials of New Product Management, Prentice Hall, 1986

"Theory and Application of Defensive Strategy" in The Economics of Strategic Planning,  Lacy G. Thomas, ed., 113-140. Download Paper. (1986)

"Value Priority Hypotheses for Consumer Budget Plans," Journal of Consumer Research, Hauser, John R. and Glen L. Urban, 12 (4) 446-462 (1986)

"A Measurement Error Approach for Modeling Consumer Risk Preference," Management Science, Eliashberg, Jehoshua and John R. Hauser, 31 (1) 1-25 (1985)

"The Coming Revolution in Marketing Theory," in R. Russell, ed., Marketing in an Electronic  Age, 344-363. Download Paper. (1985)

"Application of the `DEFENDER' Consumer Model," Marketing Science, Hauser, John R., and Steven P. Gaskin, 3 (4) 327-351 (1984)

"Consumer Durables: Actual Budgets Compared to Value Priority Model - Preliminary Results and Managerial Implications,"  Proceedings of the ESOMAR-Congress, Rome, Italy, (September).  (Awarded Best Paper at Conference). Download Paper. (1984)

"Consumer Research to Focus R&D Projects," Journal of Product Innovation Management, Hauser, John R., 1 (2) 70-84 (1984)

"Pricing Theory and the Role of Marketing Science," Journal of Business,57, 1, S65-S72. Download Paper. (1984)

"Testing Competitive Market Structures," Marketing Science, Urban, Glen L., P. L. Johnson and John R. Hauser, 3 (2) 83-112 (1984)

"Defensive Marketing Strategy," Marketing Science, Hauser, John R., and Steven M. Shugan, 2 (4) 319-360 (1983)

"Forecasting Sales of a New Consumer Durable: A  Prelaunch Modeling and Measurement Methodology," Advances and Practices of Marketing Science, Fred S. Zufryden, ed., (The Institute of Management Science: Providence, RI), 115-128. Download Paper (1983)

"Application Predictive Test, and Strategy Implications of a Dynamic Model of Consumer Response," Marketing Science, Hauser, John R., and Kenneth J. Wisniewski, 1 (2) 143-179 (1982)

"Comments on 'A Survey of Experimental Market Mechanisms for Classical Environments',"  Research in Marketing, Supplement 1: Choice Models for Buyer Behavior, L. McAlister, ed., (JAI Press: Greenwich, CT), Spring, 49-56. Download Paper. (1982)

"Dynamic Analysis of Consumer Response to Marketing Strategies," Management Science, Hauser, John R., and Kenneth J. Wisniewski, 28 (5) 455-486 (1982)

"Prelaunch Forecasting of New Consumer Durables: Ideas on a  Consumer Value-Priority Model," in A. D. Shocker and R. Srivastava, eds., Analytic Approaches to Product and Market Planning, Vol. 2, (Marketing Science Institute: Cambridge Massachusetts), 276-296. Download Paper. (1982)

"A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation," Journal of Marketing, Tybout, Alice M. and John R. Hauser, 45 (3) 81-101 (1981)

"Comments on 'Violations of Regularity and the Similarity Hypothesis by Adding  Asymmetrically Dominated Alternatives to the Choice Set'," Proceedings of the Special Conference on Choice Theory, Joel Huber, ed., (Duke University: Durham, NC), June. Download Paper. (1981)

"Consumer-Oriented Transportation Service Planning: "Consumer Analysis and Strategies"," Applications of Management Science, Hauser, John R., Frank S. Koppelman and Alice M. Tybout, 1, 91-138 (1981)

"Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price," Management Science, Hauser, John R., and Patricia Simmie, 27 (2) 33-56 (1981)

"Comments on 'Econometric Models of Probabilistic Choice Among Products'," Journal of  Business, 53, 3, Part 2, , S31-S34. Download Paper. (1980)

"Intensity Measures of Consumer Preference," Operation Research, Hauser, John R., and Steven M. Shugan, 28 (2) 278-320 (1980)

"Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness," Journal of Marketing Research, Hauser, John R., and Frank S. Koppelman, 16 (4) 495-506 (1979)

"An Empirical Comparison of Techniques to Model Consumer  Perceptions and Preferences," in A. D. Shocker, ed., Analytic Approaches to Product and Marketing Planning, (Marketing Science Institute: Cambridge, Massachusetts), 216-238. Download Paper. (1979)

"Assessment of Attribute Importances and Consumer Utility Functions: von Neumann-Morgenstern Theory Applied to Consumer Behavior," Journal of Consumer Research, Hauser, John R., and Glen L. Urban, 5, 251-262 (1979)

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

"Consumer Preference Axioms: Behavioral Postulates for Describing and Predicting Stochastic Choice," Management Science,  Hauser, John R. 24 (13) 1331-1341 (1978)

"Testing the Accuracy, Usefulness and Significance of Probabilistic Models: An Information Theoretic Approach," Operations Research, Hauser, John R. 26 (3) 406-421 (1978)

"Consumer-Oriented Transportation Planning: An  Integrated Methodology for Modeling Consumer Perceptions, Preferences and Behavior," Advances in Consumer Research, Vol. 5, (Chicago, Illinois), October. Download Paper. (1977)

"A Normative Methodology for Modeling Consumer Response to Innovation," Operations Research, Hauser, John R. and Glen L. Urban, 25 (4) 579-619 (1977)

"Designing Transportation Services: A Marketing Approach."   Proceedings of the Transportation Research Forum, (Atlanta, GA), October, 638-652. Download Paper. (1977)

"Extended Conjoint Analysis with Intensity Measures and Computer  Assisted Interviews: Applications to Telecommunications and Travel, " Advances in Consumer Research, Vol. 5, (Chicago, Illinois), October. Download Paper. (1977)

"Choosing an Objective Function Based on Modeling Consumer Perceptions and Preferences," Proceedings of the International Conference on Cybernetics and Society, (Washington, D.C.), November, 26-31. Download Paper. (1976)

Sc.D. 1975, "A Normative Methodology for Predicting Consumer Response to Design Decisions: Issues, Models, Theory and Use." Download Paper.

Pre-thesis paper 1974, "Modeling Decisions of Choice Among Finite Alternatives: Applications to Marketing and to Transportation Demand Theory." Download Paper.

S.M. (Electrical Engineering, Civil Engineering) and S.B., " An Efficient Method to Predict the Impacts of Operating Decisions for Conventional Bus Systems." Download Paper.

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General Expertise
Bayesian statistics; Branding; Consumer behavior; Consumer marketing; Consumer measurement; Consumer products, marketing; Customer satisfaction; Innovation; Market research; Marketing; Positioning; Probability, applied; Product development and design; Product loyalty; Sampling; Statistics; Trust-based marketing; Virtual customer; Web-based marketing