Duncan Simester

NTU Professor of Marketing

Biography | Selected Publications

"Harbingers of Failure." Anderson, Eric, Song Lin, Duncan Simester and Catherine Tucker. Journal of Marketing Research Vol. 52, No. 5 (2015): 580-592. (2015)

“Price Stickiness: Empirical Evidence of the Menu Cost Channel.” Anderson, Eric, Nir Jaimovich and Duncan Simester. Review of Economics and Statistics Vol. 97, No. 4 (2015): 813-826. (2015)

"The Value of Field Experiments.” ‚ÄčLi, Jimmy Q., Paat Rusmevichientong, Duncan Simester, John N. Tsitsiklis and Spyros I. Zoumpoulis. Management Science Vol. 61, No. 7 (2015): 1722-1740. (2015)

Why Do Sales People Spend So Much Time Lobbying for Low Prices?” Simester, Duncan and Juanjuan Zhang. Marketing Science Vol. 33, No. 6 (2014): 796-808. (2014)

"Reviews without a Purchase: Low Ratings, Loyal Customers and Deception.” Anderson, Eric T. and Duncan Simester. Journal of Marketing Research Vol. 51, No. 3 (2014): 249-269. (2014)

"Carry-Over Effects of Task Related Affect on Consumer Search and Shopping Behavior." Andrea Morales, Kristin Diehl, Gavan Fitzsimons and Duncan Simester.


"Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs." Anderson, Eric T. and Duncan Simester. Journal of Marketing Research 50, No. 4 (2013): 489-504. (2013)

"How Regular and Sale Prices Respond to Cost Shocks." Eric Anderson, Emi Nakamura, Duncan Simester and Jón Steinsson.


"Shielding Store Brands: A Large-Scale Field Experiment." Eric Anderson, Karsten Hansen and Duncan Simester.


"Goodbye Pareto Principle, Hello Long Tail: The Effect of Internet Commerce on the Concentration of Product Sales." Brynjolfsson, Erik, Yu (Jeffrey) Hu and Duncan Simester. Management Science Vol. 57, No. 8 (2011): 1373-1387. (2011)

"When You Shouldn't Listen to Your Critics." Simester, Duncan. Harvard Business ReviewJune 2011. (2011)

"A Step-by-Step Guide to Smart Business Experiments." Anderson, Eric T. and Duncan Simester. Harvard Business Review, March 2011.

“Internet Channel Conflict: Problems and Solutions.” Simester, Duncan, Eric Anderson and Florian Zettelmeyer. Review of Marketing Science, Volume 7, edited by Naresh K. Malhotra, 63-92. Bingley, UK: Emerald Group Publishing Limited, 2010.

Price Cues and Customer Price Knowledge.” Anderson, Eric, and Duncan Simester, in Handbook of Research in Pricing, Vithala Rao, ed., Northampton MA: Edward Elgar Publishing, 150-168. (2010)

"Why Are Bad Products So Hard to Kill?" Zhang, Juanjuan and Duncan Simester. Management Science Vol. 56, No. 7 (2010): 1161-1179. (2010)

"Price Stickiness and Customer Antagonism." Anderson, Eric T. and Duncan I. Simester. Quarterly Journal of Economics Vol. 125, No. 2 (2010): 729-765. (2010)

"How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet." Anderson, Eric T., Nathan M. Fong, Duncan I. Simester and Catherine E. Tucker. Journal of Marketing Research Vol. 47, No. 2 (2010): 229-239. (2010)

“The Best Price You'll Ever Get: The 2005 Employee Discount Pricing Promotions in the U.S. Automobile Industry.” Busse, Meghan R., Duncan I. Simester and Florian Zettelmeyer. Marketing Science Vol. 29, No. 2 (2010): 268-290. (2010)

“Dynamics of Retail Advertising: Evidence from a Field Experiment." Simester, Duncan, Yu (Jeffrey) Hu, Erik Brynjolfsson and Eric Anderson. Economic Inquiry Vol. 47, No. 3 (2009): 482-499. (2009)

“The Option Value of Returns: Theory and Empirical Evidence.” Anderson, Eric T., Karsten Hansen and Duncan Simester. Marketing Science Vol. 28, No. 3 (2009): 405-423. (2009)

“Optimizing Product Line Designs: Efficient Methods and Comparisons.” Belloni, Alexandre, Robert Freund, Matthew Selove and Duncan Simester. Management Science Vol. 54, No. 9 (2008): 1544-1553. (2008)

“Research Note: Does Demand Fall When Customers Perceive That Prices Are Unfair? The Case of Premium Pricing for Large Sizes.” Anderson, Eric T. and Duncan I. Simester. Marketing Science Vol. 27, No. 3 (2008): 492-500. (2008)

Bias and Variance in Value Function Estimates.” Mannor, Shie, Duncan Simester, Peng Sun and John N. Tsitsiklis. Management Science Vol. 53, No. 2 (2007): 308-322. (2007)

“Measuring and Mitigating the Costs of Stockouts.” Anderson, Eric T., Gavan J. Fitzsimons and Duncan Simester. Management Science Vol. 52, No. 11 (2006): 1751-1763. (2006)

Dynamic Catalog Mailing Policies.” Simester, Duncan I., Peng Sun and John N. Tsitsiklis. Management Science Vol. 52, No. 5 (2006): 683-696. (2006)

“Determinants of Asset Ownership: A Study of the Carpentry Trade." Simester, Duncan I. and Birger Wernerfelt. Review of Economics and Statistics Vol. 87, No. 1 (2005): 50-58. (2005)

“Finally, Market Research You Can Use.” Simester, Duncan I. Harvard Business Review, July 2004.

“Long Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies.” Anderson, Eric T. and Duncan I. Simester. Marketing Science Vol. 23, No. 1 (2004): 4-20. (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)

“The Challenge of Managing a Supply or Distribution Channel." Roberts, John, and Duncan Simester. in Next Generation Business Handbook, Subir Chowdhury, ed., John Wiley and Sons. (2004)

“Mind Your Pricing Cues.” Anderson, Eric T. and Duncan Simester. Harvard Business Review, September 2003.

"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)

Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments." Anderson, Eric T. and Duncan I. Simester. Quantitative Marketing and Economics Vol. 1, No. 1 (2003): 93-110. (2003)

Direct and Indirect Bargaining Costs and the Scope of the Firm.” Simester, Duncan I. and Marc Knez. Journal of Business Vol. 75, No. 2 (2002): 283-304. (2002)

Making Across-the-Board Incentives Work." Simester, Duncan and Marc Knez. Harvard Business Review, February 2002.

“Firm-Wide Incentives and Mutual Monitoring at Continental Airlines.” Knez, Marc and Duncan Simester. Journal of Labor Economics Vol. 19. No. 4 (2001): 743-772. (2001)

Research Note: Price Discrimination as a Signal: Why an Offer to Spread Payments May Hurt Demand." Anderson, Eric T. and Duncan I. Simester. Marketing Science Vol. 20, No. 3 (2001): 315-327. (2001)

“Are Sale Signs Less Effective When More Products Have Them?” Anderson, Eric T. and Duncan I. Simester. Marketing Science Vol. 20, No. 2 (2001): 121-142. (2001)

Always Leave Home Without It: A Further Investigation of the Credit Card Effect on Willingness-to-Pay.” Prelec, Drazen and Duncan Simester. Marketing Letters Vol. 12, No. 1 (2001): 5-12. (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)

The Role Of Sale Signs.” Anderson, Eric T. and Duncan I. Simester. Marketing Science Vol. 17, No. 2 (1998): 139-155. (1998)

“Punishment Without Conviction in Two Jurisdictions.“ Simester, Andrew P. and Duncan I. Simester. Cambridge Law Journal Vol. 51, No. 1 (1998): 16-19. (1998)

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

Research Note: Optimal Promotion Strategies: A Demand-Sided Characterization." Simester, Duncan. Management Science, 43 (2), 251-256. (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)

"Signaling Price Image Using Advertised Prices." Simester, Duncan. Marketing Science Vol. 14, No. 2 (1995): 166-188. (1995)

"Model Selection Criteria: An Investigation of Relative Accuracy, Posterior Probabilities and Combinations of Criteria." Rust, Roland, Duncan Simester, Roderick Brodie and V. Nilikant, Management Science Vol.41, No. 2 (1995): 322-333. (1995)

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

"The Effect of Advertising on Brand and Industry Demand for Tobacco." Simester, Duncan I. and Roderick J. Brodie. New Zealand Journal of Business Vol. 16, No. 1 (1994): 21-37. (1994)

"Forecasting Criminal Sentencing Decisions." Simester, Duncan I. and Roderick J. Brodie. International Journal of Forecasting Vol. 9, No. 1 (1993): 49-60. (1993)

"Sentencing: Rime and Reason." Simester, Andrew and Duncan I. Simester. New Zealand Law Review, Part I (1991): 93-102. (1991)

"Analyzing Sexual Offence Sentences: An Empirical Approach." Andrew Simester and Duncan Simester. Australian and New Zealand Journal of Criminology Vol. 23, No. 4 (1990): 269-283. (1990)

"The Constitution Act 1986." Simester, Duncan I. Auckland University Law Review Vol. 6, No. 1 (1988): 98-102. (1988)


Contact Information
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Support Staff
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Research Center(s)

General Expertise
Channels; Marketing channels; Marketing strategy; Pricing; Retail