Duncan Simester

NTU Professor of Marketing

Biography | Selected Publications

"Reviews without a Purchase: Low Ratings, Loyal Customers and Deception,” Anderson, Eric and Duncan Simester, in Journal of Marketing Research, 51, 3 (June), 249-269. (2014)

"Why Do Sales People Spend So Much Time Lobbying for Low Prices?," Simester, Duncan and Juanjuan Zhang, in Marketing Science. (Forthcoming 2014).

"Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs," Anderson, Eric, and Duncan Simester. Journal of Marketing Research, 50(4) 489-504 (2013)

"When You Shouldn't Listen to Your Critics." Simester, Duncan. Harvard Business Review, 42 (2011)

"A Step-by-Step Guide to Smart Business Experiments," Eric Anderson and Duncan Simester, Harvard Business Review, 98-105 (2011)

"Goodbye Pareto Principle, Hello Long Tail: The Effect of Internet Commerce on the Concentration of Product Sales." Brynjolfsson, Erik, Jeffry (Yu) Hu and Duncan Simester, Management Science, 57 (8) 1373-1387. [Winner: 2013 Management Science Best Paper Award in Information Systems] (2011)

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)

"How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet." Anderson, Eric T., Nathan M. Fong, Duncan I. Simester, Catherine E. Tucker. Journal of Marketing Research, 47 (2) 229-239 (2010)

Internet Channel Conflict: Problems and Solutions,” Simester, Duncan, Eric Anderson and Florian Zettelmeyer, Review of Marketing Science, 7, 63-92 (2010)

"Menu Costs and Price Rigidities: Micro Evidence." Working Paper (2010)

"Price Stickiness and Customer Antagonism." Anderson, Eric T., and Duncan Simester. Quarterly Journal of Economics, 125 (2) 729-765 (2010)

"Sale Signs and Retail Competition." Simester, Duncan, Eric T. Anderson, Ralph Elsner, and Federico Rossi. Working Paper (2010)

"Spill-over Effects of a Low-Quality Entrant." Simester, Duncan, Eric Anderson and Yi Qian. Working Paper (2010)

The Best Price You'll Ever Get: The 2005 Employee Discount Pricing Promotions in the U.S. Automobile Industry.” Busse, Meghan R., Duncan Simester, and Florian Zettelmeyer. Marketing Science, 29 (2), 268-290 (2010)

"The Role of Product Standardization in Reducing the Threat from Competition." Simester, Duncan, Duncan Simester, Eric Anderson and Hojin Jung. Working Paper (2010)

"What Affects Price and Price Cue Elasticities? Evidence from a Field Experiment," Working Paper (2010)

"Why Are Bad Products So Hard to Kill?," Zhang, Juanjuan, and Duncan Simester, Management Science, 56(7), 1161-1179 (2010)

Dynamics of Retail Advertising: Evidence from a Field Experiment." Simester, Duncan, Yu (Jeffrey) Hu, Erik Brynjolfsson, and Eric Anderson, Economic Inquiry, 47(3), 482-499. (2009)

The Option Value of Returns: Theory and Empirical Evidence.” Anderson, Eric T., Karsten Hansen, Duncan Simester, Marketing Science, 28(3), 405-423 (2009)

Optimizing Product Line Designs: Efficient Methods and Comparisons.” Belloni, Alexandre, Robert Freund, Matthew Selove, and Duncan Simester Management Science, 54(9), 1544-1553. (2008)

Research Note: Does Demand Fall When Customers Perceive That Prices Are Unfair? The Case of Premium Pricing for Large Sizes,” Eric Anderson, Duncan Simester Marketing Science, 27(3), 492-500. (2008)

Bias and Variance in Value Function Estimates,” Shie Mannor, Duncan Simester, Peng Sun, and John Tsitsiklis Management Science, 53(2), 308-322. (2007)

Dynamic Catalog Mailing Policies,” Duncan Simester, Peng Sun, John Tsitsiklis, Management Science, 52(5), 683-696. (2006)

Measuring and Mitigating the Costs of Stockouts,” Eric Anderson, Gavan Fitzsimons, and Duncan Simester Management Science, 52(11), 1751-1763. (2006)

“Determinants of Asset Ownership: A Study of the Carpentry Trade." Simester, Duncan I. and Birger Wernerfelt. Review of Economics and Statistics, 87 (1) 50-58 (2005)

“Finally, Market Research You Can Use,” Duncan Simester, Harvard Business Review, 82(2), 20-21. (2004)

Long Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies,” Eric Anderson and Duncan Simester, Marketing Science, 23(1), 4-20. Finalist for the 2011 and 2014 ISMS Long-Term Impact Award Finalist for the 2005 Little Best Paper Award. (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. [Finalist, Paul Green Award for contributions to the practice of marketing research] (2004)

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

Mind Your Pricing Cues,” Eric Anderson, Duncan Simester Harvard Business Review, 81(9), September, 96-103. (2003)

Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments,” Eric Anderson, Duncan Simester Quantitative Marketing and Economics, 1(1), 93-110 (2003)

"Fast Polyhedral Adaptive Conjoint Estimation." Toubia, Olivier, Duncan I. Simester, John R. Hauser, and Ely Dahan, Marketing Science, 22 (3) 273-303. Download Paper. [First Place, John D. C. Little Award for Best Article in the Marketing Sciences Literature, 2003; First Place, Frank M. Bass Award for Best Article Based on a Dissertation, 2005; Finalist, INFORMS Society for Marketing Science Long Term Impact Award in 2011, 2012, and 2013]

Direct and Indirect Bargaining Costs and the Scope of the Firm,” Duncan Simester, Marc Knez, Journal of Business, 75(2), April, 283-304. (2002)

Making Across-the-Board Incentives Work,” Duncan Simester, Marc Knez, Harvard Business Review, 80(2), 16-17. (2002)

Firm-Wide Incentives and Mutual Monitoring at Continental Airlines,” Marc Knez, Duncan Simester Journal of Labor Economics, 19(4), October, 743-772. (2001)

Always Leave Home Without It: A Further Investigation of the Credit Card Effect on Willingness-to-Pay,” Prelec, D., and D. Simester, Marketing Letters, 12, 5-12 (2001)

Are Sale Signs Less Effective When More Products Have Them?”, Eric Anderson, Duncan Simester, Marketing Science, 20(2), 121-142. (2001)

Research Note: Price Discrimination as a Signal: Why an Offer to Spread Payments May Hurt Demand,” Eric Anderson, Duncan Simester, Marketing Science, 20(3), 315-327. (2001)

Implementing Quality Improvement Programs Designed to Enhance Customer Satisfaction: Quasi-experiments in the U.S. and Spain”, Duncan Simester, John Hauser, Birger Wernerfelt, and Roland Rust, Journal of Marketing Research XXXVII(I), 102-112. (2000)

"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 Rust. Journal of Marketing Research, 37 (1) 102-112. Download Paper. (2000)

Punishment Without Conviction in Two Jurisdictions,“ Andrew Simester and Duncan Simester, Cambridge Law Journal, 51(1), 16-19. (1998)

The Role Of Sale Signs”, Eric Anderson and Duncan Simester, Marketing Science 17(2), 139-155. (1998)

Research Note: Optimal Promotion Strategies: A Demand-Sided Characterization,“ Duncan Simester, Management Science, 43 (2), 251-256. (1997)

"Side Payments in Marketing."Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, Marketing Science, 16 (3) 246-255. [Finalist, John D. C. Little Award for Best Article in the Marketing Sciences Literature, 1997]. Download Paper.

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

"Model Selection Criteria: An Investigation of Relative Accuracy, Posterior Probabilities and Combinations of Criteria," Roland Rust, Duncan Simester, Roderick Brodie, V. Nilikant, Management Science, 41(2), 322-333. (1995)

"Signaling Price Image Using Advertised Prices," Duncan Simester, Marketing Science14(2), 166-188. Finalist for the 1995 Little Best Paper Award.

"Customer Satisfaction Incentives."Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, Marketing Science, 13 (4) 327-350. [Finalist, John D. C. Little Award for Best Article in the Marketing Sciences Literature, 1994]. Download Paper.

"The Effect of Advertising on Brand and Industry Demand for Tobacco," Duncan Simester, Roderick Brodie, New Zealand Journal of Business, 16(1), 21-37. (1994)

"Forecasting Criminal Sentencing Decisions," Duncan Simester, Roderick Brodie, International Journal of Forecasting, 9(1), 49-60. (1993)

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

"Analyzing Sexual Offence Sentences: An Empirical Approach," Andrew Simester, Duncan Simester, Australian and New Zealand Journal of Criminology, 23, 269-283. (1990)

"The Constitution Act 1986." Simester, Duncan. Auckland University Law Review, 6(1), 98-102. (1988)


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Research Center(s)

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