Duncan Simester

NTU Professor of Marketing

Biography | Selected Publications

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

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

"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(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." Anderson, Eric T., 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, Jeffrey (Yu) Hu and Duncan Simester, Management Science, 57 (8) 1373-1387. (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)

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

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

"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)

"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 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)

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 I. Simester, Marketing Science, 28(3), 405-423 (2009)

Optimizing Product Line Designs: Efficient Methods and Comparisons.” Belloni, Alexandre, Robert Freund, Matthew Selove, and Duncan I. 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,” Anderson, Eric T., and Duncan I. Simester Marketing Science, 27(3), 492-500. (2008)

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

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

Dynamic Catalog Mailing Policies.” Simester, Duncan I., Peng Sun, and John N. Tsitsiklis. Management Science, 52(5), 683-696. (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,” Simester, Duncan I. Harvard Business Review, 82(2), 20-21. (2004)

Long Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies.” Anderson, Eric T., and Duncan I. Simester. Marketing Science, 23(1), 4-20.  (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)

“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,” 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." Anderson, Eric T., Duncan I. 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.  (2003)

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

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

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

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

Are Sale Signs Less Effective When More Products Have Them?”, Anderson, Eric T., and Duncan I. Simester, Marketing Science, 20(2), 121-142. (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, 20(3), 315-327. (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, 37 (1) 102-112. Download Paper. (2000)

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

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

“Research Note: Optimal Promotion Strategies: A Demand-Sided Characterization." Simester, Duncan I. 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. Download Paper. (1997)

"Internal Customers and Internal Suppliers."Hauser, John R., Duncan I. Simester, and Birger Wernerfelt, Journal of Marketing Research 33 (3) 268-280. (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." Simester, Duncan I. Marketing Science14(2), 166-188. 1995. 

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

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

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

"Sentencing: Rime and Reason." Simester, Andrew, and Duncan I. Simester. New Zealand Law Review, 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 I. Auckland University Law Review, 6(1), 98-102. 1988. 


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Support Staff
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Research Center(s)

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