Duncan Simester

Nanyang Technological University Professor
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).

"Menu Costs and Price Rigidities: Micro Evidence," Anderson, Eric, Nir Jaimovich and Duncan Simester. (2013)

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

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

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

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

Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales (2010)

"How Does An Obligation To Collect Sales Tax Affect Consumer And Firm Behavior?," Journal of Marketing Research, Duncan Simester, Eric Anderson, Nathan Fong, and Catherine Tucker, 47 (2) 229-239 (2010)

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

Menu Costs and Price Rigidities: Micro Evidence (2010)

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

Sale Signs and Retail Competition (2010)

Spill-over Effects of a Low-Quality Entrant (2010)

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

The Role of Product Standardization in Reducing the Threat from Competition (2010)

What Affects Price and Price Cue Elasticities? Evidence from a Field Experiment (2010)

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

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

“Price Cues and Customer Price Knowledge,” with Eric Anderson, in Handbook of Research in Pricing, ed. Vithala Rao, Northampton MA: Edward Elgar Publishing, 150-168.

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

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

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

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

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

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

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

“Long Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies,” Marketing Science, Eric Anderson, Duncan Simester, 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, Olivier Toubia, John Hauser and Duncan Simester, XLI(1), 116-131. Finalist for the for the Journal of Marketing Research Paul E. Green Award. (2004)

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

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

“Fast Polyhedral Adaptive Conjoint Estimation, Marketing Science, Olivier Toubia, Duncan Simester, John Hauser, Ely Dahan 22(3), 273-303. Winner of 2004 Little Best Paper Award. Winner of the 2005 Frank M. Bass Award. Finalist for the 2013 ISMS Long-Term Impact Award. Finalist for the 2012 ISMS Long-Term Impact Award. Finalist for the 2011 ISMS Long-Term Impact Award (2003)

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

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

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

“Always Leave Home Without It,” Marketing Letters, ​Drazen Prelec, Duncan Simester, 12(1), 5-12.  (2001)

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

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

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

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

“Punishment Without Conviction in Two Jurisdictions,” Cambridge Law Journal, Andrew Simester and Duncan Simester, 14-17.  (1998)

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

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

“Side Payments in Marketing” Marketing Science, John Hauser, Duncan Simester, Birger Wernerfelt 16(3), 246-255. Finalist for the 1997 Little Best Paper Award.

“Internal Customers and Internal Suppliers,” Journal of Marketing Research, John Hauser, Duncan Simester and Birger Wernerfelt,  XXXIII(III), 268-280. (1996)

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

"Signaling Price Image Using Advertised Prices," Marketing Science, Duncan Simester, 14(2), 166-188. Finalist for the 1995 Little Best Paper Award.

"Customer Satisfaction Incentives," Marketing Science, John Hauser, Duncan Simester and Birger Wernerfel, 13(4), 327-350. Finalist for the 1994 Little Best Paper Award

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

"Forecasting Criminal Sentencing Decisions," International Journal of Forecasting, Duncan Simester, Roderick Brodie, 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," Australian and New Zealand Journal of Criminology, Andrew Simester, Duncan Simester, 23, 269-283. (1990)

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


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Research Center(s)

General Expertise
Branding; Channels; Competition; Consumer behavior; Consumer measurement; Consumer packaged goods; Database marketing; Marketing; Marketing channels; Marketing strategy; Microeconomics; New Zealand; Online feedback mechanisms; Online shopping; Optimization; Pricing; Product loyalty; Retail; Strategic management