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)
"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)
“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)
"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)
“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)
“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)
“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.
“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)
"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)
"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)
"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.
Channels; Marketing channels; Marketing strategy; Pricing; Retail