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Marketing Publications

• "Pricing Strategy for GM Food: Impact of Consumer Attitude Heterogeneity and GMO Food Labelling", Annals of Operations Research, 2019 (with Li, R.)
• "Value Co-Creation: Factors Influencing Discretionary Effort Exertion", Services Marketing Quarterly, 35(4), 2014
• "Pricing of experience products under consumer heterogeneity", International Journal of Hospitality Management, 33(1), 6-18, 2013 (with Adhikari, A., Raj, S.)

• ""The Relationship Between Price and Quality in Durable Product Categories with Private Label Brands"", Journal of Product and Brand Management, 27(6), 647-660, 2018 (with Lathrop, E., Kim, H.)
• ""Store Brand vs. National Brand Prices: Willingness to Pay is not Equal to Willingness to Accept"", Journal of Global Scholars of Marketing Science (with Lathrop, E., Kim, H.)

• "Bidding for Bidders? How the Format for Soliciting Supplier Participation in NYOP Auctions Impacts Channel Profit", Management Science, 63(12), 4324-4344, 2017 (with Zeithammer, R.)
• "Why Offer Lower Prices to Past Customers? Inducing Favorable Social Price Comparisons to Enhance Customer Retention", Quantitative Marketing and Economics, 15(2), 123-163, 2017 (with Lee, S.)
• "Inferring Salesperson Capability Using Stochastic Frontier Analysis", , 36(3), 294-306, 2016 (with Feng, C.)

• ""The Relationship Between Price and Quality in Durable Product Categories with Private Label Brands"", Journal of Product and Brand Management, 27(6), 647-660, 2018 (with Boyle, P., Kim, H.)
• "The Value of Private Label Brands to U.S. Consumers: An Objective and Subjective Assessment", Journal of Retailing and Consumer Services, 20(1), 80-86, 2013 (with Boyle, P.)
• "Are Consumers' Perceptions of Price-Quality Relationships Well Calibrated?", International Journal of Consumer Studies, 7(1), 63-68, 2009 (with Boyle, P.)

• "Effect of of Store Brand Introduction on Channel Price Leadership: An Empirical Investigation", Journal of Retailing, 2018
• "Store Brand Quality and Retailer’s Product Line Design", Journal of Retailing, 93(4), 527-540, 2017
• "Asymmetric Relationships with Symmetric Suppliers: Strategic Choice of Supply Chain Price Leadership in a Competitive Market", European Journal of Operational Research, 259(2), 527-540, 2017 (with Chung, .)

• "The R&D Outsourcing Decision: Environmental Factors and Strategic Considerations", International Journal of Innovation and Technology Management, 2014
• "Pricing of experience products under consumer heterogeneity", International Journal of Hospitality Management, 33(1), 6-18, 2013 (with Adhikari, A., Basu, A.)
• "Bidding Strategies and Consumer Savings in NYOP Auctions", Journal of Retailing, 88(1), 180-188, 2012 (with Joo, M., Mazumdar, T.)

• "Try It On! Contingency Effects of Virtual Fitting Rooms", Journal of Management Information Systems, 36(3), 789-822, 2019 (with Yang, S.)
• "Asymmetric Effects of Recreational Cannabis Legalization", Marketing Science, 38(6), 913-1084, 2019 (with Wang, P., Yang, J.)
• "Serial-Position Effects on Native-Advertising Effectiveness: Differential Results across Publisher and Advertiser Metrics", Journal of Marketing, 83(2), 82-97, 2018 (with Wang, P., Yang, J.)