Pradeep K. Chintagunta
University of Chicago
Counterfactual thinkingAdvertisingProduct (category theory)LogitBusinessProduct categoryEconometricsMarket shareEconomicsMarketingMicroeconomicsDiscrete choiceConsumer behaviourQuality (business)Context (language use)Competition (economics)Industrial organizationComputer scienceProduct (business)EndogeneityMarketing mix
240Publications
71H-index
10.8kCitations
Publications 190
Newest
#1Yu Zhao (UPenn: University of Pennsylvania)
#2Pinar Yildirim (UPenn: University of Pennsylvania)H-Index: 11
Last. Pradeep K. Chintagunta (U of C: University of Chicago)H-Index: 71
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How do privacy regulations in the market impact online search for products and information? This paper investigates the impact of the General Data Protection Regulation (GDPR for short) on consumers’ online browsing and search behavior using consumer panels from four countries, United Kingdom, Spain, United States, and Brazil. We find that after GDPR, a panelist exposed to GDPR submits 21.6% more search terms to access information and browses 16.3% more pages to access consumer goods and service...
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We revisit the question of alcohol consumption and public health over business cycles by decomposing overall alcohol consumption into drinking frequency and intensity in relation to consumer hetero...
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The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their foot...
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#1Joonhyuk Yang (NU: Northwestern University)H-Index: 5
#2Jung Youn Lee (NU: Northwestern University)
Last. Pradeep K. Chintagunta (U of C: University of Chicago)H-Index: 71
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The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their footprints since. In this paper, we focus on the role of television advertising to explain the success of these new entrants. Using data on US households’ subscription choices with advertising spending data, we estimate a household demand model and advertising cost functions for the operators. We find both...
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#1Federico Rossi (Purdue University)H-Index: 3
#2Pradeep K. Chintagunta (U of C: University of Chicago)H-Index: 71
Past research shows that loyalty programs can generate switching costs for consumers and increase their purchase frequency. Theoretical work suggests that if switching costs are significant, firms should charge lower prices in the early periods of a program to boost market share, and increase prices in later periods, to take advantage of the ``lock-in'' effect. However, it is not clear whether these costs soften or exacerbate price competition. Using a large database of gas stations' prices in t...
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#1Ali GoliH-Index: 1
Last. S. SriramH-Index: 13
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Massive Open Online Courses (MOOCs) have the potential to democratize education by improving access. Although retention and completion rates for non-paying users have not been promising, these stat...
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#1Wanqing ZhangH-Index: 1
Last. Manohar U. KalwaniH-Index: 20
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Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world? The authors investigate the role of online social media tools in alleviating customer (farmer) uncertainty and promoting the adoption of a new ecofriendly pesticide in rural China. The key finding is that even for a new product such as a pesticide, a low-cost social media support platform effectively promotes its adoption. The combination of information from peers and the firm o...
2 CitationsSource
Last. Naufel J. VilcassimH-Index: 22
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Promoting growth by differentiating products is a core tenet of marketing. However, establishing and quantifying marketing’s causal impact on firm growth, while critical, can be difficult. This pap...
1 CitationsSource
#1Yewon Kim (Stanford University)H-Index: 1
#2Pradeep K. Chintagunta (U of C: University of Chicago)H-Index: 71
Last. Bhuvanesh Pareek (IIMA: Indian Institute of Management Ahmedabad)
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This paper studies consumer behavior in the retail setting in response to a government policy aimed at economic transparency, and quantifies its unintended consequences for retailers vis-a-vis the policy goal. Using transaction-level data from a large retail chain in India, we document consumer strategies, that leverage the presence retailers, to avoid costs associated with the country's currency reform policy. We observe both an increase in returns of cash-purchased items that were bought befor...
#1Jingcun Cao (HKU: University of Hong Kong)
#2Pradeep K. Chintagunta (U of C: University of Chicago)H-Index: 71
Last. Shibo Li
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Non-advertising-based mobile apps face several critical challenges when trying to monetize their free services: the choice of pricing strategies (whether to continue offering limited free services to current users) and aspects of product design (whether to provide exclusive secondary offerings to paying users). We implemented a large-scale randomized field experiment to test the causal effects of such pricing strategies and product design. Results show that providing either feature decreases exi...
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