Sridhar Narayanan

Stanford Graduate School of Business

Professor of Marketing

655 Knight Way

Stanford, CA 94305-5015

United States

http://https://gsbapps.stanford.edu/facultybios/bio.asp?ID=409

SCHOLARLY PAPERS

18

DOWNLOADS

4,418

SSRN CITATIONS

108

CROSSREF CITATIONS

15

Scholarly Papers (18)

1.

The Informative Versus Persuasive Role of Marketing Communication in New Product Categories: An Application to the Prescription Antihistamines Market

Number of pages: 47 Posted: 26 Nov 2003
Sridhar Narayanan, Puneet Manchanda and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Michigan, Stephen M. Ross School of Business and University of Chicago
Downloads 1,252 (23,729)
Citation 38

Abstract:

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Marketing Communication, Detailing, Learning Models, Discrete Choice Models, Structural Models, Generalized Method of Moments, Pharmaceutical Industry, Antihistamines

2.

An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing

Stanford University Graduate School of Business Research Paper No. 16-47
Number of pages: 50 Posted: 17 Oct 2016 Last Revised: 10 Apr 2018
Navdeep S. Sahni, Sridhar Narayanan and Kirthi Kalyanam
Stanford Graduate School of Business, Stanford Graduate School of Business and Santa Clara University
Downloads 831 (42,683)
Citation 12

Abstract:

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Internet marketing; Online advertising; Field experiment; Timing of ads

3.

Heterogeneous Learning and the Targeting of Marketing Communication for New Products

Number of pages: 43 Posted: 12 Oct 2006
Sridhar Narayanan and Puneet Manchanda
Stanford Graduate School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 681 (55,301)
Citation 22

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Resource Allocation, Pharmaceutical Markets, Learning Models, Markov Chain Monte Carlo Methods

4.

An Empirical Analysis of Individual Level Casino Gambling Behavior

Stanford University Graduate School of Business Research Paper No. 2003 (R1)
Number of pages: 51 Posted: 22 Oct 2008 Last Revised: 09 Jan 2012
Sridhar Narayanan and Puneet Manchanda
Stanford Graduate School of Business and University of Michigan, Stephen M. Ross School of Business
Downloads 637 (60,276)
Citation 7

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addiction, gambling behavior, selection models, casino gaming and gambling, Hierarchical Bayes Methods, slots

5.

Modernizing Retailers in an Emerging Market: Investigating Externally-focused and Internally-focused Approaches

Number of pages: 78 Posted: 20 Oct 2020 Last Revised: 24 May 2021
affiliation not provided to SSRN, World Bank, Stanford Graduate School of Business and Stanford Graduate School of Business
Downloads 277 (157,515)

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Retail, Emerging markets, Field experiment

6.

Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment

Stanford University Graduate School of Business Research Paper
Number of pages: 54 Posted: 14 Jun 2022
Anuj  Kapoor, Sridhar Narayanan and Amitt Sharma
Indian Institute of Management Ahmedabad, Stanford Graduate School of Business and vdo.ai
Downloads 182 (233,897)

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Video Advertising, Emotions, Contextual Advertising, Congruence, Consumer Engagement, Field-Experiment

7.

Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design

Stanford University Graduate School of Business Research Paper No. 2039 (R)
Number of pages: 39 Posted: 21 Dec 2009 Last Revised: 04 Jun 2011
Wesley R. Hartmann, Harikesh Nair and Sridhar Narayanan
Stanford Graduate School of Business, Stanford University - Graduate School of Business and Stanford Graduate School of Business
Downloads 179 (237,214)
Citation 5

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endogeneity, discontinuity, treatment effects, selection, direct-mail, regression, nonparametric identification, targeted marketing, casinos

Estimating Causal Installed-Base Effects: A Bias-Correction Approach

NET Institute Working Paper No. 11-22
Number of pages: 52 Posted: 24 Nov 2011
Sridhar Narayanan and Harikesh Nair
Stanford Graduate School of Business and Stanford University - Graduate School of Business
Downloads 55 (520,442)
Citation 21

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Contagion, Social Interactions, Installed-base Effects, Homophily, Correlated Unobservables, Diffusion, Product Adoption, Toyota Prius

Estimating Causal Installed-Base Effects: A Bias-Correction Approach

Stanford Graduate School of Business Research Paper Series No. 2076
Number of pages: 51 Posted: 21 Mar 2011
Sridhar Narayanan and Harikesh Nair
Stanford Graduate School of Business and Stanford University - Graduate School of Business
Downloads 29 (666,021)
Citation 2

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contagion, diffusion, installed-base effects, social interactions, correlated unobservables, homophily, product adoption, Toyota Prius

9.

Investigating Complementarities in Subscription Software Usage Using Advertising Experiments

Stanford University Graduate School of Business Research Paper Forthcoming
Number of pages: 57 Posted: 21 Sep 2021 Last Revised: 12 Sep 2022
Jon Zeller and Sridhar Narayanan
Stanford Graduate School of Business and Stanford Graduate School of Business
Downloads 72 (448,281)

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complementarities, subscription goods, digital goods, advertising, causal effects, field experiments

10.

Effects of Attention and Recognition on Engagement, Content Creation and Sharing: Experimental Evidence from an Image Sharing Social Network

Stanford University Graduate School of Business Research Paper
Number of pages: 43 Posted: 07 Jan 2021
Justin T. Huang and Sridhar Narayanan
Ross School of Business and Stanford Graduate School of Business
Downloads 71 (451,687)

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User Generated Content, Attention Effects, Recognition Effects, Social Networks, Causal Effects, Field Experiments

11.

The Causal Effect of Attention and Recognition on the Nature of User-Generated Content: Experimental Results from an Image-Sharing Social Network

Stanford University Graduate School of Business Research Paper, Forthcoming
Number of pages: 37 Posted: 09 Aug 2022
Justin T. Huang, Rupali Kaul and Sridhar Narayanan
Ross School of Business, Stanford Graduate School of Business and Stanford Graduate School of Business
Downloads 70 (455,154)

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User-generated content, machine learning, transfer learning, image recognition, field experiments, award recognition, attention

12.

Bayesian Estimation of Discrete Games of Complete Information

Stanford Graduate School of Business Research Paper No. 2079
Number of pages: 57 Posted: 01 Jun 2011
Sridhar Narayanan
Stanford Graduate School of Business
Downloads 60 (491,952)
Citation 2

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Discrete Games, Markov Chain Monte Carlo Methods, Reversible Jump Algorithm, Bayesian Estimation, Multiple Equilibria

13.

Does Emotional Matching Between Video Ads and Content Lead to Better Engagement: Evidence from a Large-Scale Field Experiment∗

Stanford University Graduate School of Business Research Paper No. 4185197
Number of pages: 54 Posted: 09 Aug 2022
Anuj  Kapoor, Sridhar Narayanan and Amitt Sharma
Indian Institute of Management Ahmedabad, Stanford Graduate School of Business and vdo.ai
Downloads 22 (708,036)

Abstract:

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Video Advertising, Emotions, Contextual Advertising, Congruence, Consumer Engagement, Field-Experiment

14.

Temporal Differences in the Role of Marketing Communication in New Product Categories

Narayanan, Sridhar, Puneet Manchanda and Pradeep K. Chintagunta (2005) “Temporal Differences in the Role of Marketing Communication for New Product Categories,” Journal of Marketing Research, Vol. 42, No. 3, pp. 278-291.
Posted: 22 Sep 2022
Sridhar Narayanan, Puneet Manchanda and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Michigan, Stephen M. Ross School of Business and University of Chicago

Abstract:

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marketing communication, detailing, learning models, discrete choice models, structural models, generalized method of moments, pharmaceuticals, antihistamines

15.

Variety and Risk-Taking in Content Creation: Evidence from a Field Experiment Using Image Recognition Techniques

Posted: 09 Jun 2022
Justin T. Huang, Rupali Kaul and Sridhar Narayanan
Ross School of Business, Stanford Graduate School of Business and Stanford Graduate School of Business

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Awards and Recognition, Content Creation, Image Recognition, Machine Learning, Large Scale Field Experiment

16.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, Marketing, University of California, Berkeley - Haas School of Business, Stanford Graduate School of Business, Yale School of Management and University of California, San Diego (UCSD) - Rady School of Management

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Advertising, Antitrust, Digitalization, Inefficiencies, Markets

17.

Roi Implications for Pharmaceutical Promotional Expenditures: The Role of Marketing Mix Interactions

Journal of Marketing, Vol. 68, October 2004
Posted: 05 Jun 2011
Sridhar Narayanan, Ramarao Desiraju and Pradeep K. Chintagunta
Stanford Graduate School of Business, University of Central Florida - College of Business Administration and University of Chicago

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Marketing Communications, Interactions, Detailing, DTC, Discrete Choice Models, Generalized Method of Moments, Pharmaceutical Industry

18.

The Role of Self Selection, Usage Uncertainty and Learning in the Demand for Local Telephone Service

Quantitative Marketing and Economics, Vol. 5, No. 1, 2007
Posted: 04 Jun 2011
Stanford Graduate School of Business, University of Chicago and University of Texas at Austin

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Self-Selection, Uncertainty, Value of Information, Discrete/Continuous Models, Learning Models, Telecommunications, Optional Calling Plans