Dan Horsky

Simon Graduate School of Business, University of Rochester

Benjamin L. Forman Professor of Marketing

Carol Simon Hall 3-210

Rochester, NY 14627

United States

  • Simon Graduate School of Business, University of Rochester

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    • Tel: 585-275-4483
SCHOLARLY PAPERS

6

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710

CITATIONS
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14

Scholarly Papers (6)

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1.

Stating Preference for the Ethereal But Choosing the Concrete: How the Tangibility of Attributes Affects Attribute Weighting in Value Elicitation and Choice

Downloads 263 (115,329)

Stating Preference for the Ethereal But Choosing the Concrete: How the Tangibility of Attributes Affects Attribute Weighting in Value Elicitation and Choice

Simon School of Business Working Paper No. FR 03-09
Number of pages: 29 Posted: 15 Apr 2003
Dan Horsky, Paul Nelson and Steven S. Posavac
Simon Graduate School of Business, University of Rochester, Simon School, University of Rochester and Vanderbilt University - Marketing
Downloads 263 (114,774)
Citation 4

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Stating Preference for the Ethereal but Choosing the Concrete: How the Tangibility of Attributes Affects Attribute Weighting in Value Elicitation and Choice

JOURNAL OF CONSUMER PSYCHOLOGY, Vol. 14, No. 1&2, pp. 132–140, 2004
Posted: 17 Aug 2011
Dan Horsky, Paul Nelson and Steven S. Posavac
Simon Graduate School of Business, University of Rochester, Simon School, University of Rochester and Vanderbilt University - Marketing

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2.

Periodic Advertising Pulsing in a Competitive Market

Downloads 197 (153,094)

Periodic Advertising Pulsing in a Competitive Market

Number of pages: 26 Posted: 28 Jul 2010
Dan Horsky and Marshall Freimer
Simon Graduate School of Business, University of Rochester and University of Rochester - Simon Business School
Downloads 197 (152,957)

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Advertising, Pulsing, Dynamic Models, Game Theory

Periodic Advertising Pulsing in a Competitive Market

Marketing Science, Vol. 31, No. 4, pp. 637-648, 2012, DOI: 10.1287/mksc.1120.0712
Posted: 23 Oct 2012
Marshall Freimer and Dan Horsky
University of Rochester - Simon Business School and Simon Graduate School of Business, University of Rochester

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advertising, pulsing, dynamic models, game theory

3.

Disentangling Preferences and Learning in Brand Choice Models

Downloads 112 (243,721)
Citation 2

Disentangling Preferences and Learning in Brand Choice Models

Simon School Working Paper No. FR 11-27
Number of pages: 50 Posted: 18 Jun 2011
Sangwoo Shin, Sanjog Misra and Dan Horsky
affiliation not provided to SSRN, University of Chicago - Booth School of Business and Simon Graduate School of Business, University of Rochester
Downloads 112 (244,959)
Citation 2

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Bayesian Learning, Brand Choice, Heterogeneity, Preferences, State Dependence, MCMC

Disentangling Preferences and Learning in Brand Choice Models

Marketing Science, Vol. 31, No. 1, 2012; pp. 115-137; DOI: 10.1287/mksc.1110.0680
Posted: 24 Oct 2012
Sangwoo Shin, Sanjog Misra and Dan Horsky
affiliation not provided to SSRN, University of Chicago - Booth School of Business and Simon Graduate School of Business, University of Rochester

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Bayesian learning, brand choice, preferences, state dependence, Markov chain Monte Carlo

4.

Advertising Agency Selection Contest with Partial Reimbursements of Participation Costs

Simon School Working Paper No. FR 11-06
Number of pages: 41 Posted: 31 Dec 2010 Last Revised: 03 Sep 2011
Sharon Horsky, Dan Horsky and Robert Zeithammer
Hebrew University of Jerusalem - Jerusalem School of Business Administration, Simon Graduate School of Business, University of Rochester and University of California, Los Angeles (UCLA) - Anderson School of Management
Downloads 69 (330,192)
Citation 1

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advertising agency, contest, auctions with entry, reimbursements, incumbency, score auction

5.

Estimation of Individual Level Multi-Attribute Utility from Ordered Paired Preference Comparisons

Number of pages: 44 Posted: 28 Jul 2010
Dan Horsky, Paul Nelson and Sangwoo Shin
Simon Graduate School of Business, University of Rochester, Simon School, University of Rochester and affiliation not provided to SSRN
Downloads 69 (330,192)

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Cardinal Utility Functions, Attribute Weights, Ordered Paired Comparisons, Linear Programming, Conjoint Analysis

6.

Multiattribute Demand, Cost and Competitive Repositioning

Simon School of Business Working Paper MS 98-01
Posted: 07 Jan 1999
Jeongwen Chiang, Dan Horsky and Paul Nelson
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Simon Graduate School of Business, University of Rochester and Simon School, University of Rochester

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