Kenneth C. Wilbur

University of California, San Diego (UCSD) - Rady School of Management

Assistant Professor

9500 Gilman Drive

Rady School of Management

La Jolla, CA 92093

United States

http://kennethcwilbur.com

  • University of California, San Diego (UCSD) - Rady School of Management

SCHOLARLY PAPERS

29

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107

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44

Scholarly Papers (29)

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1.

Effects of Advertising and Product Placement on Television Audiences

Number of pages: 39 Posted: 26 Jun 2008 Last Revised: 03 Oct 2012
Kenneth C. Wilbur, Michelle Sovinsky Goeree and Geert Ridder
University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Department of Economics and University of Southern California
Downloads 3,624 (4,267)
Citation 6

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Advertising, Advertisement Avoidance, Branded Entertainment, Choice Modeling, Endogeneity, Industrial Organization, Media, Product Placement, Television

2.

Effects of TV Advertising on Keyword Search

Number of pages: 46 Posted: 07 Dec 2010 Last Revised: 16 Dec 2014
Mingyu Joo, Kenneth C. Wilbur and Yi Zhu
University of California, Riverside - School of Business, University of California, San Diego (UCSD) - Rady School of Management and University of Minnesota - Carlson School of Management
Downloads 2,102 (10,442)
Citation 20

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Advertising, Search Engine Marketing, Television

3.

A Two-Sided, Empirical Model of Television Advertising and Viewing Markets

Number of pages: 46 Posted: 24 Feb 2020
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,837 (12,977)
Citation 25

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Advertising, Broadcasting, Demand Estimation, Empirical Industrial Organization, Endogeneity, Entertainment Marketing, Media, Television, Two-Sided Markets

4.

Click Fraud

Number of pages: 40 Posted: 15 Jan 2008 Last Revised: 19 Jun 2014
Kenneth C. Wilbur and Yi Zhu
University of California, San Diego (UCSD) - Rady School of Management and University of Minnesota - Carlson School of Management
Downloads 1,120 (27,400)
Citation 11

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Advertising, Auctions, Click Fraud, Game Theory, Internet, Marketing, Search Advertising

5.

Hybrid Advertising Auctions

2009 INFORMS Marketing Science Conference, NET Institute Working Paper No. 08-25
Number of pages: 57 Posted: 02 Apr 2009 Last Revised: 26 Oct 2012
Yi Zhu and Kenneth C. Wilbur
University of Minnesota - Carlson School of Management and University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,074 (29,094)
Citation 13

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Advertising, Auctions, Internet Marketing, Search Advertising

6.

Television Advertising and Online Search

Management Science, Forthcoming
Number of pages: 36 Posted: 24 Feb 2020
Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill and Yi Zhu
University of California, Riverside - School of Business, University of California, San Diego (UCSD) - Rady School of Management, Columbia University - Columbia Business School and University of Minnesota - Carlson School of Management
Downloads 1,064 (29,489)
Citation 10

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Advertising, Information Search, Media, Search Engine Marketing, Television

7.

How the Digital Video Recorder Changes Traditional Television Advertising

Journal of Advertising, Forthcoming, Marshall School of Business Working Paper No. MKT 03-06
Number of pages: 22 Posted: 19 Jul 2006
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Downloads 936 (35,387)
Citation 6

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Advertising, Broadcasting, Digital Video Recorders, Entertainment Marketing, Television

8.

The Effectiveness of Post-Release Movie Advertising

Number of pages: 28 Posted: 22 Jan 2007 Last Revised: 14 Sep 2010
Adam D. Rennhoff and Kenneth C. Wilbur
Middle Tennessee State University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 904 (37,169)
Citation 1

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Advertising Effectiveness, Advertising/Sales Response, Econometrics, Endogeneity, Movies and Entertainment Marketing

9.

Correcting Audience Externalities in Television Advertising

Downloads 801 ( 43,860)
Citation 7

Correcting Audience Externalities in Television Advertising

Marketing Science
Number of pages: 52 Posted: 07 Jul 2009 Last Revised: 04 Sep 2014
Kenneth C. Wilbur, Linli Xu and David Kempe
University of California, San Diego (UCSD) - Rady School of Management, University of Minnesota - Twin Cities - Carlson School of Management and University of Southern California - Department of Computer Science
Downloads 801 (43,252)
Citation 7

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Television, Advertising, Marketing, Algorithms, Auctions

Correcting Audience Externalities in Television Advertising

Marketing Science, Vol. 32, No. 6, 2013; pp. 892–912; DOI: 10.1287/mksc.2013.0807
Posted: 05 Dec 2013
Kenneth C. Wilbur, Linli Xu and David Kempe
University of California, San Diego (UCSD) - Rady School of Management, University of Minnesota - Twin Cities - Carlson School of Management and University of Southern California - Department of Computer Science

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advertising, advertising avoidance, media, television, pricing, externalities

10.

Television Advertising and Online Shopping

Number of pages: 52 Posted: 24 Feb 2020
Jura Liaukonyte, Thales Teixeira and Kenneth C. Wilbur
Cornell University, Harvard University - Business School (HBS) and University of California, San Diego (UCSD) - Rady School of Management
Downloads 673 (55,335)
Citation 9

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Advertising content, difference-in-differences, internet, media multitasking, online purchases, simultaneous equations model, quasi-experimental design, television

11.

There’s No 'I' in 'Team': Estimating NBA Players’ Offensive Production

Number of pages: 45 Posted: 18 Jun 2011 Last Revised: 14 Aug 2014
Xinlei Chen, Yuxin Chen and Kenneth C. Wilbur
University of British Columbia (UBC) - Sauder School of Business, Northwestern University - Department of Marketing and University of California, San Diego (UCSD) - Rady School of Management
Downloads 492 (81,893)

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basketball, empirical industrial organization, production functions, structural models

12.

Price Advertising by Manufacturers and Dealers

Forthcoming, Management Science
Number of pages: 40 Posted: 08 Feb 2011 Last Revised: 29 Aug 2014
Linli Xu, Kenneth C. Wilbur, Sivaramakrishnan Siddarth and Jorge M. Silva-Risso
University of Minnesota - Twin Cities - Carlson School of Management, University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Marketing Department and University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management
Downloads 449 (91,280)

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Advertising, Automobiles, Channels, Choice Modeling, Demand Estimation, Experiment

13.

Temporal Distance and Price Responsiveness: Empirical Investigation of the Cruise Industry

Number of pages: 57 Posted: 15 Jul 2015 Last Revised: 18 Sep 2019
Mingyu Joo, Dinesh K. Gauri and Kenneth C. Wilbur
University of California, Riverside - School of Business, Walton College of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 388 (108,072)
Citation 5

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Advance Sales, Cruise, Price Responsiveness, Temporal Distance, Market Differentiation, Instrumental Variables

14.

Distribution and Market Share

Journal of Retailing, Forthcoming
Number of pages: 34 Posted: 31 Jul 2008 Last Revised: 15 Jul 2013
Kenneth C. Wilbur and Paul Farris
University of California, San Diego (UCSD) - Rady School of Management and University of Virginia - Darden School of Business
Downloads 382 (110,024)
Citation 1

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Consumer Package Goods, Distribution, Market Share, New Products, Retailing

15.

Advertising and Brand Attitudes: Evidence from 575 Brands Over Five Years

Number of pages: 55 Posted: 19 Apr 2018 Last Revised: 24 Sep 2018
Rex Yuxing Du, Mingyu Joo and Kenneth C. Wilbur
University of Houston - C.T. Bauer College of Business, University of California, Riverside - School of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 265 (162,118)
Citation 4

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Advertising, Brand Attitude, Brand Tracking Metrics, Media Mix Models

16.

Advertising Content and Television Advertising Avoidance

Number of pages: 33 Posted: 01 Aug 2015 Last Revised: 24 Oct 2015
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Downloads 259 (165,891)
Citation 3

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Advertising, Advertising Avoidance, Marketing, Media Economics, Television

17.

A Parsimonious Structural Model of Individual Demand for Multiple Related Goods

Number of pages: 41 Posted: 05 Feb 2013
Andres Musalem, Kenneth C. Wilbur and Patricio Del Sol
Universidad de Chile, University of California, San Diego (UCSD) - Rady School of Management and Pontifical Catholic University of Chile
Downloads 257 (167,144)
Citation 2

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advertising, Bayesian econometrics, demand estimation, quantity demand models, television

18.

Local Media Ownership and Media Quality

Downloads 250 (171,670)
Citation 1

Local Media Ownership and Media Quality

Number of pages: 22 Posted: 08 Apr 2011 Last Revised: 03 Oct 2012
Adam D. Rennhoff and Kenneth C. Wilbur
Middle Tennessee State University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 177 (235,888)
Citation 2

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Law, Media, News, Regulation, Television

Local Media Ownership and Media Quality

TPRC 2011
Number of pages: 28 Posted: 05 Jan 2012 Last Revised: 03 Oct 2012
Adam D. Rennhoff and Kenneth C. Wilbur
Middle Tennessee State University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 73 (443,075)
Citation 1

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19.

Structural Models of Complementary Choices

Marketing Letters, Forthcoming, Fisher College of Business Working Paper No. RP 2014-05-02
Number of pages: 27 Posted: 13 Aug 2014
Steven Berry, Ahmed Khwaja, Vineet Kumar, Andres Musalem, Kenneth C. Wilbur, Greg M. Allenby, Bharat N. Anand, Pradeep K. Chintagunta, W. Michael Hanemann, Przemyslaw Jeziorski and Angelo Mele
Yale University - Department of Economics, University of Cambridge - Judge Business SchoolYale School of Management, Harvard Business School, Universidad de Chile, University of California, San Diego (UCSD) - Rady School of Management, Ohio State University (OSU) - Department of Marketing and Logistics, Harvard University - Strategy Unit, University of Chicago, University of California, Berkeley - The Richard & Rhoda Goldman School of Public Policy, University of California, Berkeley - Haas School of Business and Johns Hopkins University - Carey Business School
Downloads 238 (180,038)
Citation 10

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structural models; econometrics; complements

20.

Dynamic Quality Ladder Model Predictions in Nonrandom Holdout Samples

Number of pages: 56 Posted: 25 Jul 2014 Last Revised: 20 Jan 2017
Linli Xu, Kenneth C. Wilbur and Jorge M. Silva-Risso
University of Minnesota - Twin Cities - Carlson School of Management, University of California, San Diego (UCSD) - Rady School of Management and University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management
Downloads 200 (211,884)
Citation 1

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Product Quality, Dynamic Oligopoly Competition, Nonrandom Holdout Validation

21.

Lead Offer Spillovers

Number of pages: 57 Posted: 11 Dec 2017 Last Revised: 15 Jan 2019
Matthew McGranaghan, Jura Liaukonyte, Geoffrey Fisher and Kenneth C. Wilbur
University of Delaware, Lerner College of Business and Economics, Cornell University, Cornell University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 168 (246,306)

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price promotions; consumer search; attention; spillovers; field experiments; lab experiments

22.

Divergent Temporal Courses for Liking vs. Wanting in Response to Persuasion

Number of pages: 29 Posted: 27 Sep 2018
Mingyu Joo, Wendy Liu and Kenneth C. Wilbur
University of California, Riverside - School of Business, University of California, San Diego (UCSD) - Rady School of Management and University of California, San Diego (UCSD) - Rady School of Management
Downloads 143 (280,950)
Citation 1

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Liking and Wanting; Field Experiment; Serial Position Effect; Sequential Affective Experiences; Sequential Goal Activation

23.

Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research

Marketing Letters, Vol. 21, No. 3, pp. 273-285, 2010 , Tuck School of Business Working Paper No. 2465625
Number of pages: 21 Posted: 14 Jul 2014
Kusum L. Ailawadi, Eric Bradlow, Michaela Draganska, Vincent R. Nijs, Robert P. Rooderkerk, K. Sudhir, Kenneth C. Wilbur and Jie Zhang
Dartmouth College - Tuck School of Business, University of Pennsylvania - Marketing Department, Drexel University, Northwestern University - Department of Marketing, Rotterdam School of Management, Erasmus University, Yale School of Management, University of California, San Diego (UCSD) - Rady School of Management and University of Maryland - Robert H. Smith School of Business
Downloads 79 (419,019)
Citation 3

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channel power, vertical strategic interaction, channel profit, trade promotions, private label

24.

Do Firearm Markets Comply with Firearm Restrictions? How the Massachusetts Assault Weapons Ban Enforcement Notice Changed Registered Firearm Sales

Number of pages: 50 Posted: 16 Feb 2021 Last Revised: 02 Dec 2021
Meenakshi Balakrishna and Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management and University of California, San Diego (UCSD) - Rady School of Management
Downloads 52 (516,488)

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Assault Weapons, Firearms, Natural experiment, Policy Analysis, Quasi-experiment

25.

Price Advertising by Manufacturers and Dealers: Online Appendix

Number of pages: 9 Posted: 29 Aug 2014
Linli Xu, Kenneth C. Wilbur, Sivaramakrishnan Siddarth and Jorge M. Silva-Risso
University of Minnesota - Twin Cities - Carlson School of Management, University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Marketing Department and University of California, Riverside (UCR) - A. Gary Anderson Graduate School of Management
Downloads 46 (543,669)
Citation 1

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26.

Market-Based Measures of Viewpoint Diversity

Information Economics and Policy, Forthcoming
Number of pages: 26 Posted: 24 Oct 2013
Adam D. Rennhoff and Kenneth C. Wilbur
Middle Tennessee State University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 32 (618,371)

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Concentration, Diversity, Media Economics, News, Regulation, Television, Viewpoint Diversity

27.

How Viewer Tuning, Presence and Attention Respond to Ad Content and Predict Brand Search Lift

Posted: 30 Mar 2021 Last Revised: 06 May 2022
Matthew McGranaghan, Jura Liaukonyte and Kenneth C. Wilbur
University of Delaware, Lerner College of Business and Economics, Cornell University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 0 (910,098)

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Advertising, Ad avoidance, Attention, Prescription Drugs, Television

28.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Brett R. Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin and Kenneth C. Wilbur
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

29.

Immediate Responses of Online Brand Search and Price Search to TV Ads

Journal of Marketing, Forthcoming
Posted: 19 Sep 2017 Last Revised: 18 Apr 2019
Rex Yuxing Du, Linli Xu and Kenneth C. Wilbur
University of Houston - C.T. Bauer College of Business, University of Minnesota - Twin Cities - Carlson School of Management and University of California, San Diego (UCSD) - Rady School of Management

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TV, Advertising, Attribution, Digital, Programmatic, Brand, Price, Search

Other Papers (1)

Total Downloads: 134
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1.

New Empirical Research on Advertising - Syllabus and Reading List

Number of pages: 3 Posted: 09 Nov 2015 Last Revised: 19 Nov 2015
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Downloads 134

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