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

SCHOLARLY PAPERS

26

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CITATIONS
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67

Scholarly Papers (26)

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 3,303 (2,850)
Citation 2

Abstract:

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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 1,958 (6,902)

Abstract:

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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: 27 Feb 2006
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,735 (8,463)
Citation 32

Abstract:

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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 1,029 (19,262)
Citation 8

Abstract:

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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 1,004 (20,030)
Citation 6

Abstract:

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Advertising, Auctions, Internet Marketing, Search Advertising

6.

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 908 (23,214)
Citation 5

Abstract:

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

7.

Television Advertising and Online Search

Management Science, Forthcoming
Number of pages: 36 Posted: 15 May 2013 Last Revised: 22 Jun 2014
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, University of California, Berkeley and University of Minnesota - Carlson School of Management
Downloads 837 (26,179)
Citation 8

Abstract:

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Advertising, Information Search, Media, Search Engine 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 837 (26,137)

Abstract:

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

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 762 (29,269)

Abstract:

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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

Abstract:

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

10.

Television Advertising and Online Shopping

Number of pages: 52 Posted: 08 Apr 2014 Last Revised: 24 Oct 2014
Jura Liaukonyte, Thales Teixeira and Kenneth C. Wilbur
Cornell University, Harvard Business School and University of California, San Diego (UCSD) - Rady School of Management
Downloads 550 (46,004)
Citation 1

Abstract:

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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 447 (59,723)

Abstract:

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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
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 416 (65,118)
Citation 1

Abstract:

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

13.

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 344 (81,415)
Citation 3

Abstract:

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

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 165 (170,398)

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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 69 (317,343)

Abstract:

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15.

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

Number of pages: 57 Posted: 15 Jul 2015 Last Revised: 10 Sep 2017
Mingyu Joo, Kenneth C. Wilbur and Dinesh K. Gauri
University of California, Riverside - School of Business, University of California, San Diego (UCSD) - Rady School of Management and Walton College of Business
Downloads 231 (124,653)

Abstract:

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Advance Sales, Cruise, Price Elasticity, Temporal Distance

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 221 (130,215)

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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 216 (133,061)

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

18.

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
Yale University - Department of Economics, Yale 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 201 (142,411)

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structural models; econometrics; complements

19.

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 177 (160,010)

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Product Quality, Dynamic Oligopoly Competition, Nonrandom Holdout Validation

20.

Should TV Advertisers Maximize Immediate Online Response?

Number of pages: 49 Posted: 19 Sep 2017
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
Downloads 108 (237,532)

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21.

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 62 (331,615)

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

22.

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
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 62 (331,615)

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

23.

Lead Offer Spillovers

Number of pages: 57 Posted: 11 Dec 2017 Last Revised: 09 Oct 2018
Cornell University, SC Johnson College of Business, Cornell University, Cornell University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 46 (380,237)

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

24.

Price Advertising by Manufacturers and Dealers: Online Appendix

Number of pages: 9 Posted: 29 Aug 2014
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 37 (412,808)
Citation 1

Abstract:

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25.

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 33 (428,868)

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

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 28 (451,305)

Abstract:

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

Other Papers (1)

Total Downloads: 118    Citations: 0
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 118

Abstract:

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