Kenneth C. Wilbur

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

Professor of Marketing and Analytics

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

34

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46

Scholarly Papers (34)

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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 3,868 (5,560)
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, University of California, San Diego (UCSD) - Rady School of Management and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 2,179 (13,940)
Citation 24

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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 1,913 (17,139)
Citation 54

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

4.

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, University of California, San Diego (UCSD) - Rady School of Management, Columbia University - Columbia Business School and University of Minnesota - Twin Cities - Carlson School of Management
Downloads 1,251 (32,590)
Citation 17

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

5.

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 - Twin Cities - Carlson School of Management
Downloads 1,202 (34,480)
Citation 15

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

6.

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 - Twin Cities - Carlson School of Management and University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,139 (37,239)
Citation 13

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Advertising, Auctions, Internet Marketing, Search Advertising

7.

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 960 (47,567)
Citation 2

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

8.

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 957 (47,764)
Citation 10

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

9.

Television Advertising and Online Shopping

Number of pages: 52 Posted: 24 Feb 2020
Jura Liaukonyte, Thales Teixeira and Kenneth C. Wilbur
Cornell SC Johnson College of Business, Harvard University - Business School (HBS) and University of California, San Diego (UCSD) - Rady School of Management
Downloads 873 (54,231)
Citation 20

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

10.

Correcting Audience Externalities in Television Advertising

Downloads 835 (57,619)
Citation 14

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 835 (56,770)
Citation 14

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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

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 527 (103,879)

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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 488 (114,007)
Citation 1

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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 464 (121,106)
Citation 1

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

14.

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, Walton College of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 438 (129,620)
Citation 6

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

15.

Digital Platforms 2.0: Learnings, Opportunities, and Challenges

Number of pages: 40 Posted: 21 Jun 2024
Shrabastee Banerjee, Ishita Chakraborty, Hana Choi, Hannes Datta, Remi Daviet, Chiara Farronato, Minkyung Kim, Anja Lambrecht, Puneet Manchanda, Aniko Oery, Ananya Sen, Marshall W. Van Alstyne, Prasad Vana, Kenneth C. Wilbur, Xu Zhang and Bobby Zhou
Tilburg University - Department of Marketing, University of Wisconsin - Madison - Department of Marketing, University of Rochester - Simon Business School, Tilburg University, Wisconsin School of Business, Harvard University, Carnegie Mellon University - David A. Tepper School of Business, London Business School, University of Michigan, Stephen M. Ross School of Business, Yale University - Cowles Foundation, Carnegie Mellon University - H. John Heinz III School of Public Policy and Management, Boston University - Department of Management Information Systems, Tuck School of Business at Dartmouth, University of California, San Diego (UCSD) - Rady School of Management, London Business School and University of Maryland, Smith School of Business
Downloads 353 (165,351)

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online markets, platform design, platform regulation

16.

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 and University of California, San Diego (UCSD) - Rady School of Management
Downloads 325 (180,765)
Citation 4

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

17.

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 306 (192,600)
Citation 3

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Advertising, Advertising Avoidance, Marketing, Media Economics, Television

18.

Local Media Ownership and Media Quality

Downloads 297 (198,757)
Citation 2

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 207 (282,324)
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 90 (552,003)
Citation 1

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19.

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 Pontificia Universidad Católica de Chile
Downloads 295 (200,219)
Citation 2

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

20.

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 284 (208,250)
Citation 13

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structural models; econometrics; complements

21.

Designing Distributed Ledger Technologies, Like Blockchain, for Advertising Markets

International Journal of Research in Marketing, Forthcoming
Number of pages: 21 Posted: 29 Aug 2022
Mingyu Joo, Seung Hyun Kim, Anindya Ghose and Kenneth C. Wilbur
University of California, Riverside, Northeastern University - D'Amore-McKim School of Business, New York University (NYU) - Leonard N. Stern School of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 238 (248,372)
Citation 2

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Distributed Ledger Technology, Blockchain, Digital advertising, Transparency, Privacy

22.

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 231 (255,596)
Citation 1

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Product Quality, Dynamic Oligopoly Competition, Nonrandom Holdout Validation

23.

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 SC Johnson College of Business, Cornell University and University of California, San Diego (UCSD) - Rady School of Management
Downloads 215 (273,475)

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

24.

Online Gambling Policy Effects on Tax Revenue and Irresponsible Gambling

SMU Cox School of Business Research Paper No. 24-7
Number of pages: 47 Posted: 10 Jun 2024
Wayne Taylor, Daniel McCarthy and Kenneth C. Wilbur
Southern Methodist University (SMU) - Marketing Department, University of Maryland - Robert H. Smith School of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 172 (334,711)

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Digitization, Gambling, Generalized Synthetic Control, Online Casino Gaming, Online Sports Betting, Quasi-Experiments

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, University of California, San Diego (UCSD) - Rady School of Management and University of California, San Diego (UCSD) - Rady School of Management
Downloads 170 (338,210)
Citation 1

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

26.

Did Recent Platform Mergers Reduce Competition? Descriptive Analyses of 6 Platform Mergers

Number of pages: 20 Posted: 26 Oct 2023
Daniel McCarthy and Kenneth C. Wilbur
University of Maryland - Robert H. Smith School of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 127 (428,072)

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Antitrust, Platforms, Mergers

27.

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 108 (483,253)
Citation 5

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

28.

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 77 (599,156)

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

29.

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 66 (650,987)
Citation 1

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30.

Did Early ChatGPT-4 Adopters Change Payments to Other Digital Services? Exploratory Evidence from a Consumer Spending Panel

Number of pages: 34 Posted: 01 Oct 2024
Seung Hyun Kim, Daniel McCarthy and Kenneth C. Wilbur
Northeastern University - D'Amore-McKim School of Business, University of Maryland - Robert H. Smith School of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 64 (661,163)

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Generative AI, Digitization, Matching, Services, Quasi-Experiments

31.

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 52 (727,874)
Citation 1

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

32.

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 SC Johnson College of Business and University of California, San Diego (UCSD) - Rady School of Management
Downloads 0 (1,213,272)

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Advertising, Ad avoidance, Attention, Prescription Drugs, Television

33.

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

34.

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: 144
Actions:
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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 144

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