756 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA19104
Phone: (215) 898-2391
Fax: (215) 898-2534
riyengar@wharton.upenn.edu
Personal Website
Raghuram Iyengar Professor Raghu Iyengar's research investigates how consumers respond to nonlinear pricing schemes. Recently, Iyengar considered the impact of nonlinear pricing schemes within wireless services and modeled how consumers learn about their own consumption as well as the quality of a service provider. He found that both quality and quantity learning are important factors of the model and this dual learning, in turn, affects consumers' choice of service plans and consumption of minutes. He also found that that about 90 percent of quality learning takes place within the first five service encounters. This suggests that the first few service encounters are critical for firms as consumers rapidly form beliefs about the quality of a firm's service from these first impressions. Professor Iyengar's other current research projects focus on optimal design of nonlinear pricing schemes using conjoint analysis, semiparametric methods for modeling heterogeneity, and structural models of social networks. His research has been published or forthcoming in Journal of Marketing Research, Marketing Science, Psychometrika, Quantitative and Marketing Economics and Experimental Economics. Professor Iyengar's teaching interests are in the area of Marketing Research. He earned earned his PhD and MPhil from Columbia University and his B. Tech. from IIT Kanpur, India.
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| Current Research Papers | ||
| Raghuram Iyengar, Jehoshua Eliashberg (2011), A Decision Analysis Framework for Analyzing Demand for Sport Events | ||
| Raghuram Iyengar, Christophe Van den Bulte, Jeonghye Choi (2011), Distinguishing among Mechanisms of Social Contagion in New Product Adoption: Framework and Illustration | ||
| Anindya Ghose, Sang-Pil Han, Raghuram Iyengar (2011), Network Stability and Social Contagion on the Mobile Internet | ||
| B. Kim Kyu, Raghuram Iyengar (2011), The Rigid Nature of Time Elasticity: Temporal Shrinkage and Distance Insensitivity | ||
| Joan Allata, Raghuram Iyengar, Christophe Van den Bulte (2010), Social Network Integration After a Corporate Acquisition: How Cross-cutting Circles, Reciprocity, and Managerial Dominance Shape Networks | ||
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| Publications | ||
| Raghuram Iyengar, Kamel Jedidi (2011), A Conjoint Model for Quantity Discounts, Marketing Science, Forthcoming | ||
| Raghuram Iyengar, Kamel Jedidi, Skander Esseghaier, Peter Danaher (2011), The Impact of Tariff Structure on Customer Retention, Usage and Profitability of Access Services, Marketing Science, 30, 5, 820-836 | ||
| Christophe Van den Bulte, Raghuram Iyengar (2011), Tricked by Truncation: Spurious Duration Dependence and Social Contagion in Hazard Models, Marketing Science, 30, 2, 233-248 | ||
| Raghuram Iyengar, Christophe Van den Bulte, Bruce West, John Eichert, Thomas W. Valente (2011), How Social Networks and Opinion Leaders Affect the Adoption of New Products, GfK Marketing Intelligence Review, 3, 1, 16-25 | ||
| Raghuram Iyengar, Christophe Van den Bulte, Thomas W Valente (2011), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science, 30, 2, 195-212. | ||
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| Awards | ||
| MSI Young Scholar Program, 2011 | ||
| MBA Excellence in Teaching: Elective Curriculum award, 2011 | ||
| Dean's Research Fund, 2010 | ||
| Wharton Sports Business Initiative Grant, 2009 | ||
| Wharton-SMU Research Grant, 2008-2009 | ||
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| Conference Presentations “A Conjoint Approach to MultiPart Pricing,” London Business School, March 2007 “A Model of Consumer Learning for Service Quality and Usage,” Indian Institute of Technology, Kanpur, India, October 2006 “A Model of Consumer Learning for Service Quality and Usage,” Marketing Dynamics Conference, UCLA, June 2006 "Semiparametric Bayesian Thurstonian Models for Choice," INFORMS Marketing Science Conference, Rotterdam, Netherlands, 2004 "Optimal Contact Strategy," Sixth Invitational Choice Symposium, Boulder, CO, 2004 "Leveraging Information Across Categories," Quantitative Marketing and Economics Conference, Chicago, IL, 2003 "Learning with a Meddlesome Boss: An Experiment in Supervision Relationships," INFORMS Marketing Science Conference, College Park, MD, 2003 "Leveraging Information Across Categories," Indian Institute of Technology, Kanpur, India, 2003 "A Model for Cross-Selling," INFORMS Marketing Science Conference, Alberta, CA, 2002 | ||
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Knowledge@Wharton  |
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| Research Roundup: The Upside of Bad Publicity, Skill vs. Luck for Hedge Fund Managers and Aligning Pricing with Value (03/16/2011) | ||
| Will Online Streaming Work Out for Netflix? (12/08/2010) | ||
| Catering to the Costco Mindset: Finding the 'Sweet Spot' in Quantity Discounts (10/27/2010) | ||
| Higher Profits for the Major Record Labels? New Research Suggests a Counterintuitive Strategy (01/20/2010) | ||
| How Casinos Can Find and Target Their Favorite Customers: The Biggest Losers (05/13/2009) | ||
| The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth Marketing (03/04/2009) | ||
| Taming Complexity in Services: Stay Close to Your Customer (But Not Too Close) (03/01/2006) |
