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Raghuram Iyengar
Assistant Professor of Marketing

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 in Journal of Marketing Research, Psychometrika, Quantitative and Marketing Economics and Complexity.

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.

Current Research Papers

Christophe Van den Bulte, Raghuram Iyengar "Tricked by Truncation: Another Source of Spurious Social Contagion"

Raghuram Iyengar "Optimal Pricing of Digital Music Plans"

Raghuram Iyengar, Kamel Jedidi, Skander Esseghaier, Peter Danaher "How does tariff structure affect consumption for access services?"

Joan Allata, Raghuram Iyengar, Christophe Van den Bulte "Social Network Dynamics After a Corporate Acquisition"

Raghuram Iyengar, Sunil Gupta, Sangman Han "Do Friends Influence Purchases in a Social Network?"

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Publications

Wagner Kamakura, Carl F. Mela, Raghuram Iyengar, (2005), "Choice Models and Customer Relationship Management", Marketing Letters

Raghuram Iyengar, Rajeev Kohli, (2003), "Why Parrondo's Paradox Is Irrelevant for Utility Theory, Stock Buying and The Emergence of Life", Complexity, 9(1), 23-27

Raghuram Iyengar, Asim Ansari, Sunil Gupta, (2003), "Leveraging Information Across Categories", Quantitative Marketing and Economics, 1(4), 425-465

Asim Ansari, Raghuram Iyengar "Semiparametric Bayesian Thurstonian Models for Choice.", Psychometrika

Raghuram Iyengar, Christophe Van den Bulte, Thomas W Valente "Opinion Leadership and Social Contagion in New Product Diffusion", Report No: 08-120, Cambridge, MA: Marketing Science Institute

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Awards

Wharton-SMU Research Grant, 2008-2009

Editor's Award - Best Paper of the Year, Experimental Economics, 2008

Paul E. Green Award, Finalist, 2008

Helen Kardon Moss Anvil Award, Finalist, 2007

Alden G. Clayton Doctoral Dissertation Proposal Competition, 2004

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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

Knowledge@Wharton

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)

Raghuram Iyengar
700 Jon M. Huntsman Hall
3730 Walnut Street University of Pennsylvania
Philadelphia , PA 19104
Phone: (215) 898-2391
Fax: (215) 898-2534
riyengar@wharton.upenn.edu

Wharton Page

Research Interests: Pricing, Networks, Bayesian Methods, Structural Models, Experimental Economics.

Last Modified September 18, 2009