Marketing Camp 2020

Wharton’s annual Marketing Camp brings four leading scholars in the field of Marketing to our beautiful Philadelphia campus to share their cutting edge research, and interact with our faculty, students, and researchers. The day celebrates the diversity of the marketing field, with talks spanning the wide spectrum of marketing research topics, and with guests joining us from around the world. By bringing some of the most brilliant minds in the field together with our Wharton Marketing scholars, we aim to foster creativity, spark new research, and continue pushing the frontiers of marketing knowledge.

If you have any questions, please contact Professor Ryan Dew or admin Beth McCarthy .

PLEASE NOTE, THIS IS AN INVITATION ONLY EVENT.

Speakers

Friday, February 7, 2020

Click on the + next to the speaker’s name for bio.

Aniko Öry

Assistant Professor of Marketing

Yale University, School of Management

Aniko Öry is an assistant professor of marketing at the Yale School of Management. Aniko is a quantitative marketing scholar, with substantive research interests and contributions in three mainstream areas of marketing: (1) Word-of-Mouth (WOM) and interactions among market participants in online platforms (2) branding and reputation management and (3) dynamic pricing. She primarily uses the tools of economic theory and game theory – with a specialization around dynamic games – to answer strategic and tactical marketing questions on these topics.

Aniko joined the School of Management in 2015 after completing her PhD in Economics at UC Berkeley and being a postdoctoral associate with the Cowles Foundation for Research in Economics at Yale. Prior to her graduate studies, she received a Diplom degree in Mathematics from the Ludwig-Maximilians University in Munich, Germany.

Aiming for the Goal: Contribution Dynamics of Crowdfunding
(joint work with Joyee Deb and Kevin R. Williams)

We study reward-based crowdfunding campaigns, a new class of dynamic contribution games where consumption is exclusive. Two types of backers participate: buyers want to consume the product while donors just want the campaign to succeed. The key tension is one of coordination between buyers, instead of free-riding. Donors can alleviate this coordination risk. We analyze a dynamic model of crowdfunding and demonstrate that its predictions are consistent with high-frequency data collected from Kickstarter. We compare the Kickstarter mechanism to alternative platform designs and evaluate the value of dynamically arriving information. We extend the model to incorporate social learning about quality.

Joseph Redden

Professor of Marketing, Board of Overseers Professorship in Marketing

University of Minnesota, Carlson School of Management

Joseph P. Redden is a Professor of Marketing at the Carlson School of Management. He received his Ph. D. in Marketing from the Wharton Business School, University of Pennsylvania; MBA from the Fuqua  School of Business, Duke University; and BBA Accounting, BS Computer Science from the University of Kentucky. Professor Redden joined the faculty of the Marketing Department in 2008.

He is currently focused on how to help consumers extract more enjoyment without changing the product, how to reduce consumer boredom, and how to encourage (and enjoy) healthier eating. His original work in this area, “Reducing Satiation: The Role of Categorization Level,” won the American Marketing Association’s 2007 John A. Howard Doctoral Dissertation Award and the 2008 Robert Ferber Award based on a publication in the Journal of Consumer Research. He was also chosen as a Young Scholar for 2013 by the Marketing Science Institute, and was named to Poets & Quants list of the Top 40 Undergraduate Professors in 2017.

Prior to academia, he was a senior management consultant for clients that include BMW, Sara Lee, Westinghouse, and Bombardier. He also worked as the Director of Product Management at leading digital agency Avenue A, and was a founding member of aQuantive’s Atlas division, which Microsoft acquired for $6 billion in 2007.

The Self-Inflicted Nature of Satiation

Research on satiation and adaptation continues growing with a recent focus on non-physiological mechanisms. That is, satiation is not only becoming full, or a shifted reference points. I present a theoretical framework for understanding satiation as the result of physiological, perceptual, and self-reflective components. This framework helps explain a range of different phenomena from past work: Why does choosing increase satiation? Why do rabid fans seem immune to satiation? Why do children get bored amid a sea of toys, etc. Finally, I discuss some preliminary findings from an fMRI study that provides further insight into the nature of psychological satiation and recovery.

Yanwen Wang

Assistant Professor, Marketing and Behavioral Science Division; Canada Research Chair in Marketing Analytics

University of British Columbia, Sauder School of Business

Yanwen Wang is an Assistant Professor of Marketing and Behavioural Science, and Canada Research Chair in Marketing Analytics at the Sauder School of Business at the University of British Columbia.  She earned a Ph.D. in Marketing from Emory University in 2014.  Her research lies at the intersection between marketing and public policy. She focuses on the regulatory implications of marketing actions in a variety of contexts including anti-smoking campaigns, political advertising, mobile hailing technology, and financial decision making. Her work has appeared in Marketing Science. She was nominated as MSI young scholar in 2019.

Generous to a Fault? The Effect of Generosity of Employers’ Retirement Plan Contributions on Leakage from Cashing Out at Job Separation

Pre-retirement leakage is any form of withdrawal from 401(k) retirement plan balances before the age of 59.5. The US government imposes a 10% tax penalty on leakage to discourage it. We investigate the impact of employer matching contributions on leakage at job termination. Adding a matching contribution or increasing the generosity of the match is aimed to incentivize participation and increase employees’ contribution rates. Using a unique data set with 597,980 employees covered by 29 retirement plans, we find that 38% of employees leaked by cashing out 401(k) savings at job termination. Increasing the generosity of the employer / employee match rate affects retirement plan leakage by two primary channels. First, higher match rates increase retirement balances from employer and own contributions, and higher retirement balances decrease retirement plan leakage. Second, holding constant one’s balance, a higher match rate increases the proportion of one’s balance contributed by one’s employer, and a higher proportion increases the probability of leakage. We interpret that latter composition effect as evidence that employees are more likely to frame their retirement accounts as a rainy-day fund rather than a lock box of untouchable retirement savings when their employer contributed a greater proportion of the balance. The net effect of increasing employer match rates reflects the balance of these two forces. We estimate that a 50% increase in employer / employee matching rate would be associated with a 14.5% increase in leakage probability at job termination. However, there could be an 11.2% reduction in leakage probability if employees ignore the extra incentive for leakage generated by the framing effect. A 50% match rate increase will accumulate an additional $36,398 for an average 401(k) account. However, if we were able to shut down the framing effect of the composition of one’s balance, the build-up asset could have reached $46,273. Approximately 20% of the accumulated asset leak out of the system.

Stefano Puntoni

Professor of Marketing

Erasmus University Rotterdam, Rotterdam School of Management (RSM)

Stefano Puntoni is professor of marketing at the Rotterdam School of Management, Erasmus University, in the Netherlands. He joined RSM after completing a PhD in marketing at London Business School and a degree in Statistics and Economics at the University of Padova, in his native Italy. His research has appeared in several leading journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Management Science, and has been featured in media outlet such as Harvard Business Review, The Times (of London), and the Wall Street Journal. Most of his ongoing research investigates how new technology is changing consumption and society. He is a former MSI Young Scholar, a current MSI Scholar, and the winner of several grants and awards. He is currently an Associate Editor at the Journal of Consumer Research and at the Journal of Consumer Psychology, as well as the International Perspectives Director at the Association for Consumer Research. Stefano teaches in the areas of marketing strategy, brand management, and decision making. The Financial Times named him a “Professor to Watch”. His jokes are funny but not as funny as he thinks.

Consumers and Autonomous Technology: An Emerging Framework

Rapid advances in robotics and artificial intelligence are transforming the economy, enabling the development of many new products and services and triggering a new wave of automation in organizational and production processes. I will review a research program investigating our relationship with technology in the dawning age of smart machines. Making examples from a series of working papers and recently published articles, I will explore how important psychological processes such as social comparison, attribution, need for uniqueness, and self-consciousness explain how consumers react to, and think about, intelligent machines.

Agenda

Friday, February 7, 2020

There will be TWO Continental Breakfasts this year, both will be held 9:00 AM – 9:45 AM prior to the beginning of Camp events.
One will be for our Guest Speakers to meet and chat with our PhD Students & Post-Docs:

  • 9:00 AM – 9:45 AM
  • PhD Student, Post-docs & Guest Speakers
  • 7th Floor, Large Conference Room, (741 JMHH)

 The other will be for our faculty and faculty from other departments who wish to join us prior to the start of presentations:

  • 9:00 AM – 9:45 AM
  • Marketing Faculty and Guests
  • 8th Floor, Harker Hall 
9:45 AM – 10:00 AM 8th Floor, Huntsman Hall; Robertson HallOPENING REMARKS Eric Bradlow: The K.P. Chao Professor, Professor of Marketing; Vice Dean of Analytics at Wharton; Chairperson, Wharton Marketing Department; Professor of Economics; Professor of Education; Professor of Statistics
10:00 AM – 11:00 AM 8th Floor, Huntsman Hall; Robertson HallAniko Öry: Assistant Professor of Marketing; Yale University, School of Management
11:00 AM – 11:30 AM 8th Floor, Huntsman Hall; Harker HallMORNING BREAK
11:30 AM – 12:30 PM 8th Floor, Huntsman Hall; Robertson HallJoseph Redden: Professor of Marketing, Board of Overseers Professorship in Marketing; University of Minnesota, Carlson School of Management
12:30 PM – 1:30 PM 8th Floor, Huntsman Hall; Harker HallLUNCH
1:30 PM – 2:30 PM 8th Floor, Huntsman Hall; Robertson HallYanwen Wang: Assistant Professor, Marketing and Behavioral Science Division; Canada Research Chair in Marketing Analytics; University of British Columbia, Sauder School of Business
2:30 PM – 3:00 PM 8th Floor, Huntsman Hall; Harker HallAFTERNOON BREAK
3:00 PM – 4:00 PM 8th Floor, Huntsman Hall; Robertson HallStefano Puntoni: Professor of Marketing; Erasmus University Rotterdam, Rotterdam School of Management (RSM)
4:00 PM – 5:30 PM 8th Floor, Huntsman Hall; Harker HallRECEPTION