Paul E. Green Marketing Camp 2025

Paul E. Green Marketing Camp Friday, February 7, 2025

Wharton’s annual Paul E. Green Marketing Camp brings four leading scholars in the field of Marketing together 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 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.

We are appreciative that Paul E. Green’s first PhD student, and Deane W. Malott Professor of Management Emeritus, Cornell University, Johnson Graduate School of Management,  Vithala R. Rao, and his wife Saroj have endowed Wharton’s Marketing Camp and named it in Paul’s honor.

If you have any questions, please get in touch with Professor Wendy De La Rosa or admin Beth McCarthy.

Kristin Diehl

02.07.2025 Diehl-Kristin PHOTO

USC, Marshall School of Management ~ Biography

Kristin Diehl is a Professor of Marketing at the Marshall School of Business, University of Southern California. She is also an honorary visiting professor at City St George’s, University of London. She graduated with a Ph.D. in marketing from Duke University after she had earned her degree of Diplom-Kauffrau from the Johannes Gutenberg Universität in Mainz, Germany.

Kristin’s research focuses on two areas: 1) how consumers search for and use information when search costs are low, assortments are large, and recommendation tools may be available. 2) how people anticipate, experience, and remember events that unfold over time. In particular, she is interested in how taking photos during such events affects enjoyment and memories of the experience.

Kristin has published in journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, the Journal of Personality and Social Psychology, the Journal of Experimental and Social Psychology, Cognition, and Psychological Science. In 2010, she received the Association for Consumer Research Early Career Award.

Her research has been featured in national and international media outlets such as the New York Times, Washington Post, Boston Globe, The Atlantic, and Time.

Kristin is past President of the Association for Consumer Research. She serves as Associate Editor for the Journal of Marketing and previously served as Associate Editor for the Journal of Consumer Research (2013-2018) and the International Journal of Marketing Research (2012-2015). She currently serves on the Editorial Review Boards of the Journal of Consumer Research, the Journal of Consumer Psychology, and the Journal of Marketing.

Privacy is Important, but When is it Thought About?

Consumers desire privacy, but their actions often seem to conflict (privacy paradox). Current explanations of the privacy paradox focus on why there is a breakdown between attitudes and behavior, e.g., frictions, etc. We propose a different perspective: in many situations (e.g., shopping), consumers may not naturally think about privacy even when consumers face privacy-relevant decisions (e.g., exchanging one’s email for discounts) because privacy decisions are not part of the focal task (e.g., finding the right item).

Across four studies, our findings suggest that thoughts about privacy, assessed by open-ended and indirect measures, are scarce and dwarfed by thoughts about the focal task. Further, contextual cues (e.g., marketer requests for information, browsing situation) alone were generally insufficient to generate spontaneous thoughts about privacy. However, in combination with close-ended measures, contextual cues generated moderate levels of privacy-related thoughts. Overall, our research contributes a novel perspective to both the understanding and measurement of consumer privacy with important implications for consumers, marketers, and policymakers.

Soheil Ghili

02.07.2025 Ghili-Soheil PHOTO

Yale School of Management ~ Biography

Soheil Ghili is an associate professor at Yale School of Management in the Quantitative Marketing group. He currently works on two related research streams. The first stream combines economic theory with experiments and econometrics to develop pricing and market design tools for companies and policy agencies. The second and more recent stream studies and develops AI economic agents (i.e., AI models that participate in the economy through transacting with humans or other AIs in complex markets).

Second-degree Price Discrimination:
Theoretical Analysis, Experiment Design, and Empirical Estimation

We propose an empirical model of second-degree price discrimination (2PD) that closely follows the theoretical literature on screening. Crucially, our model captures the covariance, across consumers, between the “baseline” willingness to pay (affecting all product versions) and the perceived differentiation between versions. While essential in determining the shape of the optimal 2PD mechanism, this covariance is challenging to identify in settings with aggregate data and a small number of products/versions, typical of 2PD environments. We develop an experimental framework that resolves these identification challenges. Our experimental-econometric methodology, hence, allows mechanism designers to empirically solve for optimal 2PD mechanisms in a wide range of applications where the differentiation between product versions is based on quality, quantity, timing of purchase, etc. We demonstrate the applicability of our framework by implementing it in the context of seat selection for flights in collaboration with an international airline.

Sylvia Hristakeva

02.07.2025 Hritakeva-Sylvia PHOTO

Sylvia Hristakeva

Assistant Professor of Marketing

Cornell University, SC Johnson College of Business ~ Biography

BIOGRAPHY

Sylvia Hristakeva is an Assistant Professor of Marketing at Cornell’s SC Johnson College of Business. Her research spans quantitative marketing and empirical industrial organization, focusing on how vertical contracts, competition, and advertising shape firm strategies and consumer outcomes in both retail and healthcare markets. She has investigated vertical contracts and advertising in retail settings, examining how firms adjust markups and differentiate in response to competition. On the healthcare side, her work includes analyzing the impact of government-mandated pharmaceutical price caps, the effects of drug injury advertising, and the influence of Ozempic’s adoption on grocery shopping behaviors.

Bad-Drug Ads or Killer Ads: The Effects of Drug Injury Advertising on Public Health

This paper analyzes the impact of lawsuit advertisements targeting drug companies. While the main purpose of the ads is to recruit potential lawsuit plaintiffs, they also reach a broad audience of viewers. The main concern raised by medical professionals is that the information provided in the ads may lead uninjured patients to misperceive the benefits and risks of the medical treatment and discontinue the products being sued. The paper investigates how drug injury ads affect patients’ prescriptions and subsequent health outcomes. The empirical context analyzes anticoagulants, which are primarily taken by elderly patients to help prevent strokes. The study finds that drug injury ads lead to a decrease in filled prescriptions for targeted drugs and an increase in hospitalizations for conditions treated with anticoagulants.

Sydney Scott

02.07.2025 Scott-Sydney PHOTO

Sydney Scott

Associate Professor of Marketing

Washington University in St. Louis, Olin ~ Biography

I’m an Associate Professor of Marketing at Washington University in St. Louis, where I have been on the faculty since 2017. I study consumer behavior, and I’m especially interested in morality and consumer decisions, health and wellness, and natural and sustainable products. I was awarded the Provost’s Recognition for Research Excellence at WashU in 2024 and was named a Marketing Science Institute Young Scholar in 2023.

I received my Ph.D. in Marketing and Psychology from the Wharton School, University of Pennsylvania, and, before that, my BA and MA in Psychology, also from the University of Pennsylvania.

Less Is More (Natural): The Effect of Ingredient Quantity Framing on Consumer Preferences

Despite the ubiquity of ingredient quantity information in the marketplace, prior literature has yet to examine how ingredient quantity shapes consumer choice. We find that consumers are more interested in food products framed as containing few (vs. many) ingredients, even when the same ingredient list is displayed across products. This preference stems from the perception that fewer ingredients indicate lower processing levels, especially when the processing history of a product is not available. As a result, a product with fewer ingredients is perceived as more natural and thus preferred. We also find boundary conditions to this effect. When consumers’ common goal to consume natural food products is overshadowed by other consumption goals (e.g., the goal to seek indulgent or unique food products), a product framed as containing more ingredients can be more preferred. This research sheds light on consumers’ lay beliefs about naturalness, uncovers how the ingredient quantity information that pervades the marketplace biases consumers’ daily food product decisions and provides guidance for marketers seeking to increase consumers’ likelihood of purchasing their products.

Agenda

Please click for the PEG Marketing Camp Agenda.

TimeSpeakerLocation
9:00 AM – 10:00 AM BreakfastBreakfast7th Floor JMHH Large Conference Room Marketing Department
10:00 AM – 10:10 AM Opening RemarksEric Bradlow Chair & Professor of Marketing University of Pennsylvania The Wharton School, Marketing Department8th Floor JMHH, Harker Hall
10:10 AM – 11:10 AMSoheil Ghili Associate Professor of Marketing Yale School of Management8th Floor JMHH, Robertson Hall
11:10 AM – 11:30 AM BreakBreak8th Floor JMHH, Harker Hall
11:30 AM – 12:30 PMKristin Diehl Professor of Marketing USC, Marshall8th Floor JMHH, Robertson Hall
12:30 PM – 1:30 PM Lunch Lunch 8th Floor JMHH, Harker Hall
1:30 PM – 2:30 PMSylvia Hristakeva Assistant Professor of Marketing Cornell University, Johnson College of Business8th Floor JMHH, Robertson Hall
2:30 PM – 2:50 PM Break Break 8th Floor JMHH, Harker Hall
2:50 PM – 3:50 PMSydney Scott Associate Professor of Marketing Washington University St. Louis, Olin Business School *Wharton Alumni 2017 Marketing & Psychology8th Floor JMHH, Robertson Hall
4:00 PM – 5:30 PM ReceptionReception7th Floor JMHH Large Conference Room Marketing Department