Masakazu Ishihara
Associate Professor of Marketing
Leonard N. Stern School of Business
New York University
CV (pdf)
Google
Scholar
SSRN
Publications
"Counter-Cyclical
Price Promotion: Capturing Seasonal Change in Stockpiling and Endogenous Consumption," (with Minjung Kwon and Tülin
Erdem), forthcoming in Quantitative Marketing
and Economics.
"An Empirical Study of Scarcity Marketing Strategies: Limited-Time
Products with Umbrella Branding in Beer Market," (with Minjung Kwon and Makoto
Mizuno), forthcoming in Journal of the Academy of Marketing Science.
"Accounting for Causality When Measuring Sales Lift from Television
Advertising," (with Henry Assael and Baek Jung Kim), Journal
of Advertising Research, 61(1), 2021, 3-11 (lead article).
- 2021 Best Paper Award
"Software
Piracy and Outsourcing in Two-Sided Markets," (with Eitan
Muller), Quantitative Marketing
and Economics, 18(1), 2020, 61-124.
"Strategic
Entrepreneurship's Dynamic Tensions: Converging (Diverging) Effects of
Experience and Networks on Market Entry Timing and Entrant Performance,"
(with Eric
Yanfei Zhao and P. Devereaux Jennings), Journal of Business
Venturing, 35(2), 2020, 1-23.
"Dynamic
Demand for New and Used Durable Goods without Physical Depreciation:
The Case of Japanese Video Games," (with Andrew Ching), Marketing
Science, 38(3), 2019, 392-416.
"A
Computationally Efficient Fixed Point Approach to Dynamic Structural
Demand Estimation," (with Yutec Sun), Journal of
Econometrics, 208(2), 2019, 563-584.
- Source
Codes
for the Monte Carlo exercises (NFP, MPEC, and PFP)
"Identification
of Dynamic Models of Rewards Programme," (with Andrew Ching), Japanese
Economic Review (special issue on Marketing and Industrial
Organization), 69(3), 2018, 306-323.
"Optimal
Distinctiveness in the Console Video Game Industry: An
Exemplar-Based Model of Proto-Category Evolution,"
(with
Eric Yanfei Zhao, P. Devereaux Jennings, and Michael Lounsbury), Organization
Science, 29(4), 2018, 588-611.
"Balancing
Exclusivity and Accessibility: Patterns of Brand and Product
Line Extension Strategies in the Fashion Luxury Industry,"
(with Poppy
Zhang), Luxury:
History Culture Consumption (special issue on the Business
of Luxury), 4(1), 2017, 31-57.
"Predicting
Advertising
Success Beyond Traditional Measures: New Insights from
Neurophysiological
Methods and Market Response Modeling,” (with Vinod
Venkatraman, Angelika Dimoka,
Paul A. Pavlou, Khoi Vo, William Hampton, Bryan Bollinger, Hal E.
Hershfield,
and Russell S. Winer), Journal
of Marketing Research, 52(4), 2015, 436-452.
"Overcoming
the Illegitimacy Discount: Cultural Entrepreneurship in the U.S.
Feature Film Industry," (with Eric Yanfei Zhao and Michael
Lounsbury), Organization
Studies, 34(12), 2013 1747-1776.
"Measuring
the Informative and Persuasive Roles of Detailing on Prescribing
Decisions," (with Andrew Ching), Management Science,
58(7), 2012, 1374-1387.
"A
Practitioner's Guide to Bayesian Estimation of Discrete Choice Dynamic
Programming Models," (with Andrew Ching, Susumu Imai, and
Neelam Jain), Quantitative
Marketing and Economics, 10(2), 2012, 151-196 (lead
article).
- Source
Codes for the Monte Carlo exercises (in C and MATLAB)
"The
Effects of Detailing on Prescribing Decisions under Quality Uncertainty,"
(with Andrew Ching), Quantitative
Marketing and Economics, 8(2), 2010, 123-165 (lead
article).
- Honorable Mention, 2011 Dick Wittink Prize
Working papers
"A
Dynamic Structural Model of Endogenous Consumer Reviews in Durable
Goods Markets," (with Yuzhou Liu), R&R.
"Evaluating the Effect of Soda Taxes Using a Dynamic Model of Rational Addiction," (with Jong Yeob Kim), R&R.
"The Role of Time-Shifting in Serial Drama Viewing: Implications for
Drama Producers and Advertisers," (with Baek Jung Kim and Hiroshi
Kumakura), R&R.
"Peer
Effects in Adoption and Usage of Crowdfunding Platforms: Evidence from
United States Public School Teachers," (with Baek Jung Kim and Vishal
Singh).
"Brands versus Brand Extensions: Implications of Brand-based Learning for the Dynamics of Sales," (with
Sridhar Moorthy).
"The
Effect of Acquisitions on Product Quality, Innovativeness, and Sales
Performance: Evidence from the Console Video Game Industry (2002-2010),"
(with Zekun Liu and Joost Rietveld).
"Is
Early Product Release Preannouncement a Signal for High Product Quality?"
(with Baek Jung).
"What
Distorts What We See in Online Reviews? Assessing the Sources of
Reporting Bias in Review Ratings and Comments," (with Hiroshi Kumakura)
"Health Insurance and the Dynamics of Patient Decision Making," (with Jong Yeob Kim and Vishal Singh).
"Price Discrimination via Versioning with Limited Quantity and Time:
The
Case of Special Edition Video Games,"
(with Joost Rietveld and Yuzhou Liu).
"Bayesian
Estimation of Finite-Horizon Discrete Choice Dynamic
Programming Models,"
(with Andrew Ching).
Selected works in progress
"The Value of Content Inclusiveness: Evidence from a Social Media Platform" (with Weiqing Zhang)
"The Usage and Impact of Differentiation: Evidence from an Online EdTech Platform" (with Zekun Liu and Tülin Erdem).
"Habit Formation and Financial Rewards Through Digital Fitness" (with Eunkyung An and Raluca Ursu)
"Estimating Trends for Product Characteristics: Evidence from the U.S. Motion Picture Industry," (with Weiqing Zhang).
"Uncovering
Latent Consumption/Purchase Occasions from Observational Data on Brand
and Quantity Choices" (with Eunkyung An and Makoto Mizuno).
"Pre-Ordering and Manufacturer's Return Policies for Durable Goods: Theory and Empirical Evidence," (with Jong Yeob Kim).
"Addiction and Alcohol Tax: Evidence from Japanese Beer Industry," (with Kohei Hayashida, Makoto Mizuno, and Kosuke Uetake).
"Understanding
Changes in Purchase Behavior due to Aging for Consumer Goods: A
Hierarchical Gaussian Process Approach" (with Akira Shimizu and Takashi
Teramoto).