Chris Yang has successfully defended his PhD thesis at Carnegie Mellon University. His thesis is a collection of essays on consumer behavior in telecommunications. His first paper looks at the effect of reducing lock-in periods in industry on firm profit, consumer surplus and welfare. This paper shows that reducing lock-in periods may not always increase welfare because of the capital fixed costs associated to the additional reallocation of consumers among firms. His second paper looks at how consumers use signals from friends and from the crowd to choose which movies to search for and then to purchase. This paper shows that consumers first use information from friends to browse for movies and only later take likes from the crowd into account to purchase, and thus these signals carry different information and different value throughout the digital shopping journey. Chris is now joining Houzz as a data analyst.
A new paper with Zhe Deng, Aaron Chen and Paul Pavlou (Fox Temple) studies the effect of allowing smartphones into the classroom on the performance of students. Our preliminary results show that allowing these devices in the class at will reduces performance but if they are actively used as part of the learning experience then performance increases. We show that this result arises not necessarily from a reallocation of time to distracting vs. learning activities but from the nature of the distraction and of the learning that smartphones propel. Stay tuned for the working version of this paper, which will be available soon.
My paper with Miguel Matos and Rodrigo Belo on the effect of socially-based proactive churn management has been accepted for publication at Marketing Science. In this paper, and using results from a network-based large scale randomized field experiment, we show that listing the friends of likely churners to contact, in addition to the likely churners, reduces churn and increases customer lifetime value compared to traditional proactive churn management in which only the latter are usually listed to contact. We also show how conformity and on-price must be mechanisms that are likely at play in our setting that explain our findings.
My paper with Filipa Reis, Rodrigo Belo and Miguel Matos on the impact of Timeshift TV (TSTV) on TV consumption and ad avoidance has been accepted for publication at Management Science. In this paper, we partner with a major telecommunications provider to study the effect of Time-Shift TV (TSTV) on TV consumption. We find that, on average, households treated with TSTV on a new set of TV channels that can be used to watch movies and TV shows consume more TV overall and as much live TV as households without TSTV. We also show that households do not seem to use TSTV as a new tool to strategically avoid ads. In particular, households given access to the new TV channels with TSTV exit ads in the original TV channels as much as the households given access to these channels without TSTV.
Congratulations to Filipa Reis, who won an award for best reviewer at the 2017 International Conference on Information Systems (ICIS).
Our paper on the Impact of TSTV on TV viewership and ad consumption won the best paper award at the 2017 International Conference on Information Systems in the Data Science, Decision Analytics and Visualization track. In this paper, we show that the introduction of TSTV does not reduce the consumption of live TV nor the exposure to advertisements. In addition, our paper on the Impact of DNS blocking on digital piracy won the best paper award in the Economics of IS track. In this paper, we show that DNS blocking reduces Internet traffic (including upload — which is used to proxy piracy), increase TV viewership but they do not change the use of legal paid alternatives (e.g. VoD or premium TV channels). In addition, DNS blocking increases Google searches for tools to bypass them and we find evidence that more BitTorrent users remained active after the blocks in regions where this search behavior was more prevalent.
My paper with Alexandre Ligo, Jon Peha and Joao Barros on the Throughput and Economics of DSRC-Based Internet of Vehicles has been accepted for publication in IEEE Access. In this paper, we characterize conditions under which Dedicated Short Range Communications (DSRC) can be more cost-effective than expanding the capacity of cellular networks to provide Internet access. For more information read the paper at: http://ieeexplore.ieee.org/abstract/document/8241368.
Pedro Ferreira and co-authors have three papers accepted at the International Conference on Information Systems, which will take place in Seoul, South Korea, in December 2017. One paper focuses on the effect of binge watching on the subscription of video-on-demand. Another paper focuses on the impact of time-shift TV on the consumption of TV and of advertisements. The last paper focuses on the impact of DNS blocking on piracy.
Pedro Ferreira and co-authors will present six papers at the annual marketing science conference hosted at the Marshall School of Business, USC. We will present two papers on the welfare properties of recommender systems, two papers on media consumption (on the effect of TSTV and binge watching), one paper on how consumers combine WoM from friends and likes from the crowd to purchase movies and TV shows in a VoD system and another paper on proactive churn management.
Pedro Ferreira delivers a keynote address at the Portuguese annual marketing conference. In this talk he discusses the use of big data in marketing and the need to look for causal effects using A/B testing to appropriately measure the effects of advertising.
H. John Heinz III College
Department of Engineering and Public Policy
3042 Hamburg Hall
Carnegie Mellon University
5000 Forbes Avenue, Pittsburgh, PA 15213
H. John Heinz III College
3004 Hamburg Hall
Carnegie Mellon University
5000 Forbes Avenue
Pittsburgh, PA 15213