RAGHURAM IYENGAR. Tel: (215) Fax: (215) Country of Citizenship: United States

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1 RAGHURAM IYENGAR April 30, 2016 Associate Professor of Marketing The Wharton School University of Pennsylvania Marketing Department Jon M. Huntsman Hall Suite Walnut Street University of Pennsylvania Philadelphia, PA Tel: (215) Fax: (215) Country of Citizenship: United States EDUCATION Columbia University Ph.D. Marketing, 2005 Columbia University M.Phil. Marketing, 2002 Indian Institute of Technology, Kanpur B. Tech. Mechanical Engineering, 1998 ACADEMIC Associate Professor (with tenure), The Wharton School (July ) POSITIONS Assistant Professor, The Wharton School (July 2005 July 2012) HONORS, AWARDS GRANTS 2016 Finalist, John D.C. Little Award 2012 Finalist, John D.C. Little Award 2012 Finalist, William O Dell Award 2011 MBA Excellence in Teaching: Elective Curriculum award 2011 Marketing Science Institute Young Scholar Program 2008 Editor s Award Winner for Best Paper, Experimental Economics 2008 Finalist, Paul E. Green Award 2007 Finalist, Helen Kardon Moss Anvil Award 2004 Honorable Mention, Alden G. Clayton Doctoral Dissertation Proposal Competition 2003 INFORMS Marketing Science Doctoral Consortium Fellow 2003 AMA-Sheth Foundation Doctoral Consortium Fellow Rudolph Fellow, Columbia Business School 1998 Dean s List, I.I.T. Kanpur 2010 Dean s Research Fund 2009 Wharton Sports Business Initiative Grant Wharton-SMU Research Center Grant

2 RESEARCH My research interests are in the area of pricing, consumer learning, word INTERESTS of mouth and social influence. ARTICLES PUBLISHED OR FORTHCOMING IN REFEREED JOURNALS 1. Chen, Yupeng, Raghuram Iyengar and Garud Iyengar (2016), Modeling Multimodal Continuous Heterogeneity in Conjoint Analysis A Sparse Learning Approach, Marketing Science, forthcoming. 2. Ascarza, Eva, Raghuram Iyengar and Martin Schleicher (2016) The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment, Journal of Marketing Research, 53, 1, Raghuram Iyengar, Christophe Van den Bulte and Jae Young Lee (2015) Social Contagion in New Product Trial and Repeat Marketing Science, 34, 3, (Finalist for the John D. C. Little Award) 4. Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2014), Consumer Dynamic Marketing Science, 34, 1, Berger, Jonah and Raghuram Iyengar (2013), The Medium and the Message: How Interest Shapes Word-of-Mouth Over Different Communication Modalities, Journal of Consumer Research, 40, 3, Iyengar, Raghuram and Kamel Jedidi (2012), A Conjoint Model of Quantity Discounts, Marketing Science, 31, 2, Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services Marketing Science, 30, 5, Van den Bulte, Christophe and Raghuram Iyengar (2011), Tricked by Truncation: Spurious Duration Dependence and Social Contagion in Hazard Models, Marketing Science, 30, 2, Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2011), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science, 30, 2, (Lead article with Discussion, Finalist for the John D. C. Little Award) 10. Iyengar, Raghuram, Christophe Van den Bulte and Thomas W. Valente (2011), Further Reflections on Studying Social Influence in New Product Diffusion, Marketing Science, 30, 2, (Response to Invited Comments on Article 4) 11. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2008), A Conjoint Approach to Multipart Pricing, Journal of Marketing Research, 45, 2, (Finalist for the Paul E. Green Award) 12. Iyengar, Raghuram and Andrew Schotter (2008), Learning Under Supervision: An Experimental Study, Experimental Economics, 11, 2, (Editor s Award Winner for Best Paper in 2008) 2

3 13. Arora, Neeraj, Xavier Dreze, Anindya Ghose, James D. Hess, Raghuram Iyengar, Bing Jing, Yogesh Joshi, V. Kumar, Nicholas Lurie, Scott Neslin, S. Sajeesh, Meng Su, Niladri Syam, Jacquelyn Thomas and Z. John Zhang (2008), Putting One-to-One Marketing to Work: Personalization, Customization and Choice, Marketing Letters, 19, 3-4, Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2007), A Model of Consumer Learning for Service Quality and Usage, Journal of Marketing Research, 44, 4, (Lead article, Finalist for the William O Dell Award) 15. Ansari, Asim and Raghuram Iyengar (2006), Semiparametric Thurstonian Models for Recurrent Choices: A Bayesian Analysis, Psychometrika, 71, 4, Kamakura, Wagner, Carl F. Mela, Asim Ansari, Anand Bodapati, Peter Fader, Raghuram Iyengar, Prasad Naik, Scott Neslin, Baohong Sun, Peter C. Verhoef, Michel Wedel and Ron Wilcox (2005), Choice Models and Customer Relationship Management, Marketing Letters, 16, 3-4, Iyengar, Raghuram and Rajeev Kohli (2004), Why Parrondo s Paradox Is Irrelevant for Utility Theory, Stock Buying, and the Emergence of Life, Complexity, 9, 1, Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2003), Leveraging Information Across Categories, Quantitative Marketing and Economics, 1, 4, ARTICLES SUBMITTED TO REFEREED JOURNALS 19. Ghose, Anindya, Sang-Pil Han and Raghuram Iyengar (2012), An Empirical Analysis of Network Characteristics and Social Contagion on the Mobile Internet Preparing for Second Review, Information Systems Research. 20. Peng, Jing, Ashish Agarwal, Kartik Hosanagar and Raghuram Iyengar (2015), Network Embeddedness and Content Sharing on Social Media Platforms, Preparing for Third Review, Journal of Marketing Research. 21. Stahl, Florian, Raghuram Iyengar, Yuxin Chen and Andreas Herrmann (2015), Latent Change Point Model for Intertemporal Discounting with Reference Durations Preparing for Second Review, Management Science. BOOK CHAPTERS IN EDITED VOLUMES 22. Iyengar, Raghuram and Sunil Gupta (2008), Nonlinear Pricing, in Handbook of Pricing Research in Marketing, Edited by Vithala Rao, Edward Elgar Publishing, Iyengar Raghuram and Sunil Gupta (2006), Advanced Regression Models, in The Handbook of Marketing Research, Edited by Rajiv Grover and Marco Vriens, Sage Publications, Inc., INVITED PUBLICATIONS 24. Iyengar, Raghuram, Christophe Van den Bulte, John Eichert, Bruce West and Thomas W. Valente (2011), How Social Networks and Opinion Leaders Affect the Adoption of New Products, GfK Marketing Intelligence Review, 3, 1,

4 MANUSCRIPTS 25. Lee, Jae Young and Raghuram Iyengar (2016), A Model of Consumer Search for Experience Goods REPORTS AND OTHER MATERIALS 26. Iyengar, Raghuram, Christophe Van den Bulte, and Thomas W. Valente (2008), Opinion Leadership and Social Contagion in New Product Diffusion, Report No Cambridge, MA: Marketing Science Institute. 27. Iyengar, Raghuram, Kamel Jedidi and Olivier Toubia (2010), Montclair Video, Columbia Caseworks, ID , Columbia Business School, New York, NY. 28. Iyengar, Raghuram, Christophe Van den Bulte, and Jeonghye Choi (2011), Distinguishing among Mechanisms of Social Contagion in New Product Adoption: Framework and Illustration, MSI Report No Cambridge, MA: Marketing Science Institute. INVITED PRESENTATIONS Raghuram Iyengar (2015), Consumer Search and the Structure of Personal Networks University of Hamburg, Germany (October 2015) Raghuram Iyengar (2015), Consumer Search and the Structure of Personal Networks INSEAD, Fontainebleau France (September 2015) Raghuram Iyengar (2015), Consumer Search and the Structure of Personal Networks University of Wisconsin, WI (May 2015) Raghuram Iyengar (2014), Multi-Part Pricing 2014 ISMS Marketing Science Doctoral Consortium, Emory University, Atlanta GA (June 2014) Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2013), Consumer Dynamic Georgetown University, Washington DC (February 2014) Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2013), Consumer Dynamic University of Washington, Seattle, WA (April 2013) Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2012), Consumer Dynamic Cornell University, Ithaca, NY Iyengar, Raghuram and Kamel Jedidi (2011), A Conjoint Model of Quantity Discounts, University of Alberta, Edmonton, Canada. Iyengar, Raghuram and Kamel Jedidi (2011), A Conjoint Model of Quantity Discounts, Boston University, Boston, MA. 4

5 Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of of Southern California, Los Angeles, LA. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of of Colorado at Boulder, Boulder, CO. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2011), Distinguishing between Drivers of Social Contagion: Insights from Combining Social Network and Co-location Data, INSEAD, Fontainebleau, France. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2011), Distinguishing between Drivers of Social Contagion: Insights from Combining Social Network and Co-location Data, Erasmus University, Rotterdam, The Netherlands. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2011), Distinguishing between Drivers of Social Contagion: Insights from Combining Social Network and Co-location Data, University of Iowa, Iowa City, IA. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2011), Distinguishing between Drivers of Social Contagion: Insights from Combining Social Network and Co-location Data, Dartmouth College, Hanover, NH. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of of Texas, Austin, TX. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services, Texas A & M University, College Station, TX. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2011), The Impact of of Florida, Gainesville, FL. Iyengar, Raghuram and Kamel Jedidi (2010), A Conjoint Model of Quantity Discounts, The Marketing Modelers Group, New York, NY. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2010), The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services, Northwestern University, Evanston, IL. New Product Diffusion: Do Affiliation and Geography capture Social Network Ties, University of California Los Angeles, Los Angeles, CA New Product Diffusion: Do Affiliation and Geography capture Social Network Ties, University of California San Diego, La Jolla, CA. 5

6 Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2010), The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services, Washington University, St. Louis, MO. New Product Diffusion: Network Structure vs. Mere Geography, University of Maryland, College Park, MD. New Product Diffusion: Network Structure vs. Mere Geography, Emory University, Atlanta, GA. Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2010), The Impact of of North Carolina, Chapel Hill, NC. New Product Diffusion: Network Structure vs. Mere Geography, New York University, New York, NY. New Product Diffusion: Network Structure vs. Mere Geography, Temple University, Philadelphia, PA and Social Contagion in New Product Diffusion, Massachusetts Institute of Technology, Cambridge, MA. and Social Contagion in New Product Diffusion, University of Colorado at Boulder, Boulder, CO. and Social Contagion in New Product Diffusion, Arizona State University, Tempe, Phoenix, AZ and Social Contagion in New Product Diffusion, Harvard Business School, Harvard University, Boston, MA. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2008) A Conjoint Approach to Multipart Pricing, Singapore Management University, Singapore Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multipart Pricing, London Business School, U.K. 6

7 CONFERENCE PRESENTATIONS Iyengar, Raghuram, Oded Netzer and Christophe Van den Bulte (2015), Share of Wallet at Time of New Product Adoption: Social Contagion versus Heterogeneity Redux, Marketing Science Conference, Johns Hopkins University, Baltimore, MD. Iyengar, Raghuram, Christophe Van den Bulte and Jae Young Lee (2014), Social Contagion in New Product Trial and Repeat, Marketing Science Conference, Emory University, Atlanta. Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2013), Consumer Dynamic London Business School, UK, Theory and Practice in Marketing (May 2013, presented by Arun Gopalakrishnan) Gopalakrishnan, Arun, Raghuram Iyengar and Robert J. Meyer (2013), Consumer Dynamic University of Texas, Dallas, Frank M. Bass Frontiers of Research in Marketing Science (presented by Arun Gopalakrishnan) Ghose, Anindya, Sang-Pil Han and Raghuram Iyengar (2012), Tie Strength and Network Closure on the Mobile Internet Marketing Science Conference, Boston University, Boston Invited Discussant for How is the Mobile Internet Different? Search Costs and Local Activities, Summer Institute of Competitive Strategy (SICS), Berkeley, California, Iyengar, Raghuram, Kamel Jedidi, Skander Essegaier and Peter Danaher (2010), The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services, Marketing Science Conference, Cologne, Germany. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2009), Social Contagion in New Product Diffusion: Network Structure vs. Mere Geography, Collaborative and Multidisciplinary Conference, Center for Customer Insights, Yale School of Management. Iyengar, Raghuram, Christophe Van den Bulte and Jeonghye Choi (2009), Social Contagion in New Product Diffusion: Network Structure vs. Mere Geography, Marketing Science Conference, University of Michigan, Ann Arbor, MI. and Social Contagion in New Product Diffusion, Four School Colloquium, Columbia Business School, Columbia University, New York, NY. Iyengar, Raghuram, Thomas W. Valente and Christophe Van den Bulte (2008), Opinion Leadership and Social Contagion in New Product Diffusion, Marketing Science Conference, University of British Columbia, Vancouver, BC. Iyengar, Raghuram, Kamel Jedidi and Rajeev Kohli (2007) A Conjoint Approach to Multipart Pricing, Marketing Science Conference, Singapore Management University, Singapore 7

8 Iyengar, Raghuram, Asim Ansari and Peter Fader (2007), Generalized Customer Base Models for Non-Contractual Settings, Collaborative and Multidisciplinary Conference, Center for Customer Insights, Yale School of Management. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2006), A Model of Consumer Learning for Service Quality and Usage, Marketing Science Conference, Katz School of Business, Pittsburgh, PA. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2006), A Model of Consumer Learning for Service Quality and Usage, Marketing Dynamics Conference, University of California at Los Angeles, CA. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2005), Model of Dual Consumer Learning in Service Contexts, Marketing Science Conference, Emory University, GA. Asim Ansari and Iyengar, Raghuram (2004), Semiparametric Bayesian Thurstonian Models for Choice, INFORMS Marketing Science Conference, Rotterdam, Netherlands. Iyengar, Raghuram (2004), Optimal Contact Strategy, Sixth Invitational Choice Symposium, Boulder, CO. Iyengar, Raghuram and Andrew Schotter (2003), Learning with a Meddlesome Boss: An Experiment in Supervision Relationships, INFORMS Marketing Science Conference, University of Maryland, College Park, MD. Iyengar, Raghuram, Asim Ansari and Sunil Gupta (2002), A Model for Cross-Selling, INFORMS Marketing Science Conference, University of Alberta, Alberta, Canada. RESEARCH IN PROGRESS Capturing Complementarity In Multicategory Models of Quantity: A Household-Production Approach (with Ludovic Stourm and Eric Bradlow) The Impact of Status for Referral Programs A Field Experiment (with Young-Hoon Park) The Value of Free Content for Paid Subscriptions (with Florian Stahl) The Impact of Homophily and Popularity on Product Selection (with Ron Berman) The Impact of Opening an Online Channel on Offline Sales: Evidence from a Natural Experiment (with Yupeng Chen and Young-Hoon Park) TEACHING Measurement and Data Analysis, Ph.D , 2010, 2011, 2012 Marketing Research MBA ( , Spring 2015) Undergraduate (2006, 2007, Spring 2012), Executive MBA (2008) Marketing Core Executive MBA (Spring ) Strategic Marketing Simulation (Spring 2014, 2015) SERVICE Wharton Activities: Marketing Doctoral Committee, present Wharton Undergraduate Curriculum Committee, Wharton Curriculum Committee, 2015 Wharton Teaching Evaluation Committee, 2015 MBA Liaison, Marketing Department,

9 Dissertation Committees: Jae Young Lee (Wharton), Jeonghye Choi (Wharton), Arun Gopalakrishnan (Wharton), Eric Schwartz (Wharton), Upender Subramanian (Wharton), Yupeng Chen (Columbia), Ricardo Montoya (Columbia), Martin Zemborain (Columbia), Jonathan Zhang (Columbia) Chair Elect, Section of Statistics and Marketing, American Statistical Association, Reviewing: Ad Hoc Reviewing: American Economic Review, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Management Science, Marketing Letters, Mathematics of Operations Research,Operations Research, Quantitative Marketing and Economics, Psychometrika. Editorial Board: International Journal of Research in Marketing, Journal of Marketing Research, Marketing Science AFFILIATIONS Institute for Operations Research and Management Science American Statistical Association 9