Hai Che. (Updated: October 27, 2015)

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1 Hai Che (Updated: October 27, 2015) Department of Marketing Kelley School of Business Indiana University in Bloomington 1309 E. Tenth Street Bloomington, IN Ph: (510) EDUCATION 2003 Ph.D. (Marketing) M.S.B.A. (Management): 2001 Olin School of Business, Washington University Dissertation Title: Pricing Under Consumer Heterogeneity Thesis Committee: Chakravarthi Narasimhan, P.B. Seetharaman, K. Sudhir, V. Padmanabhan, Tat Chan, and Charles Moul Ph.D Pre-candidate (Economics) M.A. (Economics): November 1997 University of Toronto, Canada 1995 M.A. (Finance) Fudan University, Shanghai, China 1992 B. A. (Honors, Economics) Fudan University, Shanghai, China PROFESSIONAL EXPERIENCE Associate Professor, Marketing Department, Indiana University in Bloomington Assistant Professor, Marketing Department, Marshall School of Business, USC Assistant Professor, Marketing Group, Haas School of Business, UC Berkeley Doctoral Student Editorial Board, Marketing Science, INFORMS Senior Officer, Fuji Bank Ltd. (Japan), China 1

2 JOURNALS Editorial Board: Customer Needs and Solutions Ad Hoc reviewer for: Marketing Science Quantitative Marketing and Economics Management Science Journal of Marketing Research Journal of Retailing Manufacturing and Service Operations Management Production and Operations Management Information System Review International Journal of Industrial Organization Others: Reviewer for MSI's 2008, 2009 Alden G. Clayton Doctoral Dissertation Proposal Competition Reviewer for the Hong Kong Research Grants Council (2010-present) PROFESSIONAL MEMBERSHIP Institute for Operations Research and Management Science (INFORMS) American Marketing Association RESEARCH INTEREST Empirical Consumer Choice Models, Empirical Industrial Organization, Behavioral Economics, Competitive Pricing and Product Line Strategies PUBLICATIONS 1. Tülin Erdem, Kannan Srinivasan, Wilfred Amaldoss, Patrick Bajari, Hai Che, Teck Ho, Wes Hutchinson, Michael Katz, Michael Keane, Robert Meyer and Peter Reiss, Theory-driven Choice Models, December 2005, Marketing Letters, Volume 16, Numbers 3-4, pp ; 2. Hai Che, K. Sudhir and P.B. Seetharaman Bounded Rationality in Pricing Under State Dependent Demand: Do Firms Look Ahead? How Far Ahead?, August 2007, Journal of Marketing Research, Vol. 44, No.3, pp

3 3. P.B. Seetharaman and Hai Che 1 Price Competition in Markets with Consumer Variety-seeking, July 2009, Marketing Science, 28(3), Hai Che and P.B. Seetharaman, Speed of Replacement: Modeling Brand Loyalty Using Last-Move Data, August 2009, Journal of Marketing Research, 46 (4), Hai Che, Chakravarthi Narasimhan and V. Padmanabhan Leveraging Uncertainty through Backorder, 2010, Quantitative Marketing and Economics, 8, pp Hai Che, Xinlei Chen, and Yuxin Chen Investigating Effects of Out-of- Stock on Consumer Stockkeeping Unit Choice, August 2012, Journal of Marketing Research, 49(4), pp Hernan Bruno, Hai Che, and Shantanu Dutta Investigating Reference Price in Repeated Business-to-Business Transactions, October 2012, at Journal of Marketing Research, Vol XLIX (October 2012), Hai Che, Tülin Erdem and T. Sabri Oncü Consumer Learning and Evolution of Consumer Brand Preferences, September 2015, Quantitative Marketing and Economics, Volume 13, Issue 3, Page (Lead Article) 9. Chunhua Wu, Hai Che, Tat Chan and Xianghua Lu 2 The Economic Values of Online Reviews, August 2015, Marketing Science 34(5): Yoonju Han, Sandeep Chandukala and Hai Che Exchange and Refund of Complementary Products, forthcoming at Marketing Letters WORKING PAPERS 1. Hai Che, Dan Zheng and Zhe Zhang Deal Popularity, Price Promotion and Consumer s Bidding Behavior in Varying-Price Group Buying Auction, 2015, working paper, being revised for second-round review at Journal of Marketing 2. Hai Che, Ganesh Iyer and Ravi Shanmugam Negative Advertising and Voter Decisions", 2013, working paper, being revised for resubmission at Marketing Science 3. Hai Che, Nicholas Lurie and Allen Weiss Symbolic Incentives and Contribution Behavior in Social Media Communities, 2013, working paper, being revised for resubmission at Information System Research 1 Authors are listed in reverse alphabetic order and contributed equally. 2 The first three authors are listed in reverse alphabetic order and contributed equally. 3

4 4. Hai Che, Peng Liu and Zhe Zhang Pay to Play or Practice to Pay: An Investigation of Online Video Game Playing Behavior, 2015, working paper RESEARCH IN PROGRESS 1. A Structural Model of Online Group Buying, model estimation in progress, with P.B. Seetharaman and Zhe Zhang; 2. Online Group Buying: Consumer Bidding Behavior under Different Pricing Mechanisms, model estimation in progress, with Dan Zheng and Zhe Zhang 3. Disentangling the Effects of Learning and Search, data collection complete, with Yongwei Wang and Yuxin Chen 4. Consumer Choice in a Product Line Based on Text and Image Using Eye- Tracking data, data collection complete and model estimation in progress, with Savannah Shi and Lang Jin; 5. Online Video-game Playing in a Social Network Environment, data collection complete, with Liye Ma and Peng Liu 6. Team Effect in Online Video-game Playing, with Tat Chan and Zhenling Jiang INVITED SEMINAR PRESENTATION 1. Pay to Play or Practice to Play: An Investigation of Online Video Game Playing Behavior April 2015, Washington University in St Louis Jan 2015, Fudan University July 2014, Indiana University in Bloomington 2. Exchange and Refund of Paired Products December 2013, Fudan University 3. Periodic Consumer Learning and Evolution of Consumer Brand Preferences April 2015, University of Toronto April 2015, Rice University April 2015, University of Zurich April 2015, University of Tilburg October 2013, University of Pennsylvania January 2013, Fudan University 4. Learning from Online Reviews April 2013, University of California at San Diego April 2013, Texas A&M November 2012, University of California at Riverside October 2012, University of British Columbia March 2012, Shanghai Jiaotong University January 2012, Penn State December 2011, Fudan University November 2011, Indiana University in Bloomington November 2011, Rice University 4

5 5. Investigating Reference Price Effect in Repeated Business-to-Business Transactions November 2010, University of Connecticut June 2010, National University of Singapore March 2009, University of British Columbia May 2009, Hongkong University of Science and Technology December 2009, Korea Institute of Science and Technology, National University of Singapore 6. Helping Strangers: Who Contributes to Online Communities, How Much do they Contribute, and Why? September 2008, New York University December 2008: Boston University December 2008: Dartmouth College December 2008: MIT Media Lab November 2008: Babson College 7. Negative Advertising and Voter Choice September 2007, Purdue University October 2007, University of Southern California February 2008, University of Toronto May 2008, Cheung-Kong Graduate School of Business 8. "Speed of Replacement: Modeling Brand Loyalty Using Last-move Data" January 2007, University of Houston March 2007, University of Texas at Dallas 9. Modeling Disequilibrium Behavior in Pricing Games, Spring 2005, University of Southern California Spring 2005, Santa Clara University 10. Pricing Behavior in Markets with State-dependence in Demand, Spring 2004, University of Chicago Fall 2002-Spring 2003, Berkeley, Carnegie Mellon, Houston, INSEAD, Minnesota, National University of Singapore, New York University, Rice, Rochester, Rutgers, Stanford, SUNY-Buffalo, University of Southern California, Washington University in St Louis INVITED CONFERENCE PRESENTATION 1. Pay to Play or Practice to Play: An Investigation of Online Video Game Playing Behavior July 2014, 2014 China India Insights Conference (Yale China India Insight Program and Cheung Kong Graduate School of Business (CKGSB)) 2. Aggregate Bidding Behavior in Online Group Buying Transactions July 2013, INFORMS Marketing Science Annual Conference (Özyeğin University, Istanbul, Turkey) 3. Learning from Online Reviews February 2012, Frank M. Bass UT Dallas Frontiers of Research in Marketing 5

6 Science (UT Dallas FORMS) July 2011, INFORMS Marketing Science Annual Conference (Rice University, Houston, Texas) 4. Periodic Consumer Learning and Evolution of Consumer Brand Preferences June 2014, European Marketing Association Conference in Valencia, Spain June 2010, INFORMS Marketing Science Annual Conference (University of Cologne, Germany) 5. Helping Strangers: Who Contributes to Online Communities, How Much do they Contribute, and Why? December 2009, Wharton Interactive Media Initiative Conference on Consumer- Created Content, Wharton School, Philadelphia, PA May 2009, Collaborative and Multidisciplinary Research Conference, Yale School of Management, New Haven 6. Negative Advertising and Brand Choice, July 2007, Summer Institute of Competitive Strategy (University of California at Berkeley) June 2007, INFORMS Marketing Science Annual Conference (Singapore Management University) 7. Speed of Replacement: Modeling Brand Loyalty Using Last-Move Data, March 2007, Frank Bass Conference at University of Texas in Dallas 8. Leveraging Uncertainty Through Make-to-Order, October 2006, Quantitative Marketing and Economics Conference May 2006, Berkeley-Stanford-Davis-Santa Clara research conference 9. The Effects of Stock-outs on Consumer Choice Summer 2006, INFORMS Marketing Science Annual Conference (University of Pittsburgh) 10. Modeling Disequilibrium Behavior in Pricing Games, Summer 2005, INFORMS Marketing Science Annual Conference (Emory University) 11. Structural Modeling of Firm Behavior in Marketing, Summer 2004, Choice Modeling Symposium on Theory-Driven Models (University of Colorado, Boulder) 12. Pricing Behavior in Markets with State-dependence in Demand, Summer 2003, INFORMS Marketing Science Annual Conference (University of Maryland) 13. Discussant for Quantity-Based Price Discrimination by Wes Hartmann and Brian Viard, Summer 2005, Summer Institute of Competitive Strategy (University of California at Berkeley) 14. Discussant for Predicting Online Purchase Conversion Using Web Path Analysis by Alan Montgomery et al., Fall 2004, Quantitative Marketing and Economics Conference (University of Chicago) 6

7 TEACHING Fall 2014 Fall 2013 Fall 2012 Marketing Research (Undergrad Required Course, 3 sections) (Teaching Rating: mean: 6.20, 6.42, 6.10/7.0; median: 6.25, 6.50, 6.13/7.0) Kelley School of Business, Indiana University in Bloomington Marketing Research (Undergrad Required Course, 2 sections) (Teaching Rating: mean: 5.3, 5.6/7.0; median: 5.5, 5.8/7.0) Kelley School of Business, Indiana University in Bloomington Honors Marketing Management (Undergrad Honors Program, 3 sections) (Teaching Rating: 5.4, 4.3, 3.7/7.0) Marketing Models (PhD Empirical Modeling Class) (Teaching Rating: 7.0/7.0) Kelley School of Business, Indiana University in Bloomington Spring 2012 Marketing Research (Daytime MBA (1 Sections), Part-time MBA (1 Section)) (Instructor rating: 4.50/5.0 for Daytime MBA, 4.25/5.0 for Part-time MBA) Marshall School of Business, University of Southern California Spring 2011 Marketing Research (Daytime MBA (2 Sections), Part-time MBA (1 Section)) (Instructor rating: 4.47/5.0 and 4.12/5.0 for Daytime MBA, 4.50/5.0 for Part-time MBA) Marshall School of Business, University of Southern California Spring 2010 Marketing Research (Daytime MBA, Undergrad (2 sections)) (Instructor rating: 4.27/5.0 for Daytime MBA, 4.0/5.0 for Undergrad) Marshall School of Business, University of Southern California Spring 2009 Marketing Research (Daytime MBA, Undergrad) (Instructor rating: 4.85/5.0 for Daytime MBA, 4.2/5.0 for Undergrad) Marshall School of Business, University of Southern California Spring 2007 Marketing Research (Daytime MBA) (Course overall evaluation: 6.0/7.0) Empirical Models and Methods in Marketing (PhD) (Course overall evaluation: 6.5/7.0) Haas School of Business, University of California at Berkeley 7

8 Fall 2005 Marketing Research (Undergrad) (club 6 member) 3 (Course overall evaluation: 6.0/7.0) Undergraduate Marketing Core (Undergrad) (2 sections) (Club 6 member) (Course overall evaluation: 6.0/7.0) Ph.D Research Seminar in Marketing (Ph.D) (club 6 member) (Course overall evaluation: 7.0/7.0) Haas School of Business, University of California at Berkeley Fall 2004 Spring 2004 Fall 1998 Marketing Research Elective (MBA, EWMBA, Undergrad) (Course overall evaluation: 5.0/7.0 for Undergrad, 5.0/7.0 for EWMBA, 2.0/7.0 for MBA) Ph.D Research Seminar in Marketing (Ph.D) (club 6 member) (Course overall evaluation: 7.0/7.0) Haas School of Business, University of California at Berkeley Undergraduate Marketing Core Course (Undergrad) (3 sections) (Course overall evaluation: 5.0/7.0) Haas School of Business, University of California at Berkeley Graduate Instructor, Ph.D Math and Statistics Review (Ph.D) Rotman School of Business and Economics Department, University of Toronto AWARDS, HONORS AND GRANTS 2015 Best Paper Award at 2015 International Conference of Asian Marketing Associations China s National Science Foundation Grant for Collaboration with Overseas Researcher (Principal Investigator) China s National Science Foundation Grant for Project on User-Generated Content (Participant) 2009 Marketing Science Institute Young Scholar Program 2009 Marketing Science Institute Grant on User-generated Content 2007 American Marketing Association Doctoral Consortium Faculty Fellow UC Berkeley Committee on Research Faculty Research Grant 2006 UC Berkeley Committee on Research Teaching Grant 2006 UC Berkeley Committee on Research Research Assistantship Grant UC Berkeley Committee on Research Junior Faculty Research Grant 2002 American Marketing Association Doctoral Consortium Student Fellow 1999 Ontario Graduate Student Scholarship in Canada University of Toronto Connaught Fellowship (top 5% of graduate students) 3 Club 6 is a recognition of instructors whose instructor effective median rating is 6 on a 7-point scale at Haas School of Business. 8

9 SERVICE 1. Indiana University Kelley School of Business Marketing Department Recruiting Committee (2015) 2. Co-Chair for the Albert Haring Symposium for Doctoral Research in Marketing sponsored by Indiana University Kelley School of Business and Madhuri & Jagdish N. Sheth Foundation (2014 and 2015) 3. Indiana University Kelley School of Business Marketing Department PhD Committee (2012-present) 4. Indiana University Kelley School of Business 4+1 program (Accelerated Master Program for Undergraduate Students) committee (2014-present) 5. Indiana University Kelley School of Business Chinese Business Association Faculty Mentor (2012-present) 6. University of Southern California Marshall Marketing Department Recruiting Committee (2008, 2011) 7. University of California at Berkeley Haas Marketing Group Recruiting Committee (2004, 2006) 8. University of California at Berkeley Haas Ad Hoc Committee for Hiring of Adjunct Professor (2006) SUPERVISION At Indiana University in Bloomington 1. Peng Liu (Marketing Ph.D, Advisor) 2. Yoonju Han (Marketing Ph.D, Dissertation Committee) 3. Eric Schmidbauer (Business Economics Ph.D, Dissertation Committee) Initial Placement: University of Central Florida 4. John Stauffer (Operation Ph.D, Oral Exam Committee) 5. Vikram Ahujia (Business Economics Ph.D, Oral Exam Committee) 6. Feng Zhou (Operation Ph.D, Oral Exam Committee) At University of Southern California 1. Linli Xu (Marketing Ph.D, Dissertation Committee) Initial Placement: University of Minnesota 2. Ricardo Reyes (Psychology Ph.D, Dissertation Committee) Initial Placement: A.C.Nielson 3. Abhishek Borah (Marketing Ph.D, Oral Exam Committee) At University of California at Berkeley 1. Qiaowei Shen (Marketing Ph.D, Dissertation Committee) Initial placement: Wharton School at University of Pennsylvania 2. Yakov Bart (Marketing Ph.D, Dissertation Committee) 9

10 Initial placement: INSEAD 3. Ravi Shanmugam (Marketing Ph.D, 2nd year paper adviser) 4. Pedro Gardete (Marketing Ph.D, 2nd year paper adviser) Others 1. Dan Zheng (Fudan University Marketing Ph.D, Dissertation Committee) REFERENCES Professor Chakravarthi Narasimhan, Olin School of Business, Washington University, St Louis, MO Tel: (314) Professor Tulin Erdem Stern School of Business, New York University, New York, NY Tel: (212) Professor P.B. Seetharaman Olin School of Business, Washington University, St Louis, MO Tel: (314) Professor K. Sudhir School of Management, Yale University, New Haven, CT Tel: (203) PERSONAL Citizen of USA Married Interests: Jazz and Classic Music, Meditation, Nature, and Finding Good Restaurants 10