John R. Hauser

About

John R. Hauser is the Kirin Professor of Marketing at the MIT Sloan School of Management. He teaches courses in new product development, marketing management, and statistical and research methodology. He has served MIT in various leadership roles, including Head of the MIT Marketing Group, Head of the Management Science Area, Research Director of the Center for Innovation in Product Development, and co-director of the International Center for Research on the Management of Technology. Hauser is the co-author of two textbooks, 'Design and Marketing of New Products' and 'Essentials of New Product Management,' along with three other books. He has published over one hundred scientific papers and has been recognized with numerous awards, including the Converse Award, the Parlin Award, the Buck Weaver Award, and the Churchill Lifetime Achievement Award, for his contributions to marketing science and research.

Research topics

• Computer Science
• Machine Learning
• Artificial Intelligence
• Data Mining
• Econometrics
• Mathematics
• Engineering
• Economics
• Business
• Marketing

Selected publications

• Identifying Customer Needs from User-Generated Content

  Marketing Science · 2019-01-01 · 497 citations

  articleOpen accessSenior author

  We evaluate user-generated content as a source of customer needs and propose and test a machine-learning approach for identifying customer needs more efficiently.

  PublisherOA PDFDOI

• Recommending Products When Consumers Learn Their Preference Weights

  Marketing Science · 2019-05-01 · 94 citations

  articleOpen accessSenior author

  Consumers often learn the weights they ascribe to product attributes (“preference weights”) as they search. For example, after test driving cars, a consumer might find that he or she undervalued trunk space and overvalued sunroofs. Preference-weight learning makes optimal search complex because each time a product is searched, updated preference weights affect the expected utility of all products and the value of subsequent optimal search. Product recommendations, which take preference-weight le…

  PublisherOA PDFDOI

• Product Aesthetic Design: A Machine Learning Augmentation

  Marketing Science · 2023 · 82 citations

  Aesthetics are critically important to market acceptance. In the automotive industry, an improved aesthetic design can boost sales by 30% or more. Firms invest heavily in designing and testing aesthetics. A single automotive “theme clinic” can cost more than $100,000, and hundreds are conducted annually. We propose a model to augment the commonly used aesthetic design process by predicting aesthetic scores and automatically generating innovative and appealing product designs. The model combines…

  PublisherDOI

• Leveraging the Power of Images in Managing Product Return Rates

  Marketing Science · 2023 · 63 citations

  We use product images to predict individual item return rates, and we complement machine-based prediction with tools to interpret automatically extracted image-based interpretable features.

  PublisherDOI

• The Strategic Implications of Scale in Choice-Based Conjoint Analysis

  Marketing Science · 2019-11-14 · 33 citations

  articleOpen access1st authorCorresponding

  Choice-based conjoint (CBC) studies have begun to rely on simulators to forecast equilibrium prices for pricing, strategic product positioning, and patent/copyright valuations. Whereas CBC research has long focused on the accuracy of estimated relative partworths of attribute levels, predicted equilibrium prices and strategic positioning are surprisingly and dramatically dependent on scale: the magnitude of the partworths (including the price coefficient) relative to the magnitude of the error t…

  PublisherOA PDFDOI

Frequent coauthors

• Glen L. Urban

  Massachusetts Institute of Technology

  50 shared

• J. J. Wortman

  Pennsylvania State University

  46 shared

• M. A. Littlejohn

  43 shared

• G. Lucovsky

  23 shared

• S. M. Bedair

  North Carolina State University

  22 shared

• Duncan Simester

  21 shared

• Daria Dzyabura

  Skolkovo Moscow School of Management

  19 shared

• Guilherme Liberali

  Erasmus MC

  19 shared

Labs

• MIT Sloan Marketing LabPI

Awards & honors

• Converse Award for contributions to the science of marketing
• Parlin Award for contributions to marketing research
• Buck Weaver Award for lifetime contributions to the theory a…
• Churchill Lifetime Achievement Award for contributions to ma…
• Honorary doctorate from Erasmus School of Economics at Erasm…

Similar researchers at Massachusetts Institute of Technology

• Catherine Tuckerh-60
• Drazen Prelech-43