Kinshuk Jerath

About

Kinshuk Jerath is a professor at Columbia Business School, Columbia University, where he holds the position of Chair of the Marketing Division since July 2022. He is the Arthur F. Burns Professor of Free and Competitive Enterprise and has been a Professor of Marketing since July 2020. Prior to this, he served as the Class of 1967 Associate Professor of Business from January 2015 to June 2016 and as Associate Professor of Marketing from July 2013 to June 2020, with tenure effective July 2016. He is also an Advisor for the Media and Technology Program since September 2016. Before joining Columbia, Jerath was an Assistant Professor of Marketing at the Tepper School of Business, Carnegie Mellon University, from July 2008 to May 2013, and served as Faculty Giving Chair from July 2010 to June 2011. Jerath earned his Ph.D. in Operations and Information Management from the Wharton School, University of Pennsylvania, in 2008. He also holds a Bachelor of Technology in Computer Science and Engineering from the Indian Institute of Technology Bombay, completed in 2003. His expertise lies in technology-enabled marketing, digital advertising, online and offline platforms and marketplaces, customer analytics, sales management, and Salesforce compensation. He focuses on the interface of marketing with operations management. In addition to his academic roles, Jerath serves as an advisor to several organizations including Smartkarma Intelligent Investing since 2014, Analytical Wizards since…

Research topics

• Computer Science
• Business
• Marketing
• Political Science
• Advertising
• Microeconomics
• Economics
• Internet privacy
• World Wide Web
• Cognitive psychology

Selected publications

• Inefficiencies in Digital Advertising Markets

  Journal of Marketing · 2020 · 160 citations

  Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topi…

  PublisherDOI

• Designing an Online Retail Marketplace: Leveraging Information from Sponsored Advertising

  Marketing Science · 2021 · 64 citations

  This paper studies a marketplace design problem with asymmetric information where the platform jointly considers leveraging information revealed in ad auctions and setting sales commissions to maximize the joint profit from ad revenues and sales commissions.

  PublisherDOI

• Consumer Rational (In)Attention to Favorable and Unfavorable Product Information, and Firm Information Design

  Journal of Marketing Research · 2020 · 51 citations

  1st authorCorresponding

  The authors study how a consumer optimally allocates attention to favorable and unfavorable product-related information before making the purchase decision, when information processing is costly. They find that attention allocation depends on, among other factors, the consumer’s prior belief about whether the product matches their needs and their unit information processing cost. A consumer processes both “confirmatory” and “disconfirmatory” information to their prior belief, but to different de…

  PublisherDOI

• Consumer Privacy Choices and (Un)Targeted Advertising Along the Purchase Journey

  Journal of Marketing Research · 2022 · 32 citations

  Advertising to a consumer provides potentially useful information to the consumer and moves them along the purchase journey, and tracking the consumer's online activities enables an advertiser to infer the consumer's purchase journey state and target repeat ads accordingly. However, many consumers dislike being tracked, and, furthermore, repeat advertising may lead to ad wearout. The authors develop a model with consumers, an advertiser, and an ad network to investigate, under the preceding cons…

  PublisherDOI

• Consumer Search and Product Returns

  Marketing Science · 2024-11-25 · 20 citations

  article1st authorCorresponding

  This paper analyzes consumer prepurchase search and its impact on consumer behavior and firm pricing and return policies.

  PublisherDOI

Frequent coauthors

• Tinglong Dai

  Johns Hopkins University

  10 shared

• Z. John Zhang

  Inner Mongolia Electric Power (China)

  10 shared

• Peter S. Fader

  8 shared

• Amin Sayedi

  University of Washington

  8 shared

• W. Jason Choi

  University of Maryland, College Park

  7 shared

• Miklós Sárváry

  Columbia University

  6 shared

• Fei Long

  University of North Carolina at Chapel Hill

  6 shared

• Bruce G. S. Hardie

  6 shared

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