Wesley R. Hartmann

The John G. McCoy-Banc One Corporation Professor of Marketing
Academic Area:
Marketing
Personal Website
Water Conservation Collaboration Project
Wesley R. Hartmann

Stanford GSB Affiliations

Academic Degrees

  • PhD in Economics, UC Los Angeles, 2003
  • MA in Economics, UC Los Angeles, 2001
  • BA, UC Irvine, 1996

Academic Appointments

  • At Stanford University since 2003

Awards and Honors

  • James and Doris McNamara Faculty Fellow, 2022–23

Service to the Profession

    • Coordinating Editor, Quantitative Marketing & Economics
    • Editorial Board, QME, Management Science, Marketing Science

    Research Statement

    Professor Hartmann’s research empirically analyzes questions in marketing and economics. He studies advertising, pricing, reward programs, social interactions, sustainability, switching costs, technology, and vertical integration.
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    Journal Articles

    Preference Externality Estimators: A Comparison of Border Approaches and IVs
    Xing Li, Wesley R. Hartmann, Tomomichi Amano
    Management Science
     2022
    Information vs. Automation and Implications for Dynamic Pricing
    Bryan Bollinger, Wesley R. Hartmann
    Management Science
     January 1, 2020 Vol. 66 Issue 1 Pages 290-314
    Super Bowl Ads
    Wesley R. Hartmann, Daniel Klapper
    Marketing Science
     February 2018 Vol. 37 Issue 1 Pages 78-96
    Advertising Competition in Presidential Elections
    Brett R. Gordon, Wesley R. Hartmann
    Quantitative Marketing and Economics
     April 15, 2016 Pages 1-40
    Quality vs. Variety: Trading Larger Screens for More Shows in the Era of Digital Cinema
    Anita Rao, Wesley R. Hartmann
    Quantitative Marketing and Economics
     2015 Vol. 13 Issue 2 Pages 117–134
    Internet vs. TV Advertising: A Brand Building Comparison
    Michaela Draganska, Wesley R. Hartmann, Gena Stanglein
    Journal of Marketing Research
     October 2014 Vol. 51 Issue 5 Pages 578–590
    Advertising Effects in Presidential Elections
    Brett R. Gordon, Wesley R. Hartmann
    Marketing Science
     November 2012 Vol. 32 Issue 1 Pages 19–35, Lead Article, Finalist for Little Award
    Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design
    Wesley R. Hartmann, Harikesh S. Nair, Sridhar Narayanan
    Marketing Science
     November 2011 Vol. 30 Issue 6 Pages 1079–1097
    Airing Your Dirty Laundry: Vertical Integration, Reputational Capital and Social Networks
    Ricard Gil, Wesley R. Hartmann
    The Journal of Law, Economics, & Organization
     June 20, 2011 Vol. 27 Issue 2 Pages 219–244, Lead Article, Finalist for Williamson prize
    Demand Estimation with Social Interactions and the Implications for Targeted Marketing
    Wesley R. Hartmann
    Marketing Science
     July 2010 Vol. 29 Issue 4 Pages 585–601, Finalist for Little Award
    Retail Competition and the Dynamics of Demand for Tied Goods
    Wesley R. Hartmann, Harikesh S. Nair
    Marketing Science
     September 2009 Vol. 29 Issue 2 Pages 366–386
    Empirical Analysis of Metering Price Discrimination: Evidence from Concession Sales at Movie Theaters
    Ricard Gil, Wesley R. Hartmann
    Marketing Science
     May 2009 Vol. 28 Issue 6 Pages 1046–1062
    Modeling Social Interactions: Identification, Empirical Methods and Policy Implications
    Wesley R. Hartmann, Puneet Manchanda, Harikesh S. Nair, Matthew Bothner, Peter Dodds, David Godes, Kartik Hosanagar, Catherine Tucker
    Marketing Letters
     December 2008 Vol. 19 Issue 3 Pages 287–304
    Do Frequency Reward Programs Create Switching Costs?
    Wesley R. Hartmann, V. Brian Viard
    Quantitative Marketing and Economics
     2008 Vol. 6 Issue 2 Pages 109–137
    The Role and Determinants of Concession Sales in Movie Theaters: Evidence from the Spanish Exhibition Industry
    Ricard Gil, Wesley R. Hartmann
    Review of Industrial Organization
     June 2007 Vol. 30 Issue 4 Pages 325–347
    Intertemporal effects of consumption and their implications for demand elasticity estimates
    Wesley R. Hartmann
    Quantitative Marketing and Economics
     2006 Vol. 4 Issue 4 Pages 325-349, Inaugural Wittink Award
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    Degree Courses

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    Executive Education & Other Non-Degree Programs

    Mergers and Acquisitions
    ​Tackle the entire M&A process through an interdisciplinary curriculum and a hands-on, weeklong team simulation project.

    Cases

    M369
    Rachio: Marketing a Disruptive Sprinkler Technology
    Wesley Hartmann, Debra Schifrin
    2017
    M317A
    Assessing the Chinese Palate: American Securities Shanghai (A)
    Arar Han, Wesley Hartmann
    2008

    In the Media

    Insights by Stanford Business

    Sick of Presidential Campaign Ads? Blame the Electoral College
    April 18, 2016
    Paradoxically, letting the people vote for president would cut advertising in half.
    Do Super Bowl Ads Really Work?
    January 29, 2015
    Not all big game TV commercials drive enough sales to offset the ad’s cost.
    Wesley R. Hartmann: Where to Build a Better Brand — Television or the Internet?
    November 18, 2014
    Shifting marketing dollars from television to online advertising can pay off.
    The Message and the Medium
    October 23, 2012
    Research says political candidates might be better off paying for web ads than investing too heavily in TV.
    Why Does Movie Popcorn Cost So Much?
    December 01, 2009
    A marketing professor says the high price of popcorn at most movie theater concession stands actually benefits moviegoers.
    Loyalty Programs Can Be a Waste of Money
    October 01, 2006
    Research shows the programs motivate only a small fraction of consumers to increase usage, and sometimes end up costing organizations money.
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    School News

    Fixing Economics’ Gender Problem
    May 14, 2019
    Meet three graduates of an innovative Stanford GSB program designed to create a path for women and minorities in business academia.