Haas School of Business

Faculty and Executive Leadership Directory
	Florian Zettelmeyer Associate Professor Barbara & Gerson Bakar Faculty Fellow Haas Marketing Group 510-643-1898 Email: click on the envelope icon below for full email address Academic Status: Off duty Office Hours: By appointment, F698 Personal Homepage: http://faculty.haas.berkeley.edu/florian/ Curriculum Vitae (in PDF format, Acrobat Reader required)

Education

Vordiplom, Business Engineering, University of Karlsruhe, Germany
MSc, Economics, University of Warwick, UK
PhD, Management, Massachusetts Institute of Technology

Positions Held

At Haas since 1998
2003 - present, Associate Professor, Haas School of Business, UC Berkeley
1998 - 2003, Assistant Professor, Haas School of Business, UC Berkeley
1996 - 1997, Assistant Professor, William E. Simon Graduate School of Business Administration, University of Rochester

External Service and Assignments

Member, Board of Advisors: Bay Alarm
Research Associate, National Bureau of Economic Research
Editorial board member, Marketing Science, Journal of Marketing Research, Quantitative Marketing and Economics
Ad-hoc Reviewer: Journal of Marketing, Management Science, American Economic Review, Journal of Political Economy, Journal of Economics and Management Strategy, Journal of Industrial Economics, Journal of Business, International Journal of Research in Marketing, Marketing Letters, Journal of Retailing, California Management Review, Industrial and Corporate Change, National Science Foundation

Current Research and Interests

Marketing implications of consumer search and uncertainty
Implications of the internet on traditional industries
Electronic selling formats
Distribution channels
Integration of behavioral and economic approaches to consumer choice

Selected Papers and Publications

"Contingent response to self-customization procedures: implications for consumer choice and satisfaction," with Ravi Dhar and Ana Valenzuela. Journal of Marketing Research (2008).
"$1000 Cash Back: The Pass-Through of Auto Manufacturer Promotions," with Meghan Busse and Jorge Silva-Risso. American Economic Review (2006).
"How the Internet Lowers Prices: Evidence from Matched Survey and Auto Transaction Data," with Fiona Scott Morton and Jorge Silva-Risso. Journal of Marketing Research (2006).
"Advertising in a Distribution Channel," with Greg Shaffer. Marketing Science 23, no. 4 (2004): 619-628.
"The Strategic Positioning of Store Brands in Retailer - Manufacturer Negotiations," with Fiona Scott Morton. Review of Industrial Organization 24 (2004): 161-194.
"Consumer Information and Discrimination: Does the Internet Affect the Pricing of New Cars to Women and Minorities?" with Fiona Scott Morton and Jorge Silva Risso. Quantitative Marketing and Economics 1, no. 1 (2003): 65-92.
"When Good News About Your Rival Is Good for You: The Effect of Third-Party Information on the Division of Channel Profits," with Greg Shaffer. Marketing Science 21, no. 3 (2002): 273-293.
"Internet Car Retailing," with Fiona Scott Morton and Jorge Silva Risso. Journal of Industrial Economics 49, no. 4 (2001): 501-519.
"Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels." Journal of Marketing Research 37, no. 3 (2000): 292-308.
"Brand Equity, Consumer Learning and Choice," with Tulin Erdem, et al. Marketing Letters 10, no. 3 (1998).
"Metrics to Evaluate R&D," with John R. Hauser. Research Technology Management 40, no. 4 (1997): 32-38.
"The Role of Inference in Context Effects: Inferring What You Want From What is Available," with Drazen Prelec and Birger Wernerfelt. Journal of Consumer Research 24, no. 1 (1997): 118-125.
"Testing Alternative Models of New Product Diffusion," with Paul Stoneman. The Economics of Innovation and New Technology 2 (1993): 283-308.

Teaching

Information- and Technology-Based Marketing (MBA 263, EWMBA 263)

Honors and Awards

Barbara and Gerson Bakar Faculty Fellow, 2007-2008
National Bureau of Economic Research (NBER), Promotion to Research Associate, April 2007
2007 Paul E. Green Award (recognizes the best article in the Journal of Marketing Research in 2006) for "How the Internet Lowers Prices: Evidence from Matched Survey and Automobile Transaction Data," published in the May 2006 issue
National Science Foundation (NSF), Economics Program Grants #SES-0550508 and SES-0550911, "Incentive Promotions in the US Automotive Industry," 2006-2009 ($151,000)
Earl F. Cheit Award for Excellence in Teaching, Full-time MBA Program and Ph.D. Program, 2006
National Bureau of Economic Research (NBER), Appointment as Faculty Research Fellow, March 2003
National Science Foundation, Economics Program Grant # SES-0111885, "The Effect of Internet Car Shopping on Prices and Discrimination," with Fiona Scott Morton, 2001-2004
Schwabacher Fellowship, highest honor for Assistant Professors at the Haas School of Business, 2001-2002
Junior Faculty Research Grant, UC Berkeley, 2000-2001

Faculty Directory: Alphabetical Listing
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Faculty and Executive Leadership Directory