Associate Professor of Marketing, UCLA Anderson School of Management
Ph.D., management science, MIT Sloan School of Management, Massachusetts Institute of Technology; M.A., mathematics, and B.A., economics and mathematics, University of Pennsylvania
Summary of Experience
Professor Zeithammer is an expert on pricing and quantitative assessment of consumer preferences. His pricing research focuses mainly on participative pricing – situations that closely involve the customer in setting prices, e.g. bidding in auctions or naming one's own price. Using a combination of analytical models and structural estimation techniques, work by Professor Zeithammer has advanced our understanding of eBay's online auction marketplace, Priceline's name-your-own-price mechanism, and other novel pricing approaches made possible by the Internet. His research on consumer preferences both develops and applies cutting-edge Bayesian statistical techniques to conjoint analysis and other stated-preference consumer surveys. Professor Zeithammer is one of the leading exponents of conjoint analysis, both as an M.B.A. and Executive instructor and as a consultant. His research has appeared in industry journals such as the Journal of Marketing Research, Management Science, Quantitative Marketing and Economics, and Marketing Science. In addition to his research activities, Professor Zeithammer has taught core marketing and strategic market research in the M.B.A. and Executive M.B.A. programs at the University of Chicago and UCLA. Professor Zeithammer has been retained as an expert in a class action lawsuit to assess allegedly deceptive pricing by a major online retailer and authored an expert report.