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Wesley R. Hartmann
Wesley R Hartmann
Professor, Marketing
Contact Info
+1 (650) 725-2311
Email
Personal Website
WesleyR.Hartmann
Professor of Marketing
Academic Area: 
Marketing

Additional Administrative Titles

Co-Director, Digital Business: Data, Decisions & Platform Strategy Initiative

Research Statement

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

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

  • GSB Trust Faculty Fellow for 2016-2017

Publications

Journal Articles

Super Bowl Ads
Wesley R. Hartmann, Daniel Klapper. Marketing Science. 2017.
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: Identifiication, 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.

Working Papers

Welfare Effects of Home Automation Technology with Dynamic Pricing | PDF
Bryan Bollinger, Wesley R. Hartmann, April 12015
Quantity-Based Price Discrimination Using Frequency Reward Programs | PDF
Wesley R. Hartmann, V. Brian Viard, September 292007

Teaching

Degree Courses

2017-18

GSBGEN 641: Advanced Empirical Methods

This course covers various advanced quantitative methods with applications in marketing and economics. Topics include simulation-based estimation, dynamic decision processes, and other topics relating to empirical models of demand and supply. The...

STRAMGT 258: MSx: Strategic Management

This course deals with the overall general management of the business enterprise. Extensive case studies of a variety of companies of differing size, industry, and current conditions provide the basis for the comprehensive analysis and...

2016-17

STRAMGT 258: MSx: Strategic Management

This course deals with the overall general management of the business enterprise. Extensive case studies of a variety of companies of differing size, industry, and current conditions provide the basis for the comprehensive analysis and...

Executive Education & Other Non-Degree Programs

Stanford Case Studies

Assessing the Chinese Palate: American Securities Shanghai (A) | M317A
Arar Han, Wesley Hartmann2008

Stanford University Affiliations

Stanford GSB

Service to the Profession

  • Editorial Board, QME, Management Science, Marketing Science
  • Research Council, Wharton Customer Analytics Initiative

In the Media

Presidential Elections: Electoral College Increases Ad Spending in Typical Election
Science Newsline, Economics & Sociology, April 18, 2016

Insights by Stanford Business

writtenSick of Presidential Campaign Ads? Blame the Electoral College
April 18, 2016
Paradoxically, letting the people vote for president would cut advertising in half.
writtenDo Super Bowl Ads Really Work?
January 29, 2015
Not all big game TV commercials drive enough sales to offset the ad’s cost.
writtenWesley 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.
writtenThe 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.
writtenWhy Does Movie Popcorn Cost So Much?
December 1, 2009
A marketing professor says the high price of popcorn at most movie theater concession stands actually benefits moviegoers.
writtenLoyalty Programs Can Be a Waste of Money
October 1, 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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Transformation Program

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