David Curry

David J Curry

Professor

Professional Summary

David J. Curry is Professor of Marketing and Coordinator of the PhD Program in Marketing. He received his PhD from the University of California, Berkeley, specializing in marketing, mathematical psychology, and psychometrics. His research has been published in a variety of journals, including Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Marketing Science, Journal of Retailing, Journal of the Academy of Marketing Sciences, Journal of Marketing Management, Marketing Letters, and Management Science, and in journals in the fields of economics, law, psychology, philosophy, and sport. Dr. Curry regularly teaches courses in discrete-choice modeling, new product innovation, marketing research, and e-marketing using social media. His research currently focuses on alternative algebras for discrete-choice modeling and MCMC estimation techniques. Dr. Curry is an avid skier, guitar player, and traveler. He has held visiting appointments at the University of Colorado, Boulder, AUDENCIA Nantes-Atlantique (France) and has consulted for profits, non-profits, and governments in the U.S., France, and Australia.

Education

Ph D, University of California Berkeley, CA, 1973 (Marketing)

MBA, University of Colorado Boulder, CO, 1968 (Marketing)

BS, University of Colorado Boulder, 1967 (Business/Marketing)

Positions and Work Experience

09-20-1990 - Professor of Marketing, University of Cincinnati,

08-22-1998 -08-05-1999 Ecole Supérieure de Commerce, Nantes-Atlantique (France), AUDENCIA ,

08-20-1983 -08-1990 Professor, University of Iowa,

08-1977 -08-1983 Associate Professor of Marketing, University of Iowa,

01-1981 -06-1981 Consultant, Vallentine, Laurie, and Davies, Civil Engineering,

01-1978 -06-1978 Visiting Associate Professor, University of Colorado, Boulder,

08-1973 -08-1976 Assistant Professor of Marketing, University of Iowa,

08-1972 -08-1973 Faculty Lecturer, University of Iowa,

09-1971 -08-1972 Instructor, University of California, Berkeley,

Research and Practice Interests

marketing research e-marketing discrete-choice modeling

Research Support

Investigators:Curry, David 08-25-2010 -10-30-2010 College of Business Proto-Trust and Thin Slice Judgment 6700 Funded Type:Grant Level:The University of Cincinnati

Publications

Published Abstracts

Niculescu, Mihai;Curry, David "Towards a Unified Treatment of Risk and Uncertainty in Choice Research" .[Abstract]

David J. Curry;Xin (Shane) Wang A neuro-economic unification of referent dependent behaviors .[Abstract]

Curry, David;Mai, Feng;Wang, Xin Attribute Embedding: Learning Distributed Representations of Product Attributes from Consumer Reviews .[Abstract]

Curry, David;Wang, Xin;Neil Bounded Utility and the Endowment Effect: Implications for Marketing Strategy .[Abstract]

David J. Curry;Xin (Shane) Wang Commentary on "Benefit-Based Conjoint Analysis" by Kim, Bailey, Hardt, and Allenby" .[Abstract]

Ewing, Douglas;Curry, David Examination of the Effects of Temporal Construal and Anticipated Social Interaction on Product Choice .[Abstract]

Deval, Helene;Curry, David Hedonic vs. Utilitarian: A construal Level Theory Approach .[Abstract]

Curry, David;Camm, Jeff;Xinfang (Jocelyn) Wang Solutions for the Conjoint Share-of-Choice Problem when Utility is Non-Additive .[Abstract]

Curry, David;Wang, Xin;Jiaxiu He;Kevin Ren The Likelihood Ratio Test for Moderated Mediation .[Abstract]

Curry, David;Wang, Xin;Kevin Ren Unraveling the Endowment Effect: A Meta-Analysis of Postulated Explanations for the Willingness-to-Accept/Willingness-to-Pay Disparity .[Abstract]

David J. Curry When is (7 plus or minus 2) < 3: The use of ordered categorical scales in marketing research .[Abstract]

Niculescu, Mihai;Curry, David “A Discrete-Choice Approach to Public Policy” .[Abstract]

Niculescu, Mihai;Curry, David “The Irrelevant Attribute Effect in Product Differentiation: A Discrete-Choice Approach" .[Abstract]

Other Publications

He, Jiaxiu; Wang, Xin (Shane); Curry, David J. (Bad Format: 20171200. ) Mediation Analysis: A New Test when All or Some Variables are Categorical .34 (4 ) , International Journal of Research in Marketing

Nguyen, Peter; Wang, Xin (Shane); Curry, David J. Unraveling The Endowment Effect: A Meta-Analysis of Postulated Explanations For The Willingness-To-Accept/Willingness-To-Pay Disparity . Journal of Marketing Research

Aribarg, Anocha; Otter, Thomas; Zantedeschi, Daniel; Allenby, Greg M.; Bentley, Taylor; Curry, David J.; Dotson, Marc; Henderson, Ty; Honka, Elisabeth; Kohli, Rajeev; Jedidi, Kamel; Seiler, Stephan; Wang, Xin (Shane) (06-22-2017. ) Advancing Non-Compensatory Choice Models in Marketing . (06/22/17 ) , Customer Needs and Solutions

Curry, David J. When is (7 + - 2)<3? The Use of Ordered Categorical Scales in Marketing Research . Journal of Marketing Research

Nguyen, Peter; Wang, Xin (Shane); Curry, David J. What actually causes the endowment effect? A meta-analysis of postulated explanations for the willingness-to-accept / willingness-to-pay disparity . Journal of Marketing Research

Wang, Xin (Shane); He, Jiaxiu; Curry, David J. The separation problem in regression-coefficient-based mediation tests with categorical variables . Psychological Science

Mai, Feng; Wang, Xin (Shane); Curry, David J. Mining Product reviews: Market structure analysis using deep learning and evolutionary clustering (title is being revised) . Management Science

Cochran, James J.; Curry, David; Radhakrishnan, Rajesh; Pinnell, Jon (2014. ) Political Engineering: Optimizing a U.S. Presidential Candidate"s Platform .215 (1 ) , Annals of Operations Research

Curry, David; Cochran, James; Radhakrishnan, Rajesh; Pinnell, Jon (12-2013. ) Hierarchical Bayesian Prediction Methods in Election Politics: Introduction and Major Test .12 (4 ) , Journal of Political Marketing

Carter, Robert E.; Curry, David (2013. ) Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension .41 (2 ) , Journal of the Academy of Marketing Science (Springer)

Wang, Xinfang; Curry, David (12-2012. ) A Robust Approach to the Share-of-Choice Problem .6 (December ) , Omega

Carter, Robert E.; Curry, David (2011. ) Using student-choice behaviour to estimate tuition elasticity in higher education .27 (11/12/19 ) , Journal of Marketing Management

Carter, Robert; Curry, David (02-20-2010. ) Transparent Pricing: Theory, Tests, and Implications for Marketing Practice .38 (No. 6 (December) ) , The Journal of the Academy of Marketing Sciences

Wang, Xinfang (Jocelyn); Camm, Jeff; Curry, David (2009. ) A Branch-and-Price Approach to the Share-of-Choice Product Line Design Problem .55 (10 (October) 2009 ) , Management Science

Curry, David; ; A Branch and Price Approach to the Share-of-Choice Product Line Problem .55 (10 ) , Management Science

Curry, David; Camm, Jeff; Kelton, David; Oerther, D.; Uber, J. Social Networking Tools to Promote Decentralized Investment in Green Water Infrastructure . United States Environmental Protection Agency

Pashkevich, Vladimir; Curry, David; Kellaris, James; Bruvold, Norman (2008. ) The Role of Culture-Level Factors in Shaping On-Line Purchase Intentions: A Cross-Country Comparison .9 (1 ) , Journal of International Business and Economy

Dixon, Andrea; Robertson, B; Curry, David (2006. ) Research in Selling and Sales Management: An Agenda from Sales Practitioners . Journal of Personal Selling and Sales Management

Camm, Jeff; Curry, David; Cochran, J; Kannan, S (03-2006. ) Conjoint Optimization: An Exact Algorithm for the Share-of-Choice Problem .52 (3 ) , Management Science

Cui, Dapeng; Curry, David (2005. ) "Prediction in Marketing Using the Support Vector Machine" .24 (4 ) , Marketing Science

Curry, David (06-2004. ) "Iso-Profit Pricing for Product Lines." .13 (6 ) , Journal of Product and Brand Management

Additional Publications

Presentations

Invited Presentations

Curry, David J.; Wang, Xin (Shane) (05-14-2016. ) Solvable Bounded Conjoint Structures & Non-Compensatory Behavior .10th Invitational Choice Symposium, Lake Louise, Canada. Conference. .

Honors and Awards

Bad Format: 20090800 Best Track Paper Award, Marketing Research & Technology Track American Marketing Association, 2009 Summer Marketing Educators’ Conference, Chicago, IL; August 7-10, 2009; “Using a Dynamic Choice Model to Estimate Tuition Elasticity,” (with Robert Carter). Level:National Type:Scholarship/Research

Service

Boy Scouts of America (Periodically present talks to a local Boy Scout Troop. To date talks have been on Merit Badge requirements (alpine skiing and snowboarding), safety, and technique. ) Guest Speaker Type:Community Service Level:Public

Educational Theatre Association Consultant/Volunteer Type:Community Service Level:Public

External Review (academic journals) (Review manuscripts for various academic journals, such as the Journal of Marketing, Journal of Marketing Research, Marketing Letters, and others. ) reviewer Type:University Level:University 09-1972

Presentation to Faculty Senate (Presented results to faculty senate from campus-wide survey of faculty, staff, and administration regarding UC"s campus carry policy. ) Colloquium presenter Type:University Level:University -05-11-2017

Select Committee of UC Upper Level Administration (Conducted large-scale study for UC Administration (The Tuition Elasticity Study); built computerized management information system. ) Consultant Type:University Level:University 08-08-2004 -08-30-2005

Qualtrics (Administer the LCoB (Marketing Dept) Qualtrics account. 1) Register all new users 2) Trouble-shoot problems for users 3) Update personal knowledge of system through interactions with Qualtrics ) Administrator Type:Departmental Service Level:Department 11-2011

Assist Marketing Capstone Teams (Student teams, typically working on a capstone project come to me for advice in two areas; marketing research and survey design in Qualtrics. ) Ad hoc assistance to student teams Type:Departmental Service Level:Department 01-2017 -06-2017

RPT (College Committee) (The 2017 RPT Committee is responsible for revising the document that outlines the rules and procedures for faculty appointments. ) Committee Member Type:University/College Service Level:University 04-2017

Suzanne Masterson PhD Course (Along with (typically) 2 other faculty members, I address the new crop of PhD students enrolled in LCoB during a session of the seminar run by S. Masterson. ) Presenter Type:University/College Service Level:University 09-2013

LCoB Research Excellence Committee (Administer the LCoB academic research budget; announce award types and dates, review competitive entries for awards. ) Committee Member Type:University/College Service Level:University 09-2016 -05-2018

Faculty Advisor (Was asked to and served as faculty advisor/mentor to an LCoB student team entered in the 84.51 degrees (i.e., dunn-humby) - sponsored big data/analytics competition Spring semester 2017. ) Faculty Mentor Type:University/College Service Level:University 01-2017 -04-2017

RPT Committee (Reviewed the promotion/tenure request files of approximately 25 faculty in the LCoB. Each review requires reading the candidate"s file, including selected academic publications, teaching evaluations, and service to determine whether or not the candidate should be promoted, reinstated, tenured. ) Committee Chair Type:University/College Service Level:University 09-2015 -05-2016

Department of Pediatrics (Offer statistical advise to Dr. Amanda Schondelmeyer, MD, MSc, Assistant Professor, Division of Hospital Medicine, Cincinnati Children"s Hospital Medical Center ) statistical consultant Type:Prof. Org. Level:Service to Professional Associations 05-2016

Courses Taught

MRKTG RESEARCH

MARKETING MODELS

MARKETING RESEARCH

MRKTG RESEARCH

MRKTGRESEARCH

MARKETING RESEARCH

MRKTG RESEARCH

MRKTG RESEARCH

Discrete Choice Modeling Seminar

Marketing Research

Marketing Research for Managers

Marketing Research for Managers

Marketing Research

Marketing Research for Managers

MRKTG RESEARCH

Discrete Choice Modeling Seminar

Marketing Research for Managers

Marketing Research for Managers

Prod Design Studio

Marketing Research for Managers

Linear Models

Marketing Research

Prod Design Studio

Prod Design Studio

Ind Study in Mktg

Prod Design Studio

Prod Design Studio

Prod Design Studio

Prod Design Studio

E-Marketing

Behavioral Seminar in Marketing

Marketing Research

E-Marketing

E-Marketing for Managers

Prod Design Studio

Product Design Stud

E-Marketing

Prod Design Studio

Prod Design Studio

Product Design Stud

Pricing

Sem Genl Marketing

Info Tech in Mktg

Other Information


Accepted Contributions

Jiaxiu He, Xin (Shane) Wang, David Curry,  (Accepted). Mediation Analysis: A New Test when All or Some Variables are Categorical. International Journal of Research in Marketing.,


Research in progress

Title:
"Towards a Unified Treatment of Risk and Uncertainty in Choice Research"


Description:
My dissertation investigates substantive questions developed from Kahneman and Tversky’s behavioral choice theory. The theory is tested in a marketing context using modern hierarchical Bayesian methods. Behavioral choice theory reveals systematic departures from rational behavior when consumers face choices described incompletely or using probabilistic rather than deterministic properties. Previous research relies nearly exclusively on monetary options, which are intrinsically unidimensional and exhibit monotone utility. These special properties are likely to influence the frequency of preference reversals and other so-called non-rational behaviors in human decision-making. My research focuses on non-monetary options and tests for effects on judgment and choice from both within- and between-dimensional risk.


Status:
On-Going


Research Type:
Scholarly



Title:
A neuro-economic unification of referent dependent behaviors


Description:
Mounting evidence suggests that subjective value is encoded neurologically using a neural common scale. We address the question of how encoded part-values are integrated to form overall value. Our results are based on three broad biological considerations that impact this process – positivity, detectability, and boundedness; mechanisms that are strongly supported in the literatures of neuroscience, psychology, and anthropology. We show that these three conditions lead to a specific functional form to represent the value integration process; a form we refer to as neuroaddition. We offer three main results; first, diminishing sensitivity is a natural by-product of a neuroadditive system; second, neuroadditivity is a sufficient condition for loss aversion, hence implies referent dependent behaviors associated with loss aversion; and third, neuroadditivity is sufficient to generate non-compensatory behaviors with the degree of non-compensation moderated by the magnitude of overall value.


Status:
Writing Results


Research Type:
Scholarly



Title:
Advancing non-compensatory choice models


Description:
Extant choice literature has proposed different non-compensatory rules as a more realistic description of consumers' choice than the compensatory counterpart. Some research has further suggested a two-stage sequential decision process of non-compensatory consideration then compensatory choice, where the determinants of each stage may differ. Some aspects of non-compensatory choice modeling are under-studied. In this note, we hope to advance the understanding of non-compensatory choice models with the following aims: (a) providing an overview of existing representations for non-compensatory choice decisions; (b) discussing how such choice decisions can manifest from the economic search theoretical perspective; (c) exploring the empirical identifications of non-compensatory decisions using different data and (d) presenting applications of non-compensatory choice models in novel domains.


Status:
Writing Results


Research Type:
Scholarly



Title:
Bounded Utility and the Endowment Effect: Implications for Marketing Strategy






Title:
Commentary on 'Benefit-Based Conjoint Analysis' by Kim, Bailey, Hardt, and Allenby'


Description:
In “Benefit-Based Conjoint Analysis”, forthcoming in Marketing Science, Kim et al. use a behavioral argument based on satiation, monotonicity,,