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Education
B.Eng., Electrical Engineering, National University of Singapore, 1985
MSc, Computer and Information Science, National University of Singapore, 1989
MA, Decision Sciences, The Wharton School, University of Pennsylvania, 1991
PhD, Decision Sciences, The Wharton School, University of Pennsylvania, 1993
Positions Held
At Haas since 2002
2007 - present Director, Asia Business Center
2005 Associate Dean for Academic Affairs, Haas
School
2002 - present William Halford Jr. Family Professor of Marketing, Haas School
1997 - 2002 Associate Professor of Marketing, The Wharton School, University of Pennsylvania
2000 - 2002, Visiting Professor, National University of Singapore
1994 - 1997 Assistant Professor of Operations and Technology Management, The Anderson School, UCLA
1993 - 1994 Lecturer, National University of Singapore
External Service and Assignments
- Associate Editorship: Management Science (Decision Analysis),
Management Science (Operations and Supply-Chain Management),
Journal of Marketing Research, Production and Operations
Management
- Editorial Board Member: Marketing Science, Quantitative
Marketing and Economics
- Consultant: Autodesk, Boston Scientific Corporation, Campbell’s,
eBay, HP, INTEL, and Martek.
- Member: American Economic Association, INFORMS
- Director, Berkeley-NTU Advanced Management Program, Berkeley
Pricing Program
- Past Academic Director: IE-Wharton-INSEAD Global Marketing
Executive Education Program
Current Research and Interests
- B2B contract design
- Strategic IQ
- Trust building
Selected Papers and Publications
- "Modeling the Psychology of Consumer and Firm Behavior Using Behavioral Economics" (with Noah Lim and Colin Camerer), Journal of Marketing Research, Vol XL III (August 2006), 307-331. Lead Article.
- "Incorporating Satisfaction into Consumer Value Analysis: Optimal Investment in Life-time Value" (with Young-Hoon Park and Yongpin Zhou), Marketing Science, Vol. 25, No. 3, May-June 2006, 260-277.
- "Trust Building Among Strangers" (with Keith
Weigelt), Management Science, 51:4 4, 1-12, 2005. Lead Article.
Finalist, John D.C. Little Best Paper Award.
- "A Cognitive Hierarchy Model of One-Shot Games" (with Colin Camerer and Juin-Kuan Chong), Quarterly Journal of Economics, Aug 2004, 119(3), 861-898.
- "A Learning-based Model for Inputting Missing Levels in Partial Conjoint Profiles" (with E. Bradlow and Ye Hu), Journal of Marketing Research, Nov 2004. Lead article. Finalist, Paul Green Best Paper Award.
- "Sophisticated EWA Learning and Strategic Teaching in Repeated Games." (with Colin Camerer and Juin-Kuan Chong), Journal of Economic Theory, 104(2002): 137-188.
- "Experience-Weighted Attraction Learning in Normal Form Games." (with Colin Camerer) Econometrica 67.4 (July 1999): 827-874.
Teaching
- Pricing
- Experimental Economics
Honors and Awards
- National Science Foundation Grant, 2004-2007
- Earl F. Cheit Award for Excellence in Teaching, 2006
- Finalist, John D.C. Little Best Paer Award, 2005
- Finalist, Paul Green Best Paper Award, 2005
- Earl F. Cheit Award for Excellence in Teaching, 2005
- Earl F. Cheit Award for Excellence in Teaching, 2004
- National Science Foundation Grants, 1995-2003
- Earl F. Cheit Award Honorable Mention, 2003
- Finalist, Helen Kardon Moss Anvil Teaching Award, Wharton, 2000
- Deloitte and Touche Award for Management Field Study, Advisor, UCLA, 1996
- George Dantzig Best Dissertation Award, Honorable Mention, 1994
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Faculty Directory: Alphabetical Listing
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