Anna Elizabeth Tuchman
tuchman@stanford.edu • (720) 560-5431 • stanford.edu/∼tuchman
Stanford Graduate School of Business
655 Knight Way
Stanford, CA 94305
Education
• Stanford University
Graduate School of Business, Ph.D. Candidate in Quantitative Marketing
Stanford, CA
2011 – Present
• University of Pennsylvania
College of Arts and Sciences, B.A.
Philadelphia, PA
2005 – 2009
– Majors: Mathematics, Economics with Honors, and Hispanic Studies
– Academic Honors: Phi Beta Kappa, Summa Cum Laude, Simon Kuznets Fellowship Award in Economics
Research Interests
• Quantitative Marketing
• Empirical Industrial Organization
• Advertising: Addictive Goods, Addressable TV Markets, Ad Skipping, Digital Advertising
• Policy and Regulation
Working Papers
• Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising
Job Market Paper
• Complementarities in Consumption and the Consumer Demand for Advertising
Joint with Harikesh S. Nair and Pedro Gardete – Under Review
Recipients of a Wharton Customer Analytics Initiative Data Grant
Conference Presentations
• Quantitative Marketing and Economics, Los Angeles, CA
October 2014
• Marketing Science, Atlanta, GA
June 2014
• Trans-Atlantic Doctoral Conference, London, UK
May 2014
• Wharton Customer Analytics Symposium, Philadelphia, PA
June 2013
Teaching Experience
• Public Policy 303D: Applied Econometrics for Public Policy
Teaching Assistant for Professor Stephan Seiler
Stanford, CA
Spring 2013, Winter 2014
Work Experience
• Cornerstone Research
Analyst, Economic Litigation Consulting
San Francisco, CA
October 2009 – July 2011
• CIGNA International
Intern, Actuarial Executive Development Program
Philadelphia, PA
May 2008 – August 2008
PhD Coursework
Course
Description
Instructors
CS 106A
Econ 202
Econ 203
Econ 204
Econ 257
Econ 258
Econ 260
Econ 282
GsbGen 641
GsbGen 646
MgtEcon 601
MgtEcon 603
MgtEcon 604
MgtEcon 605
MgtEcon 640
Mktg 642
Mktg 644
Mktg 645
Mktg 646
OB 622
Programming Methodology
Core Microeconomics 1
Core Microeconomics 2
Core Microeconomics 3
Industrial Organization 1
Industrial Organization 2A
Industrial Organization 3
Contracts, Information, and Incentives
Advanced Empirical Methods
Behavioral Decision Making
Microeconomic Analysis 2
Econometric Methods 1
Econometric Methods 2
Econometric Methods 3
Quantitative Methods for Empirical Research
Consumer Behavior
Quantitative Research in Marketing
Empirical Analysis of Dynamic Decision Contexts
Bayesian Methods
Topics in Social Network Analysis
Tom Hurlbutt, Yves Lu
Ilya Segal
Doug Bernheim
Matt Jackson
Liran Einav, Jakub Kastl
Michael Dickstein, Jakub Kastl
Tim Bresnahan, Liran Einav
Ilya Segal
Wes Hartmann
Itamar Simonson
Bob Wilson
Ken Singleton
Ali Yurukoglu
Peter Reiss
Guido Imbens
Uzma Khan
Marketing Faculty
Harikesh Nair
Sridhar Narayanan
Sharique Hasan
Personal Profile
• Computer Skills: Matlab, Stata, SAS, LATEX, basic Java
• Languages: Conversational Spanish, basic Greek
References
• Harikesh Nair (Principal Advisor)
Professor of Marketing
Stanford Graduate School of Business
hnair@stanford.edu
(650) 736-4256
• Wes Hartmann
Professor of Marketing
Stanford Graduate School of Business
wesleyr@stanford.edu
(650) 725-2311
• Pedro Gardete
Assistant Professor of Marketing
Stanford Graduate School of Business
gardete@stanford.edu
(650) 725-1735
Dissertation Research Abstracts
• Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising
Job Market Paper
Although TV advertising for traditional cigarettes has been banned since 1971, advertising for electronic cigarettes
remains unregulated. The effects of e-cigarette ads have been heavily debated by policymakers and the media, though empirical analysis of the market has been limited. To analyze the question, I leverage access to
county-level sales and advertising data on cigarettes and related tobacco products, along with detailed data
on the consumption behavior of a panel of households. I exploit a discontinuity in advertising along television
market borders to present descriptive evidence that suggests that e-cigarette advertising reduces aggregate
demand for traditional cigarettes. Analyzing household purchase data, I find that individuals reduce their
consumption of traditional cigarettes after buying e-cigarettes, further suggesting that the products are substitutes. I then specify a structural model of demand for cigarettes that incorporates addiction and allows for
heterogeneity across households. The model enables me to leverage the information content of both datasets
to identify variation in tastes across markets and the state dependence induced on choice by addiction. I show
how the model can be estimated linking both datasets in a unified estimation procedure. Using the demand
model estimates, I evaluate the impact of a proposed ban on e-cigarette television advertising. I find that in
the absence of e-cigarette advertising, demand for traditional cigarettes would increase, suggesting that a ban
on e-cigarette advertising may have unintended consequences.
• Complementarities in Consumption and the Consumer Demand for Advertising
Joint with Harikesh S. Nair and Pedro Gardete
The standard paradigm in the empirical literature is to treat consumers as passive recipients of advertising,
with the level of ad exposure determined by firms’ targeting technology and the intensity of advertising supplied in the market. This paradigm ignores the fact that consumers may actively choose their consumption
of advertising. Endogenous consumption of advertising is common. Consumers can easily choose to change
channels to avoid TV ads, click away from paid online video ads, or discard direct mail without reading advertised details. Becker and Murphy (1993) recognized this aspect of demand for advertising and argued that
advertising should be treated as a good in consumers’ utility functions, thereby effectively creating a role for
consumer choice over advertising consumption. They argued that in many cases demand for advertising and
demand for products may be linked by complementarities in joint consumption. We leverage access to an unusually rich dataset that links the TV ad consumption behavior of a panel of consumers with their product
choice behavior over a long time horizon to measure the co-determination of demand for products and ads.
The data suggests an active role for consumer choice of ads, and for complementarities in joint demand. To
interpret the patterns in the data, we fit a structural model for both products and advertising consumption
that allows for such complementarities. We explain how complementarities are identified. Interpreting the
data through the lens of the model enables a precise characterization of the treatment effect of advertising under such endogenous non-compliance, and assessments of the value of targeting advertising. To illustrate the
value of the model, we compare advertising, prices and consumer welfare to a series of counterfactual scenarios motivated by the “addressable” future of TV ad-markets in which targeting advertising and prices on the
basis of ad-viewing and product purchase behavior is possible. We find that both profits and net consumer
welfare can increase, suggesting that it may be possible that both firms and consumers are better off in the
new addressable TV environments. We believe our analysis hold implications for interpreting ad-effects in
empirical work generally, and for the assessment of ad-effectiveness in many market settings.
Last Updated: June 2015