Lai Jiang
http://lai-jiang.com
lai.jiang@sauder.ubc.ca
Address
Phone
565 Henry Angus,
Sauder School of Business,
2053 Main Mall,
Vancouver, BC Canada V6T 1Z2
778-230-5517
951-347-1343
Employment
Assistant Professor in Marketing, Sauder School of Business, University of British Columbia, 2012Education
PhD. in Economics, Stern School of Business, New York University, 2007-2012
B.A. in Economics, Peking University, 2003-2007
Research Fields
Primary fields: Applied Microeconomics, Industrial Organization
Secondary fields: Applied Econometrics; Pricing Strategy
Teaching Experience
Spring, 2014
Introduction to Marketing
Spring, 2013
Introduction to Marketing
Fall, 2010
Freshman Microeconomics, adjunct instructor for Professor
Simon Bowmaker
Presentation
September, 2014
Bank of Canada
March, 2014
University of Victoria
March, 2014
University of California, Riverside
May, 2013
UBC-UW conference
June, 2012
Marketing Science Conference
March, 2012
The 10th Annual International Industrial Organization
Conference: Rising Stars Session
April, 2011
The 9th Annual International Industrial Organization
Conference: Rising Stars Session
Honors, Scholarships, and Fellowships
May, 2012
The Herman E. Krooss Award, established in memory of
Professor Herman E. Krooss, for completing the course of
studies with distinction and presenting an outstanding doctoral
dissertation.
March, 2012
Best Rising Star Paper at the 10th Annual International Industrial
Organization Conference
2007-2012
Doctoral Fellowship, NYU Stern
Research Papers
An Empirical Model of the Effect of ``Bill Shock'' Regulation in Mobile Telecommunication Markets
(Revise and Resubmit at Marketing Science)
Abstract:
In this paper, we develop an empirical model of consumer usage and price uncertainty under a three-part
tariff plan. Using this model, we study the effects of the recently proposed ``Bill Shock'' regulation in the
mobile phone industry, a proposal that would inform consumers when they use up the monthly
allowance of their mobile phone price plan. Using a rich billing dataset, we estimate an industry model
of calling, subscription and pricing. Our counterfactual simulations predict that the proposed regulation
will have two conflicting effects on mobile phone companies' pricing decision: It will lead to an increase
in fixed fees and a decrease in overage fees. Finally, we find that the price changes have different
implications for different segments of consumers: Both consumer surplus and industry revenue will
decrease for light users and increase for heavy users.
Measuring Asymmetric Persistence and Interaction Effects of Media Exposures Across Platforms (With
Bryan Bollinger and Michael Cohen)(Revise and Resubmit at Marketing Science)
Abstract:
In this paper, we explicitly model and estimate the effect of paid, owned and earned media exposures,
including television, online banner ad, and Facebook exposures, on purchase behavior at the household
level. We use an advertising goodwill model, allowing for asymmetric decay rates for channel-specific
goodwill stocks, and incorporate two levels of interactions. First, we include interaction effects between
these goodwill stocks in the consumer utility function. Second, we allow for interactions in exposures
across channels in the goodwill production functions. We use hierarchical Bayesian methods to estimate
the model, incorporating channel-specific models of exposures to control for endogeneity due to firms'
ability to set aggregate levels of advertising as a function of expected demand, as well as their ability to
target specific types of consumers. Our single source data allow us to assess both the short-term and
long-term marginal contributions of paid, owned and earned media on sales at the consumer level; we
find no meaningful interactions in the consumer utility function, but we do find a positive interaction
between TV and online exposures in the creation of goodwill. On average, Facebook exposures have an
insignificant effect on purchases although there is considerable heterogeneity in its effect.
Size Matters -- How Consumers' Energy Drink Consumption Is Affected by Package
Size Changes (With Pradeep Chintagunta and Ting Zhu)
Abstract:
Our paper examines the demand expansion process of energy drinks via an important test case: the
introduction of large package size energy drink by Red Bull. We build a demand model on consumers'
choices on energy drinks. In particular, we are interested in how consumers responded to Red Bull's new
product and what are the short term and long term effects on consumers' energy drink consumptions. The
goal of this paper is to examine the impact of new product introduction on consumers' demand on energy
drinks. We focus on two possible complementary mechanisms that may have played a role in the energy
drink market. First, comparing the existing products, a new package with larger volume provides quantity
discounts for the same product with smaller sizes. Lower unit price encourages consumers to switch to the
new product and switch from other brands. Second, consumption habits could be playing an important role in
the market of energy drink. If this is the case, the introduction of large size Red Bull could have long term
consequences in increasing consumers' energy drinks consumption.
Personal
Language: Fluent in English, Native in Mandarin and Basic in French
Citizenship: Chinese
Residency: Canada (Permanent Residency)
Last updated: September, 2015