David Curry
Full ProfessorProfessional 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.
Contact Information
Phone:
513-556-7008
Fax:
513-556-0979
Teaching Interest
- discrete-choice modeling
- marketing research
- new product development
Research Interest
- marketing research
- e-marketing
- discrete-choice modeling
Organization:
Title:
Organization:
University of Cincinnati
Title:
Professor of Marketing
Organization:
AUDENCIA
Title:
Ecole Supérieure de Commerce, Nantes-Atlantique (France)
End Date:
1999-08-05
Organization:
University of Iowa
Title:
Professor
End Date:
1990-08-31
Organization:
University of Iowa
Title:
Associate Professor of Marketing
End Date:
1983-08-31
Organization:
Vallentine, Laurie, and Davies, Civil Engineering
Title:
Consultant
End Date:
1981-06-30
Organization:
University of Colorado, Boulder
Title:
Visiting Associate Professor
End Date:
1978-06-30
Organization:
University of Iowa
Title:
Assistant Professor of Marketing
End Date:
1976-08-31
Organization:
University of Iowa
Title:
Faculty Lecturer
End Date:
1973-08-31
Organization:
University of California, Berkeley
Title:
Instructor
End Date:
1972-08-31
Organization:
American Marketing Association
Name:
Best Track Paper Award, Marketing Research & Technology Track
Year Received:
2009
Organization:
University of California
Location:
Berkeley, CA
Major:
Marketing
Dissertation:
Theoretical and Empirical Relations Between an Individual's Preference and Similarities Space of Brands
Completed:
1973
Degree:
Ph D
Organization:
University of Colorado
Location:
Boulder, CO
Major:
Marketing
Completed:
1968
Degree:
MBA
Organization:
University of Colorado
Location:
Boulder
Major:
Business/Marketing
Completed:
1967
Degree:
BS
Published Contributions
Title:
Hierarchical Bayesian Prediction Methods in Election Politics: Introduction and Major Test
Author(s):
Curry, David
Cochran, James
Radhakrishnan, Rajesh
Pinnell, Jon
Cochran, James
Radhakrishnan, Rajesh
Pinnell, Jon
Publisher:
The Journal of Political Marketing
Title:
Using student-choice behaviour to estimate tuition elasticity in higher education
Page(s):
1186-1207
Author(s):
Carter, Robert
Curry, David
Curry, David
Year Published:
2011
Publisher:
Journal of Marketing Management
Publicly available:
Yes
Title:
Transparent Pricing: Theory, Tests, and Implications for Marketing Practice
Page(s):
759-74
Author(s):
Carter, Robert
Curry, David
Curry, David
Year Published:
2010
Publisher:
The Journal of the Academy of Marketing Sciences
Publicly available:
Yes
Title:
A Branch-and-Price Approach to the Share-of-Choice Product Line Design Problem
Page(s):
1718-1728
Author(s):
Wang, Xinfang (Jocelyn)
Camm, Jeff
Curry, David
Camm, Jeff
Curry, David
Year Published:
2009
Publisher:
Management Science
Publicly available:
Yes
Title:
The Role of Culture-Level Factors in Shaping On-Line Purchase Intentions: A Cross-Country Comparison
Page(s):
59-90
Author(s):
Pashkevich, Vladimir
Curry, David
Kellaris, James
Bruvold, Norman
Curry, David
Kellaris, James
Bruvold, Norman
Year Published:
2008
Publisher:
Journal of International Business and Economy
Publicly available:
Yes
Title:
Research in Selling and Sales Management: An Agenda from Sales Practitioners
Author(s):
Dixon, Andrea
Robertson, B
Curry, David
Robertson, B
Curry, David
Year Published:
2006
Publisher:
Journal of Personal Selling and Sales Management
Title:
Conjoint Optimization: An Exact Algorithm for the Share-of-Choice Problem
Page(s):
435-447
Author(s):
Camm, Jeff
Curry, David
Cochran, J
Kannan, S
Curry, David
Cochran, J
Kannan, S
Year Published:
2006
Publisher:
Management Science
Title:
"Prediction in Marketing Using the Support Vector Machine"
Page(s):
595-615
Author(s):
Cui, Dapeng
Curry, David
Curry, David
Year Published:
2005
Publisher:
Marketing Science
Publicly available:
Yes
Title:
"Iso-Profit Pricing for Product Lines."
Page(s):
453-468
Author(s):
Curry, David
Year Published:
2004
Publisher:
Journal of Product and Brand Management
Publicly available:
Yes
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 Robust Approach to the Share-of-Choice Product Design Problem
Description:
A critical issue for the share-of-choice product design problem is the reliability of the optimal product in the presence of partworth uncertainty. Existing deterministic approaches use mean partworth estimates as input parameters and ignore partworth uncertainty during the modeling stage. Post-optimality sensitivity analysis is occasionally performed to assess the severity of such uncertainty on the consistency of the optimal solution. This paper proposes a new robust optimization model that considers variation in partworth estimates explicitly. Computational results based on a real large dataset indicate our model is capable of producing more reliable products when faced with conjoint measurement error.
Status:
Writing Results
Research Type:
Scholarly
Title:
Examination of the Effects of Temporal Construal and Anticipated Social Interaction on Product Choice
Description:
The effects of the temporal construal phenomenon have been established in a variety of contexts. This work sets out to test some of the predictions about temporal construal as given by Construal Level Theory against the power of social interaction. This work is still in the planning/preparation stage. However, it will employ an online discrete choice experiment to test some predictions and utilize hierarchical Bayesian analysis.
Status:
Planning
Research Type:
Scholarly
Title:
Hedonic vs. Utilitarian: A construal Level Theory Approach
Description:
This project investigates the role of temporal distance in choice decision processes considering hedonic versus utilitarian attributes.
Status:
Planning
Research Type:
Scholarly
Title:
“A Discrete-Choice Approach to Public Policy”
Status:
On-Going
Research Type:
Scholarly
Title:
“The Irrelevant Attribute Effect in Product Differentiation: A Discrete-Choice Approach"
Status:
On-Going
Research Type:
Scholarly
Title:
"Consumer DecisionTheory and Price Transparency: When Utility Increases with Price."
Location:
San Francisco
Title:
The Effect of Risky, Uncertain, and Missing Information on Choice
Organization:
Society for Consumer Psychology
Location:
Atlanta, GA
Year:
2011
Title:
"Hierarchical Bayesian Prediction Methods in Election Politics: Introduction and Major Test."
Organization:
Market Research Services, Inc. (MRSI)
Location:
Cincinnati
Year:
2008
Title:
Hierarchical Bayesian Prediction Methods in Election Politics: Introduction and Major Test
Organization:
College of Business
Location:
University of Louisville
Year:
2007
Title:
"Price Transparency: Theory and Tests."
Organization:
American Marketing Association
Location:
San Francisco
Year:
2005
Title:
"Could Kerry Have Won? Optimal Political Platform Design: A Special Case of the Share-of-Choice
Organization:
American Statistical Association and INFORMS
Location:
Minneapolis
Year:
2005
