David Curry

Headshot of David Curry, PhD

David Curry, PhD

Professor, Department of Marketing

2364 Carl H. Lindner Hall


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.

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Teaching Interest
discrete-choice modeling
marketing research
new product development

Research Interest
marketing research
discrete-choice modeling

Institution: University of Cincinnati
Title: Professor of Marketing

Institution: AUDENCIA
Title: Ecole Supérieure de Commerce, Nantes-Atlantique (France)
End Date: 1999-08-05

Institution: University of Iowa
Title: Professor
End Date: 1990-08-31

Institution: University of Iowa
Title: Associate Professor of Marketing
End Date: 1983-08-31

Institution: Vallentine, Laurie, and Davies, Civil Engineering
Title: Consultant
End Date: 1981-06-30

Institution: University of Colorado, Boulder
Title: Visiting Associate Professor
End Date: 1978-06-30

Institution: University of Iowa
Title: Assistant Professor of Marketing
End Date: 1976-08-31

Institution: University of Iowa
Title: Faculty Lecturer
End Date: 1973-08-31

Institution: University of California, Berkeley
Title: Instructor
End Date: 1972-08-31

Awards | Honors
Organization: American Marketing Association
Name: Best Track Paper Award, Marketing Research & Technology Track
Year Received: 2009

Institution: 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

Institution: University of Colorado
Location: Boulder, CO
Major: Marketing
Completed: 1968
Degree: MBA

Institution: University of Colorado
Location: Boulder
Major: Business/Marketing
Completed: 1967
Degree: BS

Published Contributions
Jiaxiu He, Xin (Shane) Wang, David Curry,  (2017). Mediation Analysis: A New Test when All or Some Variables are Categorical. International Journal of Research in Marketing, 780-798.

Anocha Aribarg, Thomas Otter, Daniel Zantedeschi, Greg Allenby, Taylor Bentley, David Curry, Marc Dotson, Ty Henderson, Elisabeth Honka, Rajeev Kohli, Kamel Jedidi, Stephan Seiler, Xin (Shane) Wang,  (2017). Advancing Non-Compensatory Choice Models in Marketing. Customer Needs and Solutions, 1-11.

James Cochran, David Curry, Rajesh Radhakrishnan, Jon Pinnell,  (2014). Political Engineering:  Optimizing a U.S. Presidential Candidate's Platform. Annals of Operations Research, 63-87.

David  Curry, James Cochran, Rajesh Radhakrishnan, Jon Pinnell,  (2013). Hierarchical Bayesian Prediction Methods in Election Politics:  Introduction and Major Test. Journal of Political Marketing, 275-305.

Robert Carter, David Curry,  (2013). Perceptions versus performance when managing extensions:  new evidence about the role of fit between a parent brand and an extension. Journal of the Academy of Marketing Science (Springer), 253-269.

Xinfang Wang, David Curry,  (2012). A Robust Approach to the Share-of-Choice Problem. Omega, 818-826.

James Cochran, David Curry,  (2012). Frankenstein for President. Significance Magazine (Royal Statistical Society), 18-22.

Robert Carter, David Curry,  (2011). Using student-choice behaviour to estimate tuition elasticity in higher education. Journal of Marketing Management, 1186-1207.

Robert Carter, David Curry,  (2010). Transparent Pricing:  Theory, Tests, and Implications for Marketing Practice. The Journal of the Academy of Marketing Sciences, 759-74.

Xinfang (Jocelyn) Wang, Jeff Camm, David Curry,  (2009). A Branch-and-Price Approach to the Share-of-Choice Product Line Design Problem. Management Science, 1718-1728.

David Curry, A Branch and Price Approach to the Share-of-Choice Product Line Problem. Management Science, 1718-1728.

Vladimir Pashkevich, David Curry, James Kellaris, Norman Bruvold,  (2008). The Role of Culture-Level Factors in Shaping On-Line Purchase Intentions:  A Cross-Country Comparison. Journal of International Business and Economy, 59-90.

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

Jeff Camm, David Curry, J Cochran, S Kannan,  (2006). Conjoint Optimization:  An Exact Algorithm for the Share-of-Choice Problem. Management Science, 435-447.

Dapeng Cui, David Curry,  (2005). "Prediction in Marketing Using the Support Vector Machine". Marketing Science, 595-615.

David Curry,  (2004). "Iso-Profit Pricing for Product Lines.". Journal of Product and Brand Management, 453-468.

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: Attribute Embedding:  Learning Distributed Representations of Product Attributes from Consumer Reviews
Description:  under review at Quantitative Marketing and Economics
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, and subadditivity to develop a new functional form for partworth integration in conjoint analysis. Here we show that another foundational theory, involving arguments from neuroscience, converges to the same functional equation. We present three main results that link as well as distinguish Kim et al.’s solution from ours:  (1) a representation theorem for bounded, conjoint structures derived using qualitative neurological properties to motivate axioms, (2) a novel solution to Kim et al.’s functional equation that nests their solution, and (3) a derivation of the relative degree to which each solution supports loss aversion; a property that emerges in both cases but to different degrees. By linking diverse theories, we explore important unanswered questions in the study of human choice behavior and suggest avenues for future research.
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: Solutions for the Conjoint Share-of-Choice Problem when Utility is Non-Additive
Description: under review at Management Science

Title: The Likelihood Ratio Test for Moderated Mediation
Description: under review, Social Psychological and Personality Science

Title: Unraveling the Endowment Effect:  A Meta-Analysis of Postulated Explanations for the Willingness-to-Accept/Willingness-to-Pay Disparity
Description: under 2nd round review, Journal of Economic Psychology

Title: When is (7 plus or minus 2) < 3:  The use of ordered categorical scales in marketing research
Description: We explore the relationship between the metric quality of an ordered categorical scale, such as Likert scales, and phenomena of long-standing interest to marketing scholars. These include metric quality and (1) latent score error, (2) midpoint and extreme response styles (MRS and ERS), and (3) power in analysis-of-variance. We find that the metric quality of a binary scale is less sensitive to error than is the metric quality of scales with more categories. Paradoxically the impact of MRS increases when a scale uses more (vs. fewer) scale points. We find pronounced, counter-intuitive interactions between odd-value scales (5-point, 7-point, etc.) and metric quality when fewer categories are used. When modeling the susceptibility of human respondents to experimental treatments, we find results counter to conventional wisdom about the optimal number of scale points. Larger samples, though more powerful ceteris paribus, yield situations in which ANOVA with binary scales exceeds that for scales with 3, 4, or 5-points. We offer guidelines for researchers using ordered categorical scales and directions for future research.
Status: Writing Results
Research Type: Scholarly

Title: “A Discrete-Choice Approach to Public Policy”
Status: On-Going
Research Type: Scholarly

Title: "Attribute Embedding: Learning Distributed Representations of Product Attributes from Consumer Reviews”
Description: under 2nd review at Quantitative Marketing and Economics.

Title: "Mining Product Reviews: Market Structure Analysis using Machine Learning and Evolutionary Clustering,"
Description: under 2nd review at the Journal of Marketing.
Research Type: Scholarly

Title: "Solutions for the Conjoint Share‑of‑Choice Problem when Utility is Non-Additive"
Description: under 2nd review, Management Science

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: Factors Influencing Clinicians' Use of Continuous Physiologic Monitors in Bronchiolitis
Organization: Pediatric Academic Societies
Location: San Francisco, CA
Year: 2017

Title: Conjoint duel modeling using price decomposition analysis
Organization: INFORMS
Location: Shanghai, China
Year: 2016

Title: Bounded Conjoint Structures and Loss Aversion
Location: Toronto, Canada
Year: 2016

Title: Solvable Bounded Conjoint Structures & Non-Compensatory Behavior
Location: Lake Louise, Canada
Year: 2016

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