Customizing Bundles of Experiential Goods: An Application to Performing Arts Ticket Sales
Revised manuscript under review at Marketing Science
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About | Gwen Ahn
Assistant Professor of Marketing
Gwen Ahn
Leeds School of Business
University of Colorado Boulder
My research focuses on understanding and modeling consumer choice, particularly in settings where experiential aspects play an important role, such as live performances, charitable giving, and aesthetic product design. I am especially interested in what drives these choices—what consumers value and how they evaluate alternatives—as well as how consumer valuations and choices evolve over time. I develop quantitative models to investigate these questions, drawing on individual-level longitudinal choice data.
Research interests: Consumer choice, preference heterogeneity, choice dynamics, experiential consumption.
Current work
Selected research
Interpretable Multimodal Forecasting and Generative Design for Dynamic Aesthetic Value
Major revision at Production and Operations Management