Research

Journals

Substitution Patterns and Price Response for Plant-Based Meat Alternatives
Steffen Jahn, Daniel Guhl, & Ainslee Erhard (2024)
PNAS, 121(50), e2319016121
Web Appendix Code & Data

Tracking time-varying brand equity using household panel data
Daniel Guhl (2024)
Journal of Business Research, 182, 114799

Crossing incentive alignment and adaptive designs in choice-based conjoint: A fruitful endeavor
Verena Sablotny-Wackershauser, Marcel Lichters, Daniel Guhl, Paul Bengart, & Bodo Vogt (2024)
Journal of the Academy of Marketing Science, 52(3), 610–633
Web Appendix Code & Data

Predicting and optimizing marketing performance in dynamic markets
Daniel Guhl, Friederike Paetz, Udo Wagner, & Michel Wedel (2024)
OR Spectrum, 46(1), 1–27

Comparing the effectiveness of rewards and individually targeted coupons in loyalty programs
Sebastian Gabel & Daniel Guhl (2022)
Journal of Retailing, 98(3), 395–411
Web Appendix

Price Personalisation Technology in Retail Stores: Examining the Role of Users’ Trust.
Rabea Schrage, Peter Kenning, Daniel Guhl, & Sebastian Gabel (2020)
41st International Conference on Information Systems (ICIS)

Behavioral biases in marketing
Katharina Dowling, Daniel Guhl, Daniel Klapper, Martin Spann, Lucas Stich, & Narine Yegoryan (2020)
Journal of the Academy of Marketing Science, 48(3), 449–477

Inferring attribute non-attendance using eye tracking in choice-based conjoint analysis Narine Yegoryan, Daniel Guhl, & Daniel Klapper (2020)
Journal of Business Research, 111, 290–304

Addressing endogeneity in aggregate logit models with time-varying parameters for optimal retail-pricing
Daniel Guhl (2019)
European Journal of Operational Research, 277, 684–698

P2V-MAP: Mapping Market Structures for Large Retail Assortments
Sebastian Gabel, Daniel Guhl, & Daniel Klapper (2019)
Journal of Marketing Research, 56(4), 557–580
Web Appendix Code

Flexible estimation of time-varying effects for frequently purchased retail goods: a modeling approach based on household panel data
Bernhard Baumgartner, Daniel Guhl, Thomas Kneib, & Winfried J. Steiner (2018)
OR Spectrum, 40(4), 837–873

Estimating time-varying parameters in brand choice models: A semiparametric approach
Daniel Guhl, Bernhard Baumgartner, Thomas Kneib, & Winfried J. Steiner (2018)
International Journal of Research in Marketing, 35(4), 394–414
Web Appendix

Understanding Differences in Segment-specific Willingness-to-pay for the Fair Trade Label
Friederike Paetz & Daniel Guhl (2017)
Marketing ZFP – Journal of Research and Management, 39(4), 38–47

Multinomial Logit Models in Marketing – From Fundamentals to State-of-the-Art
Ossama Elshiewy, Daniel Guhl, & Yasmin Boztug (2017)
Marketing ZFP – Journal of Research and Management, 39(3), 32–49
Code

Measuring Marketing Success: Estimating the Effect of Social Media and TV Advertising on Brand Attention
Daniel Guhl, Hannah Winkler von Mohrenfels, Jannina Abshagen, & Daniel Klapper (2016)
Marketing ZFP – Journal of Research and Management, 38(1), 44–54

How Customer Satisfaction with Respect to Price and Quality Affects Customer Retention: An Integrated Approach Considering Nonlinear Effects
Winfried J. Steiner, Florian U. Siems, Anett Weber, & Daniel Guhl (2014)
Journal of Business Economics, 84(6), 879–912

Carry Over- und Lag-Effekte in der Werbung
Hartwig Steffenhagen & Daniel Guhl (2011)
WiSt – Wirtschaftswissenschaftliches Studium, 40(11), 571–577

Die Vorteilhaftigkeit handelsgerichteter Konditionen eines Herstellers – Ein spieltheoretischer Untersuchungsansatz
Markus Kunter & Daniel Guhl (2010)
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 62(7), 744–769

Preprints

Create or Curate: The Impact of Content Quantity, Focus and Appeal on Driving Subscriptions
Daniel Guhl, Michaela Draganska, & Pradeep Chintagunta (2025)

Experimental Evidence on Structural State Dependence in Demand
Sebastian Gabel, Daniel Guhl, Günter J. Hitsch, & Joe Kook (2024)
R&R at Marketing Science

Dynamic Heterogeneity in Discrete Choice Experiments
Niklas Hagemann, Daniel Guhl, Thomas Kneib, Kathrin Möllenhoff, & Winfried J. Steiner (2024)
R&R at the Journal of Applied Econometrics

When Zeros Count: Confounding in Preference Heterogeneity and Attribute Non-Attendance
Narine Yegoryan, Daniel Guhl, & Friederike Paetz (2023)