Duncan Simester

Nanyang Technological University Professor
Professor of Marketing


Duncan SimesterDuncan Simester investigates retail pricing and how customers form inferences about competitive prices from common marketing cues such as sale signs, price endings, installment billing offers, and credit card logos. Simester also investigates how operations research techniques can be used to optimize marketing decisions. His current work explores the long-term costs of stockouts, the long-term impact of promotion decisions, dynamic catalog mailing decisions, and adaptive techniques for the optimal design of pricing and product decisions. Other work investigates the allocation of ownership in channel relationships, and the adaptive design of market research instruments. His research is often inter-disciplinary in nature, using methodologies developed in economics or operations research to make contributions to the academic literature. The research relies heavily on industry participation, and includes many large-scale field tests conducted with a variety of direct marketing companies and other retail firms.

Faculty Media

  • Beware the Negative Review

    A recent study by MIT Sloan Professor Duncan Simester and Eric T. Anderson of Kellogg School of Management of Northwestern University, found that approximately 5% of product reviews on a large...

  • Does the return of manufacturing to the U.S. mean more jobs?

  • Deception in online reviews: a bigger issue than we might have thought

    Online companies are already struggling to deal with cyber-shilling, where people or companies are paid to post negative or positive reviews about products or services. But new research suggests...

  • Why Do Some Gamers Post Fake Negative Reviews?

    Marketing researchers at Northwest University and MIT looked at consumer reviews on an online clothing store, cross-referenced against the retailer's records of the consumer's actual...

  • MIT Study: Even Loyal Customers Write Deceptive Reviews

    Even a company's loyal customers are inclined to write negative reviews about its products, regardless of whether the customers actually have purchased the products, according to new research...

  • Duncan Simester on Black Friday Shopping

    WBUR's Bob Oakes speaks with MIT Sloan Professor Duncan Simester about Black Friday and retailers' high expectations this holiday shopping season.

  • What Is the Real Reason for Which Retailers Display Prices Ending in 99?

    How many times have you walked among the shelves of a supermarket or a bookstore only to find out that all reduced products were at costs of $14.99 or $20.99? Experts have an explanation for these...

  • Duncan Simester on Customer Response: Why Guess and Get It Wrong?

    The business pages are filled with examples of companies that have taken big hits to their brands because they've made marketing decisions that ran afoul of customer expectations. Take Netflix, and...

  • Is the Mobile Web Changing Your Purchasing Behavior?

    Has your smartphone changed how you make buying decisions? If so, youre not alone, according to an interesting presentation that MIT Sloan School Professor Duncan Simester gave as part of an MIT...

  • Big Retailers Such as Nordstrom, Macy's Embrace Digital Revolution

    Many big-name retailers like Nordstrom are changing the way consumers interact with merchandise by blurring the line between digital and physical shopping, retail experts say. It is being seen as...


Contact Information

Office: E62-542
Phone: 617-258-0679
Fax: 617-258-7579
Email: simester@mit.edu
Website: http://web.mit.edu/simester/Public/
Support Staff
Name: Christina Sherman
Phone: (617) 324-4095

Understanding the Customer Decision Process: Why Good Products Fail
Learn how customers evaluate whether a product or service creates value.