Duncan Simester

Nanyang Technological University Professor
Professor of Marketing


Duncan Simester Duncan 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

  • Run Field Experiments to Make Sense of Your Big Data

    Making marketing decisions based on an analysis of Big Data can be risky if not done properly, because data seldom reveal the causal links between correlated events.

  • Duncan Simester: The Perils of Execution-Style Thinking

    “Why do managers spend so little time thinking?” asks Duncan Simester, NTU Professor of Marketing at MIT Sloan. “The problem is a relentless focus on execution."

  • Is This Online Review Fake? Here's How to Tell

    How do you know what's a true complaint (or compliment), and what's a business to do about fake reviews?

  • 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...

  • 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...


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

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