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Stephan Seiler

Associate Professor of Marketing
Fletcher Jones Faculty Scholar for 2016-2017

PhD (Economics), London School of Economics, 2011
MSc (Economics), London School of Economics, 2006
Diplom-Volkswirt, Universität Freiburg, 2005


Contact Information

     650-725-3082
    sseiler@stanford.edu
     Graduate School of Business, Stanford University
         655 Knight Way, Stanford, CA 94305
    Stanford GSB Faculty Profile

Recent Research / News

Large-Scale Demand Estimation & Optimal Price Setting in Online Retail

Many online retailers sell hundreds of different products, which makes optimal price setting a difficult task that requires the retailer to understand substitution patterns between similar products in their assortment. In a new working paper (joint with Tomomichi Amano and Andrew Rhodes) we propose a demand model that leverages information on which products consumers tend to search (i.e. browse) together before making a purchase. Such data on search behavior is often collected by online retailers, more abundant than purchase data, and highly informative about product similarity and hence substitutability.

New working paper on the Impact of Soda Taxes

In a new working paper (joint with Anna Tuchman and Song Yao), we study how consumers reacted to the Philadelphia soda tax using detailed supermarket scanner data. We find that the tax leads to a 34% price increase and a 46% reduction in sales in Philadelphia. There is no substitution to untaxed beverages (water and natural juices), but a large amount of cross-shopping to stores outside of Philadelphia. After taking into account cross-shopping, the total demand reduction is equal to only 22%. We do not detect a significant reduction in calorie and sugar intake. 

Our research has been covered by National Review, NPR, and MarketWatch.

Runner-up for Dick Wittink best paper award: Advertising Impact along the Conversion Funnel

My paper “The Impact of Advertising Along the Conversion Funnel” with Song Yao was the runner-up for the Dick Wittink best paper award at the QME journal. In the paper, we analyze advertising effectiveness along the conversion funnel in brick-and-mortar supermarkets using novel “path-tracking” data on consumers’ movement in the store. The interview below provides a short summary of our findings.

One-stop shopping in supermarkets leads to lower prices for consumers

We analyze how the convenience of one-stop shopping at supermarkets leads to complementary price effects across categories. Such effects occur because a price increase in one category might lead consumers to make all their purchases elsewhere. The threat of such losses in other categories leads to lower prices across the broad which benefits consumers. Our research on this topic (with Pasquale Schiraldi, Howard Smith and Øyvind Thomassen) was recently published in the American Economic Reviewand is summarized in this Stanford Insights article.