Knowledge Creation

John Howard Award for Doctoral Dissertations

PARTNER ORGANIZATION: American Marketing Association

Recognizes excellent marketing doctoral dissertations.

In 1960, the AMA invited top doctoral candidates to present their papers at the annual Marketing Educators’ Conference. In 1967, this recognition process was formalized with the establishment of the Doctoral Dissertation Awards.

The John A. Howard/AMA Doctoral Dissertation Endowment was established in 1992 with the initial gift from Dr. Jagdish Sheth of Emory University in honor of his advisor. The purpose of the endowment is to both assure the continuity of the program and to further promote the importance of the dissertation process.

John Howard was the George E. Warren Professor Emeritus of Business at Columbia University. He was a recognized innovator in the application of basic research in marketing, and consumer and buyer behavior. His numerous marketing texts and articles contributed to the development of the profession for nearly 40 years, before his death in 1999. Howard also taught at the Universities of Illinois, Chicago, Pittsburgh, Western Ontario and Stanford. His leadership in directing doctoral candidates through the dissertation process influenced both the quality of the research and the preparation of current marketing faculty across the country.

Sheth, also internationally recognized for his contributions to marketing and the academic community, developed his dissertation under the guidance of Howard while at the University of Pittsburgh. According to Sheth, “John Howard was a major influence on me both personally and professionally. His devotion to the discipline of marketing and his hard work were an inspiration to all of us who have had the honor and the privilege of working with him. He was a true scholar because he was always eager to learn, challenge, and innovate new concepts and perspectives.”

Students completing the requirements for their doctoral degrees in marketing and consumer behavior-related topics between October 1, 2022 and September 30, 2023 are invited to enter the annual John A. Howard/AMA Doctoral Award Competition.

Graduates from doctoral programs in any part of the world are invited to participate. The award is given annually at the AMA Winter Academic Conference.

Nominations for this award will open in Fall 2023.




Byungyeon Kim

“Managing Relational Sales: The Role of Behavior-Based and Outcome-Based Controls”

Dissertation Chair: Doug J. Chung

Harvard University

Honorable Mentions

“Time-Poor Consumers: Effects on Happiness, Relationships, and Behaviors” by Maria Giulia Trupia

“Consumer Aversions Revisited: From Mechanisms to Solutions; Chapter 1: ‘Why Do Consumers Condemn and Appreciate Experiments?’” by Burcak Bas

“Societal Spillovers of Television Advertising – Social Distancing during a Public Health Crisis” by Ayan Ghosh Dastidar




Yu Ding

“Fact-Checking Matters: A Novel Crowdsourcing Approach for Improving the Information Ecosystem“

Dissertation Chair: Gita V. Johar

Columbia University

Honorable Mentions

“Influencing Consumer Choice for Healthy Foods at the Point of Purchase: The Role of Marketing Communication and Food Pricing Strategies” by Iina Ikonen

“The Effect of Marketing Department Power on Investor Responses to Announcements of AI Adoption in New Product Innovations” by Manjunath Padigar

“Attribute Sentiment Scoring with Online Text Reviews: Accounting for Language Structure and Missing Attribute” by Ishita Chakraborty




Yixing Chen

Linking Marketing to Social and Economic Outcomes: The Case of Cancer Prevention and K-12 Education

Dissertation Chair: Shrihari Sridhar and Vikas Mittal

Mays Business School, Texas A&M University

Honorable Mentions

Irene Nahm, “New Frontiers in Selling: Essays Examining Sales Force Effectiveness in a Changing Environment”

Eugene Pavlov, “Increasing Consumer Engagement with Firm-Generated Social Media Content: The Role of Images and Words”




  • Hana Choi
    Monetization in Product and Display Advertising Marketplaces
    Dissertation Chair: Carl. F Mela
    Duke University

Honorable Mentions

  • Carl-Philip Ahlbom, “How Technology is Evolving In-Store Shopping”
  • Kalinda Ukanwa, “Discrimination in Service”
  • Minkyung Kim, “A Structural Model of a Multitasking Salesforce: Job Task Allocation and Incentive Plan DesignA Structural Model of a Multitasking Salesforce: Job Task Allocation and Incentive Plan Design”


  • Kathleen T. Li
    Three Essays on the Estimation of Average Treatment Effects in Quasi-Experimental Panel Data
    Dissertation Chairs: David R. Bell and Christophe Van den Bulte
    Wharton School, University of Pennsylvania

Honorable Mentions

  • Lauren S. Grewal
  • Liu Liu
  • Francesca Valsesia


  • Amalesh Sharma
    Investigating the Impact of Pace, Rhythm, and Scope of New Product Introduction (NPI) Process on Firm Value
    Dissertation Chair: V Kumar
    J. Mack College of Business, Georgia State University

Honorable Mentions

  • Daniel McCarthy
  • Manpreet Gill


  • Cammy Crolic
    Hedonic Escalation: When Food Just Tastes Better and Better
    Dissertation Chair: Aric Rindflesich
    College of Business at Illinois, University of Illinois


  • Sarang Sunder
    Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) Industry
    Dissertation Chair: V Kumar
    J. Mack Robinson College of Business, Georgia State University


  • Hristina Nikolova
    Individual and Social Dynamics of Self Control
    Dissertation Chairs: Cait Poynor Lamberton and J.Jeffrey Inman,
    Joseph M. Katz Graduate School of Business, University of Pittsburgh


  • Shubhranshu Singh
    “Competition in Corruptible Markets”
    Dissertation Chair: Ganesh Iyer
    Haas School of Business, University of California at Berkeley


  • Seshadri Tirunillai
    “Essays on User-Generated Content and Performance”
    Dissertation Chair: Gerard Tellis
    University of Southern California


  • Matthew Selove
    “How Do Firms Become Different? A Dynamic Model”
    Dissertation Chair: Birger Wernefelt
    MIT Sloan School of Management

Honorable Mentions

  • Elisabeth Honka
    “Quantifying Search and Switching Costs in the U.S. Auto Insurance Industry”
    Dissertation Chair: Pradeep Chintagunta
    University of Chicago Booth School of Business
  • Rom Schrift
    “Complicating Choice “
    Dissertation Chair: Oded Netzer and Ran Kivetz
    Columbia Business School, Columbia University


  • Andrew T. Stephen
    “Marketing Networks 2.0”
    Dissertation Chairs: Don Lehmann and Olivier Toubia
    Columbia University

Honorable Mentions

  • Steven Sweldens
    “Evaluative Conditioning Can Forge Direct and Indirect Affective Responses to Brands”
    Dissertation Chair: Stijn van Osselaer
    Erasmus University
  • Son K. Lam
    “Customer Brand Identification as a Sustainable Competitive Advantage”
    Dissertation Chair: Michael Ahearne
    University of Houston


  • Song Yao
    “A Dynamic Model of Sponsored Search Advertising”
    Advisor: Carl Mela
    Duke University


  • Ka-Chuen (Sam) Hui
    “Analysis of Path Data in Marketing with Application to Grocery Shopping Behavior”
    Advisors: Eric T. Bradlow, Peter S. Fader
    Wharton School, University of Pennsylvania


  • Joseph Redden
    “Reducing Satiation: The Role of Categorization Level”
    Advisor: Stephen J. Hoch
    Wharton School, University of Pennsylvania


  • Harikesh S. Nair
    “Intertemporal Price Discrimination with Forward-Looking Consumers: Application to the U.S. Market for Console Video Games”
    Advisors: Pradeep Chintagunta, Jean-Pierre Dube
    Graduate School of Business, University of Chicago
  • Debora Viana Thompson
    “Feature Fatigue: Examining the Effects of Product Capability and Usability on Choice and Consumption”
    Advisors: Rebecca W. Hamilton, Roland T. Rust
    Robert H. Smith School of Business, University of Maryland


  • Olivier Toubia
    “Generalized Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application”
    Advisor: John R. Hauser
    Columbia Business School
  • Uzma Khan
    “Effect of Future Choices on Current Preferences”
    Advisors: On Amir, John Bargh, Ravi Dhar, Nathan Novemsky; Yale School of Management


  • Shibo Li
    “Modeling Online Browsing and Path Analysis Using Clickstream Data”
    Advisors: Alan Montgomery, Kannan Srinivasan
    Carnegie Mellon University


  • Alina Sorescu
    “Sources and Financial Consequences of Radical Innovation”
    Advisors: Edward A. Blair; University of Houston and Rajesh Chandy University of Minnesota


  • Dina Mayzlin
    “Word of Mouth and Marketing: Influencing and Learning from Consumer Conversations”
    Advisor: Birger Wernerfelt
  • Tom Meyvis
    “Consumers’ Beliefs in Product Benefits: The Effect of Irrelevant Product Information”
    Advisor: Chris Janiszewski
    University of Florida


  • Janice M. Payan
    “Influence Strategy Efficacy in Marketing Channels”
    Advisor: John R. Nevin


  • Lisa E. Bolton
    “The Effects of NonAnalytic and Analytic Thinking in New Product Forecasting”
    Advisor: Joseph W. Alba


  • Werner Reinartz
    “Customer Lifetime Value: An Integrated Empirical Framework for Measurement, Antecedents, and Consequences”


  • Dan Ariely
  • Christophe Van den Bulte


  • Rohini Ahluwalia
  • Jay Handelman


  • Satya Menon
  • Jennifer Aaker
  • Rajesh Sethi


  • Klaus Wertenbroch
  • Susan Fournier
  • Maureen Morrin
  • Ramya Neelamngham
  • Wendy L. Schneier


  • Sukumar Rathnam
  • Sundar Bharadwaj


  • Ravi Dhar
  • Tuelen Erdem
  • A.V. Muthukrishan
  • K. Sivakumar


  • Susan M. Broniarczyk
  • Irene Raj Foster
  • Chai-Un Lim


  • Krishnakumar S. Davey
  • Shantanu Dutta
  • Shankar Ganesan
  • Geeta Menon


  • Aradhna Krishna
  • Dong Hwan Lee
  • Laura Peracchio
  • Sanjit Sengupta


  • Thomas S. Gruca
  • Gurumurthy Kalyanaram
  • Amna Kirmani
  • Devavrat Purohit


  • Michelle Bergadaa
  • Prakash Nedungadi
  • David M. Szymanski


  • Donald W. Barclay
  • Ida E. Berger
  • Amy Seidel Marks


  • Lauranne Buchanan
  • Kevin Lane Keller
  • Ajay K. Manrai
  • Melvin A.J. Menezes


  • Christopher P. Puto
  • John Roberts
  • Gary J. Russell
  • Douglas W. Snetzinger
  • Joe Urbany


  • Gregory S. Carpenter
  • Stephen J. Hoch
  • James M. Lattin
  • Mita Sujan


  • Horst O. Bender
  • Marian C. Burke
  • Rajiv Lal


  • Julie A. Edell
  • Jolita Kisielius
  • Joel H. Steckel


  • Mark S. Albion
  • George John
  • Kenneth J. Wisniewski


  • Roger J. Baran
  • W.C. Buss
  • Goerge C. Hozier Jr.
  • Robert E. Krapfel Jr.
  • Patricia Simmie


  • Marcel Corstjens
  • Wesley J. Johnston


  • Leigh McAlister
  • Steven Palesy
  • Fredrica Rudell
  • Jerry Wharton
  • Pierre Windal


  • Philip D. Cooper
  • Paul W. Farris
  • Bernard R. Parker
  • Laurence R. Takeuchi
  • Barton A. Weitz
  • Russell S. Winer


  • Reinhard Angelmar
  • Richard P. Bagozzi
  • Labdhi R. Bhandari
  • Roger J. Calantone
  • Jean-Louis Chandon
  • Pradeep Kakkar
  • Alice M. Tybout
  • James B. Wiley


  • Paul Busch
  • John S. Cady
  • Dan Horsky
  • Nonyelu G. Nwokoye
  • Michael L. Rothschild
  • Charles M. Schaninger


  • Douglass K. Hawes
  • Christoper E. Hetzel
  • Arun K. Jain
  • Richard J. Lutz
  • Dounald J. Messmer
  • Michael R. Taylor


  • Olli T. Ahtola
  • Russell W. Belk
  • Robert C. Camp
  • Roger M. Heeler
  • Thomas P. Hustad
  • Kenneth J. Roering
  • Adrian B. Ryans
  • Gerald W. Stiles
  • Edward C. Strong
  • Albert R. Wildt
  • H. Clifton Young


  • Gary Armstrong
  • Douglas Brooks
  • Richard P. Carr, Jr.
  • John A. Czapiel
  • Gary M. Grikscheit
  • H. Keith Hunt
  • Theodore F. Smith
  • Peter L. Wright
  • Julian E. Ydelson


  • Luis V. Dominguez
  • John T. Hasenjaeger
  • Douglas L. MacLachlan
  • David B. Mackay
  • Frederick A. Russ
  • Alan G. Sawyer
  • Robert B. Settle
  • Ronald E. Turner
  • William L. Wilkie


  • Evan E. Anderson
  • V. Parker Lessig
  • Lyman E. Ostlund
  • Vithala R. Rao
  • Randall L. Schultz
  • Benson P. Shapiro
  • Richard Staelin
  • Frederick Wiseman


  • Donald R. Lehmann
  • George C. Michael
  • Lester A. Neidell
  • Thomas Eugene Ness
  • William H. Peters
  • Eli Seggev
  • Ernest B. Uhr
  • James L. Wiek


  • Manuel S. Alba
  • Dennis H. Gensch
  • Irwin Gross
  • Masao Nakaniski
  • Leonard J. Parsons
  • Tanniru R. Rao
  • S. Prakash Sethi


  • Wendell E. Clement
  • Charles D. Greenidge
  • Thomas S. Robertson
  • James R. Taylor
  • Cyrus C. Wilson


  • John Arndt
  • Gilbert A. Churchill, Jr.
  • Robert M. Fulmer
  • Glen L. Urban


  • Peter D. Bennett
  • Edward L. Grubb
  • Richard J. Lewis
  • John C. Narver
  • John K. Ryans, Jr.


  • Ale. E. Birdwell
  • Charles L. Broome
  • Douglas J. Dalrymple
  • Roger Dickinson
  • Jacob M. Duker
  • Richard W. Hansen
  • James F. Kane
  • Allan V. Palmer
  • Robert E. J. Snyder


  • William E. Bell
  • G. David Hughes
  • Charles S. Mayer
  • Thomas F. Schutte
  • Montrose Sommers


  • Donald F. Cox
  • Raymond M. Haas
  • William M. Morgenroth
  • Francesco M. Nicosia
  • Stanley J. Shapiro


  • Thomas L. Berg
  • Robert C. Brooks, Jr.
  • John R. Davidson
  • Samuel V. Smith
  • Robert E. Weigand


  • Louis P. Bucklin
  • Robert L. Clewett
  • George L. Herpel
  • Wayland A. Tonning
  • H. Nicholas Windeshausen
  • James H. Wolter