Publications
| Price Promotions, Beneficiary Framing, and Mental Accounting
Geoffrey Fisher, Matthew McGranaghan, Jura Liaukonyte, and Kenneth C. Wilbur. Quantitative Marketing and Economics (2023) |
| How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift Matthew McGranaghan, Jura Liaukonyte, and Kenneth C. Wilbur. Marketing Science (2022) |
| Lead Offer Spillovers Matthew McGranaghan, Jura Liaukonyte, Geoffrey Fisher, and Kenneth C. Wilbur. Marketing Science (2019) |
Working Papers
| Unwrapping the Effects of Gifted Subscriptions Zachary Nolan and Matthew McGranaghan |
Works in Progress
| TV Advertising and Media Multitasking Zachary Nolan, Matthew McGranaghan, and Jon Williams |
| Digital Asset Pricing Models Zachary Nolan and Matthew McGranaghan |
| Residual Heterogeneity in Advertising Auctions Marcel Preuss and Matthew McGranaghan |