Matthew McGranaghan

CV

Publications

Lead Offer Spillovers
Matthew McGranaghan, Jura Liaukonyte, Geoffrey Fisher, and Kenneth C. Wilbur. Marketing Science
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

Working Papers

For Your Baby: Beneficiary Framing Increases Promotion Uptake
Geoffrey Fisher, Matthew McGranaghan, Jura Liaukonyte, and Kenneth C. Wilbur

Works in Progress Papers

TV Advertising and Media Multitasking
Zachary Nolan, Matthew McGranaghan, and Jon Williams
Unwrapping the Effects of Gifted Subscriptions
Zachary Nolan and Matthew McGranaghan
Digital Asset Pricing Models
Zachary Nolan and Matthew McGranaghan
Residual Heterogeneity in Advertising Auctions
Marcel Preuss and Matthew McGranaghan