Carl Frederick Mela | Scholars@Duke

Carl Frederick Mela
T. Austin Finch Foundation Distinguished Professor of Business Administration

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation.

Prof. Mela applies economic and statistical models to generate insights regarding the long-term effects of marketing activity on brand equity as well as the role the Internet and new media on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, the Journal of Consumer Research and have received or been a finalist for thirty best paper awards including the INFORMS John D.C. Little Award and the American Marketing Association’s William O’Dell and Paul Green Awards.

Prof. Mela serves or has served as an Associate Editor of the Journal of Marketing Research, and Quantitative Marketing and Economics and is on the editorial boards of the Marketing Science, Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever and Information Resources, Incorporated. His home page is located at http://www.duke.edu/~mela.

Current Appointments & Affiliations

T. Austin Finch Foundation Distinguished Professor of Business Administration, Fuqua School of Business, Duke University 2009
Professor of Business Administration, Fuqua School of Business, Duke University 2005

Contact Information

A325 Fuqua Sch of Bus, Durham, NC 27708
Box 90120, Durham, NC 27708-0120
mela@duke.edu (919) 660-7767
See Fuqua Faculty Profile

Background
Education, Training, & Certifications
- Ph.D., Columbia University 1993
- M.Phil., Columbia University 1992
- M.B.A., University of California - Los Angeles 1987
- B.S.E.E., Brown University 1983
Previous Appointments & Affiliations
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 2001 - 2005
- Associate Professor of Business Administration, Fuqua School of Business, Duke University 1999 - 2001
Recognition
In the News
- JUN 14, 2021 Fuqua School of Business
  
  How Short-Term Profits Can Mask A Brand’s Long-Term Losses
- FEB 25, 2020 Fuqua School of Business
  
  How Online Marketplaces Can Squeeze More Profits from Third-Party Sales
- NOV 2, 2017 Fuqua School of Business
  
  Get Ready for Targeted Ads on Digital TV
- SEP 29, 2016
  
  Online Shopping Searches Go Far, But Not Wide
- OCT 14, 2015
  
  Fuqua Research Advises Web Developers: Too Much Content Can Hurt
- OCT 14, 2015 Duke Today
  
  Fuqua Research Advises Web Developers: Too Much Content Can Hurt
Awards & Honors
Research
External Relationships
- Google LLC
Publications & Artistic Works
Selected Publications
- Academic Articles
  - Deighton, J. A., C. F. Mela, and C. Moorman. “Marketing Thinking and Doing.” Journal of Marketing 85, no. 1 (January 1, 2021): 1–6. https://doi.org/10.1177/0022242920977093.
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  - Oblander, E. S., S. Gupta, C. F. Mela, R. S. Winer, and D. R. Lehmann. “The past, present, and future of customer management.” Marketing Letters 31, no. 2–3 (September 1, 2020): 125–36. https://doi.org/10.1007/s11002-020-09525-9.
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  - Arcidiacono, P., P. B. Ellickson, C. F. Mela, and J. D. Singleton. “The competitive effects of entry: Evidence from supercenter expansion.” American Economic Journal: Applied Economics 12, no. 3 (July 1, 2020): 175–206. https://doi.org/10.1257/app.20180047.
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  - Choi, H., C. F. Mela, S. R. Balseiro, and A. Leary. “Online display advertising markets: A literature review and future directions.” Information Systems Research 31, no. 2 (June 1, 2020): 556–75. https://doi.org/10.1287/ISRE.2019.0902.
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  - Roos, J. M. T., C. F. Mela, and R. Shachar. “The Effect of Links and Excerpts on Internet News Consumption.” Journal of Marketing Research 57, no. 3 (June 1, 2020): 395–421. https://doi.org/10.1177/0022243720913029.
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  - Choi, H., and C. F. Mela. “Monetizing online marketplaces.” Marketing Science 38, no. 6 (January 1, 2019): 948–72. https://doi.org/10.1287/mksc.2019.1197.
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  - Deng, Y., and C. F. Mela. “TV viewing and advertising targeting.” Journal of Marketing Research 55, no. 1 (February 1, 2018): 99–118. https://doi.org/10.1509/jmr.15.0421.
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  - Bronnenberg, B. J., J. B. Kim, and C. F. Mela. “Zooming in on choice: How do consumers search for cameras online?” Marketing Science 35, no. 5 (September 1, 2016): 693–712. https://doi.org/10.1287/mksc.2016.0977.
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  - Ahn, D. Y., J. A. Duan, and C. F. Mela. “Managing user-generated content: A dynamic rational expectations equilibrium approach.” Marketing Science 35, no. 2 (March 1, 2016): 284–303. https://doi.org/10.1287/mksc.2015.0937.
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  - Hahn, P. R., I. Goswami, and C. F. Mela. “A bayesian hierarchical model for inferring player strategy types in a number guessing game.” Annals of Applied Statistics 9, no. 3 (September 1, 2015): 1459–83. https://doi.org/10.1214/15-AOAS830.
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  - Zhou, B., C. F. Mela, and W. Amaldoss. “Do firms endowed with greater strategic capability earn higher profits?” Journal of Marketing Research 52, no. 3 (June 1, 2015): 325–36. https://doi.org/10.1509/jmr.13.0616.
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  - Huber, J., W. Kamakura, and C. F. Mela. “A Topical History of JMR.” Journal of Marketing Research 51, no. 1 (February 1, 2014): 84–91. https://doi.org/10.1509/jmr.51.1.02.
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  - Mela, Carl F., Jason Roos, and Yiting Deng. “Invited Paper--A Keyword History of Marketing Science.” Marketing Science 32, no. 1 (September 2013): 8–18.
  - Mela, C. F., J. Roos, and Y. Deng. “A keyword history of Marketing Science.” Marketing Science 32, no. 1 (January 1, 2013): 8–18. https://doi.org/10.1287/mksc.1120.0764.
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  - Yao, S., C. F. Mela, J. Chiang, and Y. Chen. “Determining consumers' discount rates with field studies.” Journal of Marketing Research 49, no. 6 (January 1, 2012): 822–41. https://doi.org/10.1509/jmr.11.0009.
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  - Mela, Carl F. “Structural Workshop Paper--Data Selection and Procurement.” Marketing Science 30, no. 6 (November 2011): 965–76.
  - Yao, S., and C. F. Mela. “A dynamicmodel of sponsored search advertising.” Marketing Science 30, no. 3 (May 1, 2011): 447–68. https://doi.org/10.1287/mksc.1100.0626.
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  - Mela, C. F. “Structural workshop paper data selection and procurement.” Marketing Science 30, no. 6 (January 1, 2011): 965–76. https://doi.org/10.1287/mksc.1110.0650.
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  - Ataman, M. B., H. J. Van Heerde, and C. F. Mela. “The long-term effect of marketing strategy on brand sales.” Journal of Marketing Research 47, no. 5 (January 1, 2010): 866–82. https://doi.org/10.1509/jmkr.47.5.866.
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  - Bronnenberg, B. J., J. P. Dubé, and C. F. Mela. “Do digital video recorders influence sales?” Journal of Marketing Research 47, no. 6 (January 1, 2010): 998–1010. https://doi.org/10.1509/jmkr.47.6.998.
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  - Yao, S., and C. F. Mela. “Sponsored search auctions: Research opportunities in marketing.” Foundations and Trends in Marketing 3, no. 2 (November 6, 2009): 75–126. https://doi.org/10.1561/1700000013.
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  - Duan, J. A., and C. F. Mela. “The role of spatial demand on outlet location and pricing.” Journal of Marketing Research 46, no. 2 (January 1, 2009): 260–78. https://doi.org/10.1509/jmkr.46.2.260.
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  - Bronnenberg, B. J., J. P. Dubé, C. F. Mela, P. Albuquerque, T. Erdem, B. Gordon, D. Hanssens, G. Hitsch, H. Hong, and B. Sun. “Measuring long-run marketing effects and their implications for long-run marketing decisions.” Marketing Letters 19, no. 3–4 (December 1, 2008): 367–82. https://doi.org/10.1007/s11002-008-9055-0.
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  - Ataman, M. B., C. F. Mela, and H. J. Van Heerde. “Building brands.” Marketing Science 27, no. 6 (November 1, 2008): 1036–54. https://doi.org/10.1287/mksc.1080.0358.
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  - Gupta, Sunil, and Carl F. Mela. “What is a free customer worth? Armchair calculations of nonpaying customers' value can lead to flawed strategies.” Harvard Business Review 86, no. 11 (November 2008): 102–38.
  - Yao, S., and C. F. Mela. “Online auction demand.” Marketing Science 27, no. 5 (September 1, 2008): 861–85. https://doi.org/10.1287/mksc.1070.0351.
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  - Bronnenberg, B. J., M. W. Kruger, and C. F. Mela. “The IRI marketing data set.” Marketing Science 27, no. 4 (July 1, 2008): 745–48. https://doi.org/10.1287/mksc.1080.0450.
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  - Ansari, A., C. F. Mela, and S. A. Neslin. “Customer Channel Migration.” Journal of Marketing Research 45, no. 1 (February 1, 2008): 60–76. https://doi.org/10.1509/jmkr.45.1.060.
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  - Ansari, A., C. F. Mela, and S. A. Neslin. “Customer channel migration.” Journal of Marketing Research 45, no. 1 (January 1, 2008): 60–75. https://doi.org/10.1509/jmkr.45.1.60.
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  - Lodish, Leonard M., and Carl F. Mela. “If brands are built over years, why are they managed over quarters?” Harvard Business Review 85, no. 7–8 (July 2007): 104–92.
  - Du, R. Y., W. A. Kamakura, and C. F. Mela. “Size and share of customer wallet.” Journal of Marketing 71, no. 2 (April 1, 2007): 94–113. https://doi.org/10.1509/jmkg.71.2.94.
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  - Ataman, M. B., C. F. Mela, and H. J. Van Heerde. “Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding.” Journal of Marketing Research 44, no. 1 (February 1, 2007): 14–20. https://doi.org/10.1509/jmkr.44.1.014.
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  - Ataman, M. B., C. F. Mela, and H. J. Van Heerde. “Consumer packaged goods in France: National brands, regional chains, and local branding.” Journal of Marketing Research 44, no. 1 (January 1, 2007): 14–20. https://doi.org/10.1509/jmkr.44.1.14.
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  - Bronnenberg, B. J., C. F. Mela, and W. Boulding. “The periodicity of pricing.” Journal of Marketing Research 43, no. 3 (January 1, 2006): 477–93. https://doi.org/10.1509/jmkr.43.3.477.
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  - Kamakura, W., C. F. Mela, A. Ansari, A. Bodapati, P. Fader, R. Iyengar, P. Naik, et al. “Choice models and customer relationship management.” Marketing Letters 16, no. 3–4 (December 1, 2005): 279–91. https://doi.org/10.1007/s11002-005-5892-2.
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  - Moorman, C., R. Du, and C. F. Mela. “The effect of standardized information on firm survival and marketing strategies.” Marketing Science 24, no. 2 (March 1, 2005): 263–74. https://doi.org/10.1287/mksc.1040.0094.
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  - Bronnenberg, B. J., and C. F. Mela. “Market roll-out and retailer adoption for new brands.” Marketing Science 23, no. 4 (September 1, 2004). https://doi.org/10.1287/mksc.1040.0072.
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  - Bronnenberg, Bart J., and Carl F. Mela. “Market Roll-Out and Retailer Adoption for New Brands.” Marketing Science 23, no. 4 (September 2004): 500–518.
  - Van Heerde, H. J., C. F. Mela, and P. Manchanda. “The dynamic effect of innovation on market structure.” Journal of Marketing Research 41, no. 2 (January 1, 2004): 166–83. https://doi.org/10.1509/jmkr.41.2.166.28669.
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  - Ansari, A., and C. F. Mela. “E-customization.” Journal of Marketing Research 40, no. 2 (January 1, 2003): 131–45. https://doi.org/10.1509/jmkr.40.2.131.19224.
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  - Bucklin, R. E., J. M. Lattin, A. Ansari, S. Gupta, D. Bell, E. Coupey, J. D. C. Little, C. Mela, A. Montgomery, and J. Steckel. “Choice and the Internet: From Clickstream to Research Stream.” Marketing Letters 13, no. 3 (December 1, 2002): 245–58. https://doi.org/10.1023/A:1020231107662.
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  - Mela, C. F., and P. K. Kopalle. “The impact of collinearity on regression analysis: The asymmetric effect of negative and positive correlations.” Applied Economics 34, no. 6 (January 1, 2002): 667–77. https://doi.org/10.1080/00036840110058482.
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  - Alba, J. W., C. F. Mela, T. A. Shimp, and J. E. Urbany. “The effect of discount frequency and depth on consumer price judgments.” Journal of Consumer Research 26, no. 2 (January 1, 1999): 99–114. https://doi.org/10.1086/209553.
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  - Jedidi, K., C. F. Mela, and S. Gupta. “Managing advertising and promotion for long-run profitability.” Marketing Science 18, no. 1 (January 1, 1999): 1–22. https://doi.org/10.1287/mksc.18.1.1.
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  - Kopalle, P. K., C. F. Mela, and L. Marsh. “The dynamic effect of discounting on sales: Empirical analysis and normative pricing implications.” Marketing Science 18, no. 3 (January 1, 1999): 317–32. https://doi.org/10.1287/mksc.18.3.317.
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  - Mela, C. F., K. Jedidi, and D. Bowman. “The Long-Term Impact of Promotions on Consumer Stockpiling Behavior.” Journal of Marketing Research 35, no. 2 (May 1, 1998): 250–62. https://doi.org/10.1177/002224379803500210.
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  - Mela, C. F., K. Jedidi, and D. Bowman. “The long-term impact of promotions on consumer stockpiling behavior.” Journal of Marketing Research 35, no. 2 (January 1, 1998): 250–62. https://doi.org/10.2307/3151852.
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  - Mela, C. F., S. Gupta, and K. Jedidi. “Assessing long-term promotional influences on market structure.” International Journal of Research in Marketing 15, no. 2 (January 1, 1998): 89–107. https://doi.org/10.1016/s0167-8116(97)00041-4.
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  - Wilkie, W. L., C. F. Mela, and G. T. Gundlach. “Does "Bait and Switch" really benefit consumers?” Marketing Science 17, no. 3 (January 1, 1998): 273–82. https://doi.org/10.1287/mksc.17.3.273.
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  - Wilkie, W. L., C. F. Mela, and G. T. Gundlach. “Does "Bait and Switch" really benefit consumers? Advancing the discussion.” Marketing Science 17, no. 3 (January 1, 1998): 290–93. https://doi.org/10.1287/mksc.17.3.290.
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  - Mela, C. F., S. Gupta, and D. R. Lehmann. “The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.” Journal of Marketing Research 34, no. 2 (May 1, 1997): 248–61. https://doi.org/10.1177/002224379703400205.
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  - Mela, C. F., S. Gupta, and D. R. Lehmann. “The long-term impact of promotion and advertising on consumer brand choice.” Journal of Marketing Research 34, no. 2 (January 1, 1997): 248–61. https://doi.org/10.2307/3151862.
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  - Meyer, R., T. Erdem, F. Feinberg, I. Gilboa, W. Hutchinson, A. Krishna, S. Lippman, et al. “Dynamic influences on individual choice behavior.” Marketing Letters 8, no. 3 (January 1, 1997): 349–60. https://doi.org/10.1023/A:1007968706676.
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  - Mela, C. F., and J. E. Urbany. “Inferences about pricing and promotion.” Edited by K. P. Corfman and J. G. Lynch. Advances in Consumer Research, Vol 23 23 (January 1, 1996): 78–79.
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  - Mela, C. F., and D. R. Lehmann. “Using fuzzy set theoretic techniques to identify preference rules from interactions in the linear model: an empirical study.” Fuzzy Sets and Systems 71, no. 2 (April 28, 1995): 165–81. https://doi.org/10.1016/0165-0114(94)00266-A.
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  - Harlam, B. A., A. Krishna, D. R. Lehmann, and C. Mela. “Impact of bundle type, price framing and familiarity on purchase intention for the bundle.” Journal of Business Research 33, no. 1 (January 1, 1995): 57–66. https://doi.org/10.1016/0148-2963(94)00014-6.
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- Book Sections
  - Mela, C. F., and J. Urbany. “Promotion Over Time: Exploring Expectations and Explanations.” In Advances in Consumer Research, edited by M. Brucks and D. MacInnis, 529–35. Association for Consumer Research, 1997.
  - Mela, C. F., and J. Urbany. “Special Session: Inferences About Pricing and Promotion.” In Advances in Consumer Research, edited by K. Corfman and J. Lynch, 78–79. Provo: Association for Consumer Research, 1996.
- Scholarly Editions
  - Ahn, Dae-Yong, Jason A. Duan, and Carl F. Mela. “An Equilibrium Model of User Generated Content,” October 1, 2011.
  - Yao, Song, and Carl F. Mela. “A Dynamic Model of Sponsored Search Advertising,” n.d.
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- Conference Papers
  - Weber, J. A., and C. F. Mela. “Using spreadsheet models to teach quantitative methods in marketing to undergraduate marketing students.” In 1995 Ama Winter Educators’ Conference Marketing Theory and Applications, edited by D. W. Stewart and N. J. Vilcassim, 6:34–45. AMER MARKETING ASSOC, 1995.
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Teaching & Mentoring
Recent Courses
- BA 990S: Special Topics 2022
- MARKETNG 549Q: Digital Marketing 2021
- MARKETNG 898: Special Topics 2021
- MARKETNG 899: Independent Study 2021
Scholarly, Clinical, & Service Activities
Service to Duke
- Bass Connections Faculty Advisory Council. 2012 - 2014 2012 - 2014

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Education, Training, & Certifications

Previous Appointments & Affiliations

In the News

Awards & Honors

External Relationships

Selected Publications

Academic Articles

Book Sections

Scholarly Editions

Conference Papers

Recent Courses

Service to Duke