Mitchell Lovett

Mitchell Lovett

Sr Assoc Dean, Education & Innovation
Benjamin Forman Professor of Marketing
Area(s) of Expertise
Marketing
Bio

Professor Lovett joined the Simon Business School in the Fall of 2008. Prior to joining, he earned a BA from Ohio Wesleyan University, an MBA from Boise State University, and a PhD from Duke University, where he was the Sheth Doctoral Consortium Fellow.

Courses
Advanced Marketing Strategy
Core Research Topics In Quantitative Marketing
Analytics Design & Application
Research Interests

Professor Lovett's research interests include quantitative marketing, retail strategy, targeted advertising, advertising content and schedule choices, online and offline word-of-mouth, branding, social media listening, and consumer learning. One stream of Professor Lovett's research focuses on applying and developing empirical methods for political marketing. Current projects in this stream study the dynamics behind why candidates go negative in their political advertising, how candidates can improve their targeting of political ads, and the role of advertising versus social media in influencing voter sentiment. A second stream of research examines entertainment products and how consumers learn about them as they decide whether to continue engaging. Another current stream of research examines how advertising and brand characteristics influence word-of-mouth online and offline and how these two channels differ. Professor Lovett's research has been published in Marketing Science and the Journal of Marketing Research, received research grants and awards, including the from Marketing Science Institute Institute for the Study of Business Markets’ Research Grant Silver Medalist Award, and garnered national media attention in relevant publications such as Ad Age and Marketing News.

Teaching Interests

Professor Lovett has taught Advanced Marketing Strategy, Marketing Research, Marketing Strategy, Advertising Strategy, Consumer Behavior, and PhD Seminars in Quantitative Marketing.

Publications
Learning to set prices
2022
Journal of Marketing Research
Issue
2
Volume
59
Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections
2021
Management Science
Empirical Research on Political Marketing: A Selected Review
2019
Consumer Needs and Solutions
Issue
3
Volume
6
Can Your Advertising Really Buy Earned Impressions? The Effect of Brand Advertising on Word of Mouth
2019
Quantitative Marketing and Economics / Springer
Issue
3
Volume
17
Product Launches with New Attributes: A Conjoint-Consumer Panel Technique for Estimating Demand
2019
Journal of Marketing Research
Issue
5
Volume
56
Mobile Diaries Benchmark Against Metered Measurements: An Empirical Investigation
2018
International Journal of Research in Marketing
Issue
2
Volume
35
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment
2016
Marketing Science
Issue
1
Volume
35
Targeting Political Advertising on Television
2015
Quarterly Journal of Political Science
Issue
3
Volume
10
A Dataset on Brands and their Characteristics
2014
Marketing Science
Issue
4
Volume
33
On Brands and Word of Mouth
2013
The Journal of Marketing Research
Issue
August
Volume
50
Optimal Admission and Scholarship Decisions: Choosing Customized Marketing Offers to Attract A Desirable Mix of Customers
2012
Marketing Science
Issue
4
Volume
31
Marketing and Politics: Models, Behavior and Policy Implications
2012
Marketing Letters
Issue
2
Volume
23
Seeds of Negativity: Knowledge and Money
2011
Marketing Science
Issue
3
Volume
30
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