Bryan Bollinger - Professor of Marketing, Dartmouth College Tuck School of Business

Dartmouth College Tuck School of Business

Bryan Bollinger
Professor of Marketing

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Published/Accepted

Energy and Environment

"Sustainable Product Profit Potential and Availability" with Randi Kronthal-Sacco and Levin Zhu (Journal of Marketing, accepted)

"Promotional Campaign Duration and Word-of-Mouth in Solar Panel Adoption" with Ken Gillingham, Stefan Lamp, and Tsvetan Tsvetanov (2024, Marketing Science 43(5): 1132-1148)
With support from the Department of Energy
2022 Gary Lilien Practice Prize finalist

"Reducing Emissions across the Consumption Cycle and an Agenda for Future Research on Consumers and Climate Change: Introduction to the Special Issue on Climate Change" (commentary) with Karen Page Winterich and Rebecca Walker Reczek (2023, Journal of the Association for Consumer Research, 8(3): 237-241)

"Making Pro-Social Social: The Effectiveness of Social Proof for Energy Conservation using Social Media" with Ken Gilligham and Kelley Gullo (2023, Journal of the Association of Consumer Research, 8(3): 290-300)

"Visibility and Peer Influence in Durable Good Adoption" with Kenneth Gillingham, Steve Sexton, and Justin Kirpatrick (2022, Marketing Science, 41(3): 453-476)
With support from the Department of Energy and the Duke Energy Initiative

"What is the Value of Conformity? Evidence from Home Landscaping and Water Conservation" with Jesse Burkhardt, Nathan Chan, and Kenneth Gillingham

"Social Learning and Solar Photovoltaic Adoption: Evidence From a Field Experiment" with Kenneth Gillingham (2021, Management Science, 67(11): 7091-7112)
With support from the Department of Energy

"Field Experimental Evidence Shows that Self-Interest Attracts More Sunlight" with Kenneth Gillingham and Marten Ovaare (2020, Proceedings of the National Academy of Sciences, 117(34): 20503-20510)
With support from the Department of Energy

"Peer Effects in Residential Water Conservation: Evidence from Migration" with Kenneth Gillingham and Jesse Burkhardt (2020, American Economic Journal: Economic Policy, 12(3): 107-133)

"Information versus Automation and Implications for Dynamic Pricing" with Wesley Hartmann (2020, Management Science, 66(1): 290-314)

"Credibility-Enhancing Displays Promote the Provision of a Non-Normative Public Good" with Gordon Craft-Todd, Stefan Lamp, David Rand, and Kenneth Gillingham (2018, Nature, 563(7730): 245)
With support from the Department of Energy
Recipient of the AMA-EBSCO Responsible Research in Marketing award

"Green Technology Adoption: An Empirical Study of the Southern California Garment Cleaning Industry" (2015, Quantitative Marketing and Economics, 13(4): 319-358)
With support from the Environmental Protection Agency

"Peer Effects in the Diffusion of Solar Photovoltaic Panels" with Kenneth Gillingham (2012, Marketing Science, 31(6): 900-912)

Solarize Guidebook

"Solarize Your Community: An Evidence-Based Guide for Accelerating the Adoption of Residential Solar" with Kenneth Gillingham
With support from the Department of Energy

Health

"Local Excise Taxes, Sticky Prices, and Spillovers: Evidence from Berkeley's Soda Tax" with Steven Sexton (2023, Quantitative Marketing and Economics, 21(2): 281-331)

"Educational Campaigns for Product Labels: Evidence from On-Shelf Nutritional Labeling" with David Hammond, Erin Hobin, Eli Liebman, and Jocelyn Sacco (2022, Journal of Marketing Research, 58(6): 153-172)

"Predicting Changes in Patient Choice of Preventive Healthcare after Celebrity Diagnoses" with Stacy Wood (2020, Journal of the Association for Consumer Research, 5(3): 302-310)

"Shoppers Response to an On-shelf Nutrition Labelling System in Supermarkets: Evidence to Inform Policy and Practice" with Erin Hobin, Eli Liebman, Jocelyn Sacco, Lana Vanderlee, Fei Zuo, Laura Rosella, Heather Manson, and Dave Hammond (2017, Milbank Quarterly 95(3): 494-534)
With support from the Canadian Institutes of Health

"Calorie Posting in Chain Restaurants" with Phillip Leslie and Alan Sorensen (2011, American Economic Journal: Economic Policy, 3(1): 91-128)

Market Structure and Competition

"The Timing and Location of Entry in Growing Markets: Subgame Perfection at Work" with Ulrich Doraszelski, Kenneth Judd, and Ryan McDevitt (2024, The RAND Journal of Economics, 55(2): 169-198)

"Demand Expansion and Cannibalization Effects from Retail Entry: A Structural Analysis of Multi-Channel Demand" with Scott Shriver (2022, Management Science, 68(12): 8829-8856)

"Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms" with Song Yao (2018, Quantitative Marketing and Economics, 16(3): 251-287)

Behavioral Factors and Decision Making

"Vertical versus Horizontal Variance in Online Reviews and Their Impact on Demand" with Nah Lee and Richard Staelin (2023, Journal of Marketing Research, 60(1): 130-54)

"How Can Machine Learning Aid Behavioral Marketing Research?" with Linda Hagen, Kosuke Uetake, Nathan Yang, Allison JB Chaney, Daria Dzyabura, Jordan Etkin, Avi Goldfarb, Liu Liu, K. Sudhir, Yanwen Wang, James R. Wright, Ying Zhu (2020, Marketing Letters, 1-10)

"Does Time of Day Affect Variety-Seeking?" with Jordan Ekin, Jonah Berger, and Kelley Gullo (2019, Journal of Consumer Research, 46(1): 20-35)

"How Context Affects Choice" with Raphael Thomadsen, Robert P. Rooderkerk, On Amir, Neeraj Arora, Karsten Hansen, Leslie John, Wendy Liu, Aner Sela, Vishal Singh, K. Sudhir, Wendy Wood (2017, Customer Needs and Solutions, 5(1-2): 3-14)

"BYOB: How Bringing your Own Shopping Bags Leads to Treating Yourself and the Environment" with Uma Karmarkar (2015, Journal of Marketing, 79(4): 1-15)

"Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling" with Vinod Venkatraman, Angelika Dimoka, Paul A. Pavlou, Khoi Vo, William Hampton, Hal Hershfield, Masakazu Ishihara, and Russ Winer (2015, Journal of Marketing Research, 52(4): 436-452)

Working Papers

"Learning by Doing in Solar Photovoltaic Installations" with Kenneth Gillingham

"The Impact of Product Location Changes on Habits, Search, and Purchase Decisions" with Ella Xu and Raluca Ursu

"Equilibrium Effects of Competition on Solar Photovoltaic Demand and Pricing" with Kenneth Gillingham and Stefan Lamp
With support from the Department of Energy

"Valuing Solar Subsidies" with Kenneth Gillingham and Justin Kirpatrick

Work in Progress

"Estimating Heterogeneous Treatment Effects with Pre-Treatment Panel Data" with Wesley Hartmann

"Strategic Avoidance and Welfare Impacts of U.S. Solar Panel Tariffs" with Todd Geraden, Kenneth Gillingham, Drew Vollmer, and Daniel Xu

"Nature Exposure and Sustainable Consumption" with Levin Zhu, Randi Kronthal-Sacco, and Steve Zhang

"Valuing Technology Complementarities: Rooftop Solar and Energy Storage" with Naim Darghouth, Kenneth Gillingham, and Andres Gonzalez-Lira
With support from the Department of Energy

Last updated on July 1, 2025