Anja Lambrecht

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spillovers between different economic actors in digital markets can lead to apparent algorithmic bias.

Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.

Professor Lambrecht teaches the Marketing core course and the elective “Channel and Sales Force Management”.

Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

Research interests

• Pricing
  
• Choice and usage under nonlinear pricing
  
• Biases in tariff choice
  
• Online advertising
  
• Electronic markets
  

Publications

• Algorithm-based advertising: unintended effects and the tricky business of mitigating adverse outcomes
  Lambrecht A; Tucker C
  NIM Marketing Intelligence Review 2021 Vol 13:1 p 24-29

• The effect of individual online reviews on purchase likelihood
  Lambrecht A; Vana P
  Marketing Science 2021 Online first

• Algorithmic bias? An empirical study into apparent gender-based discrimination in the display of STEM career ads
  Lambrecht A; Tucker C
  Management Science 2019 Vol 65:7 p 2966-2981

• Advertising to early trend propagators : evidence from Twitter
  Lambrecht A; Tucker C E; Wiertz C
  Marketing Science 2018 Vol 37:2 p 177-199

• Cashback is cash forward: delaying a discount to encourage further spending
  Lambrecht A; Vana P; Bertini M
  Journal of Marketing Research 2018 Vol 55:6 p 852-868

• Field experiments
  Lambrecht A; Tucker C E
  in: Hanssens, D M & Mizik, N., Handbook of marketing analytics: methods and applications in marketing, public policy, and litigation support. Cheltenham: Edward Elgar. Feb 2018

• Can big data protect a firm from competition
  Lambrecht A; Tucker C E
  Competition Policy International 2017

• Time preferences and the pricing of complementary durables and consumables
  Lambrecht A; Ahmadi I; Skiera B; Heubrandner F
  International Journal of Research in Marketing 2017 Vol 34:4 p 813-828

• Fee or free: When should firms charge for online content?
  Lambrecht A; Misra K
  Management Science 2016 Vol 63:4 p 1150-1165

• On storks and babies : correlation, causality and field experiments
  Lambrecht A; Tucker C
  GfK Marketing Intelligence Review 2016 Vol 8:2

• The 4 mistakes most managers make with analytics
  Lambrecht A; Tucker C E
  Harvard Business Review Digital Articles 2016

• How do firms make money selling digital goods online?
  Lambrecht A; Goldfarb A; Bonatti A; Ghose A; Goldstein D; Lewis R; Rao A; Sahni N; Yao S
  Marketing Letters 2014 June Vol 25:3 p 331-341

• Price promotion for emotional impact
  Aydinli A; Bertini M; Lambrecht A
  Journal of Marketing 2014 2014 Vol 78:4 p 80-96

• Economics of pricing services online
  Lambrecht A
  Chapter in: The New Palgrave Dictionary of Economics Online. Eds. Steven Durlauf and Lawrence Blume, Palgrave Macmillan

• When does retargeting work? Information specificity in online advertising
  Lambrecht A; Tucker C
  Journal of Marketing Research 2013 Vol 50:5 p 561-576

• Paying with money or effort: Pricing when customers anticipate hassle
  Lambrecht A; Tucker C
  Journal of Marketing Research 2012 February Vol 49:1 p 66-82

• Price discrimination in service industries
  Lambrecht A; Seim K; Vilcassim N; Cheema A; Chen Y; Crawford G S; Hosanagar K; Iyengar R; Koenigsberg O; Lee R; Eugenio J M; Miravete E; Sahin O
  Marketing Letters 2012 Vol 23:2 p 423-438

• When talk is “free”: The effect of tariff structure on usage under two and three-part tariffs
  Ascarza E; Lambrecht A; Vilcassim N
  Journal of Marketing Research 2012 December Vol 49:6 p 882-889

• Stuck in the adoption funnel: The effect of interceptions in the adoption process on usage
  Lambrecht A; Seim K; Tucker C
  Marketing Science 2011 Vol 30:2 p 355-367

• Does uncertainty matter? Consumer behaviour under three-part tariffs
  Lambrecht A; Seim K; Skiera B
  Marketing Science 2007 Vol 6:5 p 698-710

• Paying too much and being happy about it: Existence, causes and consequences of Tariff-Choice Biases
  Lambrecht A; Skiera B
  Journal of Marketing Research 2006 Vol 43:2 p 212-223

Working papers

2020

• Apparent Algorithmic Discrimination and Real-Time Algorithmic Learning
  Lambrecht A; Tucker C E
  Social Sciences Research Network

• Asymmetric Consequences of Cyber-Vulnerability on Health Services
  Deng Y; Lambrecht A; Tucker C E
  Social Sciences Research Network

• Price Promotions and Online Product Evaluations
  Liu Y; Lambrecht A; Deng Y
  Social Sciences Research Network

• Spillover Effects and Freemium Strategy in the Mobile App Market
  Deng Y; Lambrecht A; Liu Y
  Social Sciences Research Network

• TV Advertising and Online Sales: The Role of Inter-Temporal Substitution
  Lambrecht A; Tucker C E; Zhang X
  Social Sciences Research Network

2019

• The effect of individual online reviews on purchase likelihood
  Vana P; Lambrecht A
  Tuck School of Business Working Paper

2017

• Tensile promotions in display advertising
  Lambrecht A; Tucker C E
  Social Sciences Research Network