How I Wrote This

By: Brett Gordon and Karen Winterich
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  • Summary

  • "Publish or perish” — it’s a maxim that we academics live by. But how does a paper become a publication? How do researchers take a rough idea and craft it into a draft? And how do they navigate the publication process, with all the bumps and bruises along the way? In each episode of “How I Wrote This,” marketing professors Brett Gordon and Karen Winterich speak to the authors of an academic marketing paper to get the backstory of how that paper came to be.
    Brett Gordon and Karen Winterich
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Science Social Sciences
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Episodes
  • Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion

    Ep. 13 - Rachel Gershon and Zhenling Jiang talk Referral Contagion
    Nov 6 2024

    Karen learns how Rachel Gershon and Zhenling Jiang merged their behavioral and quantitative skillsets to identify the robust effect of referral contagion. Their findings are published in their paper “Referral Contagion: Downstream Benefits of Customer Referrals” in JMR.
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    29 mins
  • Ep. 12 - Generative Interpretable Visual Design with Ankit Sisodia, Alex Burnap and Vineet Kumar

    Ep. 12 - Generative Interpretable Visual Design with Ankit Sisodia, Alex Burnap and Vineet Kumar
    Oct 9 2024

    Brett talks to Ankit Sisodia, Alex Burnap and Vineet Kumar about their forthcoming JMR paper “Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis.”
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    47 mins
  • Ep. 11 - Mitigating Food Waste with Huachao Gao, He (Michael) Jia, and Bingxuan Guo

    Ep. 11 - Mitigating Food Waste with Huachao Gao, He (Michael) Jia, and Bingxuan Guo
    Aug 13 2024

    On the first episode of Season 2, Karen talks to authors Huachao Gao, He (Michael) Jia, and Bingxuan Guo about their paper “Resources Available for Me Versus Us: Implications for Mitigating Consumer Food Waste.”



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    47 mins

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