Prof. dr. G. (Gui) Liberali

Gui Liberali
Rotterdam School of Management (RSM)
Erasmus University Rotterdam
Fellow ERIM
Field: Marketing
Affiliated since 2010

Gui Liberali is the full Professor of Digital Marketing at Rotterdam School of Management (RSM) of the Erasmus University. He holds a doctorate in marketing and a B.Sc. in computer science. His work has appeared on Marketing Science, Management Science, International Journal of Marketing Research, Sloan Management Review, and European Journal of Operational Research. His research interests include optimal learning, multi-armed bandits, digital experimentation, morphing theory and applications (e.g., website morphing, ad morphing), dynamic programming, machine learning, and product line optimization. Personal webpage: *www.guiliberali.org*  For more details on professional experience, education, and latest news please visit my linkedin page at  www.linkedin.com/in/gui-liberali/

Publications

Article (14)

  • Academic (13)

    • Liberali, G., Boersma, E., Lingsma, H., Brugts, J., Dippel, D., & Hauser, J. R. (Accepted/In press). Real-time Adaptive Randomization of Clinical Trials. Journal of Clinical Epidemiology, 6639(21).

    • Giesecke , K., Liberali, G., Nazerzadeh , H., Shanthikumar , J. G., & Teo, CP. (2022). Introduction to the Special Section on Data-Driven Prescriptive Analytics. Management Science, 68(3), 1591-1594. https://doi.org/10.1287/mnsc.2021.4296

    • Liberali, G., & Ferecatu, A. (2022). Morphing for Consumer Dynamics: Bandits Meet Hidden Markov Models. Marketing Science, 41(4), 341-366. https://doi.org/10.1287/mksc.2021.1346

    • Giesecke, K., Liberali, G., Nazerzadeh, H., Shanthikumar, G., & Teo, CP. (2018). Special Issue on Data-Driven Prescriptive Analytics. Management Science, 64(6), 2972-2972. https://doi.org/10.1287/mnsc.2018.3120

    • Liberali, G., Muller, E., Rust, RT., & Stremersch, S. (2015). Introduction to the IJRM Special Issue on Marketing and Innovation. International Journal of Research in Marketing, 32(3), 235-237. https://doi.org/10.1016/j.ijresmar.2015.08.001

    • Urban, G., Liberali, G., Bordley, R., Macdonald, E., & Hauser, J. (2014). Morphing Banner Advertising. Marketing Science, 33(1), 27-46. https://doi.org/10.1287/mksc.2013.0803

    • Hauser, J., Liberali, G., & Urban, G. (2014). Website Morphing 2.0: Technical and Implementation Advances and a Field Experiment. Management Science, 60(6), 1594-1616. https://doi.org/10.1287/mnsc.2014.1961

    • Liberali, G., Urban, G., & Hauser, J. (2012). Competitive Information, Trust, Brand Consideration and Sales: Two Field Experiments. International Journal of Research in Marketing, 30(2), 101-113. Article 1. https://doi.org/10.1016/j.ijresmar.2012.07.002

    • Liberali, G., Gruca, T., & Nique, W. (2011). Effects of Sensitization and Habituation in Durable Goods Markets. European Journal of Operational Research, 212(2), 398-410. https://doi.org/10.1016/j.ejor.2011.01.038

    • Liberali, G. (2011). Comments on Product Line Design Optimization. International Journal of Research in Marketing, 28(1), 28-29. https://doi.org/10.1016/j.ijresmar.2011.01.002

    • Hauser, J., Urban, G., Liberali, G., & Braun, M. (2009). Website Morphing. Marketing Science, 28(2), 202-223. https://doi.org/10.1287/mksc.1080.0459

    • Hauser, J., Urban, G., Liberali, G., & Braun, M. (2009). Rejoinder Response to Comments on "Website Morphing". Marketing Science, 28(2), 227-228. https://doi.org/10.1287/mksc.1080.0485

    • Urban, G., Hauser, J., Liberali, G., Braun, M., & Sultan, F. (2009). Morphing the Web - Building Empathy, Trust, and Sales. MIT Sloan Management Review, 50(4), 53-61.

  • Professional (1)

    • Liberali, G. (2014). Morphing advertising to improve online campaign success. RSM Discovery - Management Knowledge, 20(4), 12-14. http://hdl.handle.net/1765/77381

Chapter (1)

  • Professional (1)

    • Liberali, G. B., Hauser, J. R., & Urban, G. L. (2017). Morphing theory and applications. In International Series in Operations Research and Management Science (pp. 531-562). Springer New York. https://doi.org/10.1007/978-3-319-56941-3_18

Comment/Letter to the editor (1)

  • Popular (1)

    • Urban, G. L., Hauser, J. R., Liberali, G., Braun, M., & Sultan, F. (2009). Morph the Web to build empathy, trust and sales. MIT Sloan Management Review, 50(4), 53-61.

Inaugural speech (1)

  • Popular (1)

    • Liberali, G. (2018). Learning with a purpose: the balancing acts of machine learning and individuals in the digital society. Erasmus Research Institute of Management (ERIM). ERIM Inaugural Address Series Research in Management http://hdl.handle.net/1765/107428

Additional activities (2)

  • Management Science (Journal)

    Editorial work (Academic)

  • International Journal of Research in Marketing (Journal)

    Editorial work (Academic)

PhD Tracks (8)

  • Role: Daily Supervisor
Behavioral Effects in Consumer Evaluations of Recommendation Systems
  • Role: Member Doctoral Committee
  • PhD Candidate: Agapi-Thaleia Fytraki
  • Time frame: 2010 - 2018
  • Role: Promotor
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience)
  • Role: Promotor
  • PhD Candidate: Bob Jan Jouke Rombach
  • Time frame: 2021 -
Mobile Consumers and Applications: Essays on Mobile Marketing
  • Role: Member Doctoral Committee
  • PhD Candidate: Zeynep Aydin
  • Time frame: 2009 - 2021
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Role: Promotor
  • PhD Candidate: Marina Lenkovskaya
  • Time frame: 2021 -
Doctoral Research in Marketing (Marketing Science, Consumer Behaviour or Consumer Neuroscience
  • Role: Promotor
  • PhD Candidate: Ting-Yi Lin
  • Time frame: 2021 -
PhD in Marketing - specialized in Machine Learning and Quantitative Methods
  • Role: Promotor
  • PhD Candidate: Julia Marie Esters
  • Time frame: 2024 -

Course (1)

Past
  • Current Topics in Marketing Research (2023/2024)

Events (43)

2018
May
25
Learning with a purpose: The balancing acts of machine learning and individuals in the digital society
Inaugural Address
As: Speaker, Contact
2014
May
27
2014 ECMI Symposium on Marketing & Innovation
Conference
As: Coordinator
2012
June
18
Machine Learning Methods for Estimating Preferences: Adaptive Elicitation, Heterogeneity, and Meta-Attributes
Research Seminar
As: Coordinator
2012
May
29
Brand, Social Cause Association: An In-Market Assessment of Promotion Effectiveness
Research Seminar
As: Coordinator
2012
May
14
Embodied Mental Simulation
Research Seminar
As: Coordinator
2012
April
23
On brands and word of mouth
Research Seminar
As: Coordinator
2012
April
16
Seminar in Marketing Research
Research Seminar
As: Coordinator
2012
April
02
Some Like it Unnatural: Lay Inferences about Additives in Food Products
Research Seminar
As: Coordinator
2012
March
26
Design and analysis of discrete choice experiments with partial profiles in the presence of interactions
Research Seminar
As: Coordinator
2012
March
12
Time, Space and Getting Things Done
Research Seminar
As: Coordinator
2012
February
27
The Power Matching Effect: The Dynamic Interplay of Communicator and Audience Power in Persuasion
Research Seminar
As: Coordinator
2012
February
13
Making Decisions in a Foreign Language
Research Seminar
As: Coordinator
2012
January
30
The Effects of Circular and Linear Time Orientations on Personal Saving Estimates and Savings Behavior
Research Seminar
As: Coordinator
2012
January
23
Too Close for Comfort, or too Far to Care? Finding Humor in Distant Tragedies and Close Mishaps
Research Seminar
As: Coordinator
2011
December
12
Morality Rebooted: Exploring Simple Fixes to Our Moral Bugs
Research Seminar
As: Coordinator
2011
December
05
The Network Value of Products
Research Seminar
As: Coordinator
2011
November
21
Rational Herding in Microloan Markets
Research Seminar
As: Coordinator
2011
October
24
Learning About Your Customers on a "Data Diet": Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data
Research Seminar
As: Coordinator
2011
October
10
The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs
Research Seminar
As: Coordinator, Contact
2011
September
26
Melding Marketing and Engineering: Product Line Design Optimization and Improving Power Train Deployment across Automotive Models
Research Seminar
As: Coordinator
2011
September
05
Fairness in Sharing Gains and Losses
Research Seminar
As: Coordinator
2011
July
04
The Intermediate Alternative Effect: Considering a Small Tradeoff Increases Subsequent Willingness to Make Large Tradeoffs
Research Seminar
As: Coordinator
2011
June
27
Social Treatment and Its Impact on Socially-Elevating Consumer Behaviors
Research Seminar
As: Coordinator
2011
June
06
The Illusion of Political Sophistication: Creating Smarter Voters with Metacognitive Tuning
Research Seminar
As: Coordinator
2011
May
23
Distinguishing between Drivers of Social Contagion: Insights from Combining Social Network and Co-location Data
Research Seminar
As: Coordinator
2011
May
16
Thought for Food: Imagined Consumption Influences Actual Consumption
Research Seminar
As: Coordinator
2011
May
02
How Identity-Based Motivation Influences the Meaning of Customized Products
Research Seminar
As: Coordinator
2011
April
26
to be announced
Research Seminar
As: Coordinator
2011
April
26
How Generic Drugs Affect Brands Before and After Entry
Research Seminar
As: Coordinator
2011
April
11
Intermittent Reinforcement and the Persistence of Behavior: Experimental Evidence
Research Seminar
As: Coordinator
2011
March
14
The Advertising Agency Selection Contest: A Competitive Auction with Partially Reimbursed Participation Costs
Research Seminar
As: Coordinator
2011
February
28
The Boost From Below: How Dominated Options Increase Choice Satisfaction
Research Seminar
As: Coordinator
2011
February
21
A New Intuitionism: Risk and Rational Decision Making in Fuzzy-Trace Theory
Research Seminar
As: Coordinator
2011
January
31
Why Wrong Response Functions Predict Better and How to Detect Them
Research Seminar
As: Coordinator
2011
January
25
Medical Diagnosis as a Model of 'System 1- System 2' Decision-Making
Research Seminar
As: Coordinator
2011
January
17
Emotion-Induced Engagement in Internet Video Ads
Research Seminar
As: Coordinator
2010
November
22
Identifying Growth Potentials with Internal Benchmarking across Product Categories and Markets
Research Seminar
As: Coordinator
2010
October
25
Maximizing Donations by Suggesting Individually-Tailored Donation Amounts: An Econometric Model of Anchor Influence on compliance and Generosity
Research Seminar
As: Coordinator
2010
September
27
Dynamic Allocation of Pharmaceutical Detailing and Sampling for Long-Term Profitability
Research Seminar
As: Coordinator
2010
September
14
Successive Sample Selection and Its Relevance for Management Decisions
Research Seminar
As: Coordinator
2010
September
06
Bucking the Trend in Pharmaceutical Detailing: Enriching Data to Gauge a Policy Shift
Research Seminar
As: Coordinator
2010
August
31
Predictably Non-Bayesian: Quantifying Salience Effects in Physician Learning about Drug Quality
Research Seminar
As: Coordinator
2009
December
08
Netspar: Supporting Consumer Pension Decision Making Online
Research Seminar
As: Speaker

Address

Visiting address

Office: Mandeville Building T10-14
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Research Initiatives

Latest publication

Article

Liberali, G., Boersma, E., Lingsma, H., Brugts, J., Dippel, D., & Hauser, J. R. (Accepted/In press). Real-time Adaptive Randomization of Clinical Trials. Journal of Clinical Epidemiology, 6639(21).