Skip to main content
Official Logo of Columbia Business School
Academic Programs
  • Visit Academic Programs
  • MBA
  • Executive MBA
  • Master of Science
  • PhD
  • Undergraduate Concentration
Faculty & Research
  • Visit Faculty & Research
  • Academic Divisions
  • Faculty Search
  • CBS Research
  • Research Resources
  • Research Opportunities
Executive Education
  • Visit Executive Education
  • For Organizations
  • For Individuals
  • Program Finder
  • Online Programs
  • Certificates
Alumni
  • Visit Alumni
  • Alumni Clubs
  • Alumni Benefits
  • Alumni Events
  • Lifetime Network
  • Women's Circle
  • Career Management
About Us
  • Visit About Us
  • The CBS Experience
  • Leadership
  • Our History
  • CBS Directory
  • Newsroom
  • Magazine
CBS Insights
  • Visit CBS Insights
  • AI & Business Analytics
  • Business & Society
  • Climate
  • Finance
  • Entrepreneurship
  • More on CBS Insights

Olivier Toubia

Photo of Prof. Olivier Toubia
Glaubinger Professor of Business
Marketing Division
Areas of Expertise
AI and Business Analytics Brand and Product Management Entrepreneurship & Innovation Media
Contact
Office: 925 Kravis
Phone: (212) 8548243
E-mail: [email protected]
Links
Personal Website
Curriculum Vitae

Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses on various aspects of innovation, including preference measurement and idea generation. Specifically, he combines methods from social sciences and data science, in order to study human processes such as motivation, choice, and creativity. He currently serves as the Editor-in-Chief at the journal Marketing Science. He teaches a course on Foundations of Innovation and the core marketing course. He received his MS in Operations Research and PhD in Marketing from MIT.

Education
PhD, Massachusetts Institute of Technology, 2004
Joined CBS
2004

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Type
Journal Article
Li, Ye, Antonia Krefeld-Schwalb, Daniel Wall, Olivier Toubia, Eric Johnson, and Daniel Bartels
. “The More You Ask, the Less You Get: When Additional Questions Hurt External Validity.”
Journal of Marketing Research
vol.
59
, no.
5
(October 01, 2022):
963
-
982
.
Read More about The More You Ask, the Less You Get: When Additional Questions Hurt External Validity
Download PDF on The More You Ask, the Less You Get: When Additional Questions Hurt External Validity
Type
Journal Article
Friedman, Elizabeth and Olivier Toubia
. “Pricing Fairness in a Pandemic: Navigating Unintended Changes to Value or Cost.”
Journal of the Association for Consumer Research
vol.
7
, no.
1
(January 01, 2022):
89
-
97
.
Read More about Pricing Fairness in a Pandemic: Navigating Unintended Changes to Value or Cost
Download PDF on Pricing Fairness in a Pandemic: Navigating Unintended Changes to Value or Cost
Type
Journal Article
Liu, JIa, Olivier Toubia, and Shawndra Hill
. “Content-Based Model of Web Search Behavior: An Application to TV Show Search.”
Management Science
vol.
67
, no.
10
(January 01, 2021):
6378
-
6398
.
Read More about Content-Based Model of Web Search Behavior: An Application to TV Show Search
Download PDF on Content-Based Model of Web Search Behavior: An Application to TV Show Search
Type
Journal Article
Toubia, Olivier
. “A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries).”
Journal of Marketing Research
vol.
58
, no.
6
(January 01, 2021):
1142
-
1158
.
Read More about A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries)
Download PDF on A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries)
Type
Journal Article
Toubia, Olivier, Jonah Berger, and Jehoshua Eliashberg
. “How Quantifying the Shape of Stories Predicts Their Success.”
Journal of Marketing Research
vol.
58
, no.
6
(January 01, 2021):
1142
-
1158
.
Read More about How Quantifying the Shape of Stories Predicts Their Success
Download PDF on How Quantifying the Shape of Stories Predicts Their Success
Type
Journal Article
Liu, Jia and Olivier Toubia
. “Search Query Formation by Strategic Consumers.”
Quantitative Marketing and Economics
vol.
18
, (January 01, 2020):
155
-
194
.
Read More about Search Query Formation by Strategic Consumers
Download PDF on Search Query Formation by Strategic Consumers
Type
Journal Article
Liu, Jia and Olivier Toubia
. “Search Query Formation by Strategic Consumers.”
Quantitative Marketing and Economics
vol.
18
, (January 01, 2020):
155
-
194
.
Read More about Search Query Formation by Strategic Consumers
Download PDF on Search Query Formation by Strategic Consumers
Type
Journal Article
Johnson, Eric, Stephan Meier, and Olivier Toubia
. “What's the Catch? Suspicion in Bank Motives and Sluggish Refinancing.”
The Review of Financial Studies
vol.
32
, (January 01, 2019):
467
-
495
.
Read More about What's the Catch? Suspicion in Bank Motives and Sluggish Refinancing
Download PDF on What's the Catch? Suspicion in Bank Motives and Sluggish Refinancing
Type
Journal Article
Toubia, Olivier, Garud Iyengar, Renee Bunnell, and Alain Lemaire
. “Extracting Features of Entertainment Products: A Guided Latent Dirichlet Allocation Approach Informed by the Psychology of Media Consumption.”
Journal of Marketing Research
vol.
56
, (January 01, 2019):
18
-
36
.
Read More about Extracting Features of Entertainment Products: A Guided Latent Dirichlet Allocation Approach Informed by the Psychology of Media Consumption
Download PDF on Extracting Features of Entertainment Products: A Guided Latent Dirichlet Allocation Approach Informed by the Psychology of Media Consumption
Type
Journal Article
Johnson, Eric, Stephan Meier, and Olivier Toubia
. “What’s the Catch? Suspicion of Bank Motives and Sluggish Refinancing.”
The Review of Financial Studies
vol.
32
, no.
2
(January 01, 2019):
467
-
495
.
Read More about What’s the Catch? Suspicion of Bank Motives and Sluggish Refinancing
Download PDF on What’s the Catch? Suspicion of Bank Motives and Sluggish Refinancing
Type
Journal Article
Liu, Jia and Olivier Toubia
. “A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries.”
Marketing Science
vol.
37
, (January 01, 2018):
855
-
1052
.
Read More about A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries
Download PDF on A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries
Type
Journal Article
Yang, Cathy, Olivier Toubia, and Martijin De Jong
. “Attention, Information Processing and Choice in Incentive-Aligned Choice Experiments.”
Journal of Marketing Research
vol.
55
, (January 01, 2018):
783
-
800
.
Read More about Attention, Information Processing and Choice in Incentive-Aligned Choice Experiments
Type
Journal Article
Toubia, Olivier, Garud Iyengar, Renee Bunnell, and Alain Lemaire
. “Extracting Features of Entertainment Products: A Guided LDA Approach Informed by the Psychology of Media Consumption.”
Journal of Marketing Research
vol.
56
, no.
1
(January 01, 2018):
18
-
36
.
Read More about Extracting Features of Entertainment Products: A Guided LDA Approach Informed by the Psychology of Media Consumption
Download PDF on Extracting Features of Entertainment Products: A Guided LDA Approach Informed by the Psychology of Media Consumption
Type
Journal Article
Toubia, Olivier and Oded Netzer
. “Idea Generation, Creativity, and Prototypicality.”
Marketing Science
vol.
36
, (January 01, 2017):
1
-
20
.
Read More about Idea Generation, Creativity, and Prototypicality
Download PDF on Idea Generation, Creativity, and Prototypicality
Type
Journal Article
Pham, Michel Tuan, Ali Faraji-Rad, Olivier Toubia, and Leonard Lee
. “Affect as an Ordinal System of Utility Assessment.”
Organizational Behavior and Human Decision Processes
vol.
131
, (November 01, 2015):
81
-
94
.
Read More about Affect as an Ordinal System of Utility Assessment
Download PDF on Affect as an Ordinal System of Utility Assessment
Type
Journal Article
Luo, Lan and Olivier Toubia
. “Improving Online Idea Generation Platforms and Customizing the Task Structure Based on Consumers' Domain-Specific Knowledge.”
Journal of Marketing
vol.
79
, (September 01, 2015):
100
-
114
.
Read More about Improving Online Idea Generation Platforms and Customizing the Task Structure Based on Consumers' Domain-Specific Knowledge
Download PDF on Improving Online Idea Generation Platforms and Customizing the Task Structure Based on Consumers' Domain-Specific Knowledge
Type
Journal Article
Yang, Cathy, Olivier Toubia, and Martijn De Jong
. “A Bounded Rationality Model of Information Search and Choice in Preference Measurement.”
Journal of Marketing Research
vol.
52
, (April 01, 2015):
166
-
183
.
Read More about A Bounded Rationality Model of Information Search and Choice in Preference Measurement
Download PDF on A Bounded Rationality Model of Information Search and Choice in Preference Measurement
Type
Journal Article
Lehmann, Donald, Oded Netzer, and Olivier Toubia
. “The Future of Quantitative Marketing: Results of a Survey.”
Customer Needs and Solutions
vol.
2
, (January 01, 2015):
5
-
18
.
Read More about The Future of Quantitative Marketing: Results of a Survey
Type
Journal Article
Toubia, Olivier, Jacob Goldenberg, and Rosanna Garcia
. “Improving Penetration Forecasts Using Social Interactions Data.”
Management Science
vol.
60
, (January 01, 2014):
3049
-
3066
.
Read More about Improving Penetration Forecasts Using Social Interactions Data
Download PDF on Improving Penetration Forecasts Using Social Interactions Data
Type
Journal Article
Toubia, Olivier, Eric Johnson, Theodoros Evgeniou, and Philippe Delquie
. “Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters.”
Management Science
vol.
59
, (January 01, 2013):
613
-
640
.
Read More about Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters
Download PDF on Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters
Type
Journal Article
Toubia, Olivier and Andrew Stephen
. “Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?”
Marketing Science
vol.
32
, (January 01, 2013):
368
-
392
.
Read More about Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?
Download PDF on Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?
Type
Journal Article
Toubia, Olivier, Martijn De Jong, Daniel Stieger, and Johann Fueller
. “Measuring Consumer Preferences Using Conjoint Poker.”
Marketing Science
vol.
31
, (January 01, 2012):
138
-
156
.
Read More about Measuring Consumer Preferences Using Conjoint Poker
Download PDF on Measuring Consumer Preferences Using Conjoint Poker
Type
Journal Article
Stephen, Andrew T. and Olivier Toubia
. “Deriving Value from Social Commerce Networks.”
Journal of Marketing Research
vol.
47
, (April 01, 2010):
215
-
228
.
Read More about Deriving Value from Social Commerce Networks
Download PDF on Deriving Value from Social Commerce Networks
Type
Journal Article
Hauser, John, Olivier Toubia, Theodoros Evgeniou, Rene Befurt, and Daria Dzyabura
. “Disjunctions of Conjunctions, Cognitive Complexity, and Consideration Sets.”
Journal of Marketing Research
vol.
47
, (January 01, 2010):
485
-
496
.
Read More about Disjunctions of Conjunctions, Cognitive Complexity, and Consideration Sets
Download PDF on Disjunctions of Conjunctions, Cognitive Complexity, and Consideration Sets
Type
Journal Article
Jarnebrant, Peter, Olivier Toubia, and Eric Johnson
. “The Silver Lining Effect: Formal Analysis and Experiments.”
Management Science
vol.
55
, (November 01, 2009):
1832
-
1841
.
Read More about The Silver Lining Effect: Formal Analysis and Experiments
Type
Journal Article
Ofek, Elie and Olivier Toubia
. “Marketing and Innovation Management: An Integrated Perspective.”
Foundations and Trends in Marketing
vol.
4
, (January 01, 2009):
77
-
128
.
Read More about Marketing and Innovation Management: An Integrated Perspective
Type
Journal Article
Stephen, Andrew T. and Olivier Toubia
. “Explaining the Power-Law Degree Distribution in a Social Commerce Network.”
Social Networks
vol.
31
, (January 01, 2009):
262
-
270
.
Read More about Explaining the Power-Law Degree Distribution in a Social Commerce Network
Type
Journal Article
Abernethy, Jacob, Theodoros Evgeniou, Olivier Toubia, and Jean-Philippe Vert
. “Eliciting Consumer Preferences using Robust Adaptive Choice Questionnaires.”
IEEE Transactions on Knowledge and Data Engineering
vol.
20
, (February 01, 2008):
145
-
155
.
Read More about Eliciting Consumer Preferences using Robust Adaptive Choice Questionnaires
Download PDF on Eliciting Consumer Preferences using Robust Adaptive Choice Questionnaires
Type
Journal Article
Netzer, Oded, Olivier Toubia, Eric Bradlow, Ely Dahan, Theodoros Evgeniou, Fred Feinberg, Eleanor Feit, Sam Hui, Joseph Johnson, John Liechty, James Orlin, and Vithala Rao
. “Beyond Conjoint Analysis: Advances in Preference Measurement.”
Marketing Letters
vol.
19
, (January 01, 2008):
337
-
354
.
Read More about Beyond Conjoint Analysis: Advances in Preference Measurement
Download PDF on Beyond Conjoint Analysis: Advances in Preference Measurement
Type
Journal Article
Toubia, Olivier
. “Adaptive Idea Screening Using Consumers.”
Marketing Science
vol.
26
, (June 01, 2007):
342
-
60
.
Read More about Adaptive Idea Screening Using Consumers
Type
Journal Article
Toubia, Olivier and John Hauser
. “On Managerially Efficient Experimental Designs.”
Marketing Science
vol.
26
, (January 01, 2007):
851
-
858
.
Read More about On Managerially Efficient Experimental Designs
Download PDF on On Managerially Efficient Experimental Designs
Type
Journal Article
Toubia, Olivier
. “A Convex Optimization Approach to Modeling Consumer Heterogeneity in Conjoint Estimation.”
Marketing Science
vol.
26
, (January 01, 2007):
805
-
818
.
Read More about A Convex Optimization Approach to Modeling Consumer Heterogeneity in Conjoint Estimation
Download PDF on A Convex Optimization Approach to Modeling Consumer Heterogeneity in Conjoint Estimation
Type
Journal Article
Toubia, Olivier, John Hauser, and Rosanna Garcia
. “Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application.”
Marketing Science
vol.
26
, (January 01, 2007):
596
-
610
.
Read More about Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application
Download PDF on Probabilistic Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis: Theory and Application
Type
Journal Article
Toubia, Olivier
. “Idea Generation, Creativity, and Incentives.”
Marketing Science
vol.
25
, (January 01, 2006):
411
-
25
.
Read More about Idea Generation, Creativity, and Incentives
Download PDF on Idea Generation, Creativity, and Incentives
Type
Journal Article
Hauser, John and Olivier Toubia
. “The Impact of Utility Balance Endogeneity in Conjoint Analysis.”
Marketing Science
vol.
24
, (January 01, 2005):
498
-
507
.
Read More about The Impact of Utility Balance Endogeneity in Conjoint Analysis
Download PDF on The Impact of Utility Balance Endogeneity in Conjoint Analysis
Type
Journal Article
Toubia, Olivier, John Hauser, and Duncan Simester
. “Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis.”
Journal of Marketing Research
vol.
41
, (February 01, 2004):
116
-
131
.
Read More about Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis
Download PDF on Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis
Type
Journal Article
Toubia, Olivier, Duncan Simester, John Hauser, and Ely Dahan
. “Fast Polyhedral Adaptive Conjoint Estimation.”
Marketing Science
vol.
22
, (January 01, 2003):
273
-
303
.
Read More about Fast Polyhedral Adaptive Conjoint Estimation
Download PDF on Fast Polyhedral Adaptive Conjoint Estimation
Type
Working Paper
Dew, Ryan, Asim Ansari, and Olivier Toubia
. Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Design. January 01, 2019.
Read More about Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Design
Download PDF on Letting Logos Speak: Leveraging Multiview Representation Learning for Data-Driven Design
Type
Working Paper
Pham, Michel Tuan and Olivier Toubia
. Affect as an Ordinal System of Utility Assessment. January 01, 2014.
Read More about Affect as an Ordinal System of Utility Assessment
Type
Working Paper
Luo, Lan and Olivier Toubia
. Fostering Consumer Performance in Idea Generation: Customizing the Task Structure Based on Consumer Knowledge. May 01, 2013.
Read More about Fostering Consumer Performance in Idea Generation: Customizing the Task Structure Based on Consumer Knowledge
Type
Working Paper
Toubia, Olivier, Eric Johnson, Theodoros Evgeniou, and Philippe Delquie
. Estimation of Risk and Time Preferences: Response Error, Heterogeneity, Adaptive Questionnaires, and Experiment Evidence from Mortgagers. July 30, 2010.
Read More about Estimation of Risk and Time Preferences: Response Error, Heterogeneity, Adaptive Questionnaires, and Experiment Evidence from Mortgagers
Type
Working Paper
Pham, Michel Tuan and Olivier Toubia
. Affective Evaluations Are More Ordinal. March 01, 2010.
Read More about Affective Evaluations Are More Ordinal
Type
Working Paper
Toubia, Olivier, Andrew T. Stephen, and Aliza Freud
. Viral Marketing: A Large-Scale Field Experiment. August 28, 2009.
Read More about Viral Marketing: A Large-Scale Field Experiment
Download PDF on Viral Marketing: A Large-Scale Field Experiment
Type
Working Paper
Toubia, Olivier, Jacob Goldenberg, and Rosanna Garcia
. A New Approach to Modeling the Adoption of New Products: Aggregated Diffusion Models. January 01, 2008.
Read More about A New Approach to Modeling the Adoption of New Products: Aggregated Diffusion Models
Type
Newspaper/Magazine Article
Toubia, Olivier
. “A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries).”
Journal of Marketing Research
. Forthcoming.
Read More about A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries)
Download PDF on A Poisson Factorization Topic Model for the Study of Creative Documents (and Their Summaries)
Type
Chapter
Toubia, Olivier
. “New Product Development.” In
The Handbook of Technology Management, vol. 1
, edited by
Hossein Bidgoli
,
953
-
963
.
Hoboken, NJ
:
Wiley
, 2010.
Read More about New Product Development
Download PDF on New Product Development
Type
Chapter
Toubia, Olivier
. “Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design.” In
Conjoint Measurement: Methods and Applications, 4th edition
, edited by
Anders Gustafsson, Andreas Herrmann, and Frank Huber
,
231
-
58
.
New York
:
Springer-Verlag
, 2008.
Read More about Optimization-Based and Machine-Learning Methods for Conjoint Analysis: Estimation and Question Design
  • Courses
  • Case Studies
Type
Course
B6601: Marketing
View Course on Marketing
Type
Course
B7667: Foundations of Innovation
View Course on Foundations of Innovation
Type
Course
B8609: Generative AI for Business
View Course on Generative AI for Business
Type
Case Study
Ansari, Asim, Silvia Bellezza, Oded Netzer, and Olivier Toubia
. Chirpin’ Tavern’s Coupon Promotion. 
New York
:
Columbia Business School CaseWorks
, 2021.
Read More about Chirpin’ Tavern’s Coupon Promotion
Type
Case Study
Iyengar, Raghuram, Kamel Jedidi, and Olivier Toubia
. Montclair Video. 
Columbia Business School
:
CaseWorks
, 2010.
Read More about Montclair Video
Type
Case Study
Toubia, Olivier
. Glaubinger Tree Farm. 
Columbia Business School
:
CaseWorks
, 2010.
Read More about Glaubinger Tree Farm
Type
Case Study
Toubia, Olivier
. Bugaboo, International. 
Columbia CaseWorks
:
Columbia Business School
, 2010.
Read More about Bugaboo, International
Type
Case Study
Toubia, Olivier
. Word-of-Mouth Marketing: SheSpeaks. 
Columbia Business School
:
CaseWorks
, 2010.
Read More about Word-of-Mouth Marketing: SheSpeaks
Type
Case Study
Toubia, Olivier
. SoleMates. 
NYC
:
Columbia Business School
, 2008.
Read More about SoleMates
Download PDF on SoleMates
Type
Case Study
Toubia, Olivier
. GreenWare. 
NYC
:
Columbia CaseWorks
, 2008.
Read More about GreenWare
Download PDF on GreenWare
  • Awards & Honors
Date
2022

INFORMS Society for Marketing Science Long Term Impact Award

  • In the Media
  • Ideas
  • Research In Brief
  • Press Releases
Type
In the Media

Should Brands Lean in to Product Placement?

Vogue Business
Type
In the Media

What Apple Risks by Doing Momentous Events without Momentous News

Time
Official Logo of Columbia Business School

Columbia University in the City of New York
665 West 130th Street, New York, NY 10027
Tel. 212-854-1100

Maps and Directions
    • Centers & Programs
    • Current Students
    • Corporate
    • Directory
    • Support Us
    • Recruiters & Partners
    • Faculty & Staff
    • Newsroom
    • Careers
    • Contact Us
    • Privacy & Policy Statements
Back to Top Upward arrow
TOP

© Columbia University

  • Twitter
  • Instagram
  • Facebook
  • YouTube
  • LinkedIn