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.

, no.

(October 01, 2022):

963

982

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.

, no.

(January 01, 2022):

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.

, no.

(January 01, 2021):

6378

6398

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.

, no.

(January 01, 2021):

1142

1158

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Type: Journal Article

Toubia, Olivier, Jonah Berger, and Jehoshua Eliashberg

. “How Quantifying the Shape of Stories Predicts Their Success.”

Journal of Marketing Research

vol.

, no.

(January 01, 2021):

1142

1158

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.

, (January 01, 2020):

155

194

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.

, (January 01, 2020):

155

194

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.

, (January 01, 2019):

467

495

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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.

, (January 01, 2019):

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.

, no.

(January 01, 2019):

467

495

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.

, (January 01, 2018):

855

1052

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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.

, (January 01, 2018):

783

800

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.

, no.

(January 01, 2018):

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.

, (January 01, 2017):

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):

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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.

, (September 01, 2015):

100

114

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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.

, (April 01, 2015):

166

183

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.

, (January 01, 2015):

Type: Journal Article

Toubia, Olivier, Jacob Goldenberg, and Rosanna Garcia

. “Improving Penetration Forecasts Using Social Interactions Data.”

Management Science

vol.

, (January 01, 2014):

3049

3066

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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.

, (January 01, 2013):

613

640

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.

, (January 01, 2013):

368

392

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Type: Journal Article

Toubia, Olivier, Martijn De Jong, Daniel Stieger, and Johann Fueller

. “Measuring Consumer Preferences Using Conjoint Poker.”

Marketing Science

vol.

, (January 01, 2012):

138

156

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Type: Journal Article

Stephen, Andrew T. and Olivier Toubia

. “Deriving Value from Social Commerce Networks.”

Journal of Marketing Research

vol.

, (April 01, 2010):

215

228

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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.

, (January 01, 2010):

485

496

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Type: Journal Article

Jarnebrant, Peter, Olivier Toubia, and Eric Johnson

. “The Silver Lining Effect: Formal Analysis and Experiments.”

Management Science

vol.

, (November 01, 2009):

1832

1841

Type: Journal Article

Ofek, Elie and Olivier Toubia

. “Marketing and Innovation Management: An Integrated Perspective.”

Foundations and Trends in Marketing

vol.

, (January 01, 2009):

128

Type: Journal Article

Stephen, Andrew T. and Olivier Toubia

. “Explaining the Power-Law Degree Distribution in a Social Commerce Network.”

Social Networks

vol.

, (January 01, 2009):

262

270

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.

, (February 01, 2008):

145

155

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.

, (January 01, 2008):

337

354

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Type: Journal Article

Toubia, Olivier

. “Adaptive Idea Screening Using Consumers.”

Marketing Science

vol.

, (June 01, 2007):

342

Type: Journal Article

Toubia, Olivier and John Hauser

. “On Managerially Efficient Experimental Designs.”

Marketing Science

vol.

, (January 01, 2007):

851

858

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.

, (January 01, 2007):

805

818

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.

, (January 01, 2007):

596

610

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.

, (January 01, 2006):

411

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.

, (January 01, 2005):

498

507

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.

, (February 01, 2004):

116

131

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.

, (January 01, 2003):

273

303

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.

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.

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.

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.