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Professional Experience and Affiliations
Member: VHB (MARK), 2018-to date
Member: CRC TRR 190 (Rationality and Competition), 2017-to date
Fellow: Berlin Centre for Consumer Policies (BCCP), 2016-to date
Member: European Marketing Academy, 2016-to date
Postdoctoral Researcher: Humboldt University Berlin, 2014-to date
Head of Econometric Research & Development: So1 GmbH, 2014-2016
Data Scientist / R-Programmer: So1 GmbH, 2012-2014
Lecturer (Choice-Based Conjoint Analysis): TU Clausthal, 2011–2012
Research Assistant: Clausthal University of Technology, 2011-2012
Research Assistant: RWTH Aachen University, 2006-2011
Student/Teaching Assistant: RWTH Aachen University, 2004-2006
Higher Education
Dr.rer.pol.: TU Clausthal, 2014
Dipl.-Kfm.: RWTH Aachen, 2006
Research Interests
Discrete Choice Models, Consumer Behavior, Applied Econometrics, Behavioral Economics, Machine Learning
Publications
Journals
Dowling, K., Guhl, D., Klapper, D., Spann, M., Stich, L., Yegoryan, N. (2019). Behavioral biases in marketing. Journal of the Academy of Marketing Science, forthcoming.
Yegoryan, N., Guhl, D., Klapper, D. (2019). Inferring Attribute Non-attendance using Eye Tracking in Choice-based Conjoint Analysis. Journal of Business Research, forthcoming.
Guhl, D. (2019). Addressing endogeneity in aggregate logit models with time-varying parameters for optimal retail-pricing. European Journal of Operational Research, 277(2), 684-698.
Paetz, F., Guhl, D. (2017). Understanding Differences in Segment-specific Willingness-to-pay for the Fair Trade Label. Marketing ZFP, 39(4), 38-47.
Elshiewy, O., Guhl, D., Boztuğ, Y. (2017). Multinomial Logit Models in Marketing - From Fundamentals to State-of-the-Art. Marketing ZFP, 39(3), 32-49.
Guhl, D., Winkler von Mohrenfels, H., Abshagen, J., Klapper, D. (2016). Measuring Marketing Success: Estimating the Effect of Social Media and TV Advertising on Brand Attention. Marketing ZFP, 38(1), 44-54.
Steiner, W., Siems, F., Weber, A. und D. Guhl (2014): How customer satisfaction with respect to price and quality affects customer retention: an integrated approach considering nonlinear effects. Journal of Business Economics, 84(6), 879–912.
Steffenhagen, H. und D. Guhl (2011): Carry Over- und Lag-Effekte in der Werbung. WiSt - Wirtschaftswissenschaftliches Studium, 40(11), 744–769.
Kunter, M. und D. Guhl (2010): Die Vorteilhaftigkeit handelsgerichteter Konditionen eines Herstellers – Ein spieltheoretischer Untersuchungsansatz. Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 62(7), 571–577.
Books and Book Contributions
Guhl, D, Steffenhagen, H. (2016). Kommunikationsbudgetierung: Analytische Ansätze, in Bruhn, M., Esch, F.-R., Langner, T. (Hrsg.): Handbuch Strategische Kommunikation: Grundlagen – Innovative Ansätze – Praktische Umsetzungen, Springer, 345-376.
Guhl, D, Steffenhagen, H. (2016). Kommunikationsbudgetierung: Heuristische Ansätze, in Bruhn, M., Esch, F.-R., Langner, T. (Hrsg.): Handbuch Strategische Kommunikation: Grundlagen – Innovative Ansätze – Praktische Umsetzungen, Springer, 377-400.
Guhl, D. (2014). Die Modellierung zeitvariabler Parameter in diskreten Wahlmodellen. Dissertation, TU Clausthal.
Conference Proceedings
Elshiewy, O., Guhl, D.(2018). Individual-level Carryover Parameters in Reference-Price Models. Advances in Consumer Research, Vol. 46, Dallas, USA.
Elshiewy, O., Guhl, D. (2018). Individual-level Carryover Parameters in Reference-Price Models. Proceedings of the AMA 2018 Summer Marketing Educators Conference, Boston, USA.
Elshiewy, O., Guhl, D. (2018). Individual-level Carryover Parameters in Reference-Price Models. Proceedings of the 48th EMAC Conference, Glasgow, UK.
Yegoryan, N., Guhl, D., Paetz, F., Klapper, D. (2017). Confounding in preference and structural heterogeneity. Proceedings of the 46th EMAC Conference, Groningen, Netherlands.
Guhl, D. (2017). Understanding identification of alternative-specific heterogeneity in Mixed Logit models applied to panel data. Proceedings of the 46th EMAC Conference, Groningen, Netherlands.
Gabel, S., Guhl, D. (2016). Measuring customers’ sensitivity towards price promotions in leaflets and loyalty card programmes across categories – Insights from a large-scale field experiment. Proceedings of the 45th EMAC Conference, Oslo, Norway.
Vuckovac, D., Gabel, S., Guhl, D., Ilic, A. (2016). Evaluating rewards in loyalty programmes – A novel approach to increase user retention. Proceedings of the 45th EMAC Conference, Oslo, Norway.
Yegoryan, N., Guhl, D. (2016). Understanding the consequences of attribute non-attendance in discrete choice models. Proceedings of the 45th EMAC Conference, Oslo, Norway.
Working Papers
Vuckovac, D., Gabel, S., Guhl, D. (2018). Personalized Marketing as Rewards in Loyalty Programs.
Guhl, D., Klapper, D., Massner, K., Spann, M., Stich, L., Yegoryan, N. (2017). Behavioral Biases in Marketing.
Gabel, S., Guhl, D., Klapper, D. (2017). How Customization Affects Coupons Redemption Rates: Insights from a Large-Scale Field Experiment.