Humboldt-Universität zu Berlin - School of Business and Economics

Prof. Dr. Daniel Guhl

Foto
Name
Prof. Dr. Daniel Guhl
Email
daniel.guhl (at) hu-berlin.de

Internet

ResearchGate

Google Scholar

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

 

Gabel, S., Guhl, D. (2021). Comparing the Effectiveness of Rewards and Individually Targeted Coupons in Loyalty Programs. Journal of Retailing (forthcoming)
 
Yegoryan, N., Guhl, D., Klapper, D. (2020). Inferring Attribute Non-attendance using Eye Tracking in Choice-based Conjoint Analysis. Journal of Business Research, 111, 290-304.
 
Dowling, K., Guhl, D., Klapper, D., Spann, M., Stich, L., Yegoryan, N. (2020). Behavioral biases in marketing. Journal of the Academy of Marketing Science, 48(3), 449-477.
 
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.
 
Gabel, S., Guhl, D., Klapper, D. (2019). P2V-MAP: Mapping Market Structures for Large Retail Assortments. Journal of Marketing Research, 56(4), 557-580.
 
Baumgartner, B., Guhl, D., Kneib, T., Steiner, W. (2018). Flexible estimation of time-varying effects for frequently purchased retail goods: a modeling approach based on household panel data. OR Spectrum, 40(4), 837-873.
 
Guhl, D., Baumgartner, B., Kneib, T., Steiner, W. (2018). Estimating time-varying parameters in brand choice models: A semiparametric approach. International Journal of Research in Marketing, 35(3), 394-414.

 

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

Schrage, R., Kenning, P., Guhl, D., Gabel, S. (2020): Price Personalisation Technology in Retail Stores: Examining the Role of Users’ Trust. Proceedings of the Forty-First International Conference on Information Systems (ICIS).

Jahn, S., Guhl, D., Sanjari, S. S., Boztug, Y. (2019). How Consumers Use Nutrition Information. 41th INFORMS Marketing Science Conference, Rome, Italy.

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.