Han Chen

I am a lecturer in marketing at Monash University. I employ econometrics and causal inference, lab/field experiments, and machine/deep learning to solve marketing problems in the domains of digital advertising, price promotion, product innovation, and human-algorithm interaction. Broadly, my research examines 1) how firms effectively use marketing mix tools to influence consumer behavior in the era of artificial intelligence and the digital world, and 2) how marketers use machine learning algorithms to boost the efficacy of marketing mix tools. My research revolves around (1) the substantive domain of consumers’ responses to marketing messages/disclosures and recommendations, with a special focus on their sequential, dynamic, and unintended effects, and (2) the optimization of firms' sequential marketing interventions.