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Rutgers School of Business – Camden

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Dr. Nathan Fong

Associate Professor

Marketing

Office: BSB 318

Phone: (856) 225-6695

Email: nathan.fong@rutgers.edu

Ph.D., Massachusetts Institute of Technology

View CV PDF

Nathan Fong joined the Rutgers School of Business as an Assistant Professor of Marketing in 2018. He received his B.S. from Stanford University and his Ph.D. from MIT. Nathan’s research combines field experiments and models to evaluate marketing mix effects in digital marketing settings. He has examined how sales taxes affect consumer behavior in the Internet channel, how targeted marketing communications affect online customer search behavior, and how mobile technologies can be used for contextual targeting.

Research Interests: Digital marketing; Targeted promotions; Consumer information search; Preference anchoring
Courses Taught: Consumer Behavior, Marketing Analytics

Representative Publications:

  • S. Yoon, N. Fong, and A. Dimoka, “The Robustness of Anchoring Effects on Preferential Judgments,” Judgment and Decision Making, 2019.
  • S. Yoon and N. Fong, “Uninformative Anchors Have Persistent Effects on Valuation Judgments,” Journal of Consumer Psychology, 2019.
  • N. Fong, Y. Zhang, X. Luo, and X. Wang, “Targeted Promotions on an E-Book Platform: Crowding Out, Heterogeneity, and Opportunity Costs,” Journal of Marketing Research, 2019.
  • R. Silberzahn, E. L. Uhlmann, D. P. Martin, P. Anselmi, F. Aust, E. Awtrey, …, N. Fong, …, B. A. Nosek, “Many analysts, one dataset: Making transparent how variations in analytical choices affect results,” Advances in Methods and Practices in Psychological Science, 2018.
  • J. Dubé, Z. Fang, N. Fong, and X. Luo, “Competitive Price Targeting with Smartphone Coupons,” Marketing Science, 2017.
  • P. Verhoef, A. Stephen, P.K. Kannan, X. Luo, V. Abhishek, M. Andrews, Y. Bart, H. Datta, N. Fong, D. Hoffman, M. Hu, T. Novak, W. Rand, and Y. Zhang, “Connecting Customers in a Mobile World,” Journal of Interactive Marketing, 2017.
  • N. Fong, “How targeting affects customer search: A field experiment,” Management Science, 2017.
  • N. Fong, Z. Fang, and X. Luo, “Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions,” Journal of Marketing Research, 2015.

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