Nathan Fong, Ph.D.
Assistant Professor of Marketing
Office: BSB 318
Phone: (856)225-6695
Email: nathan.fong@rutgers.edu
CV: Download the PDF


Ph.D., Massachusetts Institute of Technology
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:
• “Competitive Price Targeting with Smartphone Coupons” with Jean-Pierre Dube, Zheng Fang and Xueming Luo, Marketing Science, 2017.
• “How targeting affects customer search: A field experiment,” Management Science, 2017.
• “Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions” with Zheng Fang and Xueming Luo, Journal of Marketing Research, 2015.
• “How sales taxes affect consumer and firm behavior: The role of search on the Internet” with Eric Anderson, Catherine Tucker, and Duncan Simester, Journal of Marketing Research, 2010.