Yu Ma

Associate Professor

Alberta School of Business

Marketing, Business Economics, and Law


Research Interests

  • Multi-Category Choice Models
  • Retailing
  • Food Marketing

Selected Publications

  • Yu Ma, Kusum L. Ailawadi, Dinesh K Gauri, Dhruv Grewal (2011), “An Empirical Investigation of the Impact of Gasoline Prices on Consumers' Shopping Behavior”, Journal of Marketing, 75 (2), 18-35.
  • Yu Ma, P.B. Seetharaman, and Chakravarthi Narasimhan (2012), “Modeling Dependencies in Brand Choice Outcomes across Complementary Categories,” Journal of Retailing, 88, 47-62.  
  • Nitin Mehta and Yu Ma (2012), “A Multi-Category Model of Consumer’s Purchase Incidence, Quantity and Brand Choice Decisions,” Journal of Marketing Research, lead article, 49(4), 435-451.
  • Ernan Haruvy, Peter T.L. Popkowski Leszczyc, and Yu Ma (2014), “Does Higher Transparency Lead to More Search in Online Auctions?” Production and Operations Management, Vol. 23, 2.
  • Yu Ma, Kusum L. Ailawadi, and Dhruv Grewal (2013), “Soda versus Cereal and Sugar versus Fat: Drivers of Healthful Food Intake and the Impact of Diabetes Diagnosis”, Journal of Marketing, Vol. 77, No. 3, 101-120.
  • Kusum L. Ailawadi, Karen Gedenk, Tobias Langer, Yu Ma, and Scott A. Neslin ( 2014), “Consumer Response To Uncertain Promotions: An Empirical Analysis Of Conditional Rebates,” International Journal of Research in Marketing, Vol. 31, No. 1, 94-106. 
  • David L. Buckeridge, Katia Charland, Alice Labban, and Yu Ma (2014), “A Method for Neighbourhood-leve Survillen of Food Purchasing,” Annals of the New York Academy of Science. 
  • Robert Fisher and Yu Ma (2014), “The Price of Being Beautiful: the Negative Effects of Attractiveness on Helping Children in Need,” Journal of Consumer Research. 41(2), 436-450.
  • Kalpesh Desai, Dinesh K. Gauri, and Yu Ma (2014), “An Empirical Investigation of Composite Product Choice,” Journal of Retailing, 90 (4), 493-510. Equal contribution.
  • Laurette Dubé, Alice Labban, Jean-Claude Moubarac, Gabriela Heslop, Yu Ma, Catherine Paquet (2015), “A nutrition/health mindset on commercial Big Data and drivers of food demand in modern and traditional systems”, Annals of the New York Academy of Sciences, 1331, pp 278-295
  • Minakshi Trivedi, Dinesh K. Gauri, and Yu Ma (2016) "Evaluating Effectiveness of Sales Promotions in Stimulating Category Sales", Management Science. Forthcoming. Equal contribution.