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Anja Lambrecht

Associate Professor of Marketing

Diplom-Kauffrau MS (Goethe University & Universite Paris-Dauphine), PhD (Goethe University)

Dr Anja Lambrecht teaches the elective programme, ‘Going to Market: Managing the Channel and Sales Force’ to MBA and Executive MBA students. Her research focuses on digital marketing, with a particular focus on online targeting and advertising as well as promotion and pricing. 

She received her PhD from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

Before becoming Assistant Professor of Marketing at London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business.

Dr Lambrecht’s work has been published in a number of leading academic journals, such as the Journal of Marketing Research. And before embarking on her PhD she worked as a consultant at McKinsey & Company in Frankfurt.


Field experiments

Lambrecht A; Tucker C E

in: Hanssens, D M & Mizik, N., Handbook of marketing analytics: methods and applications in marketing, public policy, and litigation support. Cheltenham: Edward Elgar. Feb 2018


Time preferences and the pricing of complementary durables and consumables

Lambrecht A; Ahmadi I; Skiera B; Heubrandner F

International Journal of Research in Marketing 2017 Vol 34:4 p 813-828

Can big data protect a firm from competition

Lambrecht A; Tucker C E

Competition Policy International 2017


Fee or free: When should firms charge for online content?

Lambrecht A; Misra K

Management Science 2016 Vol 63:4 p 1150-1165

On storks and babies : correlation, causality and field experiments

Lambrecht A; Tucker C

GfK Marketing Intelligence Review 2016 Vol 8:2

The 4 mistakes most managers make with analytics

Lambrecht A; Tucker C E

Harvard Business Review Digital Articles 2016


How do firms make money selling digital goods online?

Lambrecht A; Goldfarb A; Bonatti A; Ghose A; Goldstein D; Lewis R; Rao A; Sahni N; Yao S

Marketing Letters 2014 June

Price promotion for emotional impact

Aydinli A; Bertini M; Lambrecht A

Journal of Marketing 2014 2014 Vol 78:4 p 80-96


Economics of pricing services online

Lambrecht A

Chapter in: The New Palgrave Dictionary of Economics Online. Eds. Steven Durlauf and Lawrence Blume, Palgrave Macmillan

When does retargeting work? Information specificity in online advertising

Lambrecht A; Tucker C

Journal of Marketing Research 2013 Vol 50:5 p 561-576


When talk is “free”: The effect of tariff structure on usage under two and three-part tariffs

Ascarza E; Lambrecht A; Vilcassim N

Journal of Marketing Research 2012 December Vol 49:6 p 882-889

Paying with money or effort: Pricing when customers anticipate hassle

Lambrecht A; Tucker C

Journal of Marketing Research 2012 February Vol 49:1 p 66-82

Price discrimination in service industries

Lambrecht A; Seim K; Vilcassim N; Cheema A; Chen Y; Crawford G S; Hosanagar K; Iyengar R; Koenigsberg O; Lee R; Eugenio J M; Miravete E; Sahin O

Marketing Letters 2012 Vol 23:2 p 423-438


Stuck in the adoption funnel: The effect of interceptions in the adoption process on usage

Lambrecht A; Seim K; Tucker C

Marketing Science 2011


Does uncertainty matter? Consumer behaviour under three-part tariffs

Lambrecht A; Seim K; Skiera B

Marketing Science 2007 Vol 6:5 p 698-710


Paying too much and being happy about it: Existence, causes and consequences of Tariff-Choice Biases

Lambrecht A; Skiera B

Journal of Marketing Research 2006 Vol 43:2 p 212-223


Negative effect of tensile promotions in digital marketing communications

Lambrecht A; Tucker C E

Social Sciences Research Network

Cashback is cash forward: delaying a discount to encourage further spending

Vana P; Lambrecht A; Bertini M

Social Sciences Research Network


Advertising to early trend propagators? : evidence from Twitter

Lambrecht A; Tucker C E; Wiertz C

Social Sciences Research Network

Time preferences and the pricing of complementary durables and consumables

Ahmadi I; Skiera B; Lambrecht A; Heubrandner F

Social Sciences Research Network

Research Interests

Pricing, choice and usage under nonlinear pricing, biases in tariff choice, adoption of services and technologies, online advertising and electronic markets.