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Anja Lambrecht

Associate Professor of Marketing

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

Dr Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. Anja’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014 Anja received the Paul E. Green Award and in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award. She is an Associate Editor at Marketing Science and a member of the Editorial Board of the Journal of Marketing Research.

Dr Lambrecht teaches the Marketing core course and the elective “Channel and Sales Force Management”.

Before joining 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. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. 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.


Advertising to early trend propagators : evidence from Twitter

Lambrecht A; Tucker C E; Wiertz C

Marketing Science 2018 Vol 37:2 p 177-199

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

Lambrecht A; Vana P; Bertini M

Journal of Marketing Research 2018 Online first

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


Can big data protect a firm from competition

Lambrecht A; Tucker C E

Competition Policy International 2017

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


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


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

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


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

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

Vana P; Lambrecht A; Bertini M

Social Sciences Research Network

Negative effect of tensile promotions in digital marketing communications

Lambrecht A; Tucker C E

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


Cash back is cash forward: delaying a discount to increase future spending

Lambrecht A; Bertini M; Vana P.

Working Paper

Research Interests

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