University of California, Riverside

Undergraduate Business Program

SoBA News

Jorge Silva-Risso was named a finalist for the American Marketing Association's annual award recognizing the Journal of Marketing Research article with the most significant long-term marketing contribution.

(May 5, 2011)

UCR School of Business Administration Associate Professor of Marketing Jorge Silva-Risso, along with Florian Zettelmeyer (Northwestern) and Fiona Scott Morton (Yale), were named finalists of the 2011 William F. O’Dell Award earlier this year for their co-authored article, “How the Internet Lowers Price:  Evidence from Matched Survey and Automobile Transaction Data.”

Honoring the Journal of Marketing Research article published in 2006 that has had a lasting impact on marketing theory, methodology, and practice, the William F. O’Dell Award is presented annually by the American Marketing Association (AMA), one of the leading worldwide organizations for marketing professionals. Papers are eligible for the award five years after publication in order to provide time to determine their impact on marketing.

“It is a great honor to have one of the five finalist articles recognized as having the most significant long-term contribution,” Silva-Risso said.

Silva-Risso’s co-authored article, which appeared in the Journal of Marketing Research’s August 2006 issue, addresses how Internet use lowers automobile prices. According to the article, information regarding dealers’ invoice prices that the Internet can provide, along with the referral process of online buying services, have a combined price effect of 22% of dealers’ average gross vehicle profit. The research was conducted with matched survey and transaction data on 1,500 car purchases in California.

“It has been a great experience to work with my co-authors Fiona Scott Morton and Florian Zettelmeyer on this and other studies,” Silva-Risso said. “I am grateful to the American Marketing Association for organizing the O’Dell award and the time and dedication of the committee overseeing the voting process.”

The award was presented in February at the AMA Winter Marketing Educators Conference. The other finalists for the award were:  “The Effect of Word of Mouth on Sales:  Online Book Reviews” (Judith Chevalier and Dina Mayzlin, winners); “The Goal-Gradient Hypothesis Resurrected:  Purchase Acceleration, Illusionary Goal Progress, and Customer Retention” (Ran Kivetz, Oleg Urminsky, and Yuhuang Zheng); “Defection Detection:  Measuring and Understanding the Predictive Accuracy of Customer Churn Models” (Scott A. Neslin, Sunil Gupta, Wagner Kamakura, Junxiang Lu, and Charlotte H. Mason); and “Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics” (Teck H. Ho, Noah Lim, and Colin F. Camerer).


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