Kenneth C. Wilbur

Professor of Quantitative Marketing and Business Analytics

Curriculum Vitae

Contact Info

Rady School of Management
Wells Fargo Hall, Room 3W117
9500 Gilman Drive #0553
La Jolla, CA 92093-0553
Phone: (858) 5343441

Research Areas


ken2020.pngKenneth C. Wilbur is a Professor of Marketing and Analytics at the University of California, San Diego, where he teaches e-commerce and marketing analytics. His research draws rigorous, actionable insights out of large datasets, exploring topics in consumer behavior, firm strategy, and public policy. He was named a Marketing Science Institute Scholar, described as "among the most prominent marketing scholars in the world."

Professor Wilbur’s research focuses primarily on marketing science and quantitative marketing.  It also includes publications in advertising, economics, management, political science, and psychology journals. His papers have been recognized as finalists or winners of 12 best-paper awards, including winning the John Little Award for best marketing paper published in Marketing Science or Management Science. His research has been funded by the Federal Communications Commission, Google, the National Collaborative on Gun Violence Research, WPP, Yahoo, and others. 

Professor Wilbur serves as an Associate Editor for the Journal of Marketing Research and on the editorial review boards of Marketing Science, Journal of Marketing, and Marketing Letters. He was a co-editor of Information Economics and Policy.

Professor Wilbur co-founded Profitable Insights, a boutique consultancy to facilitate academic/corporate research partnerships. Research partners include Ace Metrix, Carnival Cruise Lines, Dish Network, Google, Kantar, Kimberly-Clark, P&G, Rentrak, Revtrax, TVision Insights, and YouTube. 

Professor Wilbur consulted on U.S. v. AT&T, which the New York Times called “the antitrust case of the decade.” He served as an advisor to the U.K. Competition and Markets Authority’s online platforms and digital advertising market study. Previously, Professor Wilbur spent time in residence at Amazon and Google as a consultant. He has also consulted for Citibank, Kaiser Permanente, LendingTree, MediaAlpha, RE/MAX, and numerous smaller brands. 

Professor Wilbur joined UCSD in 2013. Previously, he held faculty appointments at Duke University (2009-13) and the University of Southern California (2005-09). He worked as a software engineer and business analyst at Accenture prior to his doctoral studies at the University of Virginia. 

Full CV and all published papers are available at

Representative Publications

Joo, D. Gauri, K. C. Wilbur. 2019. Temporal Distance and Price Elasticity: Empirical

Investigation of the Cruise Industry. Management Science, forthcoming.

McGranaghan, G. Fisher, J. Liaukonyte, K. C. Wilbur. 2019. Lead Offer Spillovers.
Marketing Science, forthcoming.

Du, M. Joo, K. C. Wilbur. 2019. Advertising and Brand Attitudes: Evidence from 575
Brands over Five Years. Quantitative Marketing and Economics, forthcoming.

M. Joo, W. Liu, K. C. Wilbur. 2019. Divergent Temporal Courses for Liking Versus Wanting
in Response to Persuasion. Emotion, forthcoming.

Du, R. Y., L. Xu, Kenneth C. Wilbur. 2019. Immediate Responses of Online Brand Search
and Price Search to TV Ads. Journal of Marketing, 83 (4): 81-200.


For a full list and current CV, please visit