Real-time Adaptive Randomization of Clinical Trials Liberali, Gui; Boersma, Eric; Lingsma, Hester; Brugts,Jasper; Dippel, Diederik and Hauser, John. Journal of Clinical Epidemiology (top decile impact factor), 2025. Paper.
Editor's choice: a comment on adaptive trials and this paper
Morphing for Consumers Dynamics: Bandits Meet HMM
Liberali, Gui and Ferecatu, Alina. Marketing Science Vol. 41, No. 4(2022): 235-441. Paper. SSRN. GitHub.
Introduction to the special section on Data-Driven Prescriptive Analytics
Kay Giesecke, Gui Liberali, Hamid Nazerzadeh, J. George Shanthikumar, Chung Piaw Teo Management Science Vol. 68, No. 3(2022):1591-1594. https://pubsonline.informs.org/doi/full/10.1287/mnsc.2021.4296
Call for Papers - Special Issue on Data-Driven Prescriptive Analytics
Kay Giesecke, Gui Liberali, Hamid Nazerzadeh, J. George Shanthikumar, Chung Piaw Teo Management Science Vol. 64, No. 6 (2018):2972-2972. https://doi.org/10.1287/mnsc.2018.3120
Introduction to the IJRM Special Issue on Marketing and Innovation.
Liberali, Gui; Stremersch, Stefan; Rust, Roland and Muller,Eitan. International Journal of Research in Marketing. Vol.32, No. 3 (2015):235-237. Download
Website Morphing 2.0: Switching Costs, Partial Exposure, Random Exit, and When to Morph
Hauser, John; Liberali, Gui and Urban, Glen (2014). Management Science. Download paper, data, demonstrations.
Morphing Banner Advertising
Urban, Glen; Liberali, Gui; Mac Donald, Erin ;Bordley, Robert and Hauser, John.(2014) Marketing Science. Download paper
Competitive Information, Trust, Brand Consideration and Sales: Two Field Experiments
Liberali, Gui; Hauser, John and Urban, Glen. (2013). International Journal of Research in Marketing. Download paper, appendices.
Lead article.
Finalist, Best 2013 IJRM paper award
Featured at MSI selections.
Product Line Design Optimization
Liberali, Gui International Journal of Research in Marketing. (2011). Download .
Invited Commentary.
Effects of Sensitization and Habituation in Durable Goods Markets
Liberali, Gui; Gruca, Thomas and Nique, Walter (2011). European Journal of Operational Research. Download paper,
Website Morphing
Hauser, John; Urban, Glen; Liberali, Gui and Braun, Michael (2009). Marketing Science. Download paper
Lead article with commentaries.
Finalist, John D. C. Little Award for Best Article published in Marketing Science and Management Science, 2009.
Rejoinder and Response to Comments on Website Morphing
Hauser, John; Urban, Glen; Liberali, Gui and Braun, Michael (2009). Marketing Science.
Response to comments by Hal Varian, Andrew Gelman, John Gittins
Morphing the Web - Building Empathy, Trust, and Sales
Glen Urban, John Hauser, Gui Liberali, Michael Braun and Fareena Sultan (2009). MIT Sloan Management Review. Download paper
Growing in Saturated Markets: The Role of Time in Brand Switching
with Thao Le, Bernd Heidergott, and Ines Lindner, 2026. Under review. Preprint
Ethical Bandits
with Bob Rombach and Yang Li, 2025. Under revision. Preprint.
Aquisition and Engagement in Social Networks
with Caio Rego and Andreas Lanz, under preparation for submission, 2026.
A Method for Partisanship Influence
with Xi Chen, 2025
Fractional updating for MAB approaches to the design of randomized medical clinical trials
with John Hauser and Bob Rombach, 2025
Response to Information Manipulation in Social Media Platforms
with Haorang Wang and Yuhan Qin, 2026