Skip to Content Skip to Footer
Paul E. Green Award

Paul E. Green Award

This award honors the best article in Journal of Marketing Research within the last calendar year.


The Award will recognize the best article in the Journal of Marketing Research within the last calendar year that shows or demonstrates the most potential to contribute significantly to the practice of marketing research and research in marketing.


The Editor-in-Chief of the Journal of Marketing Research selects three members for the award committee. These members are either former editors of the Journal of Marketing Research and/or previous recipients of the Paul E. Green Award.

  • Open nominations from papers published in the Journal of Marketing Research in the last calendar year
  • Selection of four (4) to six (6) papers from those nominated as semi-finalists

AMA Foundation

As the philanthropic arm of the AMA, the AMA Foundation champions individual marketers who are making an impact in our profession and community.  We recognize marketing visionaries who have elevated the field, and we support the next generation of marketers who will transform the profession.

Previous Recipients

Eva Ascarza

“Retention Futility: Targeting High-Risk Customers Might be Ineffective”
Vol. 55, No 1, February 2018

Garrett A. Johnson, Randall A. Lewis and Elmar I. Nubbemeyer

“Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness”
Vol. 54, No. 6, December 2017
Peter S. Fader, Bruce G.S. Hardie, and Ka Lok Lee
“RFM and CLV: Using Iso-Value Curves for Customer Base Analysis”
Vol. 42, No. 4, November 2005

Navdeep Sahni
Evidence from Online Field Experiments and Implications for Returns on Advertising
Volume 53, Issue 4, August 2016
Sunil Gupta, Donald R. Lehmann, and Jennifer Ames Stuart
“Valuing Customers”
Vol. 41, No. 1, February 2004
Eric T. Anderson and Duncan I. Simester
Reviews Without a Purchase: Low Ratings, Loyal Customers, andDeception
Volume 51, Issue 3, June 2014

Asim Ansari and Carl F. Mela
Vol. 40, No. 2, May 2003

Harald J. van Heerde, Sachin Gupta, and Dick R. Wittink
“Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only33% Is”
Vol. 40, No. 4, November 2003

Anja Lambrecht and Catherine Tucker
“When Does Retargeting Work? Information Specificity in OnlineAdvertising​”
Volume 50, Issue 5, October 2013

Bart J. Bronnenberg and Catarina Sismeiro
“Using Multimarket Data to Predict Brand Performance in Markets forWhich No or Poor Data Exist”
Vol. 39, No. 1, February 2002
Song Yao, Carl F. Mela, JeongwenChiang, and Yuxin Chen
“Determining Consumers’ Discount Rates with Field Studies”
Vol. 48, No. 1, December 2012​

William R. Dillon, Thomas J. Madden, Amna Kirmani, and Soumen Mukherjee
“Understanding What’s in a Brand Rating: A Model for Assessing Brandand Attribute Effects and Their Relationship to Brand Equity”
Vol. 38, No. 4, November 2001

Oliver J. Rutz and Randolph E. Bucklin
“From Generic to Branded: A Model of Spillover in Paid Search Advertising”
Vol. 48, No. 1, February 2011

Carrie M. Heilman, Douglas Bowman, and Gordon P. Wright
“The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market”
Vol. 37, No. 2, May 2000
Michael Trusov, Anand V. Bodapati, and Randolph E. Bucklin “Determining Influential Users in Internet Social Networks”
Vol. 47, No. 4, August 2010

Marnik Dekimpe and Dominique Hanssens
“Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability”
Vol. 36, No. 4, November 1999

Gal Zauberman, B. Kyu Kim, Selin A. Malkoc, and James R. Bettman
“Discounting Time and Time Discounting: Subjective TimePerception and IntertemporalPreferences”
Vol. 46, No. 4, August 2009
Venkatesh Shankar, Gregory S. Carpenter, and Lakshman Krishnamurthi
“Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers”
Vol. 35, No. 1, February 1998
Anand Bodapati
“Recommendation Systems with Purchase Data”
Vol. 45, No. 1, February 2008

Carl F. Mela, Sunil Gupta, and Donald R. Lehmann
“The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice”
Vol. 34, No. 2, May 1997

Bart J. Bronnenberg, Sanjay K. Dhar, and Jean-Pierre Dubé
“Consumer Packaged Goods in the United States: National Brands, Local Branding”
Vol. 44, No. 1, February 2007
Peter S. Fader and Bruce G. S. Hardie
“Modeling Consumer Choice Among SKUs”
Vol. 33, No. 4, November 1996
Florian Zettelmeyer, Fiona M.Scott Morton, and Jorge Silva-Risso
“How the Internet Lowers Prices: Evidence from Matched Survey and Automobile Transaction Data”
Vol. 43, No. 2, May 2006

Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens
“How T.V. Advertising Works: A Meta-Analysis of 389 Real-World Split Cable T.V. Advertising Experiments”
Vol. 32, No. 2, May 1995 ​​​​​