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Paul E. Green Award

Paul E. Green Award

AMAF Website Header 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 previous calendar year that demonstrates the greatest potential to contribute to the theory, methods, and practice of 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

Srinivas Tunuguntla and  Paul R. Hoban
“A Near-Optimal Bidding Strategy for Real-Time Display Advertising Auctions”
Volume 58, No. 1
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
Sungjin Kim, Clarence Lee, and Sachin Gupta
“Bayesian Synthetic Control Methods”
Vol. 57, No. 5
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
A. Yeşim Orhun and Mike Palazzolo
“Frugality Is Hard to Afford”
Vol. 56, No. 1, February 2019
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
Eva Ascarza

“Retention Futility: Targeting High-Risk Customers Might be Ineffective”
Vol. 55, No. 1, February 2018
Sunil Gupta, Donald R. Lehmann, and Jennifer Ames Stuart
“Valuing Customers”
Vol. 41, No. 1, February 2004
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
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
Navdeep Sahni
Evidence from Online Field Experiments and Implications for Returns on Advertising
Volume 53, No. 4, August 2016
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
Liu (Cathy) Yang, Olivier Toubia, and Martijn G. de Jong
“A Bounded Rationality Model of Information Search and Choice of Preference Measurement”
Volume 52, No. 2, April 2015
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
Eric T. Anderson and Duncan I. Simester
Reviews Without a Purchase: Low Ratings, Loyal Customers, andDeception
Volume 51, Issue 3, June 2014
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
Anja Lambrecht and Catherine Tucker
“When Does Retargeting Work? Information Specificity in OnlineAdvertising​”
Volume 50, No. 5, October 2013
Marnik Dekimpe and Dominique Hanssens
“Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability”
Vol. 36, No. 4, November 1999
Song Yao, Carl F. Mela, Jeongwen Chiang, and Yuxin Chen
“Determining Consumers’ Discount Rates with Field Studies”
Vol. 48, No. 1, December 2012​
Venkatesh Shankar, Gregory S. Carpenter, and Lakshman Krishnamurthi
“Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers”
Vol. 35, No. 1, February 1998
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
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
Michael Trusov, Anand V. Bodapati, and Randolph E. Bucklin “Determining Influential Users in Internet Social Networks”
Vol. 47, No. 4, August 2010
Peter S. Fader and Bruce G. S. Hardie
“Modeling Consumer Choice Among SKUs”
Vol. 33, No. 4, November 1996
Gal Zauberman, B. Kyu Kim, Selin A. Malkoc, and James R. Bettman
“Discounting Time and Time Discounting: Subjective Time Perception and Intertemporal Preferences”
Vol. 46, No. 4, August 2009
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
Anand Bodapati
“Recommendation Systems with Purchase Data”
Vol. 45, No. 1, February 2008