Duncan Simester

Duncan Simester is a Professor at the MIT Sloan School of Management, where he holds the NTU Chair in Management Science and serves as Chair of the MIT Evening MBA Task Force. His research focuses on how economics and artificial intelligence can enhance marketing and strategy. His work is widely published in academic literature and often involves industry collaboration and large-scale field experiments. Simester consults with organizations on marketing strategy, go-to-market strategies, and the use of AI in business decisions. Prior to joining MIT, he was a professor at the University of Chicago’s Graduate School of Business. He is also a qualified lawyer in New Zealand and holds a PhD from MIT.

Duncan Simester's research focuses on consumer behavior, pricing strategies, and market dynamics. His work explores how pricing mechanisms influence customer satisfaction, willingness to pay, and purchasing decisions. He investigates the impact of price endings, promotional strategies, and product line design on retail sales and customer loyalty. Additionally, Simester examines the role of advertising, customer perceptions of fairness, and the effects of stockouts on consumer behavior. His studies often employ field experiments and empirical analysis to provide actionable insights for firms. Research keywords include pricing strategies, consumer behavior, price endings, customer satisfaction, and market dynamics.