Brad Shapiro
Associate Professor of Marketing

Office: (773) 702.9316


The University of Chicago, Booth School of Business
5807 South Woodlawn Avenue
Chicago, IL 60637

Curriculum vitae

Working Papers

"Promoting Wellness or Waste? Evidence from Antidepressant Advertising," 05/2019

"Generalizable and Robust TV Advertising Effects," with Günter Hitsch & Anna Tuchman, 06/2019
        Interactive Results - Note: Ad blocker must be turned off

"Valuing Brand Collaboration: Evidence from a Natural Experiment," with Yewon Kim & Sanjog Misra, revise & resubmit, Journal of Marketing Research, 03/2019

"How and When to Use the Political Cycle to Identify Advertising Effects," with Sarah Moshary & Jihong Song, 08/2019


"Informational Shocks, Off-Label Prescribing and the Effects of Physician Detailing," Management Science, 64(12), pp. 5925-5945, 2018.

"Positive Spillovers and Free Riding in Advertising of Prescription Pharmaceuticals: The Case of Antidepressants," Journal of Political Economy, 126(1), pp 381-437, 2018.

"Estimating the Cost of Strategic Entry Delay in Pharmaceuticals: The Case of Ambien CR," Quantitative Marketing & Economics, 14(3), pp 201-231, 2016.

"Advertising in Health Insurance Markets," Current Version 7/2017. Marketing Science, forthcoming.

Published Chapters

"Regulation of Prescription Drug Competition and Market Responses: Patterns in Prices and Sales Following Loss of Exclusivity," with Murray L. Aitken, Ernst R. Berndt, Barry Bosworth, Iain M. Cockburn, Richard G. Frank and Michael Kleinrock, chapter 8 in Ana Aizcorbe, Colin Baker, Ernst R. Berndt and David M. Cutler, eds., Measuring and Modeling Health Care Costs, Chicago: University of Chicago Press for the National Bureau of Economic Research, 2018, pp. 243-271. NBER Working Paper # 19487