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Brett Hollenbeck

Assistant Professor of Marketing
Areas of Expertise:
  • Antitrust Policy
  • Conjoint Analysis
  • eCommerce Fraud
  • Econometrics
  • Quantitative Marketing
  • Survey Analysis


Brett Hollenbeck's research focuses on empirical industrial organization and quantitative marketing. His recent studies have looked at economies of scale in retail and service industries, the relationship between mergers and innovation, the economics of online reviews and ratings on online platforms, the regulation of rating manipulation on these platforms, and the role of imperfect competition in optimizing taxation and regulation of the growing legal cannabis industry.

Before pursuing his Ph.D. in economics at the University of Texas at Austin, Hollenbeck worked as an economist in the Office of Tax Policy at the U.S. Department of the Treasury and as a research fellow at the U.S. Chamber of Commerce. He teaches Customer Assessment and Analytics at Anderson, equipping his MBA students with quantitative tools to measure customer preferences and use models to analyze data.

Originally from Missouri, Hollenbeck is a film buff (foreign and Western), an avid traveler and a big supporter of Texas Longhorns football.



Ph.D. Economics, University of Texas at Austin

M.S. Economics, University of Texas at Austin

B.S. Economics, George Washington University

B.A. Political Science, George Washington University

Working Papers

"The Market for Fake Reviews" (with Sherry He and Davide Proserpio)

"Revealed Preference Heterogeneity from Online Ratings" (with Yufeng Huang)

"Sales and Rank on" (with Sherry He)


"Leveraging Limited Loyalty Programs Using Competitor Based Targeting" (with Wayne Taylor) Forthcoming at Quantitative Marketing and Economics, 2021

"Winning Big: Scale and Success in Retail Entrepreneurship" (with Renato Giroldo) Forthcoming at Marketing Science, 2021

“Taxation and Market Power in the Legal Marijuana Industry” (with Kosuke Uetake) Forthcoming at RAND Journal of Economics, 2021

“How Fake Customer Reviews Do -and Don’t- Work” Harvard Business Review (with Sherry He and Davide Proserpio), November 2020

"Horizontal Mergers and Innovation in Concentrated Industries"

          Quantitative Marketing and Economics, 2020, Vol. 18, p. 1-37

“Advertising Strategy in the Presence of Reviews: An Empirical Analysis”

            (with Sridhar Moorthy and Davide Proserpio) Marketing Science, 2019,

            Vol. 38(5), p. 793-811

“Online Reputation Mechanisms and the Decreasing Value of Chain Affiliation”   Journal of Marketing Research, 2018, Vol. 55(5), p. 636-654

“The Economic Advantages of Chain Organization”

          RAND Journal of Economics, 2017, Vol. 48(4), p. 1103-1135