MARKETING AND MANAGEMENT COMMUNICATION


Multiobjective Personalization


OMID RAFIEIAN ASSISTANT PROFESSOR


Samuel Curtis Johnson Graduate School of Management


Cornell SC Johnson College of Business Cornell University


of Marketing Interventions Marketing Science, 44, 2, March 2025 LINK TO PAPER LINK TO RAFIEIAN VIDEO


Co-authors


• Omid Rafieian Assistant Professor, Samuel Curtis Johnson Graduate School of Management, Cornell SC Johnson College of Business, Cornell University


• Anuj Kapoor, University of Missouri at Columbia • Amitt Sharma, vdo.ai, Vancouver, British Columbia


Summary Marketing interventions usually affect multiple outcomes of interest. How-


ever, finding an intervention that improves all desired outcomes is often rare, creating a trade-off for managers and decision makers. To balance multiple objectives at the individual level, the authors partnered with an advertising tech developer to conduct a field experiment identifying personalized policies.


Applying their framework to a canonical example of multiobjective con- flict between sponsored and organic content consumption outcomes, they document substantial substitution between sponsored and organic content consumption; the version that increases sponsored consumption reduces organic consumption. Tis study details examples of multiobjective person- alized policies, that can significantly improve both sponsored and organic consumption outcomes.


CONTENTS TO MAIN


| RESEARCH WITH IMPACT: CORNELL SC JOHNSON COLLEGE OF BUSINESS • 2025 EDITION


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