Publication

Authors are listed in order of contribution, unless marked † (authors listed in alphabetical order).

Xu, B., Guo, T., Xu, Y.D. (2026). When Food Gets Political: How News Drives Green Food Offerings? forthcoming, Marketing Science.

Fong, J.^†, Guo, T.^†, Rao, A.^† (2024). Debunking misinformation about consumer products: Effects on beliefs and purchase behavior. Journal of Marketing Research, 61(4), 659-681.

Orhun, A. Y., Guo, T., Hagemann, A. (2022). Reaching for gold: Frequent-flyer status incentives and moral hazard. Marketing Science, 41(3), 548-574.

Guo, T., Sriram, S., Manchanda, P. (2021). The effect of information disclosure on industry payments to physicians. Journal of Marketing Research, 58(1), 115-140.

Guo, T., Sriram, S., Manchanda, P. (2020). “Let the sunshine in”: The impact of industry payment disclosure on physician prescription behavior. Marketing Science, 39(3), 516-539.

Proserpio, D., Hauser, J. R., Liu, X., Amano, T., Burnap, A., Guo, T., Lee, D., Lewis, R., Misra, K., Schwarz, E., Timoshenko, A., Xu, L., Yoganarasimhan, H. (2020). Soul and machine (learning). Marketing Letters, 31(4), 393-404.

Sloan, F. A., Eldred, L. M., Guo, T., Xu, Y. (2013). Are people overoptimistic about the effects of heavy drinking?. Journal of Risk and Uncertainty, 47(1), 93-127.

Working Papers and Work in Progress

Guo, T.^†, Kong, X.^†, Wang, Y.^† (2026). Mandating Transparency: Evidence from Hospital Price Disclosure. R&R. [link]

Guo, T., Ye, T., Xie, Y., Mei, Q. (2026). Prebunking with Misinformation's Persuasion Playbook Improves LLM and Human Discernment of AI-Generated Claims Where Verification Fails. [link]

Guo, T.^†, Xu, B.^†, Zhao, A.^† (2026). Editorial Style as the Instrument: Identifying Causal Effects of Media Coverage on Demand. [link]

Chen, J.^†, Guo, T.^†, Shi, J.^†, Zhang, S.^† (2026). Gender-Neutral Marketing: Evidence from a Leading Chinese E-Commerce Platform. [link]

Xu, B., Tian, Z., Guo, T. (2026). Influencer Controversy Marketing: #Greenwash on Tiktok. [link]