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Guofang Huang

Guofang Huang

Assistant Professor of Management



Ph.D. in Economics, Johns Hopkins University, 2011.


I joined the Krannert School of Management at Purdue University as an assistant professor of management in 2018. Before joining Purdue University, I was an assistant professor of marketing at the Carnegie Mellon University. The topics of my research are mainly in the following areas: 1) algorithmic and dynamic pricing; 2) empirical models of consumer decisions and demand; and 3) market design of digital platforms. Other topics I have worked on include pharmaceutical detailing, firms’  information disclosure/sharing policies, and structural estimation of production functions. My research has been published in several top field journals, including Journal of Econometrics, Journal of Economics and Management Strategy, Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics. 


  • Used Car Dealership

    Selling Points: Reference-Price Effects in the Used-Car Market

    More than 38 million used vehicles were sold in the U.S. in 2022, with most of those buying decisions ultimately based on price. Guofang Huang asks: What happens when the asking price deviates from the price consumers expect from their online research?

    Full story: Selling Points: Reference-Price Effects in the Used-Car Market

  • Customer Service Representative

    A Better Way to Measure the Impact of Customer Service Satisfaction on Loyalty

    You just got off the phone with a customer service representative at a credit card company. The rep was friendly and helpful, making you feel good about your relationship with the company. A minute later, your phone rings. It's an automated recording asking if you'd like to participate in a survey about your customer service experience. Such surveys are an increasingly common way for companies to measure customer service satisfaction. They want to find out if your customer service experience will help them retain you as a customer.

    Full story: A Better Way to Measure the Impact of Customer Service Satisfaction on Loyalty

American Marketing Association 2021 SERVSIG Best Service Article Award

Krannert Young Faculty Scholar Award

Phone: (765) 494-9566
Office: KRAN 421

Quick links

Personal website

Area(s) of Expertise

E-Commerce, Industrial Organization, Marketing, Pricing