Vibhanshu Abhishek

Vibhanshu Abhishek

Associate Professor
Information Systems

SB1 3215  


PhD in OPIM, University of Pennsylvania (Wharton)
MA in Statistics, University of Pennsylvania (Wharton)
BTech in Computer Science, Indian Institute of Technology - Kanpur

Research Interest

Technology-enabled markets

Digital Advertising


Online Platforms


Causal Inference

Vibhanshu Abhishek is an Associate Professor of Information Systems the Paul Merage School of Business, University of California - Irvine. His research focuses on the effect of emerging technologies on consumers' behavior, business strategy and market structure. He is particularly interested in multi-channel coordination and examines issues in multi-channel retail, advertising and pricing. He studies how consumers respond to different forms of advertising and how companies can strategically use new advertising channels to connect with their consumers. He also examines the dynamics of e-commerce marketplaces and their interaction with traditional retail. More recently, he is interested in understanding consumer behavior in the presence of shared urban mobility systems.

Dr. Abhishek has published in top management journals like Operations Research, Marketing Science, Management Science, MIS Quarterly and Journal of Interactive Marketing. He is also a recipient of the Google Faculty research award, Adobe Faculty grant, Flipkart research grand and has won several awards like the ISA-INFORMS best paper award, CIST best student paper award and the ISS Nunamaker-Chen Dissertation award.

His research has been cited in popular press outlets such as the Sloan Management Review, NY Times, Forbes, Fortune, Pittsburgh Post Gazette, Seattle times and Wall Street Journal. He has worked with several firms including McKinsey & Co., Sequoia Capital, Pirates, LEGO, Adobe, FICO, IBM and Omnicom and advises hi-tech startups.

He received a PhD in Operations and Information Management and a M.A. in Statistics from the Wharton School, University of Pennsylvania. He also holds a B.Tech in Computer Science from IIT Kanpur. Before joining UC Irvine, Dr. Abhishek was an Assistant Professor of Information Systems at the Heinz College, Carnegie Mellon University.



  • Chapter: Omni-Channel Customer Behavior in Retail Banking, with B. Li, Operations in an Omni-Channel World. Eds. A. G. Moreno, S. Gallino, Springer, Oct 2019


  1. V. Abhishek, M. Dogan and A. Jacquillat, Strategic Timing and Pricing In On-Demand Platforms, accepted at Management Science
  2. V. Abhishek, J. A. Guajardo and Z. Zhang, Business Models in the Sharing Economy: Manufacturing Durable Goods in the Presence of Peer-To-Peer Rental Markets, conditionally accepted at Information Systems Research
  3. M. Zhou, G. Dan, V. Abhishek and B. Li, When the Bank comes to you: Channel Adoption and Choice in an Omni-Channel Context, Information Systems Research 31(1):176-197 (2020)
  4. J. Gong, V. Abhishek and B. Li, Examining the Impact of Contextual Ambiguity on Search Advertising Keyword Performance: A Topic Model Approach, MIS Quarterly (42: 3) pp.805-829 (2018)
  5. P. Achananuparp, E. P. Lim, and V. Abhishek, Does Journaling Encourage Healthier Choices? Analyzing Healthy Eating Behaviors of Food Journalers. Proc. of the Int. Conf. on Digital Health (DH ’18). ACM, New York, NY, USA, 35–44 (2018)
  6. P. Achananuparp, E. P. Lim, V. Abhishek, and T. Yun, Eat & Tell: A Randomized Trial of Random-Loss Incentive to Increase Dietary Self-Tracking Compliance, Proc. of the Int. Conf. on Digital Health (DH ’18). ACM, New York, NY, USA, 45–54. (2018)
  7. P. C. Verhoef, A. T. Stephen, P. K. Kannan, X. Luo, M. Andrews, Y. Bart, H. Datta, N. M. Fong, D. L. Hoffman, M. Hu, T. P. Novak, W. M. Rand and Y. Zhang, Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products, Journal of Interactive Marketing 40: 1-8 (2017)
  8. V. Abhishek, K. Jerath and Z. J. Zhang, Reselling or Agency Selling: Channel Structures in Electronic Retail, Management Science 62:8, 2259-2280 (2016)
  9. V. Abhishek, K. Hosanagar and P. S. Fader, On Aggregation Bias in Sponsored Search: Existence and Implications, Marketing Science 34(1): 59-77 (2015)
  10. Y.C. Kato-Lin, R. Padman, J. Downs, V. Abhishek, Evaluating Consumer m-Health Services for Promoting Healthy Eating: A Randomized Field Experiment, AMIA Sym. Proc. 2015:1947-1956 (2015)
  11. V. Abhishek and K. Hosanagar, Optimal Bidding in Multi-Item Multi-Slot Sponsored Search Auctions, Operations Research 61(4): 855-873 (2013)
  12. V. Abhishek and K. Hosanagar, Keyword generation for search engine advertising using semantic similarity between terms, Proc. of Int. Conf. on E-Commerce (ICEC ’07), ACM, New York, NY, USA, 89–94 (2007)
  13. V. Abhishek, A. Mukerjee and H. Karnick, Artificial ontogenesis of controllers for robotic behavior using VLG GA, Proc. of. IEEE Int. Conf. on Systems, Man and Cybernetics (SMC ‘03), Washington, DC, pp. 3376-3383 vol.4 (2003)
  14. N. Kumar, V. Abhishek and G. Gautam, A novel approach for person authentication and content-based tracking in videos using kernel methods and active appearance models,
  15. Proc. of. IEEE Int. Conf. on Systems, Man and Cybernetics (SMC ‘03), Washington, DC, pp. 1384-1389 vol.2 (2003)


  • Excellence in Teaching Award, Paul Merage School of Business, UC Irvine 2019

  • MSI Young Scholar, Class of 2019

  • Winner, NABE Tech Economics Conference, Poster Competition, 2018

  • Best Paper Award, DH, 2018

  • Mobility 21 Research Grant, 2017

  • Best Reviewer Award, Information Systems Research 2017

  • Winner, NABE Tech Economics Conference, Poster Competition, 2017

  • Best Student Paper Award, Finalist (Zhe Zhang), POMS Supply Chain Track, 2017

  • Google Faculty Research Award, 2016

  • Adobe Faculty Research Grant, 2016

  • Flipkart Research Grant, 2016

  • WCAI Data Grant, 2015

  • Best Student Paper Award, Finalist (Yi-Chin Lin), INFORMS, 2015

  • Best Student Paper Award (Jing Gong), CIST-INFORMS, 2014

  • CSWIM Best Paper Award, Finalist, 2014

  • ISA INFORMS Best Paper Award, Runner-Up, 2013

  • ISS Nunamaker-Chen Dissertation Award, Runner-Up, 2013

  • PNC Center for Financial Innovation Award, 2013

  • Berkman Faculty Award, 2013

  • Best Student Paper Award, CIST-INFORMS, 2011

  • Mack Center for Technological Innovation Grant, 2011

  • WCAI Data Grant, 2010

  • Patty and J. Baker Fellowship, 2009-2012 

  • Duke-Columbia-UCLA Quant Marketing Workshop, 2010

  • Doctoral Travel Award, 2010 

  • Nominated for the Winkelman Fellowship, 2009

  • Marketing Science Institute Grant, 2009

  • Wharton Doctoral Fellowship, 2007-2011

  • Best B.Tech Project – IIT Kanpur, Finalist 2003. Project on Adaptive Robotics

  • All India Rank of 87 in IIT Joint Entrance Exam, 1999 (99.94 %tile)

Media Mentions

  • Media Post - Some Ecommerce Product Categories with Less Info Need Paid Ads to Perform Well (09-13-2019) 

  • WSJ - Behavioral Ad Targeting Not Paying Off for Publishers (05-29-2019)

  • Electronic Frontier Foundation - Research Shows Publishers Benefit Little from Tracking Ads (06-03-2019) 

  • TechCrunch - Targeted ads offer little extra value for online publishers (05-31-2019)

  • USA Today - Firefox browser blocks sites and advertisers from tracking you online by default (06-04-2019)

  • Pittsburgh Post-Gazette - Getting the most out of your Fitbit in the New Year (01-02-2018)

  • Pittsburgh Post-Gazette - Even underwear can be ordered via subscription service (12-14-2017)

  • MIT SMR - Manufacturers Can Also Win in the Sharing Economy (12-08-2017) 

  • - Turo Continues to Challenge Car Ownership as it Expands into BC (10-3-2017) 

  • Der Tagesspiegel - Wie der Internetkonzern uns ins reale Leben folgt (9-21-2017) 

  • Sirius XM - The Autonomous Vehicles Testing Bill with Vibhanshu Abhishek and Mike Strong (9-20-2017)

  • Canadian Auto Dealer - The sharing economy (6-5-2017) 

  • Forbes - 5 Takeaways for The C-Suite From 2016's Vote Prediction Debacles (6-5-2017)

  • The Hill - Are fitness trackers effective? (10-14-2016)

  • Seattle Times - The pothole-riddled road to self-driving cars (10-14-2016) 

  • Fortune - Insurer Will Subsidize Apple Watch Purchases to Promote Health (9-27-2016)

  • Forbes - E-book Price-Fixing: Finding the Best Model for Publishers and Readers (4-26- 2012)

  • Precios de e-books: buscando el mejor modelo para editoriales y lectores, (5- 21-2015) 

  • Delaware Online - Is agency model beneficial for online shoppers? (4-28-2012)

  • VOX - Does Apple’s agency model raise eBook prices? (11-14- 2013)

  • WSJ - Does Apple’s (AAPL) Agency Model Raise eBook Prices? (11-20- 2013)