Francisco Cisternas Vera

  Marketing PhD Student – Carnegie Mellon University






Working Papers

Curriculum Vitae

Awards and Honors





    Phone: 412 251-2154



    Tepper School of Business

    Carnegie Mellon University

    5000 Forbes Avenue, Pittsburgh, PA.

    Office: 261, Posner Hall


    Ph.D. in Marketing, Tepper School of Business,

    Carnegie Mellon University (expected 2016)

    M.Sc. in Marketing, , Tepper School of Business,

    Carnegie Mellon University (2013)

    M.Sc. in Operations Management, Engineering School,

    University of Chile (2006)

    B.S. in Industrial Engineering, Engineering School,

    University of Chile (2006)




    My reaserch combines elements of operations management and quantitative marketing



Research Interests:

o   Internet Marketing

o   Optimal Product Display

o   Pricing Strategy

o   Marketing and Operations Decision Support Systems

o   Discrete Choice Models

o   Sports Analytics

o   Big Data






Work In Progress:

    • With Mongomery A. and Derdenger T. Influencing Product Competition through Shelf Design

Arranging products on a retail shelf can directly influence consumer purchases by making products easy to find, and also indirectly by influencing the competitive set of products that a consumer considers. In this research we show that when products are placed closer together competition between the products increases. Thus shelf design can encourage consumers to purchase products that would not have previously been purchased. The motivation for the result is that consumer search is costly and consumers focus their search on local neighborhoods that are influenced by shelf position. Since search is costly, consumers may not exhaust all possibilities which means that position could be an important determinant of consideration. To formally model this behavior we create a sequential consideration model. To begin the search consumers are influenced by colors, favorite brand or the closest shelf edge, where few products can be consider. Then consumers shift their focus to neighboring products, in a sequential fashion, increasing the set of products considered, to finally making the purchase decision. By doing this, the shelf generate spatially induced consideration sets. Using this approach we find that demand is greatly impacted by shelf position and retailers can create plan-o-grams that can shift demand from one product to another. Our focus on using shelf design to stimulate competition contrasts with past research on shelf design that has focused mainly on cost minimization. Preliminary data using shelf-experiments from Dominick’s retail stores shows that re-arranging the products on the shelf can increase profits by up to 15%.


    • With Morewedge C. Influencing Product Competition through Shelf Design




© 2014 Francisco Cisternas Vera