Teck-Hua Ho
	William Halford Jr. Family Professor of Marketing
	Director, Asia Business Center
	Phone: (510) 643-4272; Fax: (510) 643-1420

Professor Teck-Hua Ho is the William Halford Jr. Family Professor of Marketing and the Director of the Asia Business Center at the Haas School of Business at the University of California, Berkeley. Prior to his UC Berkeley tenure, he taught at Wharton at the University of Pennsylvania (where he received his Ph.D.), and at The Anderson School at UCLA. While at Berkeley, he has served as the Associate Dean for Academic Affairs from 2004-06, and has also acted as the Chair of the Marketing Group. Most recently, he was on leave from UC Berkeley (2011-2013) to serve as the Vice President for Research Strategy at the National University of Singapore, his alma mater where he received his undergraduate and M.S. degrees.

Professor Ho has received numerous accolades for both his teaching and his research. In 2010, he received UC Berkeley’s most prestigious teaching award, the Berkeley Distinguished Teaching Award, and he has always been one of the top teachers at the Haas School of Business, demonstrated by his three Earl Cheit Awards for Excellence in Teaching, and many nominations. His research interests include quantitative marketing (pricing strategy and customer value management), behavioral economics (behavioral change and nonequilibrium models) and marketing and operations interfaces (supply chain management and behavioral operations). His papers have been finalists for the John D.C. Little Best Paper award, the Paul Green Best Paper Award, and the William F. O’Dell Long Term Impact Best Paper Award.

Professor Ho serves as the Departmental Editor for Management Science; Co-Editor for Foundations and Trends in Marketing; and as an Associate Editor for the Journal of Marketing Research and Marketing Science. Professor Ho has consulted and taught for many large companies, including Autodesk, Campbell’s Soup, eBay, Google, Hewlett-Packard, Intel, Johnson & Johnson, Maxim Integrated, QuickLogic Corporation, Spacelabs Healthcare, Synopsys, and Zynga. He is one of the most sought after experts on strategic pricing strategy.

• Ph.D., Decision Sciences, The Wharton School, University of Pennsylvania.
• M.A., Decision Sciences, The Wharton School, University of Pennsylvania.
• M.Sc., Computer and Information Science, National University of Singapore.
• B.Eng. (First-Class Honors), Electrical Engineering, National University of Singapore.

• Behavioral and Experimental Economics
• Quantitative Marketing (Pricing Strategy and Customer Value Management)
• Marketing and Operations Interfaces

TEACHING

• MBA 269: Pricing Policy, Spring 2013
. Course Outline
• EWMBA 269: Pricing Policy, Spring 2013
. Course Outline

• Ho, T-H and Su, X. "A Dynamic Level-k Model in Sequential Games," Management Science, 59:452-469, 2013. PDF File New
• Chen, Y. Ho T-H, and Kim Y-M "Knowledge Market Design: A Field Experiment at Google Answers," Journal of Public Economic Theory, 12:4, 641–664, 2010. PDF File New
• Andrade E. and Ho T-H "Gaming Emotions in Social Interactions," Journal of Consumer Research, 36:539-552, 2009. [Lead Article] PDF File
• Ho, T-H and Su X. "Peer-induced Fairness in Games," The American Economic Review, 99:5, 2022-2049, 2009. PDF File
• Ho, T-H. "Individual Learning in Games," Blume, L. and Durlauf, S. (eds.) The New Palgrave Dictionary of Economics: Design of Experiments and Behavioral Economics, Palgrave Macmillian, 2008. PDF File
• Ho, T-H, Wang, X., and Camerer, C. “Individual Differences in the EWA Learning with Partial Payoff Information,” The Economic Journal, 118:37-59, 2008. PDF File
• Andrade, E. and Ho, T-H "How is the Boss's Mood Today? I Want a Raise," Psychological Science, Vol. 18, no. 8, 668-671, 2007. SSRN Link PDF File
• Ho, T-H., Camerer, C. and Chong, J-K. "Self-tuning Experience-Weighted Attraction Learning in Games," Journal of Economic Theory, Vol. 133, no. 1, 177-198, 2007. PDF File
• Chong J-K, Camerer, C., and Ho, T-H. "A Learning-based Model of Repeated Games with Incomplete Information," Games and Economic Behavior, Vol. 55, no. 2, 340-371, 2006. PDF File
• Ho, T-H. and K. Weigelt, "Trust Building Among Strangers," Management Science , 51: 4, pp. 1-12, 2005. [Lead Article] [Finalist, John D. C. Little Best Paper Award]. PDF File
• Camerer, C.F., Ho, T-H, Chong, J-K. "A Cognitive Hierarchy Model of Games," Quarterly Journal of Economics, August 2004, 119(3), 861-898. PDF File
• Camerer, C. Ho, T-H. and Chong,J-K. "Models of Thinking, Learning, and Teaching in Games," The American Economic Review Papers and Proceedings, 93: 2 (2003), 192-195. PDF File
• Camerer, C. Ho, T-H., and Chong, J-K., "Sophisticated Learning and Strategic Teaching," Journal of Economic Theory, 104 (2002), 137-188. PDF File
• Camerer, C., Ho, T-H, and Chong, J-K. "Behavioral Game Theory: Thinking, Learning and Teaching," Paper Presented at the Nobel Prize Symposium (Dec 2001). PDF File
• Camerer, C. and Ho, T-H., "Experience-Weighted Attraction Learning in Normal Form Games," Econometrica, 67 (1999), 837-874. PDF File
• Camerer, C. and Ho, T-H., "EWA Learning in Coordination Games: Probability Rules, Heterogeneity, and Time Variation," Journal of Mathematical Psychology, 42 (1998), 305-326.
• Ho, T-H., Camerer, C., and Weigelt, K., "Iterated Dominance and Iterated Best Response in Experimental P-Beauty Contests," The American Economic Review, 88 (1998), 947-969. PDF File
• Ho, T-H. and Weigelt, K., "Task Complexity, Equilibrium Selection, and Learning: An Experimental Study," Management Science, 42 (1996), 659-679. PDF File
• Ho, T-H. "Finite Automata Play Repeated Prisoner's Dilemma with Information Processing Costs," Journal of Economic Dynamics and Control, 20(1996): 173-207.
• Camerer, C. and Ho T-H. "Violations of Betweenness Axiom and Nonlinearity in Probability," Journal of Risk and Uncertainty , 8 (1994), 167-196.

• Ho, T-H, Li, S., Park, S-E, and Shen M. "Customer Influence Value and Purchase Acceleration in New Product Diffusion," Marketing Science, 31:236-256, 2012. PDF File New
• Caro, F., Yee, C., Levin, S., Gottlied, A., Winter, J., McFadden, D., and Ho, T-H "Choosing Among Residential Options: Results of a Vignette Experiment," Research on Aging, 34: 3-33, 2012. PDF File New
• Goladfrab, A., Ho H-T, Amaldoss, W., Brown, A., Chen, Y., Cui, T., Galasso, A., Hossain, T., Hsu, M., Lim, N., Xiao, M., and Yang, B. "Behavioral Models of Managerial Decision Making," Marketing Letters, 23:2, 405-421, 2012. PDF File New
• Ho, T-H. and Zhang, J-J "Designing Price Contracts for Boundedly Rational Customers: Does the Framing of the Fixed Fee Matter?" Management Science, 54:4, 2008, 686-700. PDF File
• Ho T-H and Chen, K-Y "Discovering and Managing New Product Blockbusters: The Magic and Science of Prediction Markets" California Management Review, Fall 2007, 50:144-158. [Featured Article in the 50th Anniversary Special Issue on "Leading through Innovation"] PDF File
• Lim, N. and Ho T-H "Designing Price Contracts for Boundedly Rational Customers: Does the Number of Blocks Matter?" Marketing Science, 26 (3), 312-326, 2007. PDF File
• Ho, T-H., Lim, N and Camerer, C. "How Psychological Should Economic and Marketing Models Be?" Journal of Marketing Research, Vol. XLIII (August 2006), 341-344. PDF File
• Ho, T-H., Lim, N and Camerer, C. "Modeling the Psychology of Consumer and Firm Behavior Using Behavioral Economics," Journal of Marketing Research, Vol. XL III(August 2006), 307-331. [Lead Article and Discussion Paper]. [Finalist, William F. O’Dell Award] PDF File
• Ho, T-H, Young-Hoon Park, and Yongpin Zhou "Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Life-time Value," Marketing Science, Vol. 25, No. 3, May-June 2006, pp. 260-277. PDF File
• Bradlow, E., Hu, Y. and Ho, T-H. "Modeling Behavioral Regularities of Consumer Learning in Conjoint Analysis," Journal of Marketing Research, 41(4), 392-396, November 2004. DOC File
• Bradlow, E., Hu, Y. and Ho, T-H. "A Learning-based Model for Imputing Missing Levels in Partial Conjoint Profiles," Journal of Marketing Research, 41(4), 369-381, November 2004. [Lead Article and Discussion Paper]. [Finalist, Paul Green Best Paper Award]. PDF File
• Ho, T-H. and Chong, J-K., "A Parsimonious Model of SKU Choice," Journal of Marketing Research, Vol. XL (Aug 2003), 351-365. PDF File
• Chong, J-K., Ho, T-H., and Tang, C., "A Modeling Framework for Category Assortment Planning," Manufacturing & Service Operations Management, 3:3 (2001), 191-210. [Lead Article]
• Bell, D., Ho, T-H., and Tang C., "Determining Where to Shop: Fixed and Variable Costs of Shopping," Journal of Marketing Research, 35 (1998), 352-369. PDF File
• Ho, T-H., Tang, C., and Bell, D., "Rational Shopping Behavior and the Option Value of Variable Pricing," Management Science, 44 (1998), 145-160. [Lead Article] PDF File
• Cohen, M., Eliashberg, J., and Ho, T-H., "An Anatomy of a Decision-Support System for Developing and Launching Line Extensions," Journal of Marketing Research, 34 (1997), 117-129.

• Ho, T-H, Su, X., and Wu, Y. "Distributional and Peer-induced Fairness in Supply Chain Contract Design" Production and Operations Management, Forthcoming. PDF File New
• Ho, T-H, Lim, N. and Cui, T. "Reference-Dependence in Multi-location Newsvendor Models: A Structural Analysis" Management Science, pp. 1891-1910, November 2010. PDF File New
• Ren, J., Cohen, C, Ho, T-H, and Terwiesch, C."Information Sharing in a Long-term Supply Chain Relationship: The Role of Customer Review Strategy," Operations Research, 58:1, pp. 81-93, 2010. PDF File New
• Terwiesch, C., Ren, J., Ho, T-H, and Cohen, C. "An Empirical Analysis of Forecast Sharing in the Semiconductor Equipment Supply Chain," Management Science, 51:2, pp. 208-220, 2005. PDF File
• Ho, T-H and Chris Tang "Introduction to Special Issue on Marketing and Operations Management Interfaces and Coordination," Management Science, April 2004, pp. 429-430. PDF File
• Ho, T-H and Yu-Sheng Zheng "Modeling Delivery-Time Commitment: An Integrated Marketing-Operations Perspective," Management Science, April 2004, pp. 479-488. PDF File
• Cohen, C., Ho, T-H, Ren, J. and Terwiesch, C. "Measuring Imputed Costs in Semiconductor Equipment Supply Chain," Management Science, (December 2003), pp. 1653-1670. PDF File
• Ho, T-H., Savin, S. and Terwiesch, C., "Managing Demand and Sales Dynamics in Constrained New Product Diffusion," Management Science, 48:2 (2002), 187-206.
• Cohen, M., Eliashberg, J., and Ho, T-H., "An Analysis of Several New Product Performance Metrics," Manufacturing & Service Operations Management, 4 (2000), 337-349.
• Ho, T-H. and Tang, C. (Eds.), Research Advances in Product Variety Management, Kluwer Academic Publishers, 1998.
• Cohen, M., Eliashberg, J., and Ho, T-H., "New Product Development: The Performance and Time-to-Market Tradeoff," Management Science, 42 (1996), 173-186.

• "Giving Feedback to Clients" 2013 at Stanford PDF File
• "Sunk Cost Fallacy in Driving the World's Costliest Car" 2013 at Caltech PDF File
• "Dynamic Level-k Model in Sequential Games" 2011 at INSEAD PDF File
• "Dynamic Level-k Model in Centipede Games" 2010 at University of Pennsylvania (The Wharton School) PDF File PPT File
• "Dynamic Level-k Model in Centipede Games" 2010 at Cornell University (Johnson School of Management) PDF File PPT File
• "Dynamic Level-k Model in Centipede Games" 2010 at Northwestern University (Kellogg School of Management) PDF File PPT File

• "How Monitoring Influences Trust: A Tale of Two Faces," (with Schweitzer, M.) PDF File New
• "Giving Feedback to Clients" (with Catherine Yeung) PDF File New
• "Sunk Cost Fallacy in Driving the World's Costliest Car " (with Ivan Png and Sadat Reza) PDF File New
• "Level-r Model with Adaptive and Sophisticated Learning" (with So-Eun Park and Xuanming Su) PDF File New
• "Generalized Cognitive Hierarchy Model in Games" (with Juin-Kuan Chong and Colin Camerer)
• "An Evolution of Social Justice Mechanisms" (with Ming Hsu and Xing Zhang)
• "Estimating Iso-cavity Curves in Dental Care Regimen" (with Matthew Rabin and Grace Ong)
• "Legacy Preferences and College Admission" (with Xuanming Su and Yaozhong Wu)
• "Committing to Good Habits" (with Iris Hung)
• "Challenging Others to Change Behaviors" (with Catherine Yeung)

• Finalist, William F. O’Dell Award, 2011.
• Distinguished Teaching Award, Highest at UC Berkeley, 2010
• Runner-Up, Earl F. Cheit Award for Excellence in Teaching (Evening MBA Program), UC Berkeley, 2009
• Finalist, John D.C. Little Best Paper Award, 2005
• Finalist, Paul Green Best Paper Award, 2005
• Winner, Earl F. Cheit Award for Excellence in Teaching (Weekend MBA Program), UC Berkeley, 2006
• Winner, Earl F. Cheit Award for Excellence in Teaching (Evening MBA Program), UC Berkeley, 2005
• Winner, Earl F. Cheit Award for Excellence in Teaching (Full-Time MBA Program), UC Berkeley, 2004
• National Science Foundation Grant (2004-2007)
• Honorable Mention, Earl F. Cheit Award for Excellence in Teaching (Full-Time MBA Program), UC Berkeley, 2003
• National Science Foundation Grants (1995-2003)
• Finalist, Helen Kardon Moss Anvil Teaching Award, Wharton, 2000
• Deloitte and Touche Award for Management Field Study, Advisor, UCLA, 1996
• George Dantzig Best Dissertation Award, Honorable Mention, 1994