Research

The Market Basket Transformer: A New Foundation Model for Retail
Gabel S and Ringel D (2026) In-Store Coupons: A Large-Scale Field Experiment
Gabel S, Simester D, and Timoshenko A (2026) Global Evidence on the Motives for Sustainable Behaviors
Wei S, Krefeld-Schwalb A, and Gabel S (2026) Retail Media: Hype, Reality, and Revenue Opportunities
Herhausen D, Benoit S, Gabel S, de Jong D, and Skiera B (2026)

Experimental Evidence on Structural State Dependence in Demand
Gabel S, Guhl D, Hitsch GJ, and Kook K (2026)
Marketing Science (forthcoming) The Effect of an Ad Ban on Retailer Sales: Insights from a Natural Experiment
Gabel S, Molitor D, and Spann M (2024)
Marketing Science 43(4):723–733 How Retailers Became Ad Platforms
Gabel S, Simester D, and Timoshenko A (2024)
Harvard Business Review (digital) Product Choice with Large Assortments: A Scalable Deep-Learning Model
Gabel S and Timoshenko A (2022)
Management Science 68(3):1808–1827
2022 Frank M. Bass Dissertation Paper Award, finalist
[Code] P2V-MAP: Mapping Market Structure for Large Assortments
Gabel S, Guhl D, and Klapper D (2019)
Journal of Marketing Research 56(4):557–580
2017 EMAC Best Paper Based on Doctoral Dissertation Award, finalist
[Website] [Code]

Beware of "Explanations" of AI
Martens D, Shmueli G, Evgeniou T, Bauer K, Janiesch C, Feuerriegel S, Gabel S, ..., and Provost F (2026)
Business & Information Systems Engineering (forthcoming) Personalization and Targeting: How to Experiment, Learn & Optimize
Lemmens A, Roos J, Gabel S, ... , and Netzer O (2025)
International Journal of Research in Marketing (forthcoming) Comparing the Effectiveness of Rewards and Individually Targeted Coupons in Loyalty Programs
Gabel S and Guhl D (2022)
Journal of Retailing 98(3):395–411