Sylvia Hristakeva
Assistant Professor of Marketing · SC Johnson College of Business, Cornell University

Research

Published, Forthcoming & Conditionally Accepted
with Brett Hollenbeck & Kosuke Uetake  ·  Conditionally Accepted, Marketing Science
with Jura Liaukonyte & Leo Feler  ·  Journal of Marketing Research, 2026, 63(3): 427–444
Management Science, 2026, 72(7): 5491–5506
with Julie Holland Mortimer & Eric Yde  ·  Management Science, 2026, 72(6): 5361–5380
with Julie Holland Mortimer  ·  Marketing Science, 2023, 42(6): 1162–1183
Media Coverage UCLA Anderson Review
Journal of Political Economy, 2022, 130(12): 3202–3252
Marketing Science, 2022, 41(2): 315–335
Media Coverage UCLA Anderson Review
with Summer Hawkins, Mark Gottlieb & Christopher Baum  ·  Preventive Medicine, 2016, 89: 278–285
Working Papers
with Julia Levine  ·  Revise & Resubmit, Management Science
A Contested Warning Linking Prenatal Acetaminophen Use to Autism Changed Behavior Beyond Its Intended Scope
with Jura Liaukonyte & Ziyi Lin  ·  Under review
Handbook Chapter on Pricing in Marketing Channels
with K. Sudhir  ·  In preparation for the Handbook on Pricing
with Ziyi Lin, Jura Liaukonyte & Leo Feler
Coordination between Advertising and Pricing: Empirical Evidence from the U.S. Auto Insurance Industry
with Elisabeth Honka & Yi-Lin Tsai
Work in Progress
Equilibrium Effects of Introducing Ad-Supported Plans in the Video Streaming Market
with Julie Holland Mortimer & Yihao Yuan
The Effects of Price Regulation on Drug Availability and Utilization: Evidence from the 340B Drug Pricing Program
with Eric Yde, Maura Coughlin & Julie Holland Mortimer
Effects of AI in Ad Targeting and Effectiveness: Global RCT Evidence
with Julie Holland Mortimer, Yihao Yuan, Daniel Deisenroth & Utsav Manjeer
Decomposing the Treatment Response to Drug Injury Advertising: Evidence from Individual Claims Data
with Katherine Michelle Jones Soderholm
Grocery Store Closures and Household Nutritional Choices
with Julia Levine