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Garrett Sonnier

Director, CCIMS Academic Research Relationships

Department:     Marketing

Additional Titles:     Associate Professor

Research Areas:     Bayesian Methods, Brand Management

Garrett Sonnier headshot


Garrett P. Sonnier, Oliver Rutz, and Adrian Ward. Sept. 2023. Estimating the Effect of Brand Beliefs on Brand Evaluations When Beliefs are Measured with Error. International Journal of Research in Marketing 40(3): 552-569.

Kathleen T. Li and Garrett Sonnier. June 2023. Statistical Inference for Factor Model Approach to Estimate Causal Effects in Quasi-Experimental Settings. Journal of Marketing Research 60(3): 449–472.

Garrett P Sonnier and Oliver Rutz. 2019. VANISH Regularization for Generalized Linear Models. Quantitative Marketing and Economics 17(4), 415-437.


Oliver J. Rutz, Garrett P Sonnier, and Michael Trusov. 2017. A New Method to Aid Copy Testing of Paid Search Text Advertisements. Journal of Marketing Research 54(6), 885-900.


Garrett P Sonnier. 2014. The Market Value for Product Attribute Improvements Under Price Personalization. International Journal of Research in Marketing 31(2), 168-177.


Oliver J. Rutz, Rudolph E. Bucklin, and Garrett P Sonnier. 2012. A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising. Journal of Marketing Research 49(3), 306-319.


Leigh M. McAlister, Garrett P Sonnier, and Tom S. Shively. 2012. The Relationship Between Online Communications and Firm Value. Marketing Letters 23(1), 1-12.


Garrett P Sonnier, Leigh M. McAlister, and Oliver Rutz. 2011. A Dynamic Model of the Effect of Online Communications on Firm Sales. Marketing Science 30(4), 702-716.


Garrett P Sonnier and Andrew Ainslie. 2011. Estimating the Value of Brand Image Associations: The Role of General and Specific Brand Image. Journal of Marketing Research 48(3), 518-531.


Oliver Rutz and Garrett P Sonnier. 2011. The Evolution of Internal Market Structure. Marketing Science 30(2), 274 - 289.


Garrett P Sonnier, Ainslie, Andrew, and Otter, Thomas. 2007. Heterogeneity Distributions of Willingness-to-Pay in Choice Models. Quantitative Marketing and Economics 5, 313-331.


Train, K. and Garrett P Sonnier. 2005. Mixed Logit with Bounded Distribution of Correlated Partworths, in Applications of Simulation Methods in Environmental and Resource Economics, Scarpa, R. and Alberini, A, eds. Dordrecht, The Netherlands: Springer Publisher, 117-134.