Associate Professor

Koelbel - 444


Chuan He is an Associate Professor of Marketing at the Leeds School of Business of University of Colorado at Boulder. His fields of specialization and research include advertising, search, pricing strategies, and channel contracts. He holds a Ph.D. in Marketing from Washington University in St. Louis and an M.A. in Economics from the University of Toronto. He serves on the editorial board of Marketing Science.


  • “Low-Price Guarantees in a Dual-channel of Distribution” Forthcoming Marketing Science.

  • “Strategic Implications of Confirmation Bias Inducing Advertising” Production and Operations Management. 2020. 29(6) 1573–1596.

  • “The Charm of Behavior-based Pricing: When Consumers’ Taste is Diverse and the Consideration Set is Limited” 2019. Journal of Marketing Research. 56(5) 767–790.

  • “Reference-Dependent Utility, Product Variety and Price Competition” 2018. Management Science. 64(9) 4302–4316.

  • “Does Informative Advertising Increase Market Price? An Experimental Investigation” 2016. Customer Needs and Solutions. 3:63–80.


  • Ph.D., Marketing, Washington University in St. Louis
  • MSBA, Marketing, Washington University in St. Louis
  • MA, Economics, University of Toronto, Canada
  • BA, Economics, Memorial University of Newfoundland, Canada