Bradley Shapiro is an expert in marketing and empirical industrial organization. His research focuses on the effectiveness of advertising in different sectors. Professor Shapiro has studied the effectiveness of digital advertising, evaluating the value of offsite data and how data privacy laws can affect advertising effectiveness, particularly with respect to smaller-scale advertisers. In the pharmaceutical sector, he has analyzed off-label marketing and prescribing and the effect of television advertising on sales of prescription drugs.
In addition to measuring advertising effectiveness, Professor Shapiro examines competition issues in the pharmaceutical sector, such as the timing of product entry, generic competition, and the impact that firm actions and competition have on consumer choices and outcomes. He has also used state-of-the-art survey methods to study consumer preferences.
Professor Shapiro has been retained as an expert witness and has testified at deposition.
Professor Shapiro has published articles in leading economics and marketing journals, including the Journal of Political Economy, Econometrica, Marketing Science, Management Science, American Economic Review: Insights, Quantitative Marketing and Economics, and the American Economic Journal: Microeconomics. He has served as an associate editor at Marketing Science, Management Science (marketing desk) and the Journal of Marketing Research, and as a coeditor for Quantitative Marketing and Economics.
Professor Shapiro is a visiting scholar at the Federal Reserve Bank of Chicago, where he participates in seminars and mentors junior researchers in applied microeconomics and health-related fields. He also serves as a faculty affiliate at Center for Health and the Social Sciences (CHeSS) and at the Becker Friedman Institute Health Economics Initiative, both at the University of Chicago. At the National Bureau of Economic Research (NBER), Professor Shapiro is a research associate in the Industrial Organization and Economics of Health Programs.
Professor Shapiro speaks widely and has presented on marketing and health economics topics at professional and academic conferences, as well as leading universities, in the United States, United Kingdom, Europe, Hong Kong, Singapore, and Australia.
At Chicago Booth, Professor Shapiro teaches M.B.A. courses in marketing strategy and marketing management and Ph.D. courses in health economics.