Bradley T. Shapiro

Professor of Marketing,
University of Chicago Booth School of Business

For more information, contact:

  • Zoya Marriott
  • James Lee
  • Tiffany Shih

or any member of our senior staff.


    • Massachusetts Institute of Technology, Ph.D.
    • Virginia Tech, M.S.
    • Virginia Tech, B.A., economics
    • Virginia Tech, B.A., mathematics

Bradley Shapiro is an expert in empirical industrial organization and marketing. 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 and healthcare sectors, he has evaluated off-label marketing and prescribing and the effect of television advertising on sales of prescription drugs.

In addition to measuring advertising effectiveness, Professor Shapiro analyzes competition issues in the pharmaceutical and healthcare sectors, such as the timing of product entry, generic competition, and the impact that firm actions and competition have on consumer healthcare choices and health 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 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 & Economics, and the American Economic Journal: Microeconomics. He serves as an Associate Editor at Marketing Science, Management Science (marketing desk), and the Journal of Marketing Research, and as a Co-Editor 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 healthcare-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.