Arash Laghaie

Research Focus

Choice modeling
Bayesian hierarchical models and their applications in Marketing






About Me


Arash Laghaie is a GSEFM PhD student working at the Chair of Professor Otter.

He is interested in developing new statistical methods to improve inference, particularly from experimental data. Arash uses Bayesian statistics (e.g. Bayesian hierarchical models) as the main toolbox for his research. He earned a bachelor’s degree in computer science from Shahid Beheshti University in Tehran and a MBA from Purdue University.



"Bridging between Hypothetical and Incentivized Choice", Joint work with Thomas Otter

Inference gleaned from hypothetical discrete choice experiments has shown to be biased and full-scale incentive-aligned experiments are usually costly or sometimes impracticable. A framework based on a process choice model from mathematical psychology, DPRM, is developed, that through estimating and accounting for differential decision effort, combines large amount of hypothetical discrete choice and small amount of incentive aligned discrete choice experiment data, to make more cost-effective and valid inferences than the state of the art methods. 

"Measuring Evidence for Full Mediation in the Presence of Measurement Error", Joint work with Thomas Otter

Suggests a new method to test and provide evidence for full mediation when the mediator is not directly observed. The method accounts, in a Bayesian framework, for two common sources that cause the violation of conditional independence, namely measurement error and discretization. Evidence in favor/against full mediation is then provided through Bayes factors. 

“Greenwashing Susceptibility”, Joint work with Sarah Nieß and Torsten Bornemann

While the market of sustainable products and services is constantly growing, the trustworthiness and scope of the sustainability claims varies. Differentiation of trustworthy claims comes along with high search costs of external information. That makes consumers with a low motivation highly susceptible to greenwashing. The study proposes that depending on the primary motivation to consume sustainable (intrinsic vs. extrinsic), the willingness to search for external verification of sustainability claims will vary, leading to distinct choices of sustainable alternatives.