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Bruce Cooil

The Dean Samuel B. and Evelyn R. Richmond Professor of Management; Faculty Director, Executive MBA

Subject Area(s): Marketing, Statistics, Health Care

Bruce Cooil has wide-ranging business and academic experience as a statistical modeler. He has worked with health-care firms, including HCA, and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, to provide models for the delivery of more effective health care services, and forecasts of mortality and morbidity rates. In the area of marketing research, he has worked with Ipsos Loyalty and AT&T. He has also written and consulted on medical malpractice and automobile insurance claims and indemnities, and has developed predictive insurance models for AARP and the Robert Wood Johnson Foundation.

Cooil’s publications are widely cited and have appeared in business, statistics and medical journals, including the Harvard Business ReviewMIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Marketing SciencePsychometrika, Journal of the American Statistical Association, Annals of Probability, Circulation, and the New England Journal of Medicine. At Owen, Cooil has received the Dean's Award for Research Productivity (2004) and Research Excellence (2003), and over a dozen teaching awards and distinctions, including election as "Outstanding Professor" by the executive MBA class of 2004, and the Dean's Award for Teaching Excellence in 2013. In 2010, he earned the Owen School's Research Impact Award.

Professor Cooil has developed reliability estimators for qualitative data that are used widely in business and management, communication, applied psychology, psychometrics, health care and in the natural sciences. For his collaborative work in marketing, he has also received several awards, including the Lehmann Award (2001) and the H. Paul Root Award (2007). In medicine, he and his collaborators have developed a significantly more accurate 'volumetric' measure of coronary calcification by electron beam tomography which can be used to follow the progression of atherosclerosis, and to monitor the effects of treatment in individual patients. This approach has been shown to significantly reduce mortality and morbidity rates of coronary heart disease while providing substantial cost savings. He is also a co-author of the textbook:Statistics for Applied Problem Solving and Decision Making, with R.J. Larsen and M.L. Marx.

A Honolulu native, Cooil is a former president of the Stanford Alumni Association of Tennessee, and has served as Council Representative for the American Statistical Association's Section on Statistics in Marketing, and on the American Statistical Association's Council of Sections Fiscal Oversight Committee. (See Cooil's CV.) 

Citation Data (June, 2015)
Total Cites: 2564 (ISI); 4957 (Google Scholar); Scholar Profile

B.S., Mathematics, Stanford University, 1975
M.S., Statistics, Stanford University, 1976
Ph.D., Statistics, University of Pennsylvania, 1982

Other Course(s):
Mathematical Statistics,
Bayesian Decision Analysis,
Exploratory Data Analysis & Modeling,
Lifetime Distributions & Survival Analysis,
Data Mining
Advanced Forecasting Models

Research Interest(s):
Statistical inference, probability, and applications in business. Specific interests in latent class models for marketing and medical research, qualitative data reliability, large sample estimation theory and extreme value theory.


Keiningham, T., Cooil, B. Malthouse, E. Buoye, A., Aksoy, L. DeKeyser, A., and Larivière, B. (2015) “Perceptions Are Relative: An Examination of the Relationship between Relative Satisfaction Metrics and Share of Wallet,” Journal of Service Management, 26(1), 2-43.
*Lead Article
Mukolo, A., Cooil, B., and Victor, B. (2015), “The Effects of Utility Evaluations, Biomedical Knowledge and Modernization on Intention to Exclusively Use Biomedical Health Facilities among Rural Households in Mozambique,” forthcoming in Social Science & Medicine.
Vogus, T., Cooil, B., Sitterding, M. and Everett, L. (2014), “ Safety Organizing, Emotional Exhaustion, and Turnover in Hospital Nursing Units,” Medical Care, 52(10), 870-876.
Larivière, B., Keiningham, T., Cooil, B., Aksoy, L., and Malthouse, E. (2014), “A Longitudinal Examination of Customer Commitment and Loyalty," Journal of Service Management, 25(1), 75-100.
*Robert Johnston Outstanding Paper Award, 2014
Victor, B., Fischer, E., Cooil, B., Vergara, A., Mikolo, A., and Blevins, M. (2013) “Frustrated Freedom: The Effects of Agency and Wealth on Wellbeing in Rural Mozambique,” World Development, 47 July, 30-41.
Keiningham, T., Aksoy, L., Buoye, A. and Cooil, B. (2011), "Customer Loyalty Isn't Enough. Grow Your Share of Wallet [The Wallet Allocation Rule]," Harvard Business Review, 89 (October), 29-31. (Available in: English, Spanish, Chinese, Russian.)
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Aksoy, L., Cooil, B., and Lurie, N. (2011), "Decision Quality Measures in Recommendation Agents Research,”Journal of Interactive Marketing, 25(2), 110-122.
Aksoy, L., Buoye, A., Cooil, B., Keiningham, T., Paul, D., and Volinsky, C. (2011), “Can We Talk? The Impact of Willingness to Recommend on a New to Market Service Brand Extension within a Social Network,” Journal of Service Research. 14(3), 355-371.
Larivière, B., Aksoy, L., Cooil, B. and Keiningham, T. (2011), "Does Satisfaction Matter More if a Multichannel Customer Is Also a Multicompany Customer?" Journal of Service Management, 22(1), 39-66.