NORTHWESTERN UNIVERSITY
  • About Kellogg
  • Programs
  • Faculty & Research
  • Global
  • News & Events
  • Support Kellogg
Eric T. Anderson
Eric T. Anderson

MARKETING
Hartmarx Professor of Marketing
Director of the Center for Global Marketing Practices

Print Overview
Eric T. Anderson is the Hartmarx Professor of Marketing at Kellogg School of Management, Northwestern University. Prior to joining Kellogg, he was an Assistant Professor of Marketing at the University of Chicago Graduate School of Business. Professor Anderson's research interests include pricing strategy, promotion strategy, and channel management. Recently, he has worked with several direct mail firms conducting field experiments to test economic theories of pricing and promotion. His publications have appeared in leading academic journals such as Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics and Journal of Economic Theory. Professor Anderson has made much of this research accessible to managers via publications in Harvard Business Review and Sloan Management Review.

Areas of Expertise
Consumer Products
Data Analysis
Database Marketing
Direct Marketing
Distribution Channels
New Product Development
Pricing Strategies
Retail Marketing
Print Vita
Education
PhD, 1995, Marketing, Massachusetts Institute of Technology
MS, 1989, Engineering-Economic Systems, Stanford University
BS, 1988, Electrical Engineering, Northwestern University, Highest Honors

Academic Positions
Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present
Hartmarx Research Professorship, Kellogg School of Management, Northwestern University, 2007-present
PhD Program Coordinator, Marketing, Kellogg Graduate School of Business, Northwestern University, 2007-present
Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2004-2009
Visiting Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2003-2004
Assistant Professor of Marketing, Graduate School of Business, University of Chicago, 1997-2003
Assistant Professor, Marketing, William E. Simon Graduate School of Business, University of Rochester, 1995-1997

Editorial Positions
Editorial Review Board, Journal of Marketing, 2007-Present
Editorial Board, Journal of Marketing Research, 2009-Present
Editorial Review Board, Marketing Science, 2003-Present
Area Editor forMarketing, Operations Research, 2007-Present
Editorial Review Board, Quantitative Marketing and Economics, 2007-Present
Area Editor, Management Science, 2008-2009

 
Print Research
Research Interests
Pricing strategies, channel management, effects of price promotions, sale signs, nine endings and installment billing using large-scale field tests

Articles
Anderson, Eric T. and Duncan Simester. 2011. A Step-by-Step Guide to Smart Business Experiments. Harvard Business Review. 89(3): 98.
Anderson, Eric T. and Duncan Simester. 2010. Price Stickiness and Customer Antagonism. Quarterly Journal of Economics . 125(2): 729-65.
Abstract
Anderson, Eric T., Nathan Fong, Duncan Simester and Catherine Tucker. 2010. How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet. Journal of Marketing Research. 47(2): 229-39.
Abstract
Anderson, Eric T., Nathan Fong, Duncan Simester and Catherine Tucker. 2010. How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet. Journal of Marketing Research. 47(2): 229-39.
Abstract
Anderson, Eric T. and Duncan Simester. 2010. Price Stickiness and Customer Antagonism. Quarterly Journal of Economics. 125(2)
Abstract
Nijs, Vincent, Kanishka Misra, Eric T. Anderson, Karsten Hansen and Lakshman Krishnamurthi. 2010. Channel Pass-Through of Trade Promotions. Marketing Science. 29(2): 250-67.
Abstract
Anderson, Eric T., Duncan Simester and Florian Zettelmeyer. 2010. Internet Channel Conflict: Problems and Solutions. Review of Marketing Research. 7: 63-92.
Anderson, Eric T., Erik Brynjolfsson, Yu Jeffrey Hu and Duncan Simester. 2009. Dynamics of Retail Advertising: Evidence from a Field Experiment. Economic Inquiry. 47(3): 482-499.
Abstract
Anderson, Eric T., Duncan Simester, Yu Jeffrey Hu and Erik Brynjolfsson. 2009. Dynamics of Retail Advertising:Evidence from a Field Experiment. Economic Inquiry. 47(3): 482-99.
Abstract
Anderson, Eric T. and James Dana. 2009. When Is Price Discrimination Profitable?. Management Science. 55(6): 980-989.
Abstract
Anderson, Eric T., Karsten Hansen and Duncan Simester. 2009. The Option Value of Returns: Theory and Empirical Evidence. Marketing Science. 28(3): 405-423.
Abstract
Anderson, Eric T., Karsten Hansen and Duncan Simester. 2009. The Option Value of Returns: Theory and Empirical Evidence. Marketing Science. 28(3): 405-23.
Abstract
Anderson, Eric T. and Duncan Simester. 2008. Does Demand Fall When Customers Perceive That Prices Are Unfair: The Case of Premium Pricing for Large Sizes . Marketing Science. 27(3): 492-500.
Abstract
Anderson, Eric T. and Duncan Simester. 2008. Does Demand Fall When Customers Perceive That Prices Are Unfair: The Case Of Premium Pricing for Large Sizes . Marketing Science. 27(3): 492-500.
Abstract
Anderson, Eric T. and Nanda Kumar. 2007. Price Competition with Repeat, Loyal Buyers. Quantitative Marketing and Economics. 5(4): 333-359.
Abstract
Anderson, Eric T., Gavan Fitzsimons and Duncan Simester. 2006. Measuring and Mitigating the Costs of Stockouts. Management Science. 52(11): 1751-1763.
Abstract
Narasimhan, Chakravarthi, Chuan He, Eric T. Anderson, Lyle Brenner, Preyas Desai, Dimitri Kuksov, Paul Messinger, Sridhar Moorthy, Joseph Nunes, Yuval Rottenstreich, Richard Staelin, George Wu and Z. John Zhang. 2005. Incorporating Behavioral Anomalies in Strategic Models. Marketing Letters. 16(3): 361-373.
Abstract
Anderson, Eric T., Nanda Kumar and Surendra Rajiv. 2004. A Comment On: "Revisiting Dynamic Duopoly with Consumer Switching Costs". Journal of Economic Theory. 116(1): 177-186.
Abstract
Anderson, Eric T. and Inseong Song. 2004. Coordinating Price Reductions and Coupon Events. Journal of Marketing Research. 41(4): 411-422.
Abstract
Anderson, Eric T. and Duncan Simester. 2004. Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies. Marketing Science. 23(1): 4-20.
Abstract
Anderson, Eric T. and Inseong Song. 2004. Marketing Mix Synergies: Coupons and Price Promotions. Journal of Marketing Research. 41
Abstract
Anderson, Eric T. and Duncan Simester. 2003. Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments. Quantitative Marketing and Economics. 1(1): 93-110.
Abstract
Anderson, Eric T. and Duncan Simester. 2003. Mind Your Pricing Cues. Harvard Business Review. 81(9): 96-103.
Abstract
Anderson, Eric T.. 2002. A Guadagni Little Likelihood Can Have Multiple Maxima. Marketing Letters. 13(2): 135-150.
Abstract
Anderson, Eric T.. 2002. Sharing the Wealth: When Should Firms Treat Customers as Partners?. Management Science. 48(8): 955-971.
Abstract
Anderson, Eric T. and Duncan Simester. 2001. Are Sale Signs Less Effective When More Products Have Them?. Marketing Science. 20(2): 121-140.
Abstract
Anderson, Eric T. and Duncan Simester. 2001. Price Discrimination as an Adverse Signal: Why an Offer to Spread Payments May Hurt Demand. Marketing Science. 20(3): 315-327.
Abstract
Anderson, Eric T., Florian Zettelmeyer, Jim Brickley, Erik Brynjolfsson and Hauser Eugene Kandell. 2000. Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels. Journal of Marketing Research. 37(3): 292-308.
Abstract
Anderson, Eric T. and Duncan Simester. 1998. The Role Of Sale Signs. Marketing Science. 17(2): 139-156.
Abstract
Working Papers
Qian, Yi, Eric T. Anderson and Manuel Hermosilla. 2011. Private Label Pricing: Estimating Demand with Data and Structure.
Qian, Yi and Eric T. Anderson. Private Label Pricing: Estimating Demand with Data and Structure.
Qian, Yi, Eric T. Anderson and Duncan Simester. Spatial Price Discrimination.
Qian, Yi, Eric T. Anderson and Duncan Simester. Spillover Effects of a Line Extension.
Misra, Kanishka, Eric T. Anderson and Karsten Hansen. 2008. Do Credit Cards Create Loyalty?.
Anderson, Eric T., Karsten Hansen and Manish Tripathi. 2008. Measuring the Mere Measurement Effect.
Anderson, Eric T., Edward Cho, Bari Harlam and Duncan Simester. 2008. Using Price Cues.
Abstract
Anderson, Eric T., Karsten Hansen, Duncan Simester and Leigh Wang. 2006. How are Demand and Returns Related?.
Huang, Qingyi, Vincent Nijs, Karsten Hansen and Eric T. Anderson. Wal-Mart's Impact on Supplier Profits.
Book Chapters
Anderson, Eric T. and Duncan Simester. 2009. "Price Cues and Customer Price Knowledge." In Handbook of Pricing Research in Marketing, edited by Vithala Rao, 150-168. Northampton, MA: Edward Elgar Publishing Ltd.
Cases
Anderson, Eric T.. 2005. Keurig At Home. Case 5-105-005 (KEL021).
Abstract

 
Print Teaching
Teaching Interests
Introduction of new products and services, marketing channel management, pricing strategy
Full-Time / Part-Time MBA
Pricing, Promotion and Retailer Behavior (MKTG-462-0)

This course counts toward the following majors: Marketing, Marketing Management

Why is a dress priced at $39 rather than $40? How does a "Sale" sign change customer behavior? Does it matter what other customers pay for an item? Can price changes antagonize customers and reduce demand? How has the Internet changed customer price sensitivity? Are retail loyalty programs effective? How has expansion of retail stores, factory stores and the Internet changed customer behavior? This course seeks to answer these types of questions. Approximately two-thirds of the course covers topics in sales promotion and pricing; the remainder focuses on emerging issues in retailing, such as retail loyalty programs, category management and multi-channel consumer behavior. This empirical, data-driven course provides an integrated framework for studying consumer behavior, which we then take to data. Most of the data is from real-world managerial problems, and students will often study data from field experiments to gain a deeper understanding of consumer and firm behavior. Students will learn how to make informed pricing and retailing decisions using data.

Sports Marketing and Management (MKTG-951-0)

This course counts toward the following majors: Marketing, Marketing Management , Media Management

This course examines the problems of attracting sports fans in an increasingly competitive, fragmented, and global entertainment marketplace. It surveys the current state of sports marketing practices and discusses specific strategies and tactics of fan connection. Topics include sports branding, star power, globalization, event marketing, interactive media and technology, fantasy sports and the ways that marketers can implement change to engage fans. Students study the specific set of challenges and opportunities facing sports and entertainment properties and apply the class concepts to their own final project, in which they develop a brand transformation plan for an existing sports property. As a case study of marketing in the sports world, the course is designed to deliver insights and strategies for marketers not only interested in pursuing careers in the sports and entertainment industries but in other sectors as well.

Doctoral
General Seminar For Phd Candidates (MKTG-520-6)
This seminar confronts students with significant problems, issues and theories at the leading edge of the marketing field. Presentations and discussions are designed to stimulate thinking on important areas of research and the development of new theoretical viewpoints.

Marketing Models: Quantitative Modeling (MKTG-520-6) (MKTG-551-0)
This course will introduce students to the quantitative models that have been used to understand consumer behavior. This course has two main themes: pricing/promotion and causal inference. This is a survey course and is designed to introduce students to these literatures. The 10 week course is divided into two sections: 6 weeks of material on substantive issues in pricing/promotion; 4 weeks of material on methods of causal inference. Readings are multidisciplinary and include topics from marketing, psychology, microeconomics, operations management, and macroeconomics.

Executive MBA
Managing Price & Value Perceptions (MKTGX-460-0)
Why is a dress priced at $39 rather than $40? How does a “Sale” sign change customer behavior? Does it matter what other customers pay for an item? Does price fairness really matter? In this course, we seek to answer these types of questions. We begin the course by developing a theoretical, normative framework of customer value. We then illustrate how to apply this framework to both business and consumer markets.