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Bobby Calder
Bobby Calder

MARKETING; MEDIA MANAGEMENT
Charles H. Kellstadt Professor of Marketing
Director of the Center for Cultural Marketing
Chair of Marketing

Print Overview
Professor of Psychology Bobby Calder joined the Kellogg faculty in 1975 and he was named the Charles H. Kellstadt Professor of Marketing in 1993. He has held an endowed chair at Kellogg since 1986 when he was named the A. Montgomery Ward Professor of Marketing. Previously, he taught marketing, organizational behavior, behavioral science and consumer psychology, and social psychology at the University of Illinois and at the Wharton School at the University of Pennsylvania. He was also director of Organizational Research for National Analysis, a division of Booz, Allen & Hamilton.

Prof. Calder's research focuses on the analysis of marketing research, marketing planning, and consumer behavior. His work has covered the health care, food, electronics, and financial services industries. He has published more than 40 articles in leading academic journals and contributed to several books.

Prof. Calder serves on committees for the Marketing Science Institute and the Advertising Research Foundation and is past chairman of the policy board of the Journal of Consumer Research. He is a member of the Association for Consumer Research, American Marketing Association, American Psychological Association, and American Sociological Association. He is a frequent speaker at company and association meetings and a consultant to a number of major U.S. businesses, such as AT&T, General Motors, and Coca Cola Foods, as well as not-for-profit organizations. He is a partner in Calder LaTour & Associates, Inc., a marketing research and direct marketing firm.



Areas of Expertise
Advertising
Arts Marketing
Brand Management
Consumer Behavior
Marketing Research
Marketing Strategy/Planning/Policy
Mass Communications
Media Marketing
Newspaper Management
Strategy
  • Recent Media Coverage

    Expansion (Mexico): La publicidad invasive - 5/1/2009

    Huffington Post: Politics Meets Brand Design: The Story of Obama's Campaign Logo - 12/18/2008

    The Economist: Don't interrupt me - 12/17/2008

    ESPN: Say it ain't so! Will recession affect Super Bowl ads? - 12/4/2008

    See all Kellogg in the Media
Print Vita
Education
MA, 1970, Social Pyschology, University of North Carolina, Chapel Hill
BA, 1966, Psychology, University of North Carolina, Chapel Hill

Academic Positions
Charles H. Kellstadt Distinguished Professor of Marketing, Kellogg School of Management, Northwestern University, 1993-present
Professor, Medill School of Journalism, Northwestern University, 1993-present
Professor, Weinberg College of Arts of Sciences, Northwestern University, 1978-present
A. Montgomery Ward Professor of Marketing, Kellogg School of Management, Northwestern University, 1986-1993
Professor, Kellogg School of Management, Northwestern University, 1978-1986
Associate Professor, Kellogg School of Management, Northwestern University, 1975-1978
Associate Professor, Weinberg College of Arts of Sciences, Northwestern University, 1975-1978
Associate Professor of Marketing and Organizational Psychology, The Wharton School, University of Pennsylvania, 1974-1975
Director of Organizational Research, National Analysts, 1973-1974
Associate Professor of Business Administration and Psychology, University of Illinois Urbana-Champaign, 1973-1974
Assistant Professor of Business Administration and Psychology, University of Illinois Urbana-Champaign, 1972-1973
Postdoctoral Fellow, L. L. Thurstone Psychometric Laboratory, Social Psychology Program, University of North Carolina Chapel Hill, 1970-1971
U.S. Public Health Service Predoctoral Research Fellow, University of North Carolina Chapel Hill, 1969-1970

 
Print Research
Research Interests
New approaches to marketing research; studies of consumer behavior, advertising effectiveness, cultural marketing.

Articles
Malthouse, Edward, Bobby Calder and Ajit Tamhane. 2007. The Effects of Media Context Experiences on Advertising Effectiveness. Journal of Advertising. 36(3): 7-18.
AbstractLink
Calder, Bobby and Edward Malthouse. 2006. The Demographics of Newspaper Readership: Predictors and Patterns of US Consumption. Journal of Media Business Studies. 3(1): 1-18.
Malthouse, Edward and Bobby Calder. 2005. Integrated Marketing and Customization. Aoyama Business Journal. 39(4): 27-47.
Link
Calder, Bobby and Edward Malthouse. 2004. Qualitative Media Measures: Newspaper Experiences. International Journal on Media Management. 6(1-2): 123-130.
Malthouse, Edward and Bobby Calder. 2003. Conceptualizing and Measuring Magazine Reader Experiences. Worldwide Readership Research Symposia. 11
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2003. Psychological, Marketing, Physical, and Sociological Factors Affecting Attitudes and Behavioral Intentions for Customers Resisting the Purchase of an Embarrassing Product. Advances in Consumer Research. 30(1): 236-240.
Abstract
Calder, Bobby and Edward Malthouse. 2003. The Behavioral Score Approach to Dependent Variables. Journal of Consumer Psychology. 13(4): 387-394.
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2002. Did You Hear? Consumer Tune into Multimedia Marketing. Marketing Health Services.
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2002. Integrated Marketing Communications: Optimal Combinations of Private and Public Media. Marketing Health Services. 22(2)
Calder, Bobby and Edward Malthouse. 2002. Measuring Newspaper Readership: A Qualitative Variable Approach. International Journal on Media Management. 4(4): 248-260.
Abstract
Malthouse, Edward and Bobby Calder. 2002. Measuring Newspaper Readership: A Qualitative Variable Approach. International Journal on Media Management. 4(4)
Calder, Bobby and Alice Tybout. 2000. A Vision of Theory, Research, and the Future of Business Schools. Journal of the Academy of Marketing Science. 27(3): 359-366.
Calder, Bobby, Maria Flores and Charles Spinosa. 2000. Taking an Expanded View of Customers' Needs: Qualitative Research for Aiding Innovation. Marketing Research. 12(4): 4-11.
Iacobucci, Dawn and Bobby Calder. 1998. Brand diagnostics: Mapping branding effects using consumer associative networks. European Journal of Operational Research. 111(2): 306-327.
AbstractLink
Calder, Bobby and Dawn Iacobucci. 1998. New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research. 38(4): 23-32.
Abstract
Calder, Bobby and Edward Malthouse. 1996. Expanding the Market for the Market for the Arts. Center for Cultural Marketing.
Sternthal, Brian, Alice Tybout and Bobby Calder. 1987. Confirmatory versus Comparative Approaches to Judging Theory Tests. Journal of Consumer Research. 14(1): 114-124.
AbstractLink
Tybout, Alice and Bobby Calder. 1987. Confirmatory versus comparative approaches to theory testing. Journal of Consumer Research. 14(1): 114-125.
Abstract
Calder, Bobby. 1987. Perceptual Organization in Task Performance. Organizational Behavior and Human Decision Processes. 40(3): 287-306.
AbstractLink
Calder, Bobby and Alice Tybout. 1987. What Consumer Research is…. Journal of Consumer Research. 14(1): 136-140.
AbstractLink
Calder, Bobby. 1986. Exploratory, clinical and interaction centered focus groups. Journal of Data Collection. 26: 24-28.
Calder, Bobby. 1986. Psychological effects of restaurant meetings on industrial buyers. Journal of Marketing. 50(1): 87-97.
Abstract
Calder, Bobby. 1985. The Right Kind of Business Advocacy. Business Horizons. 28(1): 7-11.
Abstract
Calder, Bobby. 1984. Referencing and Bias in Social Interaction. Journal of Personality and Social Psychology. 46(4): 755-762.
Abstract
Roedder, Deborah L., Brian Sternthal and Bobby Calder. 1983. Attitude-behavior consistency in children's responses to television advertising. Journal of Marketing Research. 20(4): 337-349.
AbstractLink
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1983. Beyond External Validity. Journal of Consumer Research. 10(1): 112-124.
AbstractLink
Tybout, Alice, Brian Sternthal and Bobby Calder. 1983. Information availability as a determinant of multiple request effectiveness. Journal of Marketing Research. 20(3): 280-290.
AbstractLink
Calder, Bobby. 1982. Impact of the introduction of television on crime in the United States: Empirical findings and theoretical implications. Journal of Personality and Social Psychology. 42(3): 461-477.
Abstract
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1982. The Concept of External Validity. Journal of Consumer Research. 9(3): 240-244.
AbstractLink
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1981. Designing Research for Application. Journal of Consumer Research. 8(2): 197-207.
AbstractLink
Tybout, Alice, Bobby Calder and Brian Sternthal. 1981. Using information processing theory to design marketing strategies. Journal of Marketing Research. 18(1): 73-79.
AbstractLink
Calder, Bobby and Lynn W. Phillips. 1980. Evaluating Consumer Protection Laws: II. Promising Methods. Journal of Consumer Affairs. 14(1): 9-36.
Abstract
Calder, Bobby. 1980. Marketing Research for Better Planning. Hospital Management Quarterly.
Calder, Bobby and Brian Sternthal. 1980. Television commercial wearout: An information processing view. Journal of Marketing Research. 17(2): 173-186.
AbstractLink
Phillips, Lynn W. and Bobby Calder. 1979. Evaluating Consumer Protection Programs: Part I. Weak but commonly used research designs. Journal of Consumer Affairs. 13(2): 157-185.
Abstract
Calder, Bobby. 1979. Intrinsic motivation and norms about payment. Journal of Personality. 48(1): 1-14.
Abstract
Calder, Bobby. 1977. Attribution Theory: Phenomenology of science?. Personality and Social Psychology Bulletin. 3(4): 612-616.
AbstractLink
Calder, Bobby. 1977. Behavioral Research on Accounting. Accounting Journal. 1: 30-39.
Calder, Bobby. 1977. Exogenous-Endogenous Versus Internal-External attributions. Personality and Social Psychology Bulletin. 3(3): 400-406.
AbstractLink
Calder, Bobby. 1977. Focus Groups and the Nature of Qualitative Marketing Research. Journal of Marketing Research. 14(3): 353-364.
Abstract
Calder, Bobby. 1977. Interpersonal influence on consumer behavior: an attribution theory approach. Journal of Consumer Research. 4(1): 29-38.
Abstract
Calder, Bobby. 1977. Sexual Discrimination and work performance. Personality and Social Psychology Bulletin. 3: 429-433.
Calder, Bobby. 1975. Children's Consumer Information Processing. Communications Research. 2: 307-316.
Calder, Bobby. 1975. The Interaction of intrinsic and extrinsic motivation: Some methodological notes. Journal of Personality and Social Psychology. 31(1): 76-80.
Abstract
Calder, Bobby. 1975. The Self-Perception of intrinsic and extrinsic motivation. Journal of Personality and Social Psychology. 31(4): 599-605.
Abstract
Calder, Bobby. 1974. A Fortran IV Program for Presenting Optimally Ordered Paired Comparison Stimuli. Behavioral Research Methods and Instrumentation. 6(5)
Calder, Bobby. 1974. An Analysis of the Jones, Davis, and Gergen attribution paradigm. Representative Research in Social Psychology. 5: 55-59.
Calder, Bobby. 1974. Information Cues and Attributions based on role behavior. Journal of Experimental Social Psychology. 10(2): 121-125.
AbstractLink
Calder, Bobby. 1974. The relation of cognitive and memorial processes to persuasion in a simulation jury trial. Journal of Applied Social Psychology. 4(1): 62-93.
Abstract
Calder, Bobby. 1973. Attitude Change and Attitude Attribution. Journal of Personality and Social Psychology. 25(1): 84-99.
Abstract
Calder, Bobby. 1970. Demand Characteristics and three conceptions of the frequently deceived subject. Journal of Personality and Social Psychology. 14(3): 185-194.
Abstract
Calder, Bobby. 1969. The Social Psychological Status of Reward. Psychonomic Science. 17: 240-242.
Working Papers
Calder, Bobby, Edward Malthouse and Ute Schaedel. Forthcoming. Media Engagement and Advertising Effectiveness. Journal of Interactive Marketing.
Calder, Bobby. 2008. The Product Stereotype Effect.
Calder, Bobby and Jing Wang. 2008. Understanding How Media Context Affects Advertising.
Calder, Bobby, James Oakley and Dawn Iacobucci. 2002. Measuring the Marketing Orientation of an Organization.
Calder, Bobby and Edward Malthouse. 2002. Patterns of Behavior.
Calder, Bobby and Edward Malthouse. 2002. The Demographics of Newspaper Readership.
Book Chapters
Spinosa, Charles and Bobby Calder. 2008. "Communicating with Customers." In Kellogg on Advertising and Media, edited by Bobby Calder, 226-253. New York, NY: John Wiley & Sons.
Calder, Bobby and Edward Malthouse. 2008. "Media Engagement and Advertising Effectiveness." In Kellogg on Advertising and Media, edited by Bobby Calder, 1-36. New York, NY: John Wiley & Sons.
Kolsky, Richard and Bobby Calder. 2008. "The Integration of Advertising and Media Content: Ethical and Practical Considerations." In Kellogg on Advertising and Media, edited by Bobby Calder, Philip Kotler, 266-281. John Wiley & Sons.
Calder, Bobby. 2007. "The Future of Online Advertising." In The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation, edited by J. Plummer, S Rappaport, T. Hall, R Ba, New York, NY: John Wiley & Sons.
Calder, Bobby. 2005. "Designing Brands." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 27-39. New York, NY: John Wiley & Sons.
Calder, Bobby. 2005. "Relationship Branding and CRM." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 150-168. New York, NY: John Wiley & Sons.
Berggren, Eric, Bobby Calder and Richard Kolsky. 2003. "Integrated Marketing and the Web." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 250-261. New York, NY: John Wiley & Sons.
Flores, Maria, Charles Spinosa and Bobby Calder. 2003. "Strategies for Viral Marketing." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 90-134. New York, NY: John Wiley & Sons.
Razeghi, Andrew and Bobby Calder. 2003. "Using Interaction Maps to Create Brand Relationships." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 39-53. New York, NY: John Wiley & Sons.
Calder, Bobby and Edward Malthouse. 2003. "What Is Integrated Marketing." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 6-15. New York, NY: John Wiley & Sons.
Calder, Bobby and Alice Tybout. 2001. "Psychology and Marketing." In International Encyclopedia of the Social and Behavioral Sciences, edited by N. Smelser and P. Baltes, Elsevier Science.
Calder, Bobby. 2000. "Brand Design." In Kellogg on Marketing, edited by Dawn Iacobucci, 58-73. New York, NY: John Wiley & Sons.
Calder, Bobby. 2000. "Understanding Consumers." In Kellogg on Marketing, edited by Dawn Iacobucci, 151-164. New York, NY: John Wiley & Sons.
Calder, Bobby, Brian Sternthal and Alice Tybout. 1994. "Experimental Design." In Principles of Marketing Research, edited by Richard Bagozzi, Cambridge, MA: Blackwell.
Sternthal, Brian, Alice Tybout and Bobby Calder. 1994. "Experimental Research." In Handbook of Marketing Research, edited by Richard Bagozzi, 195-223.
Calder, Bobby. 1993. "Qualitative Marketing Research." In Handbook of Marketing Research, edited by R. Bagozzi, London: Blackwell.
Calder, Bobby. 1989. "Emotional Advertising Appeals." In Cognitive and Affective Responses to Advertising, edited by Patricia Cafferata and Alice M. Tybout, 278-285. Lexington, MA: Lexington Books.
Calder, Bobby and Alice Tybout. 1989. "Interpretive, qualitative, and traditional scientific empirical consumer behavior research." In Interpretive Consumer Research [edited by E. Hirschman], Provo, UT: Association for Consumer Research.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1984. "Designing Research for Application." In Marketing Theory: Distinguished Contributions, edited by Raymond Fisk and Stephen Brown, Wiley & Sons.
Calder, Bobby. 1984. "Strategic Marketing: A New Methodology." In Freestanding Emergency Centers: A Guide to Planning, Organization, and Management, edited by Peter Friend and John Shiver, Wolters Kluwer Law & Business.
Calder, Bobby. 1981. "Attitudinal processes in organizations." In Research in Organizational Behavior, edited by L. Cummings and B. Staw, vol. 3, 283-302. JAI Press.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1980. "The Design, Conduct and Application of Consumer Research: Theory vs. Effects Oriented Studies." In Marketing in the 80s: Changes and Challenges, edited by Richard Bagozzi, 307-311. Chicago, Illinois: American Marketing Association.
Calder, Bobby. 1980. "The focus group technique and qualitative research in organizations." In Organizational Assessment: Perspectives on the Measurement of Organizational Behavior [edited by Edward E. Lawler, David A. Nadler, and Cortlandt Cammann].
Calder, Bobby. 1979. "When Attitudes follow behavior -- A Self-Perception/dissonance interpretation of low involvement." In Attitude Research Plays for High Stake [edited by J. Maloney], 25-36. Chicago: American Marketing Association.
Calder, Bobby. 1978. "A Methodology for Research on Organizational Buying Behavior." In Organizational Buying Behavior, edited by Thomas Bonoma and Gerald Zaltman, 77-83. American Marketing Association.
Tybout, Alice, Bobby Calder and Brian Sternthal. 1978. "A Two-Stage Theory of Information Processing in Persuasion: An Integrative View of Cognitive Response and Self-Perception Theory." In Advances in Consumer Research, edited by Keith Hunt, vol. 5, Chicago, Illinois: Association for Consumer Research.
Calder, Bobby. 1978. "The Role of "Entertainment" in Organizational Buying Decisions." In Sales Management: New Directions from Behavioral and Decision Model Research [edited by R. Bagozzi].
Calder, Bobby. 1977. "An Attribution Theory of Leadership." In New Directions in Organizational Behavior, edited by B. Staw and J. Salancik, Chicago: St. Clair Press.
Calder, Bobby. 1977. "Structural Role Analysis of Organizational Buying: A Preliminary Investigation." In Foundations of Consumer and Industrial Buying Behavior, edited by A. Woodside, vol. 42, New York: Elsevier.
Tybout, Alice and Bobby Calder. 1977. "Threats to Internal and External Validity in Consumption Settings." In Advances in Consumer Research, edited by William Perrault, Jr., vol. 4, 5-10. Atlanta, Georgia: Association for Consumer Research.
Calder, Bobby. 1976. "Attitudes: Theories and Issues." In Contemporary Topics in Social Psychology, edited by J. Thibaut, J. Spence, and R. Carson, New York: General Learning Press.
Calder, Bobby. 1976. "The Use of Scaling and Cluster Techniques in Investigating the Social Structure of Organizations." In The Management of Organizational Design, Vol II, Research and methodology [edited by L. Pondy], New York: Elsevier.
Calder, Bobby. 1975. "Leadership as an outcome of Social Structure and Process: A multidimensional analysis." In Leadership Frontiers, edited by James G. Hunt and Lars L. Larson, Kent, OH: Kent State University Press.
Calder, Bobby. 1973. "Are Inventory Decisions Optimal?." In Contributions to Experimental Economics, edited by H. Sauerman, vol. 3.
Calder, Bobby. 1973. "Cognitive Consistency and Consumer Behavior." In Perspectives in Consumer Behavior, edited by Harold H. Kassarjian and Thomas S. Robertson, Scott, Foreman and Co.
Books
Calder, Bobby. 2008. Kellogg on Advertising and Media. New York, NY: Wiley.
Calder, Bobby and Edward Malthouse. 2008. Media Brands and Consumer Experiences. Sweden: Jonkoping International Business School.
Iacobucci, Dawn and Bobby Calder. 2003. Kellogg on Integrated Marketing. New York, NY: Wiley.
Levy, Sidney and Bobby Calder. 1990. Total Marketing: A Study of Image. Research and Studies Division, US Army Recruiting Command.
Calder, Bobby. 1973. Attitudes and Behavior. New York: General Learning Press.

 
Print Teaching
Teaching Interests
Marketing planning, marketing research, consumer behavior
Full-Time / Part-Time MBA
Media and Integrated Marketing (formerly MEDM-913) (MEDM-431-0)

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

This course deals with marketing products that have information and/or entertainment content. The products are of the sort offered by media companies and may be delivered via print, television, radio, film, Internet, direct mail, or live-event channels. The course focuses on a fully integrated approach to the marketing management of these products and is designed for students with an interest in the management of large media companies and/or in further exploring the media side of marketing communications. Prerequisite: For Media Management majors only: MEDM-432

Models of Consumer Behavior (MKTG-458-0)

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

This course covers the field of consumer psychology. It provides a framework for analyzing consumer behavior. The focus in on the understanding consumers as a way of informing marketing research and driving marketing decision. The course is directed at students preparing for brand/product/marketing management, business development or consulting positions. Many companies are trying to become more sophisticated in analyzing consumer behavior. While the state of the art in most cases is still defined by consumer package goods companies, expertise in this area is increasingly relevant to a wide range of companies. This course will therefore draw on examples from a range of industries including core examples from consumer package goods. Prerequisite: MKTG-430.

Advanced Topics in Marketing (MKTG-922-0)

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

In this course, similar to an independent study but for multiple students, teams of three or more students initiate a project with a company based on mutually defined terms. The company provides information on a problem of strategic relevance and offers feedback to the student team. Alternatively, students can work on a project across companies without a specific sponsor. This course is required for the six-course major in Marketing Management; it is not required for the four-course Marketing major. Please direct questions about the course to Prof. Calder at calder@kellogg.northwestern.edu.

Doctoral
PhD Seminar in Consumer Behavior (MKTG-520-3)
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.

General Seminar For Phd Candidates (MKTG-520-4)
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.