Consumer behavior: preference formation, decision processes, and brand choice
Home Faculty and Research Alexander Chernev
Alexander Chernev
MARKETING
Associate Professor of Marketing
Alexander Chernev is associate professor of marketing at the Kellogg School of Management, Northwestern University. He holds a Ph.D. in Psychology from Sofia University and a Ph.D. in Business Administration from Duke University. Professor Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful corporate branding and customer management strategies. His research has been published in leading marketing journals, and he has received numerous teaching and research awards. Professor Chernev serves on the editorial boards of the top academic journals and has advised numerous companies on issues such as strategic marketing, new product development, and customer management policies. Professor Chernev teaches the core marketing management course to MBA students, behavioral decision theory to Ph.D. students, and various executive education programs.
Consumer Decision-Making
Marketing Management
Areas of Expertise
Consumer BehaviorConsumer Decision-Making
Marketing Management
- Recent Media Coverage
Morningstar: Should I Stay or Should I Go? - 11/2/2009
BNET: Which Do Consumers Fear More: Losing Money or Regretting Bad Choices? - 10/29/2009
International Business Times: International Business Times - 9/22/2009
New York Times: Health Halo Can Hide the Calories - 12/1/2008
See all Kellogg in the Media
Education
PhD, 1997, Marketing, Duke UniversityPhD, 1990, Psychology, Sofia University, BulgariaBA, 1986, Psychology, Sofia University, Bulgaria
Academic Positions
Associate Professor, Kellogg School of Management, Northwestern University, 2001-presentAssistant Professor, Kellogg School of Management, Northwestern University, 1998-2001Visiting Assistant Professor, Kellogg School of Management, Northwestern University, 1997-1998
Editorial Positions
Editorial Board, International Journal of Research in Marketing, 2006-presentEditorial Board, Journal of Consumer Psychology, 2001-presentEditorial Board, Journal of Consumer Research, 2002-presentEditorial Board, Journal of Marketing, 2007-presentEditorial Board, Journal of Marketing Research, 2007-presentEditorial Board, Marketing Letters, 2008-presentResearch Interests
Articles
Hamilton, Ryan and Alexander Chernev. Forthcoming. The Impact of Product Line Extensions and Consumer Goals on the Formation of Price Image. Journal of Marketing Research.
Chernev, Alexander and Ryan Hamilton. 2009. Assortment Size and Option Attractiveness in Consumer Choice among Retailers. Journal of Marketing Research.
Chernev, Alexander. 2009. Self-Expression and Brand Identity in Consumer Choice. Advances in Consumer Research. v. 36
Chernev, Alexander. 2009. To Indulge or Not to Indulge? Self-Regulation and Overconsumption. Advances in Consumer Research. v. 36
Chernev, Alexander. 2009. Choosing versus Rejecting: The Impact of Goal-Task Compatibility on Decision Confidence. Social Cognition. 27(2)
Chernev, Alexander. 2008. The Role of Purchase Quantity in Assortment Choice: The Quantity-Matching Heuristic. Journal of Marketing Research. 45(2): 171-181.
Chernev, Alexander. 2007. Jack of All Trades or Master of One? Product Differentiation and Compensatory Reasoning in Consumer Choice. Journal of Consumer Research. 33(4): 430-444.
Chernev, Alexander, Ryan Hamilton and Jiewen Hong. 2007. Perceptual Focus Effects in Choice. Journal of Consumer Research. 34(2): 187-199.
Chernev, Alexander and Ryan Hamilton. 2007. Variety, Expectations and Choice. Advances in Consumer Research. 34: 159.
In this research, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process.
In this research, we examine how assortment size influences consumer choice among assortments and, in particular, how assortment attractiveness moderates this process.
Chernev, Alexander. 2006. Articulation Compatibility in Eliciting Price Bids. Journal of Consumer Research. 33(3): 329-341.
Chernev, Alexander. 2006. Decision Focus and Consumer Choice among Assortments. Journal of Consumer Research. 33(1): 50-59.
Chernev, Alexander. 2006. Differentiation and Parity in Assortment Pricing. Journal of Consumer Research. 33(2): 199-210.
Chernev, Alexander and Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. 32(1): 119-121.
This study demonstrates that choice among assortments is a function of consumers' decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers.
This study demonstrates that choice among assortments is a function of consumers' decision focus and, in particular, the degree to which the subsequent task of making a choice from the selected assortment is salient to consumers.
Chernev, Alexander. 2005. Context Effects without a Context: Attribute Balance as a Reason for Choice. Journal of Consumer Research. 32(2): 213-223.
Chernev, Alexander. 2005. Feature Complementarity and Assortment in Choice. Journal of Consumer Research. 31(4): 748-759.
Chernev, Alexander and Ran Kivetz. 2005. Goals and Mindsets in Consumer Choice. Advances in Consumer Research. 32(1): 82-85.
This study examines the role of price as a diagnostic criterion for choosing from assortments in which options are differentiated by subjective factors such as taste, flavor and color.
This study examines the role of price as a diagnostic criterion for choosing from assortments in which options are differentiated by subjective factors such as taste, flavor and color.
Chernev, Alexander. 2004. Context Effects in Choice. Advances in Consumer Research. 31(1): 226-228.
Examines how traditional context effects, such as extremeness aversion, are affected by the internal properties of choice alternatives. It was proposed that the compromise effect is not only a function of the relational properties of the choice alternatives but also depends on the proximity of the attribute ratings describing each of the alternatives.
Examines how traditional context effects, such as extremeness aversion, are affected by the internal properties of choice alternatives. It was proposed that the compromise effect is not only a function of the relational properties of the choice alternatives but also depends on the proximity of the attribute ratings describing each of the alternatives.
Chernev, Alexander. 2004. Extremeness Aversion and Attribute-Balance Effects in Choice. Journal of Consumer Research. 31(2): 249-263.
Chernev, Alexander. 2004. Goal Orientation and Consumer Preference for the Status Quo. Journal of Consumer Research. 31(3): 557-565.
Chernev, Alexander. 2004. Goal-Attribute Compatibility in Consumer Choice. Journal of Consumer Psychology. 14(1-2): 141-150.
Chernev, Alexander. 2003. Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology. 85(1): 151-162.
Chernev, Alexander. 2003. Reverse Pricing and Online Price Elicitation Strategies in Consumer Choice. Journal of Consumer Psychology. 13(1-2): 51-62.
Chernev, Alexander and S. Christian Wheeler. 2003. The Role of Reference Points in Evaluating Price Information. Advances in Consumer Research. 30(1): 305-308.
The article presents information on several papers that discussed the role of reference points in evaluating price information. The first paper by Tom Meyvis and Alan Cooke examined how consumers evaluate and learn from prices when pricing information in inconsistent across retailers. The effects, the authors found that consumers who are motivated to learn and improve their choices tend to focus on the unfavorable comparisons, resulting in an often unwarranted belief that the chosen store is more expensive than the other stores. The second paper by S. Christian Wheeler discussed how social inferences combine with externally presented reference prices to determine how consumers evaluate purchase outcomes. In a series of three studies, he showed that script violations can change how people evaluate the negotiated price paid for an object, even when the objective outcome itself is constant. The third paper by Alexander Chernev compared two reverse auction price-elicitation strategies: price generation and price selection. Contrary to the common assumption that naming a price will be preferred by consumers because it offers the most precision in articulating one's willingness to pay, this research demonstrates that consumers often prefer to select rather than to generate a price.
The article presents information on several papers that discussed the role of reference points in evaluating price information. The first paper by Tom Meyvis and Alan Cooke examined how consumers evaluate and learn from prices when pricing information in inconsistent across retailers. The effects, the authors found that consumers who are motivated to learn and improve their choices tend to focus on the unfavorable comparisons, resulting in an often unwarranted belief that the chosen store is more expensive than the other stores. The second paper by S. Christian Wheeler discussed how social inferences combine with externally presented reference prices to determine how consumers evaluate purchase outcomes. In a series of three studies, he showed that script violations can change how people evaluate the negotiated price paid for an object, even when the objective outcome itself is constant. The third paper by Alexander Chernev compared two reverse auction price-elicitation strategies: price generation and price selection. Contrary to the common assumption that naming a price will be preferred by consumers because it offers the most precision in articulating one's willingness to pay, this research demonstrates that consumers often prefer to select rather than to generate a price.
Chernev, Alexander. 2003. When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice. Journal of Consumer Research. 30(2): 170-183.
Chernev, Alexander. 2002. Generating Options in Consumer Choice. Advances in Consumer Research. 29(1): 460.
Focuses on several options for consumers in choosing the product. Effects of generating options on purchase intent for hedonic and utilitarian products; Affect of preference articulation in consumer choice.
Focuses on several options for consumers in choosing the product. Effects of generating options on purchase intent for hedonic and utilitarian products; Affect of preference articulation in consumer choice.
Chernev, Alexander. 2001. The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning. Journal of Consumer Research. 27(4): 475-488.
Chernev, Alexander and Gregory Carpenter. 2001. The Role of Market Efficiency Intuitions in Consumer Choice: A Case of Compensatory Inferences. Journal of Marketing Research. 38(3): 349-361.
Chernev, Alexander and Christina Brown. 1997. Decision Biases in Evaluating Ambiguous Information. Advances in Consumer Research. 24(1): 173-174.
Presents information on a sessions which addressed the biasing effects of consumers' need for consistency on interpreting ambiguous product information. What motivates consumers to hold consistent preferences; Existence of predecisional distortion in preferences.
Presents information on a sessions which addressed the biasing effects of consumers' need for consistency on interpreting ambiguous product information. What motivates consumers to hold consistent preferences; Existence of predecisional distortion in preferences.
Chernev, Alexander. 1997. The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance. Journal of Consumer Research. 23(4): 304-311.
Chernev, Alexander and Ziv Carmon. 1996. New Perspectives on Brand Differentiation. Advances in Consumer Research. 23(1): 394.
Focuses on papers presented at a special session of the October 1995 conference of the Association for Consumer Research (ACR). Innovative brand differentiation strategies and their underlying rationales; Pros and cons of being a pioneering brand; Ways in which competing brands can differentiate themselves; Use of similarity to enhance a brand's differentiated position in the market place.
Focuses on papers presented at a special session of the October 1995 conference of the Association for Consumer Research (ACR). Innovative brand differentiation strategies and their underlying rationales; Pros and cons of being a pioneering brand; Ways in which competing brands can differentiate themselves; Use of similarity to enhance a brand's differentiated position in the market place.
Working Papers
Chernev, Alexander and David Gal. 2009. Boundaries of Self-Expression Identity Saturation and Brand Preferences in Consumer Choice.
Chernev, Alexander and David Gal. 2009. When Virtues and Vices Collide.
Book Chapters
Chernev, Alexander and Ryan Hamilton. 2008. "Compensatory Reasoning in Choice." In The Social Psychology of Consumer Behavior, Frontiers of Social Psychology, edited by Arie W. Kruglanski & Joseph P. Forgas, Psychology Press.
Teaching Interests
Marketing managementFull-Time / Part-Time MBA
Marketing Management (MKTG-430-0)This course counts toward the following majors: Marketing, Marketing Management
This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.
Doctoral
General Seminar For Phd Candidates (MKTG-520-1)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-520-2)
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.
Executive MBA
Marketing Research (MKTGX-450-0)The goal of this course is to introduce you to the essentials of marketing research. The course is aimed at the manager who is the ultimate user of the research and the person responsible for determining the scope and direction of research activities. This course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions. The emphasis of the course, therefore, is on the interpretation and application of research results in making real-life marketing decisions, with less focus on the mathematical and statistical properties of the techniques used to produce these results.
CONTACT INFO:
PHONE: 847-467-4095
FAX: 847-491-2498
PHONE: 847-467-4095
FAX: 847-491-2498
OFFICE:
Jacobs Center Room 452
Jacobs Center Room 452