Curriculum Vitae

Eric T. Anderson

Polk Bros. Professor of Retailing

Professor of Marketing

Director Kellogg-McCormick MBAi Program

Kellogg School of Management, Northwestern University

2211 Campus Drive, Room 5379, Evanston, IL 60208-2001

 

Phone:            847-467-6482

Email:            eric-anderson@kellogg.northwestern.edu

Eric T. Anderson is the Polk Bros. Chair in Retailing, Professor of Marketing and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Kellogg-McCormick MBAi Program. He holds a Ph.D. in Management Science from MIT Sloan School of Management.

Professor Anderson's research interests include analytics, AI/ML, customer loyalty, retailing, pricing strategy, innovation and channel management. At Kellogg, Professor Anderson teaches Loyalty Co: The Business of Customer Loyalty in the MBA program and Marketing Analytics in the EMBA program. He is a five-time winner of the Sydney Levy Award for best elective at Kellogg. Professor Anderson also serves on the Board of Directors for Canadian Tire and is an advisor for LiftLab.

His recent research has been conducted with various companies around the world and has impacted both management practice and academic theory.  His articles have appeared in scholarly journals such as Journal of Marketing Research, Marketing Science, Management Science, Journal of Economic Theory,  and Quarterly Journal of Economics.  He has also published three articles in Harvard Business Review and an article in Sloan Management Review.  His 2004 paper on price promotions was a finalist for best paper (2004) and long-term impact (2011, 2014). His 2015 paper, “Harbingers of Failure” won the Weitz-Winer-O’Dell Award for long-term impact and his 2014 paper “Reviews Without a Purchase” won the Paul Green best paper award. His 2024 paper on measuring willingness to pay was a finalist for the Paul Root award.

WORK EXPERIENCE

2003-present     Northwestern University, Kellogg School of Management

Professor of Marketing (Sept 2009 - present)

Co-Founder and Director MBAi (2020-2023)

Polk Bros. Professor of Retailing (2020-present)

Hartmarx Research Professorship (Sept 2007-Sept 2020)

Director of the Center for Global Marketing Practices (Sept 2010 – present)

Marketing Ph.D. Program Coordinator (Sept 2007-Sept 2010)

Associate Professor of Marketing (July 2004 – Sept 2009)

Visiting Assistant Professor of Marketing (2003-04)

1997- 2003         University of Chicago, Graduate School of Business

Assistant Professor of Marketing

1995-1997          University of Rochester, Simon Graduate School of Business

Assistant Professor of Marketing

1989-1991          Merrill Lynch

Management Science Group

EDUCATION

1991-1995          MIT Sloan School of Management

Ph.D. (Management Science)

Major Field:  Marketing

Minor Field:  Economics

1988-1989          Stanford University

Masters in Engineering Economic Systems

1984-1988          Northwestern University

Bachelors in Electrical Engineering

Highest Honors

 

 

BOOKS

Eric T. Anderson and Florian Zettelmeyer (2020), “Leading with AI and Analytics” McGraw Hill. 

 

PUBLICATIONS

1.     Eric T. Anderson and Duncan Simester (1998), “The Role Of Sale Signs” Marketing Science,  17 (2), 139-155.

2.     Eric T. Anderson and Duncan Simester (2001), “Are Sale Signs Less Effective When More Products Have Them?” Marketing Science,  20 (2), 121-142.

3.     Eric T. Anderson 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.

4.     Eric T. Anderson (2002), "A Guadagni Little Likelihood Can Have Multiple Maxima" Marketing Letters, 13 (2), 135-150.  Also printed in Marketing Letters, 13 (4), 373-388.

5.     Eric T. Anderson (2002), “Sharing the Wealth: When Should Firms Treat Customers as Partners?” Management Science, 48 (8), 955-971. [Lead Article]

6.     Eric T. Anderson and Duncan Simester (2003), “Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments”, Quantitative Marketing and Economics, 1 (1), 93-110.

7.     Eric T. Anderson and Duncan Simester (2003), “Mind Your Pricing Cues,” September, Harvard Business Review,  81 (9), 96-103.

8.     Eric T. Anderson and Duncan Simester (2004), “Long Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies” Marketing Science, 23(1), 4-20. [Lead Article]  Also featured in Sloan Management Review, Summer 2004, 45 (4), 9.

Nominated for 2004 John D.C. Little Best Paper Award.     

9.     Eric T. Anderson, Nanda Kumar, Surendra Rajiv (2004), “A Comment On: ‘Revisiting Dynamic Duopoly with Consumer Switching Costs’” Journal of Economic Theory, 116 (1), 177-186.

10.  Eric T. Anderson and Inseong Song (2004), “Coordinating Price Reductions and Coupon Events” Journal of Marketing Research, November, 41 (4), 411-422.

11.  Narasimhan, Chakravarthi, Chuan He, Eric T.  Anderson, Lyle Brenner, Preyas Desai, Dmitri Kuksov, Paul Messinger, Sridhar Moorthy, Joseph Nunes, Yuval Rottenstreich, Richard Staelin, George Wu, Z. John Zhang (2005), “Incorporating Behavioral Anomalies in Strategic Models,” Marketing Letters, 16 (3), 361-373.

12.  Eric T. Anderson, Gavan Fitzsimons and Duncan Simester (2006), “Measuring and Mitigating the Costs of Stockouts”, Management Science, November, 52 (11), 1751-1763.

13.  Eric T. Anderson and Nanda Kumar (2007) “Price Competition with Repeat, Loyal Buyers,” Quantitative Marketing and Economics, 5 (13), 333-359.

14.  Eric T. Anderson 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), May–June,  492–500.

15.  Duncan Simester, Yu Jeffrey Hu, Erik Brynjolfsson  and Eric T. Anderson (2009), “Dynamics of Retail Advertising: Evidence from a Field Experiment,” Economic Inquiry, 47(3), July, 482–499.

16.  Eric T. Anderson, Karsten Hansen and Duncan Simester (2009), “The Option Value of Returns: Theory and Empirical Evidence,” Marketing Science,  28(3), May–June,  405–423.

17.  Eric T. Anderson  and Duncan Simester (2008), “Price Cues and Customer Price Knowledge,” in Handbook of Pricing Research in Marketing, Elgar Publishing Ltd.

18.  Eric T. Anderson and James Dana, (2009) ““When is Price Discrimination Profitable?  ”, Management Science, 55(6), June,  980–989.

19.  Eric T. Anderson, Duncan Simester, Florian Zettelmeyer (2009), “Internet Channel Conflict: Problems and Solutions” Review of Marketing Research [Invited Article]

20.  Vincent R. Nijs, Kanishka Misra, Eric T. Anderson, Karsten Hansen and Lakshman Krishnamurthi (2010), “Channel Pass-Through of Trade Promotions,” Marketing Science, March-April, 29(2), 250-267.

21.  Eric T. Anderson, Nathan M. Fong, Duncan Simester and Catherine E. Tucker (2010), “How Sales Taxes Affect Customer and Firm Behavior:  The Role of Search on the Internet” Journal of Marketing Research, April, 47(2), 229-239.

22.  Eric T. Anderson and Duncan Simester (2010), “Price Stickiness and Customer Antagonism,” Quarterly Journal of Economics, April, 125(2).

23.  Eric T. Anderson and Duncan Simester (2011), “A Guide to Smart Business Experiments,” Harvard Business Review, March.

24.  Huang, Qingyi, Vincent Nijs, Karsten Hansen, Eric Anderson (2012), “Walmart’s Impact on Supplier Profits,” Journal of Marketing Research, April, p. 131-143.  [Lead Article]

25.  Mazzocco , Philip J., Derek D. Rucker, Adam D. Galinsky, Eric T. Anderson (2012), “Direct and vicarious conspicuous consumption: Identification with low-status groups increases the desire for high-status goods,” Journal of Consumer Psychology, 22,  520–528.

26.  Eric T. Anderson and Duncan Simester (2013), “Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs,” Journal of Marketing Research, Vol. 50, No. 4, pp. 489-504.

27.  Eric T. Anderson and Duncan I. Simester (2014) “Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception” Journal of Marketing Research: June 2014, Vol. 51, No. 3, pp. 249-269.

Winner of the Paul E. Green Award (Best Paper in Journal of Marketing Research)

28.  Eric T. Anderson, Nir Jaimovich and Duncan Simester (2015) "Menu Costs and Price Rigidities: Micro Evidence", Review of Economics and Statistics, October, Vol. 97, No. 4, Pages 813-826.

29.  Eric Anderson, Song Lin, Duncan Simester, and Catherine Tucker (2015), “Harbingers of Failure.” Journal of Marketing Research, Volume 52, No. 5, October.

Winner of the Weitz-Winer-O’Dell Award (Recognizes an article in the Journal of Marketing Research that has made the most significant long-term contribution to marketing theory, methodology, and/or practice.)

30.  J. Andrew Petersen, Eric T. Anderson (2015), “Leveraging product returns to maximize customer equity” Handbook of research on customer equity in marketing, 160-177, Edward Elgar Publishing.

31.  Ayelet Israeli, Eric T. Anderson, Anne Coughlan (2016), “Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets,” Marketing Science, Volume 35, No. 4, 539-564.

32.  Blake McShane, Chaoqun Chen, Eric T. Anderson, Duncan Simester (2016), “Decision Stages and Asymmetries in Regular Retail Price Pass-through”, Marketing Science, Volume 35, No. 4, 619-639

33. Eric T. Anderson, Ben Malin, Emi Nakamura, Duncan Simester and Jon Steinsson (2017) "Informational Rigidities and the Stickiness of Temporary Sales", Journal of Monetary Economics, Volume 90, pages 64-83
34. Anderson, E. T. and Fox, E. J. (2019). How price promotions work: A review of practice and theory. In Dubé, J.-P. H. and Rossi, P. E., editors, Handbook of the Economics of Marketing, Volume 1, chapter 9. Elsevier B.V.
35. He, Sharlene and Eric T. Anderson (2021), “Conceptualizing and measuring pathways for how object attachment affects willingness to pay (WTP),” Current Opinion in Psychology, Volume 39, June, 121-124.
36. Joonhyuk Yang, Eric T. Anderson and Brett Gordon (2021), “Digitization and Flexibility: Evidence from the South Korean Movie Market”, Marketing Science, Volume 40, pages 813-1007.
37. Eric T. Anderson and Zack Bhan, (2023) “Multiyear Impact of Backorder Delays: A Quasi-Experimental Approach”, Marketing Science, Vol 42, Issue 2, 314-335.
38. Sharlene He, Eric T. Anderson and Derek Rucker (2023), “Willingness to Pay: A Comparative Method of Valuation,” Journal of Marketing.

Finalist for 2024 AMA/Marketing Science Institute/H. Paul Root Award for impact on marketing practice.

39. Eric T. Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester (2023), “Canary Categories” Journal of Marketing Research.
40. Jung Youn Lee, Joonhyuk Yang, Eric Anderson, “Buying and Payment Habits: Using Grocery Data to Predict Credit Card Payments”, Management Science, forthcoming (published online July 15, 2024).
41. Eric Anderson, Sergio Rebelo, Arlene Wong (2025), “Markups Across Space and Time,” forthcoming, Review of Economic Studies,
42. Jung Youn Lee, Joonhyuk Yang, Eric Anderson (2025) “Who Benefits from Alternative Data for Credit Scoring? Evidence from Peru”, forthcoming, Journal of Marketing Research.

PAPERS UNDER REVIEW

43. Ayelet Israeli and Eric T. Anderson, “Learning About Demand in the Long-tail:
    The Role of Competitive Monitoring”, working paper, under review.
44. Eric T. Anderson, Hyung Sub Bahn, Blake McShane, “Scoring Your Customers the Easy Way: Heuristic Scoring Rules for Identifying Future Best Customers”, working paper, under review.
45. Eric T. Anderson, Martim Leitao, “Search, Spending and Market Concentration”, working paper, under review.

WORKING PAPERS

46. Erika Yang, Eric T. Anderson, Sharlene He, Derek Rucker (2026),, “How Customer Value Evolves During the Journey,” Working Paper.
47. Mark Dyer, Eric T. Anderson, Sharlene He, Derek Rucker (2026),, “Measuring Advertising Effects: Bridging Psychological Measures with Demand Metrics,” Working Paper.
48. Eric T. Anderson, Sharlene He, Derek Rucker (2026), “Psychology of Willingness to Pay,” Working Paper.
49. Eric T. Anderson, Duncan Simester, Andrew Wooders (2026), “When Your Best Customers are Your Worst:Moral Hazard and the Hidden Costs of Product Returns”, Working Paper.
50.  Jung Youn Lee, Joonhyuk Yang, Eric Anderson (2026)  “Co-Branded Credit Cards as a Credit Gateway: Retail Demand Effects of First-Time Credit Access”

MANUSCRIPTS

51. Eric T. Anderson, Chaoqun Chen, Blake McShane, “Harbingers of Failure and Success,” working paper.
52. Eric T. Anderson, Blake McShane, Duncan Simester, “Pricing Rules”
53. Kanishka Misra, Eric T. Anderson and Karsten Hansen " Estimating Heterogeneity and State Dependence with Aggregate data "
54. Eric T. Anderson, Karsten Hansen and Duncan Simester “Cross Brand Pass-Through: Shielding Private Label Items from National Brand Promotions”
55. Eric T. Anderson, Ralph Elsner, Duncan Simester and Federico Rossi, "Retail Switching and Consumer Search: Evidence from a Field Experiment"

56.  Eric T. Anderson, Karsten Hansen, and Duncan Simester, “What Effects Price and Price Cue Elasticity?  Evidence from a Field Experiment”

57.  Manish Tripathi, Eric T. Anderson and Karsten Hansen, “Measuring the Mere Measurement Effect”

58. Eric T. Anderson, Karsten Hansen, Duncan Simester and Lei Wang "How Price Affects Returns: The Perceived Value and Incremental Customer Effects"

59.  Kanishka Misra, Eric T. Anderson and Karsten Hansen “Do Retail Credit Cards Create Loyalty”

AWARDS

Sydney Levy Teaching Award (awarded for teaching excellence in electives. Electives meet strict requirements on enrollments and Teacher Course Evaluations.)

• Winner in 2024-25, 2019-20, 2017-18, 2013-14, 2009-10 academic years.

2020 Weitz-Winer-O’Dell Award for “Harbingers of Failure”, Vol. 52, No. 5, October 2015

             Recognizes an article in the Journal of Marketing Research that has made the most significant long-term contribution to marketing theory, methodology, and/or practice.

2017 Long-Term Contribution Award for the Best Paper in Review of Marketing Research (Naresh Malhotra Award) “Internet Channel Conflict: Problems and Solutions” (2010)

2014 Paul Green Award for Best Paper in Journal of Marketing Research (“Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception”)

2006 Nominated for Clarence Ver Steeg Graduate Faculty Award, Northwestern University.  Each university program nominates a single outstanding faculty member who exhibited the outstanding qualities as a graduate advisor, mentor and teacher.

2004 Nominated for John D.C. Little Best Paper Award by INFORMS.

2001 MSI Young Scholars Award

Alden G. Clayton Doctoral Dissertation, Honorable Mention

INVITED PRESENTATIONS

May 2024, University of Chicago, Booth School of Business

March 2023, University of Rochester, Simon School of Business

March 2023, University of Minnesota, Carlson School of Business

March 2023, Texas A&M University, Mays Business School

February 2019, UC San Diego, Rady School of Business

March 2018, University of Florida, Warrington Business School

March 2018, Columbia University, Graduate School of Business

January 2018, MSI Webinar

January 2018, University of Michigan, Ross School of Business

October 2017, MSI Immersion

February 2017, Stanford University, Graduate School of Business

October 2016, Boston University, Questrom School of Management

March 2015, Johns Hopkins, Carey School of Management

February 2015, University of Pennsylvania, Wharton School of Management

January 2013, University of California Davis, Graduate School of Management

November 2012, Dunn Humby Chicago

November 2011, MSI Board of Trustees Meeting, Chicago

April 2011, Yale School of Management, Marketing and Industrial Organization Conference

March 2011, San Diego, CA, Marketing Practitioners

February 2011, University of Chicago, Booth School of Management, Milton Friedman Institute Conference

January 2011, Kellogg,  Marketing Conference Alumni Presentation

January 2010, MIT, MSI Practitioner-Academic Conference

September 2009, Kellogg School of Management

June 2009, University of Illinois, Pricing Camp

May 2009, University of Toronto, Rotman School of Business

April 2009, University of Michigan, Ross School of Business

November 2008, MSI Board of Trustees Meeting, San Francisco

September 2008, ABRAS, Sao Paolo, Brasil

September 2008, Northwestern University, Kellogg School of Management

May 2008, Yale University, Consumer Insight Conference

April 2008, Yale University, School of Management

April 2008, Stanford University, Graduate School of Business

April 2008, Santa Clara University, School of Business

March 2008, Emory University, Goizueta School of Business

November 2007, Cornell University, Johnson School of Business

October 2007, Quantitative Marketing and Economics Conference, Chicago, IL

November 2006, University of Chicago, Graduate School of Business

October 2006, Washington University St. Louis, Olin School of Management

September 2006, ESA North America Meeting, Tucson, AZ

April 2006, Washington University St. Louis, Olin School of Management

February 2006, NBER Winter IO Meetings, Stanford, CA

September 2005, Northwestern University, Kellogg School of Management

June 2005, Chicago-Northwestern IO Conference

April 2004, University of California Berkeley, Haas School of Management

October 2004, M.I.T., Sloan School of Management

November 2003, University of Wisconsin, School of Business

October 2003, University of Minnesota, Carlson School of Management

October 2003, University of Colorado, Leeds School of Business

October 2003, University of Houston, Bauer College of Business

October 2003, Boston University, School of Management

October 2003, Quantitative Marketing and Economics Conference, Chicago, IL

October 2003, University of Texas at Dallas, School of Management

September 2003, New York University, Stern School of Management

September 2003, Harvard University, Harvard Business School

February 2003, University of Minnesota, Carlson School of Management

September 2002, University of Illinois, School of Business Administration

September 2002, Fordham Pricing Conference, Research on Price Endings

September 2002, MSI Conference on Measuring Marketing Profitability

June 2002, National Association of Uniform Manufacturers and Retailers Conference

November 2001, University of Chicago, Graduate School of Business (ELO Workshop)

June 2001, Direct Marketing Association Annual Catalog Conference

April 2001, Northwestern University, Kellogg School of Management

February 2000, Purdue University, Krannert School of Management

January 1998, University of Pennsylvania, Wharton School of Management

February 1997, University of Chicago, Graduate School of Business

November 1994, Washington University, Olin School of Business

November 1994, New York University, Stern School of Business

October 1994, University of Chicago, Graduate School of Business

October 1994, Yale University, School of Management

October 1994, University of Rochester, Simon School of Business

September 1994, Carnegie Mellon Graduate School of Industrial Administration

TEACHING

Current Courses

Loyalty Co: The Business of Customer Loyalty

Marketing Analytics (Executive MBA)

Leading with Advanced Analytics and AI (Exec Ed)

Business Marketing Strategy (Exec Ed)

Quantitative Marketing Models (Ph.D.)

 

Previous Courses

Pricing and Retail Analytics (MBA)

Pricing, Promotion and Retailer Behavior

Marketing Channel Strategy

Marketing New Products and Services

Pricing Strategies

Database Marketing

TEACHING MATERIALS

Keurig at Home: Managing a New Product Launch (2005), Kellogg Case 5-105-005.

Teaching Note: Keurig at Home: Managing a New Product Launch (2005), Kellogg Case 5-105-005.

 Keurig: From David to Goliath

The Challenge of Gaining and Maintaining Marketplace Leadership  (Kellogg Case 5-411-751)

 

Teaching Note:  Keurig From David to Goliath (Kellogg Case 5-411-751TN)

 

Tupelo Medical: Managing Price Erosion (Kellogg Case 5-412-750)

 

Teaching Note:  Managing Price Erosion (Kellogg Case 5-412-750TN)

 

NASCAR: Leading a Marketing Transformation in a time of crisis (5-214-257)

Teaching Note: NASCAR: Leading a Marketing Transformation in a time of crisis (5-214-257TN)

 

Midway Importing,  Eric Anderson, Carlos Castellanos Rodríguez (5-217-252)

 

Tajin, Eric Anderson, Carlos Castellanos Rodríguez,and Martha Rivera Pesquera

 

Fan First Food and Beverage at Mercedes Benz Stadium (2019), Kellogg Case 5-419-753

Epilogue: Fan First Food and Beverage at Mercedes Benz Stadium (2019), Kellogg Case 5-419-753EP

 

 

Kellogg Only Cases (not for distribution outside Kellogg)

Cree Lighting the Way, Best Buy Cameras, Ninho, Canfeld, Category Pricing at Kraft, Cobra Entertainment, Spirit C-Store Marketing, Energy Bars, Fancy Foods, Gloria Jeans, Hero, McCafe, My Madison, Growth at Pepita Disco, Tropicana Merchandising and Promotion, Village Cycles, Ace Hardware, BJs Membership, Wahaca Pricing.

 

PROFESSIONAL ACTIVITIES

Department Editor (Marketing Area):

Management Science (2014-2023)

 

Area Editor:

Quantitative Marketing and Economics

Operations Research (2012-2018)

 

Guest Area Editor:

Marketing Science

Editorial Board:

Journal of Marketing

Journal of Marketing Research

Marketing Science

Referee:

Journal of Marketing Research

Journal of Marketing

Journal of Consumer Research

Journal of Retailing

Journal of Business

Quantitative Marketing and Economics

Journal of Interactive Marketing

American Economic Review

RAND

International Journal of Research in Marketing

Journal of Economics and Management Strategy

International Journal of Industrial Organization

Journal of Industrial Economics

International Journal of Business and Economics

Journal of Applied Econometrics

Journal of Applied Social Psychology

Manufacturing & Service Operations Management

Marketing Science Institute

EMAC Conference

Fordham Pricing Conference

Member of:

American Marketing Association

INFORMS

INFORMS Society for Marketing Science

CSIO: Center for Study of Industrial Organization

 

OUTSIDE ACTIVITIES

Board of Directors, Canadian Tire (Toronto, CA)

 

Leadership Analytics Advisors, Co-Founder. We advise and consult with companies on delivering growth with AI and analytics.

 

LiftLab, Advisory Board

 

Advisor in the area of pricing, analytics and business strategy for Brambles, Chamberlain, Coca-Cola FEMSA, Cisco, Dotomi, Fortive, GM Financial, Kemper, IBM, LiftLab, Microsoft, Retention Science, Royal Caribbean, ScentAir, Shelter Mutual, Strattam Capital, TE, The Great Courses, Tetra Pak, Vanguard, Weber Shandwick.