Eric T. Anderson
Eric T. Anderson

MARKETING
Hartmarx Professor of Marketing
Chair of Marketing Department
Director of the Center for Global Marketing Practice

Print Overview

Eric T. Anderson is the Hartmarx Professor and Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice.  He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester. 

Professor Anderson’s research interests include pricing strategy, promotion strategy, retailing and channel management.  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 the long run impact of pricing and promotions was recently recognized for its enduring impact on the field of marketing.



Areas of Expertise
Consumer Products
Data Analysis
Database Marketing
Direct Marketing
Distribution Channels
New Product Development
Pricing and Price Perception
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
Department Chair, Marketing, Kellogg School of Management, Northwestern University, 2013-present
Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present
PhD Program Coordinator, Marketing, Kellogg Graduate School of Business, Northwestern University, 2007-2010
Hartmarx Research Professorship, Kellogg School of Management, 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

Grants and Awards
Sidney J. Levy Teaching Award, Kellogg School of Management, 2009-2010

Editorial Positions
Department Editor, Management Science, 2014
Associate Editor, Operations Research, 2012
Editorial Board Member, Journal of Marketing, 2011
Associate Editor, Management Science, 2009
Editorial Board Member, Marketing Science, 2008
Ad-hoc Reviewer, International Journal of Marketing Research, 2000
Editorial Board, Journal of Marketing Research, 2009-Present

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. 2014. Reviews without a Purchase: Low Ratings, Loyal Customers and Evidence of Deception. Journal of Marketing Research. 51(3): 249-269.
Anderson, Eric T and Duncan Simester. 2013. Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs,. Journal of Marketing Research. 50(4): 489-504.
Mazzoco, Philip, Derek D Rucker, Adam D. Galinsky and 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.
Huang, Qingyi, Vincent Nijs, Karsten Hansen and Eric T Anderson. 2012. WalMart's Impact on Supplier Profits. Journal of Marketing Research.(4): 131-143.
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)
Anderson, Eric T and Duncan Simester. 2010. Price Stickiness and Customer Antagonism. Quarterly Journal of Economics. 125(2): 729-65.
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.
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.
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.
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 and James Dana. 2009. When Is Price Discrimination Profitable?. Management Science. 55(6): 980-989.
Anderson, Eric T, Karsten Hansen and Duncan Simester. 2009. The Option Value of Returns: Theory and Empirical Evidence. Marketing Science. 28(3): 405-423.
Anderson, Eric T, Karsten Hansen and Duncan Simester. 2009. The Option Value of Returns: Theory and Empirical Evidence. Marketing Science. 28(3): 405-23.
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.
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.
Anderson, Eric T and Nanda Kumar. 2007. Price Competition with Repeat, Loyal Buyers. Quantitative Marketing and Economics. 5(4): 333-359.
Anderson, Eric T, Gavan Fitzsimons and Duncan Simester. 2006. Measuring and Mitigating the Costs of Stockouts. Management Science. 52(11): 1751-1763.
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.
Anderson, Eric T and Inseong Song. 2004. Coordinating Price Reductions and Coupon Events. Journal of Marketing Research. 41(4): 411-422.
Anderson, Eric T and Inseong Song. 2004. Marketing Mix Synergies: Coupons and Price Promotions. Journal of Marketing Research. 41
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.
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.
Anderson, Eric T and Duncan Simester. 2003. Mind Your Pricing Cues. Harvard Business Review. 81(9): 96-103.
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.
Anderson, Eric T. 2002. Sharing the Wealth: When Should Firms Treat Customers as Partners?. Management Science. 48(8): 955-971.
Anderson, Eric T. 2002. A Guadagni Little Likelihood Can Have Multiple Maxima. Marketing Letters. 13(2): 135-150.
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.
Anderson, Eric T and Duncan Simester. 2001. Are Sale Signs Less Effective When More Products Have Them?. Marketing Science. 20(2): 121-140.
Anderson, Eric TFlorian Zettelmeyer, Jim Brickley, Erik Brynjolfsson and HauserEugene Kandell. 2000. Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels. Journal of Marketing Research. 37(3): 292-308.
Anderson, Eric T and Duncan Simester. 1998. The Role Of Sale Signs. Marketing Science. 17(2): 139-156.
Anderson, Eric T, Nir Jaimovich and Duncan Simester. Forthcoming. Menu Costs and Price Rigidities: Micro Evidence. Quarterly Journal of Economics.
Working Papers
Anderson, Eric TYi Qian and Duncan Simester. Multichannel Spillovers after Opening a Factory Store.
Anderson, Eric T, Duncan Simester and Emi Nakamura. Informational Rigidities and the Stickiness of Temporary Sales.
Anderson, Eric T, Duncan Simester, Catherine Tucker and Lin Song. Harbingers of Failure.
Anderson, Eric T, Duncan Simester, Federico Rossi and Ralf Elsner. Retail Switching and Consumer Search: Evidence from a Field Experiment.
Anderson, Eric T, Duncan Simester and Nir Jaimovich. Menu Costs and Price Rigidities: Micro Evidence.
Anderson, Eric T, Karsten Hansen and Kanishka Misra. Estimating Heterogeneity and State Dependence with Aggregate data.
Anderson, Eric TAnne Coughlan and Ayelet Israeli. Asymmetric Price Effects in MAP Violations.
Anderson, Eric T, Karsten Hansen and Duncan Simester. Cross Brand Pass-Through: Shielding Private Label Items from National Brand Promotions.
Qian, YiEric T Anderson and Duncan Simester. Spatial Price Discrimination.
Anderson, Eric T, Karsten Hansen and Duncan Simester. Cross Brand Pass-Through: Shielding Private Label Items from National Brand Promotions.
Qian, YiEric T Anderson and Duncan Simester. Multichannel Spillover Effects of a Retail Line Extension.
Qian, YiEric T Anderson and Manuel Hermosilla. Private Label Pricing: Estimating Demand with Data and Structure.
Anderson, Eric T, Karsten Hansen and Manish Tripathi. Measuring the Mere Measurement Effect.
Anderson, Eric T, Edward Cho, Bari Harlam and Duncan Simester. Using Price Cues.
Anderson, Eric T, Karsten Hansen, Duncan Simester and Leigh Wang. 2006. How Price Affects Returns: The Perceived Value and Incremental Customer Effects.
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. and Elizabeth L Anderson. 2012. Keurig: From David to Goliath: The Challenge of Gaining and Maintaining Marketplace Leadership. Case 5-411-751 (KEL714).
Anderson, Eric T.. 2005. Keurig At Home. Case 5-105-005 (KEL021).
Anderson, Eric T., Daniel Abraham, Elizabeth L Anderson and Gus Santaella. 2013. Tupelo Medical: Managing Price Erosion. Case 5-412-750 (KEL707).

 
Print Teaching
Full-Time / Part-Time MBA
Retail Analytics, Pricing and Promotion (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
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
Retail Analytics: Pricing & Promotion (MKTGX-462-0)
For most firms the “right price” is determined by margin requirements, matching competitive prices, or rules of thumb. In the last decade, best-in-class retailers have recognized this as a weakness and have implemented sophisticated tools to improve all aspects of pricing, promotion, and marketing. More generally, analytics have become pervasive in all aspects of retailing. In this class, you will learn how to use analytics and data to address pricing decisions, promotion decisions and other retail problems. This class is very practical and hands-on. Most of the data we will analyze is from real-world managerial problems. The class format includes a combination of case discussion and in-class, empirical exercises. Assignments include written case analyses and homework problems that build upon class discussion.

Executive Education
Customer Insight Tools: Turning Insight into Effective Marketing Strategies
Learn practical tools for uncovering and leveraging customer insights to create powerful marketing strategies. Infused with the right blend of qualitative and quantitative tools, this interactive program will prepare you to use customer insights to build strong marketing plans and gain a sustainable competitive advantage.
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Insight and Analytics Week
Combines our Customer Insight Tools: Turning Insight into Effective Marketing Strategies with Strategic Data-Driven Marketing programs into Insight and Analytics Week.
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Leading with Big Data and Analytics
This cutting-edge program provides organizational leaders with the working knowledge of data science needed in today’s competitive environment. Learn to distinguish between “good” and “bad” analytics, identify where analytics add value, lead the analytics decision-making process with confidence, and jump-start your organizational capabilities in big data and analytics.
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