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
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

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

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

 
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
Mazzoco, Philip, Derek D Rucker, Adam D. Galinsky and Eric T. Anderson. 2012. Actual and Vicarious Group Membership Impacts Consumers' Desire for Status. Journal of Consumer Psychology . 22: 520-528.
Anderson, Eric T., Philip Mazzoco, Derek Rucker and Adam D. Galinsky. 2012. Identification with Low-status Groups Increases the Desire for High-status Goods. Journal of Consumer Psychology. 22(4): 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): 729-65.
Anderson, Eric T. and Duncan Simester. 2010. Price Stickiness and Customer Antagonism. Quarterly Journal of Economics. 125(2)
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., 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., Duncan Simester, Yu Jeffrey Hu and Erik Brynjolfsson. 2009. Dynamics of Retail Advertising:Evidence from a Field Experiment. Economic Inquiry. 47(3): 482-99.
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): 405-23.
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. 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 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 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., 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 Inseong Song. 2004. Marketing Mix Synergies: Coupons and Price Promotions. Journal of Marketing Research. 41
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. A Guadagni Little Likelihood Can Have Multiple Maxima. Marketing Letters. 13(2): 135-150.
Anderson, Eric T.. 2002. Sharing the Wealth: When Should Firms Treat Customers as Partners?. Management Science. 48(8): 955-971.
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 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.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.
Anderson, Eric T. and Duncan Simester. 1998. The Role Of Sale Signs. Marketing Science. 17(2): 139-156.
Working Papers
Anderson, Eric T., Karsten Hansen and Duncan Simester. 2013. Cross Brand Pass-Through: Shielding Private Label Items from National Brand Promotions.
Qian, YiEric T. Anderson and Duncan Simester. 2013. Spatial Price Discrimination.
Anderson, Eric T. and Duncan Simester. 2013. Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs.
Qian, YiEric T. Anderson and Duncan Simester. 2012. Multichannel Spillover Effects of a Retail Line Extension.
Anderson, Eric T., Karsten Hansen, Duncan Simester and Leigh Wang. 2006. How Price Affects Returns: The Perceived Value and Incremental Customer Effects.
Qian, YiEric T. Anderson and Manuel Hermosilla. 2012. Private Label Pricing: Estimating Demand with Data and Structure.
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.
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., Daniel Abraham, Elizabeth L Anderson and Gus Santaella. 2013. Tupelo Medical: Managing Price Erosion. Case 5-412-750 (KEL707).
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).

 
Print Teaching
Teaching Interests
Introduction of new products and services, marketing channel management, pricing strategy
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.