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Prof Alexander Chernev
Alexander Chernev

MARKETING
Associate Professor of Marketing

Print Overview
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.

Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Marketing Management
Print Vita
Education
PhD, 1997, Marketing, Duke University
PhD, 1990, Psychology, Sofia University, Bulgaria
BA, 1986, Psychology, Sofia University, Bulgaria

Academic Positions
Associate Professor, Kellogg School of Management, Northwestern University, 2001-present
Assistant Professor, Kellogg School of Management, Northwestern University, 1998-2001
Visiting Assistant Professor, Kellogg School of Management, Northwestern University, 1997-1998

Grants and Awards
Faculty Impact Award, Kellogg School of Management, 2009
Outstanding Reviewer, Journal of Consumer Research, 2008

Editorial Positions
Area Editor, Journal of Marketing, 2011-Present
Editorial Board, Journal of Marketing, 2007-Present
Editorial Board, International Journal of Research in Marketing, 2006-present
Editorial Board, Journal of Consumer Psychology, 2001-present
Editorial Board, Journal of Consumer Research, 2002-present
Editorial Board, Journal of Marketing Research, 2007-present
Editorial Board, Marketing Letters, 2008-present

 
Print Research
Research Interests
Consumer behavior: preference formation, decision processes, and brand choice

Articles
Chernev, Alexander, Ryan Hamilton and David Gal. 2011. Competing for a Consumer’s Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing. 75: 66-82.
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Chernev, Alexander. 2011. When More Is Less and Less Is More: The Psychology of Managing Product Assortments. Marketing Intelligence Review. 3(1): 8-15.
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Chernev, Alexander. 2011. The Dieters Paradox. Journal of Consumer Psychology. 21(2): 178-183.
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Chernev, Alexander. 2011. Semantic Anchoring in Sequential Evaluations of Vices and Virtues. Journal of Consumer Research. 37(5): 761-774.
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Hamilton, Ryan and Alexander Chernev. 2010. The Impact of Product Line Extensions and Consumer Goals on the Formation of Price Image. Journal of Marketing Research. 47(1): 51-62.
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Chernev, Alexander and David Gal. 2010. Categorization Effects in Value Judgments: Averaging Bias in Evaluating Combinations of Vices and Virtues. Journal of Marketing Research. 47(4): 738-47.
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Chernev, Alexander, Ulf Böckenholt and Joseph Goodman. 2010. Choice Overload: Is There Anything to It. Journal of Consumer Research. 37: 426-28.
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Chernev, Alexander and Ryan Hamilton. 2009. Assortment Size and Option Attractiveness in Consumer Choice among Retailers. Journal of Marketing Research. 46(3)
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Chernev, Alexander. 2009. Self-Expression and Brand Identity in Consumer Choice. 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)
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Chernev, Alexander. 2008. The Role of Purchase Quantity in Assortment Choice: The Quantity-Matching Heuristic. Journal of Marketing Research. 45(2): 171-181.
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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.
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Chernev, Alexander, Ryan Hamilton and Jiewen Hong. 2007. Perceptual Focus Effects in Choice. Journal of Consumer Research. 34(2): 187-199.
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Chernev, Alexander and Ryan Hamilton. 2007. Variety, Expectations and Choice. Advances in Consumer Research. 34: 159.
Abstract
Chernev, Alexander. 2006. Articulation Compatibility in Eliciting Price Bids. Journal of Consumer Research. 33(3): 329-341.
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Chernev, Alexander. 2006. Decision Focus and Consumer Choice among Assortments. Journal of Consumer Research. 33(1): 50-59.
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Chernev, Alexander. 2006. Differentiation and Parity in Assortment Pricing. Journal of Consumer Research. 33(2): 199-210.
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Chernev, Alexander and Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. 32(1): 119-121.
Abstract
Chernev, Alexander. 2005. Context Effects without a Context: Attribute Balance as a Reason for Choice. Journal of Consumer Research. 32(2): 213-223.
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Chernev, Alexander. 2005. Feature Complementarity and Assortment in Choice. Journal of Consumer Research. 31(4): 748-759.
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Chernev, Alexander and Ran Kivetz. 2005. Goals and Mindsets in Consumer Choice. Advances in Consumer Research. 32(1): 82-85.
Abstract
Chernev, Alexander. 2004. Context Effects in Choice. Advances in Consumer Research. 31(1): 226-228.
Abstract
Chernev, Alexander. 2004. Extremeness Aversion and Attribute-Balance Effects in Choice. Journal of Consumer Research. 31(2): 249-263.
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Chernev, Alexander. 2004. Goal Orientation and Consumer Preference for the Status Quo. Journal of Consumer Research. 31(3): 557-565.
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Chernev, Alexander. 2004. Goal-Attribute Compatibility in Consumer Choice. Journal of Consumer Psychology. 14(1-2): 141-150.
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Chernev, Alexander. 2003. Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology. 85(1): 151-162.
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Chernev, Alexander. 2003. Reverse Pricing and Online Price Elicitation Strategies in Consumer Choice. Journal of Consumer Psychology. 13(1-2): 51-62.
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Chernev, Alexander and S. Christian Wheeler. 2003. The Role of Reference Points in Evaluating Price Information. Advances in Consumer Research. 30(1): 305-308.
AbstractLink
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.
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Chernev, Alexander. 2002. Generating Options in Consumer Choice. Advances in Consumer Research. 29(1): 460.
AbstractLink
Chernev, Alexander. 2001. The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning. Journal of Consumer Research. 27(4): 475-488.
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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.
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Chernev, Alexander and Christina Brown. 1997. Decision Biases in Evaluating Ambiguous Information. Advances in Consumer Research. 24(1): 173-174.
Abstract
Chernev, Alexander. 1997. The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance. Journal of Consumer Research. 23(4): 304-311.
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Chernev, Alexander and Ziv Carmon. 1996. New Perspectives on Brand Differentiation. Advances in Consumer Research. 23(1): 394.
Abstract
Book Chapters
Chernev, Alexander and Pierre Chandon. 2010. "Calorie Estimation Biases in Consumer Psychology." In Leveraging Consumer Psychology for Effective Health Communications , edited by Rajeev Batra, Punam Keller, Victor Strecher., Armonk, NY: M. E. Sharpe.
Read
Brough, Aaron and Alexander Chernev. 2009. "Find and Keep or Keep Looking and Weep: Satisficing and Maximizing Strategies in Consumer Choice." In Advances in Consumer Psychology, edited by Alexander Chernev, Michal Herzenstein and Shailendra Pratap Jain, vol. 1, San Diego, CA: Society for Consumer Psychology.
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., New York, NY: Psychology Press/Taylor & Francis Group.
Read
Brough, Aaron, Mathew Isaac and Alexander Chernev. 2008. "The ‘Sticky Choice’ Bias in Sequential Decision-Making." In Advances in Consumer Research, edited by Angela Y. Lee and Dilip Soman, vol. 35, Duluth, MN: Association for Consumer Research.
Chernev, Alexander and Ryan Hamilton. 2010. "Managing Product Assortments: Insights from Consumer Psychology." In Kellogg on Marketing, edited by Alice Tybout and Bobby Calder, New York: Wiley, 2nd.
Books
Chernev, Alexander. 2011. Strategic Marketing Management. Cerebellum Press , 6th.
Chernev, Alexander. 2010. Marketing Plan Handbook. Brightstar Media, Inc, 2nd.
Buy
Chernev, Alexander, Michal Herzenstei and Jaiin, Shailendra P. 2009. Advances in Consumer Psychology. Potsdam, NY: Society for Consumer Psychology.

 
Print Teaching
Teaching Interests
Marketing management
Full-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.

Consumer Behavior: Information Processing and Decision Making (formerly MKTG-520-1) (MKTG-540-0)
This objectives of this course are twofold. First to introduce topics in consumer behavior, familiarize students with research in psychology and marketing related to consumer behavior, and provide an understanding of how theories and frameworks are developed. Students will focus on understanding current theoretical and methodological approaches to various aspects of consumer behavior, as well as advancing this knowledge by developing testable hypotheses and theoretical perspectives that build on the current knowledge base. Secondly to provide selective coverage of the research carried out in the area of consumer decision making. In addition to analyzing extant research, the course will cover some methodological issues that are essential for students to be successful in the field of consumer research.

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.

Marketing Strategy (MKTGX-466-0)