Prof Alexander Chernev
Alexander Chernev

Professor of Marketing

Print Overview

Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.

Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.

Dr. Chernev’s research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.

Based on research impact, Dr. Chernev was ranked among the top 10 most prolific scholars in the leading marketing journals by the Journal of Marketing and among the top 5 marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education.

Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs’ Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the Kellogg Executive MBA Program, which he received seven times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He is an early-stage investor and has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

Areas of Expertise
Brand Management
Consumer Behavior
Customer Management
Marketing Strategy/Planning/Policy
Pricing and Price Perception
Product Management

Print Vita
PhD, 1997, Marketing, Duke University

Academic Positions
Professor, Kellogg School of Management, Northwestern University, 2012-present
Associate Professor, Kellogg School of Management, Northwestern University, 2001-2012
Assistant Professor, Kellogg School of Management, Northwestern University, 1998-2001
Visiting Assistant Professor, Kellogg School of Management, Northwestern University, 1997-1998

Honors and Awards
Outstanding Reviewer Award, Journal of Consumer Research, 2008
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2016
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2016
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2015
Faculty, American Marketing Association Doctoral Consortium, 2014
Academic Trustee, Marketing Science Institute, 2014-2017
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2014
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2014
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2013
Executive MBA Top Professor Award, Executive MBA Program, Kellogg School of Management, 2013
Faculty Impact Award, Kellogg School of Management, 2009
Early Career Contribution Award, Society for Consumer Psychology/American Psychological Association, 2005

Editorial Positions
Editor (Guest), Journal of Marketing, 2013-2013
Area Editor, Journal of Marketing, 2011-Present
Editorial Board, Marketing Letters, 2008-Present
Editorial Board, Journal of Marketing, 2007-Present
Editorial Board, Journal of Marketing Research, 2007-Present
Editorial Board, International Journal of Research in Marketing, 2006-2010
Editorial Board, Journal of Consumer Research, 2002-Present
Editorial Board, Journal of Consumer Psychology, 2001-Present
Associate Editor (Guest), Marketing Science, 2013-2013
Editorial Board Member, Journal of Marketing Behavior, 2013-Present
Editorial Board Member, Journal of the Academy of Marketing Science, 2010-Present

Print Research
Research Interests

Consumer decision making and choice

Chernev, Alexander and Sean Blair. 2015. Doing Well by Doing Good: The Benevolent Halo of Social Goodwill. Journal of Consumer Research.
Chernev, AlexanderUlf Bockenholt and Joseph Goodman. 2015. When Product Assortment Leads to Choice Overload: A Conceptual Review and Meta-Analysis. Journal of Consumer Psychology. 25(2): 333-358.
Chernev, AlexanderUlf Bockenholt, Kate Bundorf, Michaela Dragasnka, Ryan Hamilton, Robert Meyer and Klaus Wertenbroch. 2014. Consumer and Managerial Goals in Assortment Choice and Design. Marketing Letters.
Chernev, Alexander and Ryan Hamilton. 2014. Low Prices are Just the Beginning: Price Image in Retail Management. Journal of Marketing. 77(6): 1-20.
Brough, Aaron and Alexander Chernev. 2012. When Opposites Detract: Categorical Reasoning and Subtractive Valuations of Product Combinations. Journal of Consumer Research. 39: 399-414.
Chernev, Alexander. 2012. Product Assortment and Consumer Choice: An Interdisciplinary Review. Foundations and Trends in Marketing. 6(1): 1-61.
Chernev, Alexander. 2011. The Dieters Paradox. Journal of Consumer Psychology. 21(2): 178-183.
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.
Chernev, Alexander. 2011. Semantic Anchoring in Sequential Evaluations of Vices and Virtues. Journal of Consumer Research. 37(5): 761-774.
Chernev, Alexander. 2011. When More Is Less and Less Is More: The Psychology of Managing Product Assortments. Marketing Intelligence Review. 3(1): 8-15.
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.
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.
Chernev, AlexanderUlf Bockenholt and Joseph Goodman. 2010. Choice Overload: Is There Anything to It. Journal of Consumer Research. 37: 426-28.
Chernev, Alexander. 2009. Self-Expression and Brand Identity in Consumer Choice. Advances in Consumer Research. v. 36
Chernev, Alexander and Ryan Hamilton. 2009. Assortment Size and Option Attractiveness in Consumer Choice among Retailers. Journal of Marketing Research. 46(3)
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. 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. 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 Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. 32(1): 119-121.
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. Reverse Pricing and Online Price Elicitation Strategies in Consumer Choice. Journal of Consumer Psychology. 13(1-2): 51-62.
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. 2003. Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology. 85(1): 151-162.
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. 2001. The Impact of Common Features on Consumer Preferences: A Case of Confirmatory Reasoning. Journal of Consumer Research. 27(4): 475-488.
Chernev, Alexander. 1997. The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance. Journal of Consumer Research. 23(4): 304-311.
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.
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.
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.
Chernev, Alexander. "Customers Will Pay More for Less." Harvard Business Review, June.
Chernev, Alexander. 2017. The Business Model: How to Develop New Products, Create Market Value and Make the Competition Irrelevant.
Chernev, Alexander. 2015. Strategic Brand Management.
Chernev, Alexander. 2014. Strategic Marketing Management. Cerebellum Press, 8th.
Chernev, Alexander. 2014. The Marketing Plan Handbook. Cerebellum Press, 4th.
Conference Proceedings
Chernev, Alexander and Ryan Hamilton. 2007. "Variety, Expectations and Choice." vol. 34.

Print Teaching
Teaching Interests

Brand management, marketing strategy, consumer decision making and choice

Theory Building and Testing in Consumer Psychology (MKTG-540-0)
This course cultivates Ph.D. students’ ability to be independent scholars with regard to theory building, testing, and assessing contributions. To accomplish this, the course focuses heavily on theory development and the construction of nomological nets with an emphasis on consumer psychology. This course will cover topics such as of Attitudes, Social Hierarchy, and Compensatory Processes.

Full-Time / Evening & Weekend MBA
Strategic Brand Management (MKTG-925-0)
The course will focus on the basic building blocks of growing and managing a brand, as well as on advanced and specialized topics of brand management. We will examine how companies create brands that connect with customers by understanding customer values and lifestyles as well as how companies execute marketing strategies to build strong brands.

Executive MBA
Marketing Strategy (MKTGX-466-0)
The goal of this course is to enhance your knowledge of marketing strategy. Specifically, this course aims to introduce the key elements of marketing strategy, provide a sound framework for problem analysis and action planning, and sharpen your leadership, analytical, and communication skills.

Strategic Brand Management (MKTGX-925-0)
The course aims to help you understand the role of branding and brand management, sharpen your skills in identifying and solving brand-related problems, and facilitate your ability to develop actionable brand management strategies. The course builds on the knowledge gained from the marketing management and marketing strategy courses to focus on developing successful strategies for building strong brands.