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 the top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, and the Journal of Marketing Behavior. Dr. Chernev’s research has been published in the leading marketing journals and has been quoted in the business and popular press, including Scientific American, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, and The Washington Post. He has written numerous articles focused on corporate planning, marketing strategy, and brand and customer management.

Professor Chernev teaches marketing management, strategic marketing, marketing research, 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. In addition to teaching, he advises companies around the world on issues of strategic marketing planning and analysis, business innovation, brand and customer equity, new product development, and customer management.

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
PhD, 1990, Psychology, Sofia University, Bulgaria
BA, 1986, Psychology, Sofia University, Bulgaria

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

Grants and Awards
Top Professor, Kellogg Executive MBA Program, Evanston/Miami, 2013
Faculty, American Marketing Association Doctoral Consortium, Seattle, WA, 2012
Faculty, Society for Consumer Psychology Doctoral Consortium, Las Vegas, NV, 2012
Highest Impact Article , Journal of Consumer Psychology, 2011
Faculty Impact Award, Kellogg School of Management, 2009

Editorial Positions
Area Editor, Journal of Marketing, 2011-Present
Editorial Board, Journal of Marketing, 2007-Present
Editorial Board, Marketing Letters, 2013-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

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, 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. When More Is Less and Less Is More: The Psychology of Managing Product Assortments. Marketing Intelligence Review. 3(1): 8-15.
Chernev, Alexander. 2011. The Dieters Paradox. Journal of Consumer Psychology. 21(2): 178-183.
Chernev, Alexander. 2011. Semantic Anchoring in Sequential Evaluations of Vices and Virtues. Journal of Consumer Research. 37(5): 761-774.
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, 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.
Chernev, AlexanderUlf Böckenholt and Joseph Goodman. 2010. Choice Overload: Is There Anything to It. Journal of Consumer Research. 37: 426-28.
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. 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)
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 and Ryan Hamilton. 2007. Variety, Expectations and Choice. Advances in Consumer Research. 34: 159.
Chernev, Alexander, Ryan Hamilton and Jiewen Hong. 2007. Perceptual Focus Effects in Choice. Journal of Consumer Research. 34(2): 187-199.
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. 2006. Articulation Compatibility in Eliciting Price Bids. Journal of Consumer Research. 33(3): 329-341.
Chernev, Alexander. 2006. Differentiation and Parity in Assortment Pricing. Journal of Consumer Research. 33(2): 199-210.
Chernev, Alexander. 2006. Decision Focus and Consumer Choice among Assortments. Journal of Consumer Research. 33(1): 50-59.
Chernev, Alexander and Leigh McAlister. 2005. Assortment and Variety-Seeking in Consumer Choice. Advances in Consumer Research. 32(1): 119-121.
Chernev, Alexander. 2005. Feature Complementarity and Assortment in Choice. Journal of Consumer Research. 31(4): 748-759.
Chernev, Alexander and Ran Kivetz. 2005. Goals and Mindsets in Consumer Choice. Advances in Consumer Research. 32(1): 82-85.
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. 2004. Context Effects in Choice. Advances in Consumer Research. 31(1): 226-228.
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. 2004. Extremeness Aversion and Attribute-Balance Effects in Choice. Journal of Consumer Research. 31(2): 249-263.
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 and S. Christian Wheeler. 2003. The Role of Reference Points in Evaluating Price Information. Advances in Consumer Research. 30(1): 305-308.
Chernev, Alexander. 2003. Product Assortment and Individual Decision Processes. Journal of Personality and Social Psychology. 85(1): 151-162.
Chernev, Alexander. 2003. Reverse Pricing and Online Price Elicitation Strategies in Consumer Choice. Journal of Consumer Psychology. 13(1-2): 51-62.
Chernev, Alexander. 2002. Generating Options in Consumer Choice. Advances in Consumer Research. 29(1): 460.
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 and Christina Brown. 1997. Decision Biases in Evaluating Ambiguous Information. Advances in Consumer Research. 24(1): 173-174.
Chernev, Alexander. 1997. The Effect of Common Features on Brand Choice: Moderating Role of Attribute Importance. Journal of Consumer Research. 23(4): 304-311.
Chernev, Alexander and Ziv Carmon. 1996. New Perspectives on Brand Differentiation. Advances in Consumer Research. 23(1): 394.

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.

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 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.

Product Management (MKTGX-470-0)
This course builds on the marketing management and marketing strategy courses to help managers enhance their decision-making skills by applying theoretical concepts and frameworks to practical marketing situations. In this course, students take the perspective of a product/brand manager to identify and solve many of the key marketing problems typically faced in the current business environment. To this end, the course employs diverse teaching tools—including lectures, case discussions, and a market simulation—to enable students to experience the breadth, depth, and complexity of the problems faced by managers in today's dynamic marketplace and help them develop strategies to solve these problems by applying a systematic approach to product management.