Anna Tuchman
Anna Tuchman

MARKETING
Assistant Professor of Marketing

Print Overview

Anna Tuchman joined the marketing faculty at the Kellogg School of Management in 2016. Professor Tuchman's research interests include the study of advertising and its underlying mechanisms, as well as questions that lie at the intersection of public policy and marketing. Her recent work evaluates the effects of e-cigarette advertising on demand for traditional cigarettes and predicts the impact of a proposed ban on e-cigarette TV advertising. A second stream of research studies consumer demand for advertising and considers the resulting implications for ad targeting and measuring advertising treatment effects.

Professor Tuchman holds a PhD in Marketing and an MA in Economics from Stanford University. She completed her BA at the University of Pennsylvania. Before her graduate studies, she worked in economic litigation consulting, where she gained experience working on projects across various industries and product categories including consumer electronics, agriculture, credit cards, and mortgage loans.



Print Vita
Education
Doctor of Philosophy, 2016, Marketing, Stanford University
Master of Arts, 2016, Economics, Stanford University
Bachelor of Arts, 2009, Economics, Mathematics, And Hispanic Studies, University of Pennsylvania

Academic Positions
Assistant Professor of Marketing, Marketing, Kellogg School of Management, Northwestern University, 2016-present

Other Professional Experience
Intern, CIGNA International, 2008-2008
Analyst, Cornerstone Research, 2009-2011

Print Research
Research Interests

Quantitative Marketing 

Empirical Industrial Organization

Advertising: Addictive Goods, Addressable TV Markets, Ad Skipping, Digital Advertising

Policy and Regulation



Articles
Tuchman, Anna, Harikesh S Nair and Pedro Gardete. 2017. Television Ad-Skipping, Consumption Complementarities, and the Consumer Demand for Advertising. Quantitative Marketing and Economics.
Working Papers
Tuchman, Anna. 2017. Advertising and Demand for Addictive Goods: The Effects of E-Cigarette Advertising.

 
Print Teaching
Full-Time / Evening & Weekend MBA
Retail Analytics (MKTG-462-0)
This course was formerly titled, Retail Analytics, Pricing and Promotion 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.

Quantitative Marketing: Introduction to Theory and Empirical Methods (MKTG-551-1)
This is a survey course and is designed to introduce students to substantive and methodological issues in quantitative marketing. We will cover approximately 6 weeks of material on substantive issues such as pricing, promotion and word of mouth (WOM). We will also cover approximately 4 weeks of material on methods of causal inference. The readings are multidisciplinary and include topics from marketing, psychology, microeconomics, operations management, and macroeconomics