Alice Tybout
Alice Tybout

MARKETING
Harold T. Martin Professor of Marketing

Print Overview

Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy Program and the Kellogg on Branding Program at Northwestern’s executive education facility, the Allen Center. She also has taught at the University of Chicago, INSEAD in Fontainebleau, France and at Chulalongkorn University in Bangkok, Thailand. Professor Tybout received the Sidney J. Levy Award for Teaching Excellence in 1996, the Chairpersons’ Award for Outstanding Teaching in the Core in 1999 and in 2012, and the Outstanding Alumni Professor of the Year in 2004.

Professor Tybout conducts research related to how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has published numerous articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Marketing, and the Journal of Personality and Social Psychology. In addition, she has published articles in Harvard Business Review, and is the co-editor of three books; Perspectives on the Affective and Cognitive Effects of Advertising, Kellogg on Branding, Kellogg on Marketing, Second Edition.

Professor Tybout has been a member of the Association for Consumer Research since 1972 where she has served as the Treasurer (1983) and President (1994). She is also a former Trustee of the Marketing Science Institute (1991-1998) and has served on the Board of Directors of the American Marketing Association (1997-2000). In addition to her academic activities, Professor Tybout does executive training and consulting. Her recent clients include Coca-Cola, Ericsson, PepsiCo, Pfizer, and Takeda.

Professor Tybout received her B.S. in Business Administration and her M.A. in Consumer Behavior from Ohio State University and her Ph.D. in Marketing from Northwestern University.



Areas of Expertise
Brand Management
Consumer Behavior
Consumer Decision-Making
  • Recent Media Coverage

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Print Vita
Education
PhD, 1975, Marketing, Northwestern University
MA, 1972, Consumer Behavior, Ohio State University
BA, 1970, Business Administration, Ohio State University

Academic Positions
Harold T. Martin Professor of Marketing, Kellogg School of Management, Northwestern University, 1988-present
Chairman of Marketing Department, Kellogg School of Management, Northwestern University, 2004-2006
Professor of Marketing, Kellogg School of Management, Northwestern University, 1985-1988
Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1980-1985
Assistant Professor of Marketing and Transportation, Kellogg School of Management, Northwestern University, 1975-1980
Instructor, Graduate School of Business, University of Chicago, 1974-1975

Grants and Awards
Kellogg Alumni Professor of the Year Award, Kellogg School of Management, 2004
Chairs’ Core Course Teaching Award, Kellogg School of Management, 1998-1999
Sidney J. Levy Teaching Award, Kellogg School of Management, 1995-1996

Editorial Positions
Editorial Board, International Journal of Marketing Research, 2003-2007
Editorial Board, Journal of Consumer Psychology, 1993-2002
Editorial Board, Journal of Business Research, 1980-1987
Editorial Board, Journal of Marketing, 1978-1981
Editorial Board, Journal of Consumer Research, 1982-1990, 1996-2005 Reviewer, 2006-present
Editorial Board, Journal of Marketing Research, 1981-1985, 1988-1990, Reviewer 1991-Present

 
Print Research
Research Interests
Consumer decision making, brand management, brand management during scandals

Articles
Tybout, Alice and Michelle L. Roehm. 2009. Let the Response Fit the Scandal. Harvard Business Review.: 82-88.
Grant, Susan Jung and Alice Tybout. 2008. The Effects of Temporal Framing on New Product Evaluation: The Role of Uncertainty. Journal of Consumer Research. 35: 897-913.
Roehm, Michelle L. and Alice Tybout. 2006. When Will a Brand Scandal Spillover and How Should Competitors Respond?. Journal of Marketing Research. 43(3): 366-373.
Tybout, AliceBrian Sternthal, Prashant Malaviya, Giorgos Bakamitsos and Se-Bum Park. 2005. Information Accessibility as a Moderator of Judgments. Journal of Consumer Research. 32(1): 76-85.
Maoz, Eyal and Alice Tybout. 2002. Similarity and the Moderating Role of Involvement in the Evaluation of Brand Extensions. Journal of Consumer Psychology. 12(2)
Keller, Kevin , Brian Sternthal and Alice Tybout. 2002. Three Questions You Need to Ask About Your Brand. Harvard Business Review. 80(9): 80-86.
Calder, Bobby and Alice Tybout. 2000. A Vision of Theory, Research, and the Future of Business Schools. Journal of the Academy of Marketing Science. 27(3): 359-366.
Artz, Nancy and Alice Tybout. 1999. The Moderating Impact of Quantitative Information on the Relationship Between Source Credibility and Persuasion: A Persuasion Knowledge Model Interpretation. Marketing Letters. 10(1): 51-63.
Carpenter, Gregory and Alice Tybout. 1998. Meeting the Challenge of the Post-Modern Consumer. Financial Times, Mastering Marketing .(5): 1-2.
Meyers-Levy, Joan and Alice Tybout. 1997. Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources. Journal of Consumer Research. 24(1): 1-14.
Peracchio, Laura A. and Alice Tybout. 1996. The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation. Journal of Consumer Research. 23(3): 177-192.
Tybout, Alice and Nancy Artz. 1994. Consumer Psychology. Annual Review of Psychology. 45(1): 131-169.
Artz, Nancy, Alice Tybout and Trudy Kehret-Ward. 1993. The Effect of the Visual Perspective of Distance in Ad Pictures on Ad Liking. Journal of Consumer Psychology. 2(4): 359-379.
Meyers-Levy, Joan and Alice Tybout. 1989. Schema Congruity as a Basis for Product Evaluation. Journal of Consumer Research. 16(1): 39-53.
Sternthal, BrianAlice Tybout and Bobby Calder. 1987. Confirmatory versus Comparative Approaches to Judging Theory Tests. Journal of Consumer Research. 14(1): 114-124.
Tybout, Alice and Bobby Calder. 1987. Confirmatory versus comparative approaches to theory testing. Journal of Consumer Research. 14(1): 114-125.
Calder, Bobby and Alice Tybout. 1987. What Consumer Research is…. Journal of Consumer Research. 14(1): 136-140.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1983. Beyond External Validity. Journal of Consumer Research. 10(1): 112-124.
Tybout, Alice and Carol A. Scott. 1983. Availability of Well-Defined Internal Knowledge and the Attitude Formation Process: Information Aggregation versus Self-Perception. Journal of Personality and Social Psychology. 44(3): 474-491.
Tybout, AliceBrian Sternthal and Bobby Calder. 1983. Information availability as a determinant of multiple request effectiveness. Journal of Marketing Research. 20(3): 280-290.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1982. The Concept of External Validity. Journal of Consumer Research. 9(3): 240-244.
Tybout, Alice and John R. Hauser. 1981. A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation. Journal of Marketing. 45(3): 82-101.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1981. Designing Research for Application. Journal of Consumer Research. 8(2): 197-207.
Tybout, AliceBobby Calder and Brian Sternthal. 1981. Using information processing theory to design marketing strategies. Journal of Marketing Research. 18(1): 73-79.
Tybout, Alice and Richard F. Yalch. 1980. The Effect of Experience: A Matter of Salience?. Journal of Consumer Research. 6(4): 406-413.
Bagozzi, Richard P., Alice Tybout, C. Samuel Craig and Brian Sternthal. 1979. The construct validity of the tripartite classification of attitudes. Journal of Marketing Research. 16(1): 88-95.
Tybout, Alice. 1978. Relative Effectiveness of Three Behavioral Influence Strategies as Supplements to Persuasion in a Marketing Context. Journal of Marketing Research. 15(2): 229-242.
Dodson, Joe A., Alice Tybout and Brian Sternthal. 1978. Impact of deals and deal retraction on brand switching. Journal of Marketing Research. 15(1): 72-81.
Tybout, Alice and Gerald Zaltman. 1975. A Reply to Comments on "Ethics in Marketing Research: Their Practical Relevance". Journal of Marketing Research. 12(2): 234-237.
Tybout, Alice and Gerald Zaltman. 1974. Ethics in Marketing Research: Their Practical Relevance. Journal of Marketing Research. 11(4): 357-358.
Working Papers
Roehm, Michelle L. and Alice Tybout. 2013. Pardoning Disgraced Brands: The Roles of Attitude Strength, Media Source and Political Ideology.
Book Chapters
Tybout, Alice and Brian Sternthal. 2010. "Developing a Compelling Brand Positioning." In Kellogg on Marketing, 2nd ed., edited by Alice M. Tybout and Bobby J. Calder, 73-91. New York, NY: John Wiley & Sons, Inc.
Tybout, Alice and Gregory Carpenter. 2010. "Creating and Managing Brands." In Kellogg on Marketing, 2nd ed., edited by Alice M. Tybout and Bobby J. Calder, 112-144. New York, NY: John Wiley & Sons, Inc.
Tybout, Alice and Kent Grayson. 2010. "Identifying Market Segments and Selecting Targets." In Kellogg on Marketing, 2nd ed. , edited by Alice M. Tybout and Bobby J. Calder, 26-55. New York, NY: John Wiley & Sons, Inc.
Roehm, Michelle L. and Alice Tybout. 2008. "Managing the Unthinkable: What to Do When a Scandal Hits Your Brand." In Kellogg on Media and Advertising, edited by Calder, Bobby, New York, NY: Wiley Books.
Tybout, Alice and Brian Sternthal. 2005. "Brand Positioning." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 11-26. New York, NY: John Wiley & Sons.
Calder, Bobby and Alice Tybout. 2001. "Psychology and Marketing." In International Encyclopedia of the Social and Behavioral Sciences, edited by N. Smelser and P. Baltes, Elsevier Science.
Tybout, Alice and Gregory Carpenter. 2001. "Creating and Managing Brands." In Kellogg on Marketing, edited by Dawn Iacobucci, 74-102. New York, NY: John Wiley & Sons.
Tybout, Alice. 1994. "The Value of Theory in Consumer Research." In Advances in Consumer Research, edited by Frank Krades and Mita Sujan, vol. 22, 1-8. Provo, UT: Association for Consumer Research.
Calder, BobbyBrian Sternthal and Alice Tybout. 1994. "Experimental Design." In Principles of Marketing Research, edited by Richard Bagozzi, Cambridge, MA: Blackwell.
Sternthal, BrianAlice Tybout and Bobby Calder. 1994. "Experimental Research." In Handbook of Marketing Research, edited by Richard Bagozzi, 195-223.
Calder, Bobby and Alice Tybout. 1989. "Interpretive, qualitative, and traditional scientific empirical consumer behavior research." In Interpretive Consumer Research [edited by E. Hirschman], Provo, UT: Association for Consumer Research.
Sujan, Mita and Alice Tybout. 1988. "Applications and Extensions of Categorization Research in Consumer Behavior." In Advances in Consumer Research, edited by James Muncy, vol. 16, Boston, Massachusetts: Association for Consumer Research.
Tybout, Alice. 1986. "The Role of Doctoral Programs in the Generation and Dissemination of Marketing Knowledge." In Proceedings of the AMA Winter Educators' Conference, St. Petersburg, Florida.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1984. "Designing Research for Application." In Marketing Theory: Distinguished Contributions, edited by Raymond Fisk and Stephen Brown, Wiley & Sons.
Scott, Carol A. and Alice Tybout. 1983. "Some Indirect Effects of Case vs. Base Rate Data on Information Processing Strategies." In Advances in Consumer Research, edited by Alice M. Tybout and Richard Bagozzi, vol. 10, San Francisco: Association for Consumer Research.
Scott, Carol A. and Alice Tybout. 1981. "Theoretical Perspectives on the Impact of Negative Information: Does Valence Matter?." In Advances in Consumer Research, edited by Kent Monroe, vol. 8, Association for Consumer Research.
Hauser, John R., Alice Tybout and Frank S. Koppelman. 1981. "Consumer Oriented Transportation Service Planning: Consumer Analysis and Strategies." In Applications of Management Science, edited by Randall Schultz, vol. 1, 91-138. Greenwich, CT: JAI Press.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1980. "The Design, Conduct and Application of Consumer Research: Theory vs. Effects Oriented Studies." In Marketing in the 80s: Changes and Challenges, edited by Richard Bagozzi, 307-311. Chicago, Illinois: American Marketing Association.
Tybout, Alice and Amy Seidel Marks. 1980. "Evaluating Public Transportation Programs: The Roles of Retrospective Research." In Marketing Public Transportation: Policies, Strategies and Research Needs for the 1980s, edited by Christopher H. Lovelock and Richard K. Robinson, American Marketing Association.
Tybout, AliceAlice Tybout, Gerald Zaltman and Gerald Zaltman. 1979. "Ethics in Marketing Research: Their Practical Relevance." In Readings in Consumer Behavior: Individual Groups and Organizations, edited by Melanie Wallendorf and Gerald Zaltman, New York, NY: Wiley & Sons.
Scott, Carol A. and Alice Tybout. 1979. "Extending the Self-Perception Explanation: The Effect of Cue Salience on Behavior." In Advances in Consumer Research, edited by William Wilkie, vol. 6, Miami, Florida: Association for Consumer Research.
Tybout, AliceBobby Calder and Brian Sternthal. 1978. "A Two-Stage Theory of Information Processing in Persuasion: An Integrative View of Cognitive Response and Self-Perception Theory." In Advances in Consumer Research, edited by Keith Hunt, vol. 5, Chicago, Illinois: Association for Consumer Research.
Tybout, Alice, John R. Hauser and Frank S. Koppelman. 1978. "Consumer Oriented Transportation Planning: An Integrated Methodology for Modeling Consumer Perceptions, Preferences, and Behavior." In Advances in Consumer Research, edited by Keith Hunt, vol. 5, Chicago, Illinois: Association for Consumer Research.
Koppelman, Frank S., Alice Tybout and David Syskowski. 1978. "Role Influence in Transportation Decision Making." In Women's Travel Issues: Research Needs and Priorities, edited by S. Rosenbloom, Washington, D.C.: US Department of Transportation.
Tybout, Alice and Bobby Calder. 1977. "Threats to Internal and External Validity in Consumption Settings." In Advances in Consumer Research, edited by William Perrault, Jr., vol. 4, 5-10. Atlanta, Georgia: Association for Consumer Research.
Tybout, Alice. 1977. "Selected Case Illustrations." In Strategies for Planned Changed, edited by Gerald Zaltman and Robert Duncan, New York, NY: Wiley Interscience.
Firat, A. Fuat, Alice Tybout and Louis Stern. 1974. "A Perspective on Conflict and Power in Distribution." In Proceedings of the Educator's Conference of the American Marketing Association, edited by Ronald C. Curhan, 435-439. Portland, Oregon: American Marketing Association.
Tybout, Alice. 1972. "The Feminist Movement: Attitudes, Behavior and Potential." In Proceedings of the 3rd Annual Conference of the Association for Consumer Research, edited by M. Venkatesan, 446-455. Association for Consumer Research.
Other
Sternthal, Brian and Alice Tybout. "The Four Ds of Effective Positioning: Defining, Differentiating, Deepening, and Defending." Financial Times.
Tybout, Alice, Kent Monroe and Bart Weitz. "The Role of Doctoral Programs in the Generation and Dissimation of Marketing Knowledge (position paper included in TaskForce summary report Journal of Marketing)." Fall.
Tybout, Alice and Frank S. Koppelman. "Consumer Oriented Transportation Service: Modification and Evaluation." Technical Report for U.S. Department of Transportation, April.
Hauser, John R., Frank S. Koppelman and Alice Tybout. "Consumer Oriented Transportation Service Planning: Consumer Analysis and Planning." Technical Report for U.S. Department of Transportation, June.
Koppelman, Frank S., John R. Hauser and Alice Tybout. "Preliminary Analysis of Perceptions, Preferences, Beliefs, and Usage of Transportation Services for Travel to Downtown Evanston." Technical Report for U.S. Department of Transportation, May.
Hauser, John R., Alice Tybout and Frank S. Koppelman. "Consumer Oriented Transportation Service Planning: The Development and Implementation of a Questionnaire to Determine Consumer Wants and Needs." Technical Report for U.S. Department of Transportation, June.
Tybout, Alice, Frank S. Koppelman and John R. Hauser. "Consumer-Oriented Transportation Service Planning: Report Based on Focus Group Analysis." Technical Report for U.S. Department of Transportation, December.
Books
Calder, Bobby and Alice Tybout. 2010. Kellogg on Marketing, 2nd ed. New York, NY: John Wiley & Sons, Inc.
Tybout, Alice and Timothy Calkins. 2005. Kellogg on Branding. New York, NY: Wiley.
Cafferata, Patricia and Alice Tybout. 1989. Cognitive and Affective Responses to Advertising. Lexington Books.
Bagozzi, Richard P. and Alice Tybout. 1983. Advances in Consumer Research. San Francisco: Association for Consumer Research.
Cases
Hennessy, JulieAlice Tybout, Natalie Fahey and Charlotte Snyder. 2013. The Case of Synthroid (B): Marketing a Drug Coming Off Patent. Case 5-312-506(A) (KEL729).
Tybout, AliceJulie Hennessy, Natalie Fahey and Charlotte Snyder. 2013. The Case of Synthroid (A): Marketing a Drug Coming Off Patent. Case 5-312-506(A) (KEL728).
Tybout, Alice and Natalie Fahey. 2012. Marketing the Nissan Micra and Tata Nano Using Social Media. Case 5-412-752.
Tybout, Alice, Tania Martino and Lauren Martino. 2012. Cafe Media: Creating a Community for Contemporary Acculturated Latinos. Case 5-111-002.
Tybout, Alice and Natalie Fahey. 2011. Positioning the Tata Nano (A). Case 5-311-506(A) (KEL602).
Tybout, Alice and Natalie Fahey. 2011. Positioning the Tata Nano (B). Case 5-311-506(B) (KEL603).
Tybout, Alice, Patrick Bennett and Brie Koenigs. 2008. Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market. Case 5-108-001 (KEL357).
Tybout, Alice, Patrick Bennett and Brie Koenigs. 2008. Terlato Branding Strategy. Case 5-108-004.
Tybout, Alice. 2007. Trend Micro: Responding to a Service Failure (B). Case 5-107-015(B) (KEL275).
Tybout, Alice. 2007. Trend Micro: Responding to a Service Failure (A). Case 5-107-015(A) (KEL274).
Tybout, Alice. 2007. Target Stores: Strategic Brand Alliance Exercise. Case 5-407-750 (KEL314).
Tybout, Alice and Kyle Ragsdale. 2004. ThoughtWorks (A). Case 5-204-269(A) (KEL113).
Hennessy, Julie and Alice Tybout. 2004. TiVo. Case 5-104-024 (KEL132).
Hennessy, JulieAlice Tybout and Jill Carter. 2004. Maybelline Inc.: About Face. Case 5-104-043 (KEL112).
Tybout, Alice and Kyle Ragsdale. 2004. ThoughtWorks (B). Case 5-204-269(B) (KEL114).

 
Print Teaching
Teaching Interests
Marketing management, competitive analysis and positioning, brand 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.

Executive MBA
Marketing Management (MKTGX-430-0)
Marketing Management addresses the importance of companies being market-driven and customer-focused and presents current theories and practices of marketing management.