Eric T. Anderson
Eric T. Anderson

Hartmarx Professor of Marketing
Director of the Center for Global Marketing Practice

Print Overview

Eric T. Anderson is the Hartmarx Professor and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice.  He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously held appointments at the University of Chicago Booth School of Business and the W.E. Simon Graduate School of Business at the University of Rochester. 

Professor Anderson's research interests include innovation, pricing strategy, new products, retailing and channel management.  His recent research has been conducted with various companies around the world and has impacted both management practice and academic theory.  His articles have appeared in scholarly journals such as Journal of Marketing Research, Marketing Science, Management Science, Journal of Economic Theory,  and Quarterly Journal of Economics.  He has also published three articles in Harvard Business Review and an article in Sloan Management Review.  His 2004 paper on the long run impact of pricing and promotions was recently recognized for its enduring impact on the field of marketing.  His 2014 paper on deceptive product reviews won the Paul E. Green award for the best paper in Journal of Marketing Research.

Professor Anderson is currently department editor of Management Science, associate editor for Operations Research.

At Kellogg, Professor Anderson teaches Retail Analytics in both the MBA and EMBA program. 

Areas of Expertise
Consumer Products
Data Analysis
Database Marketing
Direct Marketing
Distribution Channels
New Product Development
Pricing and Price Perception
Retail Marketing

Print Vita
PhD, 1995, Marketing, Massachusetts Institute of Technology
MS, 1989, Engineering-Economic Systems, Stanford University
BS, 1988, Electrical Engineering, Northwestern University, Highest Honors

Academic Positions
Department Chair, Marketing, Kellogg School of Management, Northwestern University, 2013-present
Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present
PhD Program Coordinator, Marketing, Kellogg Graduate School of Business, Northwestern University, 2007-2010
Hartmarx Research Professorship, Kellogg School of Management, Northwestern University, 2007-present
Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2004-2009
Visiting Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2003-2004
Assistant Professor of Marketing, Graduate School of Business, University of Chicago, 1997-2003
Assistant Professor, Marketing, William E. Simon Graduate School of Business, University of Rochester, 1995-1997

Honors and Awards
Paul E. Green Award, Journal of Marketing Research, Awarded Summer 2015
Sydney J. Levy Teaching Award, Kellogg School of Management
Sidney J. Levy Teaching Award, Kellogg School of Management, 2009-2010
Nominated for Clarence Ver Steeg Graduate Faculty Award, Northwestern University, 2006
Nominated for John D.C Little Best paper Award, INFORMS, 2004
MSI Young Scholar, Marketing Science Institute, 2001

Editorial Positions
Department Editor, Management Science, 2014
Associate Editor, Operations Research, 2012
Editorial Board Member, Journal of Marketing, 2011-2014
Associate Editor, Management Science, 2009-2014
Editorial Board Member, Marketing Science, 2008
Ad-hoc Reviewer, International Journal of Marketing Research, 2000
Editorial Board, Journal of Marketing Research, 2009-Present

Print Research
Research Interests
Pricing strategies, channel management, effects of price promotions, sale signs, nine endings and installment billing using large-scale field tests

Israeli, Ayelet, Eric T. Anderson and Anne Coughlan. 2016. Minimum Advertised Pricing: Patterns of Violations in Competitive Retail Markets. Marketing Science. 35
McShane, Blake, Chaoqun Chen, Eric T. Anderson and Duncan Simester. 2016. Decision Stages and Asymmetries in Regular Retail Price Pass-through. Marketing Science. 35(4): 619-639.
Anderson, Eric T., Duncan Simester, Catherine Tucker and Lin Song. 2015. Harbingers of Failure. Journal of Marketing Research. 52(5): 580-592.
Anderson, Eric T., Duncan Simester and Nir Jaimovich. 2015. Price Stickiness: Empirical Evidence of the Menu Cost Channel. Review of Economics and Statistics. 97(4)
Anderson, Eric T. and Duncan Simester. 2014. Reviews without a Purchase: Low Ratings, Loyal Customers and Evidence of Deception. Journal of Marketing Research. 51(3): 249-269.
Anderson, Eric T. and Duncan Simester. 2013. Advertising in a Competitive Market: The Role of Product Standards, Customer Learning and Switching Costs,. Journal of Marketing Research. 50(4): 489-504.
Mazzoco, Philip, Derek D. Rucker, Adam D. Galinsky and Eric T. Anderson. 2012. Direct and vicarious conspicuous consumption: Identification with low-status groups increases the desire for high-status goods. Journal of Consumer Psychology. 22: 520-528.
Huang, Qingyi, Vincent Nijs, Karsten Hansen and Eric T. Anderson. 2012. WalMart's Impact on Supplier Profits. Journal of Marketing Research.(4): 131-143.
Anderson, Eric T. and Duncan Simester. 2011. A Step-by-Step Guide to Smart Business Experiments. Harvard Business Review. 89(3): 98.
Anderson, Eric T. and Duncan Simester. 2010. Price Stickiness and Customer Antagonism. Quarterly Journal of Economics. 125(2)
Anderson, Eric T., Nathan Fong, Duncan Simester and Catherine Tucker. 2010. How Sales Taxes Affect Customer and Firm Behavior: The Role of Search on the Internet. Journal of Marketing Research. 47(2): 229-39.
Nijs, Vincent, Kanishka Misra, Eric T. Anderson, Karsten Hansen and Lakshman Krishnamurthi. 2010. Channel Pass-Through of Trade Promotions. Marketing Science. 29(2): 250-67.
Anderson, Eric T., Duncan Simester and Florian Zettelmeyer. 2010. Internet Channel Conflict: Problems and Solutions. Review of Marketing Research. 7: 63-92.
Anderson, Eric T. and James Dana. 2009. When Is Price Discrimination Profitable?. Management Science. 55(6): 980-989.
Anderson, Eric T., Karsten Hansen and Duncan Simester. 2009. The Option Value of Returns: Theory and Empirical Evidence. Marketing Science. 28(3): 405-423.
Anderson, Eric T., Erik Brynjolfsson, Yu Jeffrey Hu and Duncan Simester. 2009. Dynamics of Retail Advertising: Evidence from a Field Experiment. Economic Inquiry. 47(3): 482-499.
Anderson, Eric T. and Duncan Simester. 2008. Does Demand Fall When Customers Perceive That Prices Are Unfair: The Case Of Premium Pricing for Large Sizes. Marketing Science. 27(3): 492-500.
Anderson, Eric T. and Nanda Kumar. 2007. Price Competition with Repeat, Loyal Buyers. Quantitative Marketing and Economics. 5(4): 333-359.
Anderson, Eric T., Gavan Fitzsimons and Duncan Simester. 2006. Measuring and Mitigating the Costs of Stockouts. Management Science. 52(11): 1751-1763.
Narasimhan, Chakravarthi, Chuan He, Eric T. Anderson, Lyle Brenner, Preyas Desai, Dimitri Kuksov, Paul Messinger, Sridhar Moorthy, Joseph Nunes, Yuval Rottenstreich, Richard Staelin, George Wu and Z.John Zhang. 2005. Incorporating Behavioral Anomalies in Strategic Models. Marketing Letters. 16(3): 361-373.
Anderson, Eric T. and Inseong Song. 2004. Coordinating Price Reductions and Coupon Events. Journal of Marketing Research. 41(4): 411-422.
Anderson, Eric T. and Inseong Song. 2004. Marketing Mix Synergies: Coupons and Price Promotions. Journal of Marketing Research. 41
Anderson, Eric T., Nanda Kumar and Surendra Rajiv. 2004. A Comment On: "Revisiting Dynamic Duopoly with Consumer Switching Costs". Journal of Economic Theory. 116(1): 177-186.
Anderson, Eric T. and Duncan Simester. 2004. Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies. Marketing Science. 23(1): 4-20.
Anderson, Eric T. and Duncan Simester. 2003. Mind Your Pricing Cues. Harvard Business Review. 81(9): 96-103.
Anderson, Eric T. and Duncan Simester. 2003. Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments. Quantitative Marketing and Economics. 1(1): 93-110.
Anderson, Eric T.. 2002. Sharing the Wealth: When Should Firms Treat Customers as Partners?. Management Science. 48(8): 955-971.
Anderson, Eric T.. 2002. A Guadagni Little Likelihood Can Have Multiple Maxima. Marketing Letters. 13(2): 135-150.
Anderson, Eric T. and Duncan Simester. 2001. Price Discrimination as an Adverse Signal: Why an Offer to Spread Payments May Hurt Demand. Marketing Science. 20(3): 315-327.
Anderson, Eric T. and Duncan Simester. 2001. Are Sale Signs Less Effective When More Products Have Them?. Marketing Science. 20(2): 121-140.
Anderson, Eric T.Florian Zettelmeyer, Jim Brickley, Erik Brynjolfsson and HauserEugene Kandell. 2000. Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels. Journal of Marketing Research. 37(3): 292-308.
Anderson, Eric T. and Duncan Simester. 1998. The Role Of Sale Signs. Marketing Science. 17(2): 139-156.
Working Papers
Anderson, Eric T., Duncan Simester and Emi Nakamura. 2014. Informational Rigidities and the Stickiness of Temporary Sales.
Qian, Yi, Eric T. Anderson and Duncan Simester. 2014. Multichannel Spillover Effects of a Retail Line Extension.
Anderson, Eric T., Karsten Hansen and Manish Tripathi. 2008. Measuring the Mere Measurement Effect.
Anderson, Eric T., Karsten Hansen, Duncan Simester and Leigh Wang. 2006. How Price Affects Returns: The Perceived Value and Incremental Customer Effects.
Book Chapters
Anderson, Eric T. and Duncan Simester. 2009. "Price Cues and Customer Price Knowledge." In Handbook of Pricing Research in Marketing, edited by Vithala Rao, 150-168. Northampton, MA: Edward Elgar Publishing Ltd.
Anderson, Eric T.. 2005. Keurig At Home. Case 5-105-005 (KEL021).
Anderson, Eric T. and Elizabeth L Anderson. 2012. Keurig: From David to Goliath: The Challenge of Gaining and Maintaining Marketplace Leadership. Case 5-411-751 (KEL714).
Anderson, Eric T. and Vasilia Kilibarda. 2015. NASCAR: Leading a Marketing Transformation in a Time of Crisis. Case 5-214-257 (KEL889).
Anderson, Eric T., Daniel Abraham, Elizabeth L Anderson and Gus Santaella. 2013. Tupelo Medical: Managing Price Erosion. Case 5-412-750 (KEL707).

Print Teaching
Teaching Interests

Retail Analytics, Pricing Strategy and Tactics, Channel Management, Launching New Products

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.

Launching New Products and Services (MKTG-465-0)
Innovating new products and services (and new product and service features) is among the most complex challenges faced by managers. How can one generate potentially breakthrough new product and service concepts? Given an infinite world of possibilities, how does one decide which products and feature concepts to pursue? How does one get customer feedback for products and features that do not yet exist? What marketing strategy & tactics should one employ to convince customers to purchase products they might not yet know they want? How does one reconcile the introduction of new products with an existing product portfolio? The goal of this course is to introduce students to marketing principles and concepts that they can use to tackle these questions and to develop their own approach to innovating new products and services.

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

Executive MBA
Managing Price & Value Perceptions (MKTGX-460-0)
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? Does price fairness really matter? In this course, we seek to answer these types of questions. We begin the course by developing a theoretical, normative framework of customer value. We then illustrate how to apply this framework to both business and consumer markets.

Retail Analytics: Pricing & Promotion (MKTGX-462-0)
For most firms the “right price” is determined by margin requirements, matching competitive prices, or rules of thumb. In the last decade, best-in-class retailers have recognized this as a weakness and have implemented sophisticated tools to improve all aspects of pricing, promotion, and marketing. More generally, analytics have become pervasive in all aspects of retailing. In this class, you will learn how to use analytics and data to address pricing decisions, promotion decisions and other retail problems. This class is very practical and hands-on. Most of the data we will analyze is from real-world managerial problems. The class format includes a combination of case discussion and in-class, empirical exercises. Assignments include written case analyses and homework problems that build upon class discussion.

Marketing Analytics: Leading with Big Data (MKTGX-950-0)
Big data and analytics represent a huge opportunity for today’s business leaders and are of critical importance to marketing. This class will teach senior leaders how to leverage the value and insights of the work done in data science to transform their organization. Big data and analytics is not a technology or data science problem; it’s a leadership problem that can and must be solved by leaders. Executives equipped with a working knowledge of data science can massively improve marketing, create operating efficiencies, build new business models, disrupt the competitive status quo of industry and spark innovation. This class will deliver sophisticated data analytics in an easy-to-understand, accessible manner. The content will focus on marketing applications such as pricing, promotion, churn management and memberships (e.g., Amazon Prime). You’ll come away equipped with the knowledge you need to seize opportunities that data analytics presents, tools required to put data to practical use and insights to leverage analytics for increased efficiency, productivity or new business opportunities. A solid understanding of Microsoft Excel is required for this course.

The Chief Marketing Officer in the Digital Age (MKTGX-954-0)
The digital revolution has transformed marketing. As consumers embrace digital technology, developing tactics, strategy, and the role of analytics have changed in fundamental ways. These changes are, in turn, influencing how firms allocate resources, develop innovations, globalize, generate growth, and infuse the customer perspective in decision making throughout the firm. In many firms, Chief Marketing Officers are playing a central role in these efforts, often leading them. This course will explore how CMOs are successfully leading in this new role, with a focus on predictive analytics, innovation, growth, globalization, and corporate culture.

Executive Education
Business Marketing Strategy

If your business is B2B, here is a rare opportunity to learn from the experts how to boost your marketing strategy and analytics skills, deepen your understanding of marketing dynamics and build a customer value model unique to your marketplace.

View Program

Customer Insight Tools

Harness the power of customer insight to drive winning strategies and hard-wire the voice of the customer throughout your organization. This interactive program will equip you with the right blend of qualitative and quantitative tools to gain and sustain competitive advantage.

View Program

Leading with Big Data and Analytics: From Insight to Action

Sophisticated subject matter in an easy-to-understand, accessible format equips executives with the working knowledge needed to seize opportunities that business analytics presents, develop a big data strategy and put data analytics to practical use.

View Program

Strategic Marketing Communications in the Digital Age

Challenge your thinking about marketing communications and open up to change as you explore the power of integrated marketing from its fundamental “roots” to the most current thinking about media and customer engagement. A perfect blend of theory and practice, strategy and tactics.

View Program

The Customer-Focused Organization: Leading Transformation in the Digital Age

The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.

View Program


View Program