Bobby Calder
Bobby Calder

MARKETING
Charles H. Kellstadt Professor of Marketing
Director of the Center for Cultural Marketing

Print Overview

Professor of Marketing Bobby Calder joined the Kellogg faculty in 1975 and he was named the Charles H. Kellstadt Professor of Marketing in 1993. He has held an endowed chair at Kellogg since 1986 when he was named the A. Montgomery Ward Professor of Marketing. Previously, he taught marketing, organizational behavior, behavioral science and consumer psychology, and social psychology at the University of Illinois and at the Wharton School at the University of Pennsylvania. He was also director of Organizational Research for National Analysis, a division of Booz, Allen & Hamilton. He is also a professor of Journalism and Media in the Medill School and a professor of psychology at Northwestern.

Prof. Calder's research focuses on the analysis of consumer behavior, media consumption, and marketing strategy. His work has covered the health care, food, electronics, and financial services industries. He has published more than 50 articles in leading academic journals and contributed to several books.

Prof. Calder has served on committees for the Marketing Science Institute and the Advertising Research Foundation and is past chairman of the policy board of the Journal of Consumer Research.  He is a frequent speaker at company and association meetings and a consultant to a number of major U.S. businesses, such as AT&T, General Motors, and Coca Cola Foods, as well as not-for-profit organizations.



Areas of Expertise
Advertising
Arts Marketing
Brand Management
Consumer Behavior
Marketing Research
Marketing Strategy/Planning/Policy
Mass Communications
Newspaper Management
Strategy

Print Vita
Education
MA, 1970, Social Pyschology, University of North Carolina, Chapel Hill
BA, 1966, Psychology, University of North Carolina, Chapel Hill

Academic Positions
Co-Director, MMM Program, Northwestern University, 2011-present
Professor, Medill School of Journalism, Northwestern University, 1993-present
Charles H. Kellstadt Distinguished Professor of Marketing, Kellogg School of Management, Northwestern University, 1993-present
Professor, Weinberg College of Arts of Sciences, Northwestern University, 1978-present
A. Montgomery Ward Professor of Marketing, Kellogg School of Management, Northwestern University, 1986-1993
Professor, Kellogg School of Management, Northwestern University, 1978-1986
Associate Professor, Weinberg College of Arts of Sciences, Northwestern University, 1975-1978
Associate Professor, Kellogg School of Management, Northwestern University, 1975-1978
Associate Professor of Marketing and Organizational Psychology, The Wharton School, University of Pennsylvania, 1974-1975
Associate Professor of Business Administration and Psychology, University of Illinois Urbana-Champaign, 1973-1974
Director of Organizational Research, National Analysts, 1973-1974
Assistant Professor of Business Administration and Psychology, University of Illinois Urbana-Champaign, 1972-1973
Postdoctoral Fellow, L. L. Thurstone Psychometric Laboratory, Social Psychology Program, University of North Carolina Chapel Hill, 1970-1971
U.S. Public Health Service Predoctoral Research Fellow, University of North Carolina Chapel Hill, 1969-1970

Grants and Awards
Most Downloaded Paper Award, Marketing Science Institute (MSI, 2014

Editorial Positions
Editorial Board, Journal of Advertising Research, 2005-2014

Print Research
Research Interests
New approaches to marketing research; studies of consumer behavior, advertising effectiveness, cultural marketing.

Articles
Calder, Bobby, Mathew Isaac and Edward Malthouse. Forthcoming. Capturing consumer experiences: A context-specific approach to measuring engagement. Journal of Advertising Research.
Calder, Bobby, Martin Block, Kalyan Raman, Ashlee Humphreys, Frank Mulhern, Don Schultz, Anne Blood and Hans Breiter. 2014. The relationship between self-report of depression and media usage. Frontiers in Human Neuroscience. 8: 2-10.
Mersey, RachelDavis, Edward Malthouse and Bobby Calder. 2012. Focusing on the Reader: Engagement Trumps Satisfaction. Journalism and Mass Communications Quarterly. 89(4): 695-709.
Kotler, PhilipBobby Calder, Edward Malthouse and Peter Korsten. 2012. The Gap between the Vision of Marketing and the Reality. MIT Sloan Management Review. 54: 13-14.
Calder, Bobby. 2010. Media Placement versus Advertising Execution. International Journal of Marketing Research. 52(2): 217-230.
Mersey, RachelDavis, Edward Malthouse and Bobby Calder. 2010. Engagement with Online Media. Journal of Media Business Studies. 7(2): 37-56.
Calder, Bobby, Edward Malthouse and Ute Schaedel. 2009. An Experimental Study of the Relationship between Online Engagement and Advertising. Journal of Interactive Marketing. 23(2009): 321-331.
Wang, Alice and Bobby Calder. 2009. Media Engagement and Advertising: Transportation, Matching, Tranference, and Intrusion. Journal of Consumer Psychology. 19(2009): 546-555.
Malthouse, Edward, Bobby Calder and Ajit Tamhane. 2007. The Effects of Media Context Experiences on Advertising Effectiveness. Journal of Advertising. 36(3): 7-18.
Calder, Bobby and Edward Malthouse. 2006. The Demographics of Newspaper Readership: Predictors and Patterns of US Consumption. Journal of Media Business Studies. 3(1): 1-18.
Malthouse, Edward and Bobby Calder. 2005. Integrated Marketing and Customization. Aoyama Business Journal. 39(4): 27-47.
Calder, Bobby, Edward Malthouse and Wayne Eadie. 2004. Qualitative Media Measures: Newspaper Experiences. International Journal on Media Management. 6(1-2): 123-130.
Calder, Bobby and Edward Malthouse. 2003. The Behavioral Score Approach to Dependent Variables. Journal of Consumer Psychology. 13(4): 387-394.
Malthouse, Edward, Bobby Calder and Wayne Eadie. 2003. Conceptualizing and Measuring Magazine Experiences and Readership. Worldwide Readership Research Symposia. 11: 285-306.
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2003. Psychological, Marketing, Physical, and Sociological Factors Affecting Attitudes and Behavioral Intentions for Customers Resisting the Purchase of an Embarrassing Product. Advances in Consumer Research. 30(1): 236-240.
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2002. Integrated Marketing Communications: Optimal Combinations of Private and Public Media. Marketing Health Services. 22(2)
Iacobucci, Dawn, Bobby Calder, Edward Malthouse and Adam Duhachek. 2002. Did You Hear? Consumer Tune into Multimedia Marketing. Marketing Health Services.
Calder, Bobby and Edward Malthouse. 2002. Measuring Newspaper Readership: A Qualitative Variable Approach. International Journal on Media Management. 4(4): 248-260.
Calder, Bobby, Maria Flores and Charles Spinosa. 2000. Taking an Expanded View of Customers' Needs: Qualitative Research for Aiding Innovation. Marketing Research. 12(4): 4-11.
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.
Calder, Bobby and Dawn Iacobucci. 1998. New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research. 38(4): 23-32.
Iacobucci, Dawn and Bobby Calder. 1998. Using consumer associative networks. European Journal of Operational Research. 111(2): 306-327.
Calder, Bobby and Edward Malthouse. 1996. Expanding the Market for the Arts. Center for Cultural Marketing.
Calder, Bobby. 1987. Perceptual Organization in Task Performance. Organizational Behavior and Human Decision Processes. 40(3): 287-306.
Calder, Bobby and Alice Tybout. 1987. What Consumer Research is…. Journal of Consumer Research. 14(1): 136-140.
Tybout, Alice and Bobby Calder. 1987. Confirmatory versus comparative approaches to theory testing. Journal of Consumer Research. 14(1): 114-125.
Calder, Bobby. 1986. Exploratory, clinical and interaction centered focus groups. Journal of Data Collection. 26: 24-28.
Calder, Bobby. 1986. Psychological effects of restaurant meetings on industrial buyers. Journal of Marketing. 50(1): 87-97.
Calder, Bobby. 1985. The Right Kind of Business Advocacy. Business Horizons. 28(1): 7-11.
Calder, Bobby. 1984. Referencing and Bias in Social Interaction. Journal of Personality and Social Psychology. 46(4): 755-762.
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. 1983. Beyond External Validity. Journal of Consumer Research. 10(1): 112-124.
Roedder, Deborah L., Brian Sternthal and Bobby Calder. 1983. Attitude-behavior consistency in children's responses to television advertising. Journal of Marketing Research. 20(4): 337-349.
Calder, Bobby, Lynn W. Phillips and Alice Tybout. 1982. The Concept of External Validity. Journal of Consumer Research. 9(3): 240-244.
Calder, Bobby. 1982. Impact of the introduction of television on crime in the United States: Empirical findings and theoretical implications. Journal of Personality and Social Psychology. 42(3): 461-477.
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.
Calder, Bobby and Brian Sternthal. 1980. Television commercial wearout: An information processing view. Journal of Marketing Research. 17(2): 173-186.
Calder, Bobby. 1980. Marketing Research for Better Planning. Hospital Management Quarterly.
Calder, Bobby and Lynn W. Phillips. 1980. Evaluating Consumer Protection Laws: II. Promising Methods. Journal of Consumer Affairs. 14(1): 9-36.
Phillips, Lynn W. and Bobby Calder. 1979. Evaluating Consumer Protection Programs: Part I. Weak but commonly used research designs. Journal of Consumer Affairs. 13(2): 157-185.
Calder, Bobby. 1979. Intrinsic motivation and norms about payment. Journal of Personality. 48(1): 1-14.
Calder, Bobby. 1977. Focus Groups and the Nature of Qualitative Marketing Research. Journal of Marketing Research. 14(3): 353-364.
Calder, Bobby. 1977. Exogenous-Endogenous Versus Internal-External attributions. Personality and Social Psychology Bulletin. 3(3): 400-406.
Calder, Bobby. 1977. Sexual Discrimination and work performance. Personality and Social Psychology Bulletin. 3: 429-433.
Calder, Bobby. 1977. Attribution Theory: Phenomenology of science?. Personality and Social Psychology Bulletin. 3(4): 612-616.
Calder, Bobby. 1977. Behavioral Research on Accounting. Accounting Journal. 1: 30-39.
Calder, Bobby. 1977. Interpersonal influence on consumer behavior: an attribution theory approach. Journal of Consumer Research. 4(1): 29-38.
Calder, Bobby. 1975. The Interaction of intrinsic and extrinsic motivation: Some methodological notes. Journal of Personality and Social Psychology. 31(1): 76-80.
Calder, Bobby. 1975. The Self-Perception of intrinsic and extrinsic motivation. Journal of Personality and Social Psychology. 31(4): 599-605.
Calder, Bobby. 1975. Children's Consumer Information Processing. Communications Research. 2: 307-316.
Calder, Bobby. 1974. A Fortran IV Program for Presenting Optimally Ordered Paired Comparison Stimuli. Behavioral Research Methods and Instrumentation. 6(5)
Calder, Bobby. 1974. An Analysis of the Jones, Davis, and Gergen attribution paradigm. Representative Research in Social Psychology. 5: 55-59.
Calder, Bobby. 1974. The relation of cognitive and memorial processes to persuasion in a simulation jury trial. Journal of Applied Social Psychology. 4(1): 62-93.
Calder, Bobby. 1974. Information Cues and Attributions based on role behavior. Journal of Experimental Social Psychology. 10(2): 121-125.
Calder, Bobby. 1973. Attitude Change and Attitude Attribution. Journal of Personality and Social Psychology. 25(1): 84-99.
Calder, Bobby. 1970. Demand Characteristics and three conceptions of the frequently deceived subject. Journal of Personality and Social Psychology. 14(3): 185-194.
Calder, Bobby. 1969. The Social Psychological Status of Reward. Psychonomic Science. 17: 240-242.
Working Papers
Calder, Bobby, Vijaymahadev Viswanathan and Hans Breiter. 2013. Understanding the Relationship between Attention and Reward Processing.
Calder, Bobby, Edward Malthouse, Mark Vendenbosch and SuJung Kim. 2013. Understanding the Dynamics of Behavioral Interventions Using Social Media.
Calder, Bobby, Mathew Isaac and Edward Malthouse. 2013. Taking the Customer's Point of View: Engagement or Satisfaction?.
Calder, Bobby, Hans Breiter, Martin Block, Ashley Humphreys, Frank Mulhern, Don Schultz and Vijaymahadev Viswanathan. 2012. Depression, Media Use and Purchase Behavior.
Calder, Bobby and Mathew Isaac. 2012. Linguistic Framing Effects in Consumer Behavior: How "Happiness" versus "Satisfaction" Frames Influence Judgments.
Calder, Bobby and Mathew Isaac. 2011. A New Look at The Experience Concept: What It Is and Why It Matters.
Calder, Bobby and Alice Wang. 2011. The Psychological Reality of the Transportation Experience.
Calder, Bobby and John Sailors. 2010. Construal and Product Stereotypes.
Calder, Bobby and Jing Wang. 2008. Understanding How Media Context Affects Advertising.
Calder, Bobby and Edward Malthouse. 2002. The Demographics of Newspaper Readership.
Calder, Bobby, James Oakley and Dawn Iacobucci. 2002. Measuring the Marketing Orientation of an Organization.
Calder, Bobby and Edward Malthouse. 2002. Patterns of Behavior.
Book Chapters
Calder, Bobby. 2013. "Branding and the Psychology of Consumer Behavior." In Psychology of Branding, New York: Nova Science Publishers.
Calder, Bobby and Steven Dupuis. 2011. "Packaging and Brand Concepts." In Wiley International Encyclopedia of Marketing, edited by N.J. Sheth and N. Malhotra, Hoboken, NJ: Wiley-Blackwell.
Calder, Bobby and Edward Malthouse. 2011. "Customer Relationship Management." In Wiley International Encyclopedia of Marketing, edited by N.J. Sheth and N. Malhotra, 44-52. Hoboken, NJ: Wiley-Blackwell.
Calder, Bobby. 2010. "Marketing Research and Understanding Consumers." In Kellogg on Marketing, edited by Alice Tybout and Bobby Calder, 56-72. New York, NY: John Wiley & Sons, Inc.
Calder, Bobby, Richard Kolsky and Maria Letelier. 2010. "Marketing to Consumers at the Bottom of the Pyramid." In Kellogg on Marketing, 2nd ed., edited by Alice Tybout and Bobby Calder, 287-306. New York, NY: John Wiley & Sons, Inc.
Calder, Bobby. 2010. "Writing Positioning Statements and Brand Design." In Kellogg on Marketing, 2nd ed., edited by Alice Tybout and Bobby Calder, 92-111. New York, NY: John Wiley & Sons, Inc.
Calder, Bobby and Edward Calder. 2010. "Brand-Led Innovation." In Kellogg on Markting, 2nd ed., edited by Alice Tybout and Bobby Calder, 332. New York, NY: John WIley & Sons, Inc..
Calder, Bobby and Edward Malthouse. 2010. "Media Placement versus Advertising Execution." In EAA Advances in Advertising Research, edited by Ralf Terlutter, Sandra Diehl and Shintaro Okazake, 333-345. Wiesbaden, Germany: Gabler Verlag.
Isaac, Mathew and Bobby Calder. 2010. "Happiness’ versus ‘Satisfaction’ Framing Effects in Product Evaluation." In Advances in Consumer Psychology, edited by Margaret Meloy and Adam Duhachek, St. Pete Beach: Society for Consumer Psychology.
Calder, Bobby. 2010. "Media Concepts." In Medill on Media Engagement, edited by Ade Peck and Edward Malthouse, 21-30. New York, NY: Hampton Press.
Calder, Bobby and Edward Malthouse. 2009. "Leveraging Media-Advertising Experiential Congruence." In Advertising Research: Message, Medium, and Context, edited by PAtrick De Pelsmacker and Nathalie Dens, 259-270. Antwerp, Belgium: Garant Uitgevers.
Isaac, Mathew and Bobby Calder. 2009. "The Mere Forecasting Effect: How Focusing on the Future Influences Current Attitudes." In Asia-Pacific Advances in Consumer Research, edited by Sridhar Samu, Rajiv Vaidyanathan, Dipankar Chakravarti, vol. 8, Hyderabad: Association for Consumer Research.
Calder, Bobby and Edward Malthouse. 2009. "Media Engagement." In Medien im Marketing, edited by Andrea Groppel-Klein and Claas Germelmann, 253-292. Wiesbaden, Germany: Gabler Verlag.
Kolsky, Richard and Bobby Calder. 2008. "The Integration of Advertising and Media Content: Ethical and Practical Considerations." In Kellogg on Advertising and Media, edited by Bobby Calder, Philip Kotler, 266-281. New York, NY: John Wiley & Sons.
Spinosa, Charles and Bobby Calder. 2008. "Communicating with Customers." In Kellogg on Advertising and Media, edited by Bobby Calder, 226-253. New York, NY: John Wiley & Sons.
Calder, Bobby and Edward Malthouse. 2008. "Media Engagement and Advertising Effectiveness." In Kellogg on Advertising and Media, edited by Bobby Calder, 1-36. New York, NY: John Wiley & Sons.
Calder, Bobby. 2007. "The Future of Online Advertising." In The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Researc, edited by J. Plummer, S Rappaport, T. Hall, R Ba, New York, NY: John Wiley & Sons.
Calder, Bobby. 2005. "Designing Brands." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 27-39. New York, NY: John Wiley & Sons.
Calder, Bobby. 2005. "Relationship Branding and CRM." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 150-168. New York, NY: John Wiley & Sons.
Calder, Bobby and Edward Malthouse. 2003. "What Is Integrated Marketing." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 6-15. New York, NY: John Wiley & Sons.
Razeghi, Andrew and Bobby Calder. 2003. "Using Interaction Maps to Create Brand Relationships." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 39-53. New York, NY: John Wiley & Sons.
Flores, Maria, Charles Spinosa and Bobby Calder. 2003. "Viral Marketing." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 90-134. New York, NY: John Wiley & Sons.
Berggren, Eric, Bobby Calder and Richard Kolsky. 2003. "Integrated Marketing and the Web." In Kellogg on Integrated Marketing, edited by Dawn Iacobucci, Bobby Calder, 250-261. 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.
Calder, Bobby. 2000. "Brand Design." In Kellogg on Marketing, edited by Dawn Iacobucci, 58-73. New York, NY: John Wiley & Sons.
Calder, Bobby. 2000. "Understanding Consumers." In Kellogg on Marketing, edited by Dawn Iacobucci, 151-164. New York, NY: John Wiley & Sons.
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. 1993. "Qualitative Marketing Research." In Handbook of Marketing Research, edited by R. Bagozzi, London: Blackwell.
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.
Calder, Bobby. 1989. "Emotional Advertising Appeals." In Cognitive and Affective Responses to Advertising, edited by Patricia Cafferata and Alice M. Tybout, 278-285. Lexington, MA: Lexington Books.
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.
Calder, Bobby. 1984. "Strategic Marketing: A New Methodology." In Freestanding Emergency Centers: A Guide to Planning, Organization, and Management, edited by Peter Friend and John Shiver, Wolters Kluwer Law & Business.
Calder, Bobby. 1981. "Attitudinal processes in organizations." In Research in Organizational Behavior, edited by L. Cummings and B. Staw, vol. 3, 283-302. JAI Press.
Calder, Bobby. 1980. "The focus group technique and qualitative research in organizations." In Organizational Assessment: Perspectives on the Measurement of Organizational Behavior [edited by E.
Calder, Bobby. 1979. "When Attitudes follow behavior -- A Self-Perception/dissonance interpretation of low involvement." In Attitude Research Plays for High Stake [edited by J. Maloney], 25-36. Chicago: American Marketing Association.
Calder, Bobby. 1978. "A Methodology for Research on Organizational Buying Behavior." In Organizational Buying Behavior, edited by Thomas Bonoma and Gerald Zaltman, 77-83. American Marketing Association.
Calder, Bobby. 1978. "The Role of "Entertainment" in Organizational Buying Decisions." In Sales Management: New Directions from Behavioral and Decision Model Research [edited by R. Bagozzi].
Calder, Bobby. 1977. "An Attribution Theory of Leadership." In New Directions in Organizational Behavior, edited by B. Staw and J. Salancik, Chicago: St. Clair Press.
Calder, Bobby. 1977. "Structural Role Analysis of Organizational Buying: A Preliminary Investigation." In Foundations of Consumer and Industrial Buying Behavior, edited by A. Woodside, vol. 42, New York: Elsevier.
Calder, Bobby. 1976. "The Use of Scaling and Cluster Techniques in Investigating the Social Structure of Organizations." In The Management of Organizational Design, Vol II, Research and methodology [edited by L. Pondy], New York: Elsevier.
Calder, Bobby. 1976. "Attitudes: Theories and Issues." In Contemporary Topics in Social Psychology, edited by J. Thibaut, J. Spence, and R. Carson, New York: General Learning Press.
Calder, Bobby. 1975. "Leadership as an outcome of Social Structure and Process: A multidimensional analysis." In Leadership Frontiers, edited by James G. Hunt and Lars L. Larson, Kent, OH: Kent State University Press.
Calder, Bobby. 1973. "Cognitive Consistency and Consumer Behavior." In Perspectives in Consumer Behavior, edited by Harold H. Kassarjian and Thomas S. Robertson, Scott, Foreman and Co.
Calder, Bobby. 1973. "Are Inventory Decisions Optimal?." In Contributions to Experimental Economics, edited by H. Sauerman, vol. 3.
Books
Calder, Bobby and Alice Tybout. 2010. Kellogg on Marketing, 2nd ed. New York, NY: John Wiley & Sons, Inc.
Calder, Bobby. 2008. Kellogg on Advertising and Media. New York, NY: Wiley.
Iacobucci, Dawn and Bobby Calder. 2003. Kellogg on Integrated Marketing. New York, NY: Wiley.
Levy, Sidney and Bobby Calder. 1990. Total Marketing: A Study of Image. Research and Studies Division, US Army Recruiting Command.
Calder, Bobby and Michael Ross. 1973. Attitudes and Behavior. New York: General Learning Press.
Conference Proceedings
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, 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 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.

 
Print Teaching
Teaching Interests
Marketing planning, marketing research, consumer behavior
Full-Time / Part-Time MBA
Media and Integrated Marketing (MKTG-455-0)
This course deals with marketing products that have information and/or entertainment content. The products are of the sort offered by media companies and may be delivered via print, television, radio, film, Internet, direct mail, or live-event channels. The course focuses on a fully integrated approach to the marketing management of these products and is designed for students with an interest in the management of large media companies and/or in further exploring the media side of marketing communications. Prerequisite: For Media Management majors only: MEDM-432

Consumer Insight for Brand Strategy (MKTG-458-0)
This course covers the field of consumer psychology and provides a systematic framework for analyzing consumer behavior from the standpoint of the marketer. The focus is on generating consumer insights as a necessary basis for developing marketing strategies, as well as for improving marketing mix decisions. The psychological concepts we cover enable marketers to make better use of market research. The course is directed at students preparing for brand/product management, business development, or consulting positions.

Thought Leadership Seminar (MKTG-484-B)
This Kellogg Thought Leadership Seminar facilitates an in-depth understanding of how media is becoming increasingly important for marketers, and conversely how marketing is becoming much more important for media companies.
Not long ago media, referred to as media planning, was relegated to a lesser role in marketing, typically viewed as a backoffice function in ad agencies. It is now very much at the cutting-edge of marketing strategy. Media can no longer be viewed merely as placement vehicles for advertising messages. Marketers have begun to use media, or more specifically media content, as a vital part of marketing strategy. In this seminar we will examine how this sea change in marketing is playing out, what it will mean for the future of marketing, and how this change represents an opportunity for those who can take advantage of it.
It is not only that media now encompasses digital and social media as well as traditional mediums such as television and print. (Anything is in fact a potential medium in today’s marketing world.) The challenge is not just to keep up with the continually growing list of new media but to think creatively and systematically about integrating media and marketing strategy. Class each week will focus on a different topic important for understanding how this new focus on media is reshaping marketing thinking. Students are free to raise related issues from their own interests as well. Source materials will include articles from the business press and academic research. The seminar format (as opposed to lectures) is intended to identify issues and to encourage discussion of them.
Intended Participants: It is anticipated that some students will be more interested in how changes in the media world present new opportunities for product brands. Others will be more interested in how media companies are responding to the changing media landscape by developing their own media brands so as to afford new opportunities for product brands. The two perspectives however are flip sides of the same coin. There is no formal prerequisite for this seminar beyond a strong interest in media and marketing.

Advanced Topics in Marketing (MKTG-922-0)
In this course, similar to an independent study but for multiple students, teams of three or more students initiate a project with a company based on mutually defined terms. The company provides information on a problem of strategic relevance and offers feedback to the student team. Alternatively, students can work on a project across companies without a specific sponsor. This course is required for the six-course major in Marketing Management; it is not required for the four-course Marketing major. Please direct questions about the course to Prof. Calder at calder@kellogg.northwestern.edu.

Doctoral
Research Philosophies in Marketing and Consumer Behavior (MKTG-542-0)
This course will enhance students’ ability to understand the philosophical assumptions underlying research methods in marketing and consumer behavior. The first half of the course focuses on consumer behavior from a methodological perspective with the focus being on the broader, more fundamental issues of what should be the goal of consumer research, and what good theory looks like, and how research can be applied. The second half of the course focuses on a particular research tradition in marketing and consumer behavior that will not only to introduce students to an important research tradition in marketing, but also to do so using the analytic frameworks offered during the first half of the course.

Executive Education
Kellogg on Branding: Creating, Building, and Rejuvenating Your Brand
From the people who wrote the book on branding, this program explores the power of brand management. Their latest thinking combined with hands-on experience will inspire and empower you to elevate your brand.
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Kellogg on Consumer Marketing Strategy
To compete in today’s hypercompetitive, constantly evolving markets, you must understand consumers’ goals, beliefs and behaviors — then translate your insights into an effective marketing strategy. Learn how here. Through discussions, case studies and collaborative exercises, you’ll develop a well-defined approach for identifying attractive targets and effectively positioning products and services for them.
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