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, 2014
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. Forthcoming. Minimum Advertised Pricing: Patterns of Violations in Competitive Retail Markets. Marketing Science.
McShane, Blake, Chaoqun Chen, Eric T Anderson and Duncan Simester. Forthcoming. Decision Stages and Asymmetries in Regular Retail Price Pass-through. Marketing Science.
Anderson, Eric T, Duncan Simester, Catherine Tucker and Lin Song. Forthcoming. Harbingers of Failure. Journal of Marketing Research.
Anderson, Eric T, Duncan Simester and Nir Jaimovich. Forthcoming. Menu Costs and Price Rigidities: Micro Evidence. Review of Economics and Statistics.
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 TFlorian 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.
Anderson, Eric T, Nir Jaimovich and Duncan Simester. Forthcoming. Menu Costs and Price Rigidities: Micro Evidence. Quarterly Journal of Economics.
Working Papers
Anderson, Eric T, Duncan Simester and Emi Nakamura. 2014. Informational Rigidities and the Stickiness of Temporary Sales.
Qian, YiEric 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 / Part-Time 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.

Marketing Models: Quantitative Modeling (MKTG-551-0)
This course will introduce students to the quantitative models that have been used to understand consumer behavior. This course has two main themes: pricing/promotion and causal inference. This is a survey course and is designed to introduce students to these literatures. The 10 week course is divided into two sections: 6 weeks of material on substantive issues in pricing/promotion; 4 weeks of material on methods of causal inference. 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.

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
Customer Insight Tools: Turning Insight into Effective Marketing Strategies
Learn practical tools for uncovering and leveraging customer insights to create powerful marketing strategies. Infused with the right blend of qualitative and quantitative tools, this interactive program will prepare you to use customer insights to build strong marketing plans and gain a sustainable competitive advantage.
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Leading with Big Data and Analytics
This cutting-edge program provides organizational leaders with the working knowledge of data science needed in today’s competitive environment. Learn to distinguish between “good” and “bad” analytics, identify where analytics add value, lead the analytics decision-making process with confidence, and jump-start your organizational capabilities in big data and analytics.
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Strategic Marketing Communications

This program incorporates both fundamental “roots” of strategic marketing communications, such as insight and positioning, and new “branches” of strategic marketing communications, such as digital and consumer engagement approaches.  Moreover, a fundamental goal of the program is to help attendees embrace, and look for, change in their marketing communications.

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