Bobby Calder
Professor Emeritus of Marketing
Director of the Center for Cultural Marketing
Professor Emeritus 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. At Northwestern he has served a Chair of the Marketing Department and a Director of the MMM Program in the McCormick School of Engineering, focusing on design thinking.
Prof. Calder’s research focuses on brand strategy and the financial evaluation of brands, research methods, consumer psychology, and media consumption. He has authored numerous articles in journals such as the Journal of Marketing Research, Journal of Maketing, Journal of Consumer Pshchology, Journal of Consumer Behavior, and Journal of Pesrsonality and Social Psychology as well as books including Kellogg on Marketing (2011), Kellogg on Advertising and Media (Wiley, 2008) and Kellogg on Integrated Marketing (Wiley, 2003). His monograph Brands: An Integrated Marketing, and Societal Perspective (Foundations and Trends® in Marketing) appeared in 2020.
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, as well as not-for-profit organizations. Prof. Calder previously chaired the ISO Committee on Brand Evaluation and currently is the U. S. representative to it..
- New approaches to marketing research; studies of consumer behavior
- advertising effectiveness
- cultural marketing.
- Marketing planning
- marketing research
- consumer behavior
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MA, 1970, Social Pyschology, University of North Carolina at Chapel Hill
BA, 1966, Psychology, University of North Carolina at Chapel Hill -
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 -
Best Paper Award Journal of Advertising Research
Most Downloaded Paper Award, Marketing Science Institute (MSI, 2014 -
Editorial Board, Journal of Advertising Research, 2005-2014
