Kent Grayson
Professor of Marketing
Bernice and Leonard Lavin Professorship
Kent teaches marketing management to MBA and executive audiences. For executive audiences, he frequently focuses on market segmentation and targeting issues. In 2004, 2006, 2008, 2010, 2012, and 2014 he earned the Chairs' Core Teaching Award in marketing at Kellogg. He was a finalist for Kellogg professor of the year in 2010.
Kent researches the role of fabrication and fact in consumption. His research looks at such topics as the benefits and drawbacks of trusting a business partner, how consumers decide whether something is authentic or fake, and what happens when a "true" friend tries to sell you something. In a related research area, Kent studies direct selling, which is sometimes known as "pyramid selling" or "network marketing."
In 2007, Kent co-founded (with Al Muniz) the Chicago Consumer Culture Community (C4), which hosts discussions among consumer researchers whose work is influenced by theories from sociology, anthropology, communications studies, and cultural studies. He also organized and led the community (also with Al Muniz) until 2019.
In 2015, Kent was the faculty lead for the design, production, and implementation of Essentials of Marketing, an online version of Kellogg's core marketing class.
In 2016, Kent co-founded of The Trust Project at Northwestern with Jamie Rosman, Devin Rapson and Leah Davis; and served as faculty director until 2019. The Trust Project focused on organizing seminars and producing video content that provides different perspectives on the research and management of trust.
Kent has worked on marketing issues with several consumer goods and services companies, including British Airways, Diageo, Electronic Arts, Exxon/Mobil, Sigma Alimentos, Hilton International, Microsoft, Nestle, Nissan, TD Bank, and Sony. He has also worked on business-to-business marketing issues with Rockwell Automation, Ultradent, Herman Miller, and John Deere.
In the 1980s, Kent spent four years working in advertising (including two years at a division of Saatchi & Saatchi), during which time he focused on financial services, recruitment advertising, and high-tech accounts.
Kent joined Kellogg in September, 2002. For eight years before that, he was on the marketing faculty at London Business School.
- Trust and deception in market exchange
- authentic and counterfeit products
- truth and fraud in advertising and marketing
- Market segmentation
- marketing management
- brand management
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PhD, 1994, Marketing, Northwestern University
MA, 1986, Communication Studies, University of Michigan
BA, 1984, English, Communication, University of Michigan, Distinction, High Honors -
Bernice & Leonard Lavin Professor, Marketing, Kellogg School of Management, Northwestern University, 2024-present
Associate Professor, Kellogg School of Management, Northwestern University, 2002-present
Associate Professor, London Business School, 2000-2002
Assistant Professor, London Business School, 1995-2000 -
Chair's Core Course Teaching Award
Chair's Core Course Teaching Award
Chairs' Core Course Teaching Award, Kellogg School of Management, 2011-2012, 2009-2010, 2007-2008, 2005-2006, 2003-2004 -
Associate Editor, Journal of Consumer Research, 2010-2014
Editorial Review Board, Journal of Consumer Research, 2000-2010
Special Topics in Consumer Research (MKTG-540-0)
This course introduces students to new topics and approaches in consumer behavior research. As such, the topics will change from year to year, and students will be challenged to further develop the theoretical model proposed in the papers. Besides being relevant to marketing students, this course is likely of interest to graduate students in psychology, communication studies and education.
Developing Impactful Consumer Behavior Research (MKTG-531-3)
Taking a problem-solving approach, we examine how psychological insights inform and solve real-world consumption problems, and how real-world problems provide new psychological insights. Taking an empirical deep-dive, we also discuss published data, what we can/cannot infer, how to make objective conclusions, and to enhance their substantive impact (e.g., employing observational data, field studies, choice data, and/or programmatic experimental designs).
Theory Building in Consumer Behavior Research (MKTG-531-1)
The purpose of this course is to acquaint you with the principles of theory building in social science research, to help you distinguish between theory-building research and research with other aims, and to provide you with an opportunity to develop your ability to conceptualize and develop research that builds theory.
Business Marketing Strategy
If your business is B2B, here is a rare opportunity to learn from the experts how to deepen your understanding of marketing dynamics and drive profitable growth in the new B2B environment.
Field Study (MKTG-498-5)
Field Study
Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.
Marketing Management (MKTG-430-0)
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.
