Anna Tuchman joined the marketing faculty at the Kellogg School of Management in 2016. Professor Tuchman's research interests include the study of advertising and its underlying mechanisms, as well as questions that lie at the intersection of public policy and marketing. Her policy-related work evaluates the effects of e-cigarette advertising on demand for traditional cigarettes, studies how consumers respond to soda taxes, and assesses the prevalence of gender-based segmentation and price discrimation in the consumer packaged goods (CPG) industry. Her work on advertising focuses on measuring advertising effectiveness in both the TV and digital spaces and on understanding the underlying mechanisms through which advertising affects consumer behavior.
Professor Tuchman holds a PhD in Marketing and an MA in Economics from Stanford University. She completed her BA at the University of Pennsylvania. Before her graduate studies, she worked in economic litigation consulting at Cornerstone Research.
Empirical Industrial Organization
Advertising: Digital and TV Advertising, Mechanisms, Addictive Goods, Addressable TV Markets, Ad Skipping
Policy and Regulation