Alice M. Tybout is the Harold T. Martin Professor of Marketing. She served as chairperson of the Marketing Department 2004-2006. Professor Tybout teaches in the MBA and Executive Masters Programs. In addition, she is the academic director and faculty for the Kellogg on Consumer Marketing Strategy Program and the Kellogg on Branding Program at Northwestern's executive education facility, the Allen Center. She also has taught at the University of Chicago, INSEAD in Fontainebleau, France and at Chulalongkorn University in Bangkok, Thailand. Professor Tybout received the Sidney J. Levy Award for Teaching Excellence in 1996, the Chairpersons' Award for Outstanding Teaching in the Core in 1999 and in 2012, and the Outstanding Alumni Professor of the Year in 2004.

Professor Tybout conducts research related to how individuals process, organize, and utilize information to make judgments and choices. Her most recent writings address these issues in the context of scandal management. She has published numerous articles in scholarly journals, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Marketing, and the Journal of Personality and Social Psychology. In addition, she has published articles in Harvard Business Review, and is the co-editor of three books; Perspectives on the Affective and Cognitive Effects of Advertising, Kellogg on Branding, Kellogg on Marketing, Second Edition.

Professor Tybout has been a member of the Association for Consumer Research since 1972 where she has served as the Treasurer (1983) and President (1994) and is an ACR Fellow (2016). She is also a former Trustee of the Marketing Science Institute (1991-1998) and has served on the Board of Directors of the American Marketing Association (1997-2000). In addition to her academic activities, Professor Tybout does executive training and consulting. Her recent clients include Coca-Cola, Ericsson, PepsiCo, Pfizer, and Takeda. She also serves on the Board of Directors (2000-present) of RHR International.

Professor Tybout received her B.S. in Business Administration and her M.A. in Consumer Behavior from Ohio State University and her Ph.D. in Marketing from Northwestern University.

Consumer decision making, brand management, brand management during scandals

• PhD, 1975, Marketing, Northwestern University
• MA, 1972, Consumer Behavior, Ohio State University
• BA, 1970, Business Administration, Ohio State University

• Harold T. Martin Professor of Marketing, Kellogg School of Management, Northwestern University, 1988-present
• Chairman of Marketing Department, Kellogg School of Management, Northwestern University, 2004-2006
• Professor of Marketing, Kellogg School of Management, Northwestern University, 1985-1988
• Associate Professor of Marketing, Kellogg School of Management, Northwestern University, 1980-1985
• Assistant Professor of Marketing and Transportation, Kellogg School of Management, Northwestern University, 1975-1980
• Instructor, Graduate School of Business, University of Chicago, 1974-1975

• ACR Fellow in Consumer Behavior Award, Lifetime Achievement Award for Consumer Research
• Chairs' Award for Outstanding Teaching in a Core Course
• Outstanding Alumni Professor of the Year, Kellogg Graduate School of Management, 2004
• Kellogg Alumni Professor of the Year Award, Kellogg School of Management, 2004
• Chairs' Core Course Teaching Award, Kellogg School of Management, 1998-1999
• Chairs' Core Teaching Award, Kellogg Graduate School of Management, 1998-1999
• Sidney J. Levy Teaching Award, Kellogg School of Management, 1995-1996
• Sidney J. Levy Teaching Award, Kellogg Graduate School of Management, 1995-1996

• Editorial Board, International Journal of Marketing Research, 2003-2007
• Editorial Board, Journal of Consumer Research, 1996-2005
• Editorial Board, Journal of Consumer Psychology, 1993-2002
• Editorial Board, Journal of Marketing Research, 1981-1990
• Editorial Board, Journal of Marketing, 1978-1981

Marketing management, competitive analysis and positioning, brand management

Psychological Theory in Consumer Behavior (MKTG-541-0)
This course exposes students to psychological concepts and experimental methods that are useful in conducting rigorous consumer behavioral research. The course examines the processes by which individuals make judgments and regulate their behavior. This entails an analysis of how information is represented in memory, and how it is subsequently retrieved and used to make judgments. Issues related to consumer decision making is further explored by examining the moderating effects of decision maker characteristics such as gender and expertise, message factors such as repetition and source credibility, as well as situational factors such as the context in which information is presented. The processes by which decisions are made, how much effort to allocate to making judgments and engaging in various behavior are also discussed.

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. While this course focuses primarily on research in consumer behavior and psychology, the learnings are applicable to any research in the social sciences. This course addresses questions such as (a) what counts as "theory" and how is it developed, (b) what is a nomological net of constructs and how it is built, and (c) how evidence for and against a theory is weighed.

Luxury Brand Management (MKTGX-461-0)
Course offered at WHU partner school program during elective live-in week. This course is designed to sharpen your knowledge in the field of marketing. It builds upon content covered in previous marketing courses, i.e. Marketing Management and Strategic Marketing, including customer advantage, segmentation/targeting/positioning, branding and pricing.

Marketing Management (MKTGX-430-0)
Marketing Management addresses the importance of companies being market-driven and customer-focused and presents current theories and practices of marketing management.

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.