How Has Marketing Changed over the Past Half-Century?
Phil Kotler’s groundbreaking textbook came out 55 years ago. Sixteen editions later, he and coauthor Alexander Chernev discuss how big data, social media, and purpose-driven branding are moving the field forward.
Researchers: Philip Kotler and Alexander Chernev
January 21, 2022
Take 5: What Good Does It Do a Company to Do Good?
Kellogg faculty look at how ESG initiatives are received by investors, customers, and employees.
Researchers: Aaron Yoon, Ravi Jagannathan, Jacob D. Teeny, Alexander Chernev, Brayden King and and coauthors
January 4, 2022
Are Customers Skeptical of Eco-friendly Products?
New research pushes back on the idea that consumers reflexively distrust the performance of these products.
Researchers: Alexander Chernev and Sean Blair
July 1, 2021
Take 5: How to Be a Savvy Holiday Shopper
Kellogg researchers explain the psychology of consumer decision-making.
Researchers: Achal Bassamboo, Ulf Bockenholt, Alexander Chernev, Ata Jami, Michal Maimaran, Blakeley B. McShane and Yuval Salant
December 6, 2019
Take 5: The Psychology of Healthy Eating
Opting for a salad instead of a steak can be hard. Research from Kellogg can help.
Researchers: Alexander Chernev, Rima Touré-Tillery, Michal Maimaran, Yuval Salant, David A. Matsa and Nancy Qian
June 4, 2019
Take 5: How Companies Benefit from Corporate Social Responsibility
CSR is in vogue. And it can help a firm’s bottom line.
Researchers: Thomas Lys, James Naughton, Sunil Chopra, Dylan Minor, Alexander Chernev, Shannon Schuyler and Megan Kashner
March 1, 2018
Take 5: Holiday Shopping
Our faculty explain the reasoning behind some common shopping scenarios.
Researchers: Ulf Bockenholt, Alexander Chernev, Lakshman Krishnamurthi, Martin Lariviere and Blakeley B. McShane
December 5, 2017
When Are Consumers Most Likely to Feel Overwhelmed by Their Options?
Research points to four predictors of “choice overload.”
Researchers: Blakeley B. McShane, Ulf Bockenholt, Alexander Chernev and Joseph Goodman
October 3, 2017
You Can Taste the Benevolence
If your customers know you donate to charity, will they like your products more?
Researchers: Alexander Chernev and Sean Blair
December 7, 2015
When Two Products Are Less Than One
Why Bundling Can Sometimes Hurt Sales
Researchers: Aaron Brough and Alexander Chernev
September 2, 2013
January 1, 2012
Corralling Consumer Choice
Optimizing assortment size based on perceived attractiveness
Researchers: Alexander Chernev and Ryan Hamilton
June 1, 2010
September 1, 2009
Jack of All Trades or Master of One?
Performance perceptions of multi-feature products
Researchers: Alexander Chernev
November 1, 2008
Unsure What to Order?
Decisions are easier when everything is priced the same
Researchers: Alexander Chernev
April 16, 2007