Professor Bobby Calder

Charles H. Kellstadt Professor of Marketing
Northwestern University - Kellogg Faculty

Professor of Psychology 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.

Prof. Calder's research focuses on the analysis of marketing research, marketing planning, and consumer behavior. His work has covered the health care, food, electronics, and financial services industries. He has published more than 40 articles in leading academic journals and contributed to several books.

Prof. Calder serves 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 member of the Association for Consumer Research, American Marketing Association, American Psychological Association, and American Sociological Association. 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 Foods, as well as not-for-profit organizations. He is a partner in Calder LaTour & Associates, Inc., a marketing research and direct marketing firm.

Areas of Expertise
Arts Marketing
Brand Management
Consumer Behavior
Marketing Research
Marketing Strategy/Planning/Policy
Mass Communications
Newspaper Management