Bobby Calder

Bobby Calder NWU Marketing ProfessorMASB Advisor since 2016, Professor of Marketing Bobby Calder joined the faculty of the Kellogg School of Management at Northwestern University in 1975 and was named the Charles H. Kellstadt Professor of Marketing in 1993. He has taught marketing, organizational behavior, behavioral science and consumer psychology, and social psychology at the University of Illinois and at the Wharton School, University of Pennsylvania. He is also a professor of Journalism and Media in the Medill School and a professor of psychology at Northwestern.

Prof. Calder’s research focuses on the analysis of consumer behavior, media consumption, and marketing strategy. His work has covered the health care, food, electronics, and financial services industries. He has published more than 50 articles in leading academic journals and contributed to several books. He has served 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 frequently speaks at company and association meetings and is a consultant to a number of major U.S. businesses and not-for-profit organizations.

Bobby serves the International Standards Organization (ISO) as chairperson of Technical Committee 289 Brand Evaluation and is a member of MASB’s Brand Evaluation Standards Project team.

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