Formation
Ph.D., Business Administration, University of Iowa, Iowa City, Iowa; August 1988 (Chair: Gary J.
Gaeth).
B.A., Psychology, Northern Illinois University, DeKalb, Illinois; May, 1979.
B.S., Sociology, Northern Illinois University, DeKalb, Illinois; May, 1979.
Biographie
Timothy B. Heath is Professor of Marketing at ESSEC Business School where he specializes in persuasion and branding, innovation, and their implications for consumer decision making and marketing strategy. His research investigates the role of persuasion tactics on consumer purchase decisions and includes topics such as branding, advertising tactics, and decisions frames. Professor Heath teaches courses in Consumer Behavior, Creativity and Innovation, and Marketing Management at the undergraduate, graduate, and executive levels. He has served on the faculties of the Katz Graduate School of Business (University of Pittsburgh) and at Miami University. He has also taught on an ad hoc basis for the University of Notre Dame, the Universidad Technica de Santa Maria (Valparaiso, Chile), and the Czech Management Center (Prague). Professor Heath is commonly ranked among his programs’ best teachers, having been nominated for various teaching awards and having won the Outstanding Teacher of the Year award in the M.B.A. program at the University of Notre Dame. Professor Heath reviews for numerous journals and sits on the editorial review board of the Journal of Consumer Psychology. He also consults to industry on topics such as consumer decision making and deceptive advertising (clients have included Winner International, Technosystems, and Lion Apparel).
Projets en Cours
Professor Heath’s research investigates the role of persuasion tactics on consumer purchase decisions and includes topics such as branding, advertising tactics, and decision frames. Below are a few examples of his projects in process: Heath, Timothy B. and Subimal Chatterjee," A Composite Value Function and Its Potential Contributions to Probability Weighting Patterns" Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy, “The Asymmetric Effects of Extending Brands to Lower and Higher Quality.” Heath, Timothy B., Xin He, and Subimal Chatterjee, “The Existence and Effects of Discount-Induced Dominance : A Post Hoc Field Experiment Using Secondary Purchase data” Heath, Timothy B. ), “The Empirical-Theoretical Tension within Consumer Science: An Interpretive Examination of Epistemology and Research Methods.” Chatterjee, Subimal, Timothy B. Heath, and Suman Basuroy,“A Reinforcement-Habituation Model of Movie Sequels.” DelVecchio, Devon and Timothy B. Heath ), “Multi-Unit Deals Versus Larger Price Discounts: When Signal Swamps Substance.”
Publications académiques
Articles
"The Asymmetric Effects of Extending Brands to Lower and Higher Quality" (T. Heath, D. Delvecchio, M. Mccarthy), Journal of Marketing, Numéro July
"The Effect of Mixed Versus Blocked Sequencing of Promotion and Prevention Features on Brand Evaluation : The Moderating Role of Regulatory Focus" (Chatterjee, Subimal, A. Malshe, T. Heath), Journal of Business Research, Numéro (forthcoming)
"The Susceptibility of Mental Accounting Principles to Evaluation Mode Effects" (Chatterjee, Subimal, T. Heath, J. Min), Journal of Behavioral Decision Making, avr. 2009, Numéro 22, p. 120‑137
"An Experimental Test of Brand Insulation Against Competitor Attacks: Effects of Consumer Heterogeneity and Residual Desire" (Delvecchio, Devon, T. Heath), Psychology and Marketing, oct. 2008, Vol. 25, p. 944‑960
"Failing to Suspect Collusion in Price-Matching Guarantees : Consumer Limitations in Game-Theoretic Reasoning" (Chatterjee, Subimal, T. Heath, S. Basuroy), Journal of Consumer Psychology, janv. 2003, Vol. 13, Numéro 3, p. 255‑267
"New Brands Versus Brand Extensions, Attitudes Versus Choice : Experimental Evidence for Theory and Practice" (M. Mccarthy, T. Heath, S. Milberg), Marketing Letters, févr. 2001, Vol. 12, p. 73‑88
"Testing Mediation in the Context of 'Other' Variables" (T. Heath), Journal of Consumer Psychology, janv. 2001, Vol. 10, Numéro 1-2, p. 94‑97
"The Retailer as Master of Asymmetric Price Competition : Experimental, Empirical, and Simulation-Based Results" (T. Heath, J. Huber, X. He), Advances in Consumer Research, janv. 2001, Vol. 8, p. 206
"Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages" (T. Heath, G. Ryu, S. Chatterjee, M. Mccarthy, D. Mothersbaugh, S. Milberg, G. Gaeth), Journal of Consumer Research, déc. 2000, Vol. 27, p. 291‑308
"The Differential Processing of Price in Gains and Losses: The Effect of Frame and Need for Cognition" (S. Chatterjee, T. Heath, S. Milberg, K. France), Journal of Behavioral Decision Making, janv. 2000, Vol. 13, Numéro 1, p. 61‑75
"Cross Coupons and Their Effect on Asymmetric Price Competition between National and Private Brands" (S. Chatterjee, T. Heath, S. Basuroy), Advances in Consumer Research, janv. 2000, Vol. 27, p. 24‑29
"Asymmetries in Price and Quality Competition: Experimental Tests of Underlying Mechanisms" (T. Heath, G. Ryu, S. Chatterjee, M. Mccarthy), Advances in Consumer Research, janv. 1997, Vol. 24, p. 366‑374
"Conflict and Loss Aversion in Multi-Attribute Choice: The Effects of Trade -off Size and Reference States on Decision Difficulty" (S. Chatterjee, T. Heath), Organizational Behavior and Human Decision Processes, août 1996, Vol. 67, p. 144‑155
"Asymmetric Decoy Effects on Lower-Quality and Higher-Quality Brands: Meta-Analytic and Experimental Evidence" (T. Heath, S. Chatterjee), Journal of Consumer Research, déc. 1995, Vol. 22
"Mental Accounting and Changes in Price: The Frame Dependence of Reference " (T. Heath, S. Chatterjee, K. France), Journal of Consumer Research, juin 1995, Vol. 22, p. 90‑97
"Marketing Tactics, Search and Choice" (D. Motherbaugh, T. Heath, L. Feick), Advances in Consumer Research, janv. 1995, Vol. 22, p. 269‑270
"Asymmetric Choice Patterns Across Higher-Quality and Lower-Quality Brands" (S. Chatterjee, T. Heath), Advances in Consumer Research, janv. 1995, Vol. 22, p. 328‑332
"Peripheral Cues as Sources of Market Inefficiences in the U.S. and Russia" (T. Heath, D. Mothersbaugh, M. Mccarthy, G. Ryu), Advances in Consumer Research, janv. 1995, Vol. 22, p. 511‑517
"Spokesperson Fame and Vividness Effects in the Context of Issue-relevant Thinking: The Moderating Role of Competitive Setting" (T. Heath, M. Mccarthy, D. Mothersbaugh), Journal of Consumer Research, mars 1994, Vol. 20, p. 520‑534
"Attraction and Compromise Effects in Choice : Moderating Influences and Differential Loss Aversion to Quality and Nonquality Attributes" (T. Heath, S. Chatterjee), Advances in Consumer Research, janv. 1993, Vol. 20, p. 475
"Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model" (T. Heath, G. Gaeth), Advertising and the Processes of Attitude Formation and Change, janv. 1993, p. 125‑148
"Spokesperson Effects in High Involvement Markets" (T. Heath, D. Mothersbaugh, M. Mccarthy), Advances in Consumer Research, janv. 1993, Vol. 20, p. 704‑708
"The Reconciliation of Positivism and Humanism in the Practice of Consumer Research" (T. Heath), Journal of the Academy of Marketing Science, janv. 1992, Vol. 20, p. 107‑118
"How Entrants Affect Multiple Brands: A Dual Attraction Mechanism " (T. Heath, S. Chatterjee), Advances in Consumer Research, janv. 1991, p. 768‑772
"The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988)" (T. Heath), Journal of Consumer Research, sept. 1990, Vol. 17, p. 237‑241
"A Comparative Study of Market Share Models Using Disaggregate Data" (K. V., T. Heath), International Journal of Forecasting, juil. 1990, Vol. 6, p. 163‑174
"The Cognitive Processing of Misleading Advertising in Young and Old Adults: Assessment and Training" (G. Gaeth, T. Heath), Journal of Consumer Research, juin 1987, Vol. 14, p. 43‑54
"MULTIVALUE : A BASIC Program for Computing Theoretical Predictions for Simple and Multivalued Coalition Games" (T. Heath, C. Miller), Behavior Research Methods, Instruments, and Computers, janv. 1985, Vol. 17, Numéro 4, p. 511‑512
Autres activités pédagogiques
Teaching Undergraduate
1. Creativity, Innovation, and Marketing Decision Making
2. Principles of Marketing
3. Consumer/Buyer Behavior
4. General Psychology
5. Child and Adolescent Psychology Masters
1. Marketing Management
2. Consumer Behavior
3. Creativity for Strategic Success
4. International Practicum
5. New Product Development Doctoral
1. Current Research in Marketing
2. Foundations of Consumer Research
3. Judgment and Decision Making Processes
4. Applied Experimental Design Community
1. The Marketing of the Arts: The Future in Hindsight (Western Pennsylvania’s Professionals for the Arts, American ExpressProgram)
2. Eastern Area Adult Services, Board. Executive
1. Leveraging Consumer Psychology in the Marketplace (Samsung andCheil ExecutivePrograms in Marketing)
2. Marketing for Financial Services (Masters in Financial Services, Universidad Técnica Santa Maria; Guayaquil, Ecuador)
3. Marketing Seminar: Giant Eagle Inc.
4. Innovation through Marketing (Management Program for Executives; University of Pittsburgh)
5. The Marketing of Financial Services(Seminar; Bogota, Colombia)
6. Business Solutions through Electronic Marketing (Seminar; Quito, Ecuador)
7. Marketing Strategy for Products and Services (Seminar; Guayaquil, Ecuador)
8. Marketing Management; Creativity for Strategic Success (Intl. E.M.B.A.; Prague)
9. Conjoint Analysis (American Marketing Association School of Marketing Research;2003, 2004)
10. Marketing Vision (Bayer Senior Managers Program; Notre Dame; 2003, 2004, 2005) 1
1. 360 Empathic Listening, the New Media, and Innovation (with Pete Blackshaw, CMO, Buzzmetrics;Petters Group Leadership Conference; 2007)
Prix et distinctions
Academic/Professionals Honors
- Top Ten Reviewer, Journal of Consumer Psychology, 2009
- Outstanding Teacher of the Year, University of Notre Dame, M.B.A. Program; 2002
- Nominee, Outstanding Teacher of the Year, Miami University, 2003, 2004, 2005
- Outstanding Service and Dedication Award, Miami University, Students of Phi Kappa Tau and Delta Delta Delta; 2002
- Runner Up, M.B.A. Teacher of the Year, Katz Graduate School of Business; 1998, 2000
- Extra Effort Award, Katz Graduate School of Business, University of Pittsburgh; 1998
- Ponder Fellowships, ($3,700), University of Iowa; 1986, 1987
- AMA Doctoral Consortium Fellow; 1985. Grants
Heath, Timothy B. (1988), "The Effects of Brand Name Phonetic Symbolism and Meaningfulness on Brand Attitudes and Perceptions.". Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260. Heath, Timothy B.(1989), "Causation vs. Codefinition in Mentalistic Consumer Research." Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260. Heath, Timothy B. (1990), "The Power of Peripheral Cues in High Involvement Choice." Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260. Heath, Timothy B. (1991), "Peripheral Cues and Consumer Welfare." Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260. Zaltman, Gerald, Timothy B. Heath, and Robin A. Higie, "Picturing the Voice of the Customer : The Image Elicitation, Orientation, and Construction Technique, "Marketing Science Institute. ($2,500 award).
Activités scientifiques
Membre d'un comité de lecture
Journal of Consumer Research, Chicago Journals; 2002-2006
Journal of Consumer Psychology, Elsevier; 2000
Communications présentées à des conférences
"The Asymmetric Effects of Extending Brand Names to Lower and Higher Quality", (avec D. Delvecchio, M. Mccarthy). Society for Consumer Psychology, San Diego, 12 févr. 2009
"Sequencing Promotion and Prevention Features: The Moderating Role of Regulatory Focus", (avec S. Chatterjee, A. Malshe). Association for Consumer Research , San Francisco, 23 oct. 2008
"When Mixed Information is a blessing: The Effects of Critical Disagreement on a Film's Evaluation and Subsequent Box Office Performance", (avec S. Chatterjee, S. Basuroy). Association for Consumer Research : Asia Pacific , Sydney, Australia, 14 juin 2006
"An Experimental Test of Line Extensions Up and Down in Quality: Effects on Initial Choice and Subsequent Switching ", (avec M. Mccarthy, D. Delvecchio). Marketing Science Confrence, Pittsburgh, 08 juin 2006
"The Effects of Line Extensions Up and Down in Quality on Initial Choice and Subsequent Switching Tendencies", (avec M. Mccarthy). Association for Consumer Research, San Antonio, Texas, 29 sept. 2005
"Extending Brand Names Up and Down in Quality: Immediate and Downstream Effects on Choice", (avec M. Mccarthy). The La Londe Seminar, La Londe les Maures, France, 07 juin 2005
"Market Structure Effects in Dynamic Markets: Initial/Repeat Choice and Asymmetric Competition", (avec X. He, S. Chatterjee). Marketing Science Conference, Rotterdam, Netherlands, 24 juin 2004
"Insulating Against Cross-Tier Competitor Attacks: Minimizing Lost Share through Preemption and/or Differentiation", (avec D. Delvecchio). Mid-West Marketing Camp, Columbus, Ohio, 06 juin 2003
"Using Rewards to Insulate Consumers from the Competition: The Case of Segregated Versus Integrated Frequency Program Rewards", (avec S. Chatterjee). European Advances in Consumer Research, Dublin, Ireland, 04 juin 2003
"The Persuasive Power of Warranties: The Effects of Competing Signals, Supporting Product Information, and Need for Cognition", (avec S. Chatterjee, D. Mishra). Association for Consumer Research Conference-Asia Pacific, Beijing, China, 16 mai 2002
"Communicating Quality through Signals and Substantive Messages: The Effects of Supporting Information and Need for Cognition", (avec S. Chatterjee, D. Mishra). Association for Consumer Research, Austin, Texas, 11 oct. 2001
"The Retailer as Master of Asymmetric Price Competition: Experimental, Empirical, and Simulation-Based Results, Special Session", (avec J. Huber, X. He). Association for Consumer Research, Salt Lake City, Utah, 19 oct. 2000
"Product Assortment as a Source of Brand Choice, Brand Commitment, and Cross-Tier Switching", (avec X. He, S. Chatterjee). Association for Consumer Research, Salt Lake City, Utah, 19 oct. 2000
"Ideas as the Nexus of International Strategy: Stimulating Strategic Creativity from Above and Below", American Marketing Association¿s Strategic Interest Group Conference, Buenos Aires, Argentina, 28 juin 2000
"Innovations in Teaching International Marketing Strategy: From Phone Calls to Computer Simulations", (avec L. Feick). Special session at the American Marketing Association¿s Strategic Interest Group Conference, Buenos Aires, Argentina, 28 juin 2000
"An Experimental Test of Theories of Asymmetric Price and Asymmetric Quality Competition", (avec S. Chatterjee, M. Mccarthy). Marketing Science Conference, Fontainebleau, France, 10 juil. 1998
"Theories of Dynamic Choice and Early Empirical Findings: The Case of Asymmetric Competition", Behavioral Decision Research in Management, Miami, 19 juin 1998
"Increasing Search and Choice of Our Brand and Reducing Search and Choice of Competitor Brands: Differential Effects Across Types of Peripheral Advertising Cue", (avec D. Mothersbaugh, L. Feick). Marketing Science Conference, Berkeley, 21 mars 1997
"Price Frames and Transaction Utility: The Moderating Role of Need for Cognition", (avec S. Chatterjee, K. Russo France). Annual Meeting of the Society for Judgment and Decision Making, Los Angeles, 11 nov. 1995
"Advertising as Search Heuristic", (avec D. Mothersbaugh, L. Feick). Association for Consumer Research, Minneapolis, 19 oct. 1995
"Business Culture and Competitive Performance Session Discussant", American Marketing Association, Washington, 12 août 1995
"Asymmetric Switching Across Lower and Higher Quality: Experimental Tests of Multiple Mechanisms", (avec G. Ryu, S. Chatterjee, M. Mccarthy). Marketing Science Conference, Sydney, 03 juil. 1995
"Decision Difficulty in Multiattribute Choices: A Loss-Aversion Explanation", (avec S. Chatterjee). Behavioral Decision Research in Management, Boston, 20 mai 1994
"Zajonc's Legacy Session Discussant", Association for Consumer Research, Nashville, 07 oct. 1993
"Quality-Based Limitations of Attraction Effects on Consumer Choice: A Meta-Analysis", (avec S. Chatterjee). Association for Consumer Research, Vancouver, 08 oct. 1992
"Discount Frames and Price Perception: The Moderating Role of Need for Cognition", (avec S. Chatterjee, K. France). Behavioral Decision Research in Management, Berkeley, 01 juin 1992
"Nonmonotonicity and Asymmetry in Attraction and Repulsion", (avec S. Chatterjee). Behavioral Decision Research in Management, Philadelphia, 01 juin 1990
"Nonmonotonicities in Attraction", (avec S. Chatterjee). Albert Haring Symposium, Bloomington, Indiana, 05 avr. 1990
"Emerging Theoretical and Methodological Issues in the Study of Ad and Brand Attitudes", special session organized and chaired at the Association for Consumer Research, New Orleans, 19 oct. 1989
"An Experimental Investigation of Ad and Brand Effects after a Single Ad Exposure", Association for Consumer Research, New Orleans, 19 oct. 1989
"Consumer Fraud and Deterrence", (avec C. ). Association for Consumer Research, Honolulu-Maui, 13 oct. 1988
"The Cognitive Processing of Deceptive Advertising by Young and Old Adults", (avec G. Gaeth). American Marketing Association Summer Educators' Conference, Chicago, 01 août 1986
"The Existence and Interdependence of Attitudes Toward the Ad and Brand", (avec G. Gaeth). The Sixth Annual Advertising and Consumer Psychology Conference, Chicago, 14 mai 1986
"Deceptive Advertising and the Elderly Consumer", (avec G. Gaeth). Mid-America Congress on Aging, Kansas City, 01 avr. 1985
"Deceptive Advertising and the Elderly Consumer", (avec G. Gaeth). Department of Textiles and Consumer Economics and the Center for Research o, Aging, University of Maryland, College Park, 01 oct. 1984
Affiliations et activités académiques
Academic Positions Professor of Marketing, Richard T. Farmer School of Business, Miami University, Oxford Ohio; 2001-2009 Visiting Professor, Mendoza College of Business, University of Notre Dame, Notre Dame, Indiana; 2001-2002 Assistant/Associate Professor of Business Administration, Joseph M. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, Pennsylvania; 1988-2001. Dissertation Committees
Member : Brown, Christina M. (ongoing), "The Role of Affect in Self Regulation." (Chair : Allen McConnell) Member : Sacco, Donald F. (ongoing), "Obliged to Help : Variations in Physical Attractiveness Determine Expectations of Prosociality and Reactions to Free-riding." (Chair : Kurt Hugenberg) Member : He, Xin (2004), "New-Product Escalation Tendencies : Disentangling and Debiasing Justification, Omission, Status Quo, and Reasons-Based Effects." Chair : Jeff Inman Member : Ryu, Gangseog (1999), "Word of Mouth Communication and Its Moderators." (Chair : C. Whan Park) Member : Silverman, Steve (1996), "Factors Reducing Resistance to Innovative Product Ideas within the Firm." (Chair : Daniel C. Smith) Member : Rich, Michael (1996), "The Roles of Responsiveness and Assertiveness in Identifying Personal Style." (Chair : Daniel C. Smith) Chair :McCarthy, Michael S. (1997), 3Brand Extensions, Consumer Choice, and the Ability to Charge Price Premiums." Member : Rau, Steven E. (in progress), "The Effects of Auditors' Performance of Initial Audit Tsks on Subsequent Going Concern Judgments." (Chair : Donald Moser) Member : Klink, Richard (1996), "Expanding the Extendibility of Brands : Managing the Effects of Perceived Fit on Consumer Evaluations of New Products." (Chiar : Daniel C. Smith) Member : Ozer, Muammer (1996), "A New Method for Predicting New Product Success." (Chair : Rajiv Grover) Chair : Mothersbaugh, David L. (1995), "Advertising as Search Heuristic." Member : Lawson, Robert (1995), "Product-Level Consumer Decision Making Processes : A Top-Down Approach." (Chair : C. Whan Park) Chair : Chatterjee, Subimal (1994), "Conflict within Multiattribute Decisions : Sources and Solutions." Member : Milberg, Sandra J. (1993), The Reciprocal Effects of Brand Extensions." (Chair : C. Whan Park) Member : Brake, Alexandra (1992), The Adoption of Distribution Innovations : An Exploratory Study." Chair : Robert Perloff) Member :Chung, Lai H. (1992), "Framing Effects of Prior Outcomes and Coding Forms on Individual and Group Resource Allocation Decisions." (Chair : Jake Birnberg) Member : Balakrishnan, Subramanian (1992), "Market vs. 'Other' Orientations : Comparing Performance in the Machine Tool Industry." (Chairs : Rajiv Grover and Larry Feick Member : Roth, Martin S. (1990), "Brand Concept Development for International Markets." (Chair : Gerald Zaltman) Member : Lee, Donghoon (1989), "The Differential Impact of Comparative Advertising on Novice and Expert Consumers." (Chair : C. Whan Park) Conseil
Reviewer
Editorial Review Board : Journal of Consumer Psychology (2000-) Editorial Review Board : Journal of Consumer Research (2002-2006) Reviewer Journal of Consumer Research
Journal of Marketing Research
Journal of Marketing
Journal of Consumer Psychology
Intl. Journal of Research in Marketing
Management Science
Marketing Letters
Journal of Retailing
Journal of Advertising Research
Journal of Exptl. Social Psychology
Journal of Advertising
Journal of Business Research
Journal of Economic Education
American Marketing Association
Society for Consumer Psychology
Association for Consumer Research
Association for Consumer Research
(program committee member)
Academy of Management Conference
Journal of Economic Psychology Expérience professionnelle
Consulting/Expert Witness
- General Motors (Two months: Advisory role on advertising case)
- FTC v. Technosystems, Inc. (Four Years: Prepared reports to defend client against allegations ofdeceptive written communications)
- Klaric v. Winner, Intl. (Six Months: Advisory role to help client defend against priorspokesperson’s claims against client’s profits)
- Master Lock v. Winner, Intl., Winner Intl. v. Master Lock (Six Months: Research and reportwritten for Winner, Intl. in suit/countersuit regarding consumer responses to trademarksand potential trademark infringements and their effects)
- Grimes v. Technosystems, Inc. (Report submitted to Oklahoma Federal Court)
- Lion Apparel v. Total Fire Group (Federal case, Dayton, Ohio)
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