Alice M. Tybout

Alice M. Tybout is a distinguished Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University. With a profound expertise in brand management, brand storytelling, and consumer behavior, her academic journey has been marked by significant contributions to these fields. Her research has been widely published in leading journals and books, establishing her as a thought leader in marketing. Throughout her illustrious career, Tybout has been a prominent figure at marketing conferences, sharing her insights and research findings with peers and industry professionals. Her work has also caught the attention of major media outlets, further amplifying her influence beyond the academic sphere. At Kellogg, she was not only a dedicated educator, teaching courses in marketing and consumer behavior, but also a leader, having held various leadership roles within the Marketing Department. Tybout's research interests have evolved over the years, with a current focus on information processing and decision-making, particularly in the context of scandal management. Her work in this area seeks to unravel the complexities of how consumers process information and make decisions when faced with brand scandals, offering valuable insights for both academics and practitioners. Her contributions to the field of marketing have been recognized through her active involvement in professional organizations, where she has played a pivotal role in shaping the discourse around brand management and consumer behavior. Additionally, Tybout has engaged in consulting work, applying her academic insights to real-world challenges faced by businesses. Alice M. Tybout's legacy at Kellogg and in the broader marketing community is marked by her commitment to advancing knowledge and her ability to bridge the gap between theory and practice. Her work continues to inspire both current and future generations of marketers and academics.