Skip to main content

Leigh McAlister


Department:     Marketing

Additional Titles:     Ed and Molly Smith Chair in Business Administration Executive Director, Marketing Science Institute 2003-2005

Industry Areas:     Marketing Management, Marketing Strategy

Research Areas:     Consumer Behavior, Marketing Models, Marketing Strategy


Ed and Molly Smith Chair in Business Administration, Department of Marketing. Professor McAlister received a B.A. from the University of Oklahoma (1972) and an M.S. (1975) and a Ph.D. (1978) from Stanford University. The American Marketing Association selected her thesis as the best doctoral dissertation, 1978. The Association of Consumer Researchers and the Journal of Consumer Research selected the article from her thesis as the best article based on a doctoral dissertation, 1978. She won the 2003 O’Dell Award for the most impactful paper published in Journal of Marketing Research in 1998, the 2005 Davidson Prize for the best paper in Journal of Retailing and she was a finalist for the 2007 MSI/H. Paul Root Award for the Journal of Marketing Paper with the most impact on practice. Her research focuses on consumers’ reactions to marketing interventions and the strategic implications of those reactions. Published in Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Retailing, this work has been supported by Procter & Gamble, HEB Grocery Co., 3M, Motorola, Frito-Lay, Philip Morris, Pepsi, Miller, McLane Distributing, and the Marketing Science Institute. In addition to these major research programs, Professor McAlister has edited: Choice Models for Buyer Behavior, 1982; ACR Proceedings, 1992; and, in 1997, published Grocery Revolution, a book co-authored with Professor Barbara Kahn of Wharton. Professor McAlister is on editorial boards of the Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology and Marketing Letters, and served as Executive Director of the Marketing Science Institute, 2003-2005. While on the faculty of the University of Washington (1978-1981), Professor McAlister was named the outstanding teacher in the Graduate School of Business. At M.I.T. (1981-1986), she won an institute-wide teaching award. In 1987, 1988, 1989, 1992, 1996, 2001, 2002 and 2006 Professor McAlister won teaching awards at The University of Texas. She was given the CBA Award for Research Excellence in 1994, and the CBA Award for Teaching Innovation in 1996.



O'Dell Award for best article published in 1998 in Journal of Marketing Research



CBA Foundation Award for Research Excellence



MIT Teaching Award



University of Texas Teaching Awards, 1987, 1988, 1989, 1992, 1996, 2001, 2002



Leigh McAlister, Frank Germann, Natalie Chisam, Pete Hayes, Adriana Lynch, and Bill Stewart. May 2023. A Taxonomy of Marketing Organizations. Journal of the Academy of Marketing Science 51(3): 617-635.

Leigh M. McAlister and Shameek Sinha. 2021. A Customer Portfolio Management Model that Relates a Company’s Marketing to Its Long-Term Survival. Journal of the Academy of Marketing Science 49(3), 584-600.


Sibel Sozuer, Gregory S. Carpenter, Praveen K. Kopalle, and Leigh M. McAlister. 2020. The Past, Present, and Future of Marketing Strategy. Marketing Letters 31(2/3), 163-174.


Leonard Lee, J. Jeffrey Inman, and Leigh M. McAlister. 2018. From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model. Journal of the Association for Consumer Research 3(3, 277-293.


Leigh M. McAlister, Raji Srinivasan, Niket Jindal, and Albert A. Cannella. 2016. Advertising Effectiveness: The Moderating Effect of Firm Strategy. Journal of Marketing Research 53(2), 207-224.


Leigh M. McAlister. 2016. Rigor Versus Method Imperialism. Journal of the Academy of Marketing Science 44(5), 565-567.


Jennifer L. Burton, Leigh M. McAlister, and Wayne D. Hoyer. 2015. How Do Consumers Respond To Storylines in Television Advertisements? Journal of Advertising Research 55(1), 51-61.


Niket Jindal and Leigh M. McAlister. 2015. The Impacts of Advertising Assets and R&D Assets on Reducing Bankruptcy Risk. Marketing Science34(4), 555-572.


Joseph K. Goodman, Susan M. Broniarczyk, Jill G. Griffin, and Leigh M. McAlister. 2013. Help or Hinder? When Recommendation Signage Expands Consideration Sets and Heightens Decision Difficulty. Journal of Consumer Psychology 23(2), 165-174.


Leigh M. McAlister, Garrett P Sonnier, and Tom S. Shively. 2012. The Relationship Between Online Communications and Firm Value. Marketing Letters 23(1), 1-12.


Garrett P Sonnier, Leigh M. McAlister, and Oliver Rutz. 2011. A Dynamic Model of the Effect of Online Communications on Firm Sales. Marketing Science 30(4), 702-716.


Jason Duan, Leigh M. McAlister, and Shameek Sinha. 2011. Reexamining Bayesian Model-Comparison Evidence of Cross-Brand Pass-Through. Marketing Science 30(3), 550-561.


Donald Lehmann, Leigh M. McAlister, and Richard Staelin. 2011. Sophistication in Research in Marketing. Journal of Marketing 75(4), 155-165.


MinChung Kim and Leigh M. McAlister. 2011. Stock Market Reaction to Unexpected Growth in Marketing Expenditure. Journal of Marketing75(4), 68-85.


Peter C. Verhoef, Rajkumar Venkatesan, Leigh M. McAlister, Edward C. Malthouse, Manfred Krafft, and Shankar Ganesan. 2010. CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions. Journal of Interactive Marketing 24(2), 121-137.


Leigh M. McAlister, Edward I. George, and Yung-Hsien Chen. 2009. A Basket-mix Model to Identify Cherry-picked Brands. Journal of Retailing85(4), 425-436.


J. Andrew Petersen, Leigh M. McAlister, David J. Reibstein, Russell S. Winer, V. Kumar, and Geoff Atkinson. 2009. Choosing the Right Metrics to Maximize Profitability and Shareholder Value. Journal of Retailing 85(1), 95-111.


Michael D. Kimbrough, Leigh M. McAlister, Natalie Mizik, Robert Jacobson, Mark J. Garmaise, Shuba Srinivasan, and Dominique M. Hanssens. 2009. Commentaries and Rejoinder to “Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions”. Journal of Marketing Research 46(3), 313-329.


Leigh M. McAlister, Raji Srinivasan, and Kim, Min Chung. 2007. Advertising, Research and Development, and Systematic Risk of the Firm. Journal of Marketing 71, 35-48.


Leigh M. McAlister. 2007. Cross-Brand Pass-Through: Fact or Artifact? Marketing Science 26, 876-898.


Leigh M. McAlister. 2007. Further Movement Toward Insight and Relevance. Journal of Public Policy and Marketing 26, 139-140.


Leigh M. McAlister, Robert P. Leone, Vithala R. Rao, Kevin Lane Keller, Rajendra Srivastava, and Anita Man Luo. 2006. Linking Brand Equity to Customer Equity. Journal of Service Research 9 (2), 125-138.


Leigh M. McAlister and Earl Taylor. 2005. Choosing Priorities. Marketing Management 14, 42-46.


Stephen W. Brown, Frederick E. Webster, Jr., Jan-Benedict E.M. Steenkamp, William L. Wilkie, Jagidsh N. Sheth, Rajendra S. Sisodia, Roger A. Kerin, Deborah J. MacInnis, Leigh M. McAlister, Jagmohan S. Raju, Ronald J. Bauerly, Don T. Johnson, Mandeep Singh, and Richard Staelin. 2005. Marketing Renaissance: Opportunities and Imperatives for Improving Marketing Thought, Practice, and Infrastructure. Journal of Marketing69, 1-25.


Andrea Morales, Barbara Kahn, Cynthia Huffman, Leigh M. McAlister, and Susan M. Broniarczyk. 2005. Perceptions of Assortment Variety: The Effects of Congruency Between Consumer's Internal and Retailers' External Organization. Journal of Retailing 81(2), 159-169.


Leigh M. McAlister. 2005. Toward Insight and Relevance. Journal of Public Policy and Marketing 24, 131-132.


Yung-Hsin Chien, Edward I. George, and Leigh M. McAlister. 2001. Measuring a Brand's Tendency to be Included in High Value Baskets. Marketing Letters 12, 287-298.


William W. Cooper and Leigh M. McAlister. 1999. Can Research be Basic and Applied? You Bet. It Better be for B-Schools. Socio-Economic Planning Sciences 33, 257-276.


Susan M. Broniarczyk, Wayne D. Hoyer, and Leigh M. McAlister. 1998. Consumer's Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction. Journal of Marketing Research 35, 166-176.


Leigh M. McAlister, Michael Zenor, and Bart Bronnenberg. 1998. The Impact of Marketing Policy on Promotional Price Elasticities and Baseline Sales. European Journal of Retailing and Consumer Services 5, 25-32.


William W. Cooper and Leigh M. McAlister. 1998. The Importance of Basic, Applied Research. Journal of Market-Focused Management 2, 303-308.


J. Jeffrey Inman and Leigh M. McAlister. 1994. Do Coupon Expiration Dates Affect Consumer Behavior? Journal of Marketing Research 31, 423-428.


Fred Feinberg, Barbara Kahn, and Leigh M. McAlister. 1994. Implications and Relative Fit of Several First Order Markov Models of Consumer Variety Seeking. European Journal of Operational Research 76, 309-320.


J. Jeffrey Inman and Leigh M. McAlister. 1993. A Retailer Promotion Policy Model Considering Promotion Signal Sensitivity. Marketing Science12, 339-356.


Fred Feinberg, Barbara Kahn, and Leigh M. McAlister. 1992. Market Share Response When Consumers Seek Variety. Journal of Marketing Research 29, 227-237.


Scott Davis, J. Jeffrey Inman, and Leigh M. McAlister. 1992. Promotion Has a Negative Effect--Or Does It? Additional Disconfirming Evidence. Journal of Marketing Research 29, 143-148.


Leigh M. McAlister, Rajendra K. Srivastava, Joel Horowitz, Morgan Jones, Wagner Kamakura, Jack Kulchitsky, Brian Ratchford, Gary Russell, Fareena Sultan, Tetsuo Yai, Doyle Weiss, and Russ Winer. 1991. Incorporating Choice Dynamics in Models of Consumer Behavior. Marketing Letters 2, 241-252.


Peter Fader and Leigh M. McAlister. 1990. An Elimination by Aspects Model of Consumer Response to Promotion. Journal of Marketing Research 27, 322-332.


J. Jeffrey Inman, Leigh M. McAlister, and Wayne D. Hoyer. 1990. Promotion Signals: Proxy for a Price Cut? Journal of Consumer Research 17, 74-81.


Leigh M. McAlister, Max H. Bazerman, and Peter Fader. 1986. Power and Goal Setting in Channel Negotiations. Journal of Marketing Research23, 228-236.


James M. Lattin and Leigh M. McAlister. 1985. Using a Variety Seeking Model to Identify Substitute and Complementary Relationships Among Competing Products. Journal of Marketing Research 22, 330-339.


Phil Kienast, Douglas MacLachlan, Leigh M. McAlister, and David Sampson. 1983. Employing Conjoint Analysis in Making Compensation Decisions. Personnel Psychology 36, 301-313.


Phil Kienast, Douglas MacLachlan, Leigh M. McAlister, and David Sampson. 1983. The Modern Way to Redesign Compensation Packages. Personnel Administrator 28, 127-133.


Leigh M. McAlister. 1982. A Dynamic Attribute Satiation Model of Variety Seeking Behavior. Journal of Consumer Research 9, 141-150.


Leigh M. McAlister and Edgar A. Pessemier. 1982. Variety Seeking Behavior: An Interdisciplinary Review. Journal of Consumer Research 9, 311-322.


Leigh M. McAlister. 1979. Choosing Multiple Items from a Product Class. Journal of Consumer Research 6, 213-224.


Leigh M. McAlister and Barbara E. Kahn. 1977. The Grocery Revolution: The New Focus on the Consumer. Addison-Wesley.