Associate Professor | Marketing
4172 Grainger Hall
(608) 265-3134

Biography

Rob Tanner is an associate professor with the Marketing Department of the Wisconsin School of Business.

His research interests currently include implications of selective processing for consumer choice, non-conscious influences on consumer choice, and consumer optimism.

Tanner’s work has appeared in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, and Organizational Behavior and Human Decision Making.

His research has been cited in The New York Times, New Scientist Magazine, Oprah magazine, Good Housekeeping, and Men’s Health. Tanner is an ad hoc reviewer for the Association for Consumer Research Conference, Journal of Consumer Research, and Journal of Consumer Psychology.

He teaches marketing communications to MBA students.

Previously, he worked as a consultant with Boston Consulting Group and on a variety of CEO-level projects, including sales force strategy, strategic pricing, and e-commerce strategies for Fortune 500 companies.
Tanner earned his Ph.D. in marketing from Duke University.

He holds an MBA from the University of Chicago and a B.S. in industrial economics from Warwick University (UK).

Research

Selected Published Journal Articles

OGUINN, T. & Tanner, R. & Maeng, A. (2015). Turning to Space: Social Density, Social Class and the Value of Things in Stores Journal of Consumer Research

Tanner, R. & Schweidel, D. (2014). Synergy or Interference: The Effect of Product Placement on Commercial Break Audience Decline Marketing Science

Carlson, k. & Tanner, R. & Meloy, M. & Russo, J. (2014). Catching Goals in the Act of Decision Making Organizational Behavior and Human Decision Processes

Tanner, R. & Maeng, A. & Soman, D. (2013). Social Crowding and Consumer Choice Journal of Marketing Research

Maeng, A. & Tanner, R. (2013). Construing in the Crowd: The Effects of Social Crowding on Mental Construal Journal of Experimental Social Psychology

Tanner, R. & Ahreum, M. (2012). A Tiger and a President: Journal of Consumer Research

Bond, S. & Carlson, K. & Meloy, M. & Russo, J. & Tanner, R. (2007). Information distortion in the evaluation of a single option Organizational Behavior and Human Decision Processes

Selected Submitted Journal Articles

Lu, Y. & Tanner, R. & Carlson, K. (2019). "That Money Feels Like Mine": How a Consumer-Funded Frame Increases Incentive Effectiveness Journal of Marketing Research

Working Papers

Lu, Y. & Tanner, R. & Hsee, C. (2018). Loss Leads to Love: How Temporary Deprivation of Ownership Enhances Valuation

Presentations

UW Madison Department of Sociology (2013) Looks like a Bus Station: Shopper Density, Status Inferences, and Object Valuations by Consumers

SCP (2010) Trust Hijack - Consequences of Facial Morphing

Teaching

Undergraduate Courses

Marketing Communications (MKT 415), Spring 2009.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.

Marketing Communications (MKT 415), Spring 2009.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.

Marketing Communications (MKT 415), Spring 2010.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.

Marketing Communications (MKT 415), Spring 2010.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.

Graduate Courses

Marketing Communications (MKT 715), Spring 2009.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.

Marketing Communications (MKT 715), Spring 2010.
Decision-making in the management of promotions. An evaluation of promotional mix, communications theories, advertising and promotional management and strategy development.