Timothy B. Heath, Ph.D.
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Timothy B. Heath, Ph.D.Miami University
Department of Marketing
Farmer School of Business
Miami University
Oxford, Ohio 45056
Education
Ph.D., Business Administration, University of Iowa, Iowa City, Iowa; August 1988 (Chair: Gary J. Gaeth).
B.A., Psychology, Northern IllinoisUniversity, DeKalb, Illinois; May, 1979.
B.S., Sociology, Northern IllinoisUniversity, DeKalb, Illinois; May, 1979.
Academic Positions
Visiting Professor, ESSEC Business School, Department of Marketing, B.P.5010595021, Cergy-Pontoise, CEDEX, France, 2009-.
Professor of Marketing, Richard T. Farmer School of Business, MiamiUniversity, Oxford Ohio; 2001-.
Visiting Professor, Mendoza College of Business, University of Notre Dame, NotreDame, Indiana; 2001-2002.
Assistant/Associate Professor of Business Administration, Joseph M. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, Pennsylvania; 1988-2001.
Academic/Professional 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, MiamiUniversity, 2003, 2004, 2005.
Outstanding Service and Dedication Award, MiamiUniversity, Students of Phi KappaTau and Delta Delta Delta; 2002.
Runner Up, M.B.A. Teacher of the Year, KatzGraduateSchool of Business; 1998, 2000.
Extra Effort Award,KatzGraduateSchool of Business, University of Pittsburgh; 1998.
Journal of Consumer Research, Editorial Review Board; 2002-2006.
Journal of Consumer Psychology, Editorial Review Board; 2000-.
Ponder Fellowships, ($3,700), University of Iowa; 1986, 1987.
AMA Doctoral Consortium Fellow; 1985.
Published Papers
Chatterjee, Subimal, Ashwin V. Malshe, and Timothy B. Heath (Forthcoming), “The Effect of Mixed Versus Blocked Sequencing of Promotion and Prevention Features on Brand Evaluation: The Moderating Role of Regulatory Focus,” Journal of Business Research.
Chatterjee, Subimal, Timothy B. Heath, and Junhong Min (2009), "The Susceptibility of Mental Accounting Principles to Evaluation Mode Effects," Journal of Behavioral Decision Making. 22 (April), 120-137.
DelVecchio, Devon and Timothy B. Heath (2008), “An Experimental Test of Brand Insulation Against Competitor Attacks: Effects of Consumer Heterogeneity and Residual Desire,” Psychology and Marketing, 25 (October), 944-960.
Chatterjee, Subimal, Timothy B. Heath, and Suman Basuroy (2003), “Failing to Suspect Collusion in Price-Matching Guarantees: Consumer Limitations in Game-Theoretic Reasoning,” Journal of Consumer Psychology, 13 (3), 255-267.
McCarthy, Michael S., Timothy B. Heath, and Sandra J. Milberg (2001), “New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice,”Marketing Letters, 12 (February), 73-88.
Heath, Timothy B. (2001), “Testing Mediation in the Context of ‘Other’ Variables,”Journal of Consumer Psychology, 10 (1-2), 94-97.
Heath, Timothy B., Joel Huber, Xin He (2001), “The Retailer as Master of Asymmetric Price Competition: Experimental, Empirical, and Simulation-Based Results,” in Advances in Consumer Research, Vol. 28, eds. Mary C. Gilly, Joan Meyers-Levy, Provo, UT: Association for Consumer Research, 206.
Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, Michael S. McCarthy, David L. Mothersbaugh, Sandra J. Milberg, and Gary J. Gaeth (2000), “Asymmetric Competition in Choice and the Leveraging of Competitive Disadvantages,”Journal of Consumer Research, 27 (December), 291-308.
Chatterjee, Subimal, Timothy B. Heath, Sandra J. Milberg, and Karen R. France (2000), “The Differential Processing of Price in Gains and Losses: The Effect of Frame and Need for Cognition,” Journal of Behavioral Decision Making, 13 (1), 61-75.
Chatterjee, Subimal, Timothy B. Heath, and Suman Basuroy (2000), “Cross Coupons and Their Effect on Asymmetric Price Competition between National and Private Brands,” in Advances in Consumer Research, Vol. 27, eds. Robert Meyer and Stephen Hoch, Provo, UT: Association for Consumer Research, 24-29.
Published Papers (continued)
Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, and Michael S. McCarthy (1997), “Asymmetries in Price and Quality Competition: Experimental Tests of Underlying Mechanisms,” in Advances in Consumer Research, Vol. 24, eds. Merrie Brucks and Deborah J. MacInnis, Provo, UT: Association for Consumer Research, 366-374.
Chatterjee, Subimal and Timothy B. Heath (1996), “Conflict and Loss Aversion in Multi-Attribute Choice: The Effects of Trade-off Size and ReferenceStates on Decision Difficulty,” Organizational Behavior and Human Decision Processes, 67 (August), 144-155.
Mothersbaugh, David L., Timothy B. Heath, and Lawrence F. Feick (1995), “Marketing Tactics, Search, and Choice,” in Advances in Consumer Research, Vol. 23, eds. Kim P. Corfman and John G. Lynch, Jr., Provo, UT: Association for Consumer Research, 269-270.
Heath, Timothy B. and Subimal Chatterjee (1995), “Asymmetric Decoy Effects on LowerQuality and Higher-Quality Brands: Meta-Analytic and Experimental Evidence,” Journal of Consumer Research, 22 (December), 268-284.
Heath, Timothy, B., Subimal Chatterjee, and Karen R. France (1995), “Mental Accounting and Changes in Price: The Frame Dependence of Reference Dependence,” Journal of Consumer Research, 22 (June), 90-97.
Heath, Timothy B., David L. Mothersbaugh, Michael S. McCarthy, and Gangseog Ryu (1995), “Peripheral Cues as Sources of Market Inefficiencies in the U.S. and Russia,” in Advances in Consumer Research, Vol. 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT: Association for Consumer Research, 511-517.
Chatterjee, Subimal and Timothy B. Heath (1995), "Asymmetric Choice Patterns Across Higher-Quality and Lower-Quality Brands," in Advances in Consumer Research, Vol. 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT: Association for Consumer Research, 328-332.
Heath, Timothy B., Michael S. McCarthy, and David L. Mothersbaugh (1994), “Spokesperson Fame and Vividness Effects in the Context of Issue-relevant Thinking: The Moderating Role of Competitive Setting,” Journal of Consumer Research, 20 (March), 520-534.
Heath, Timothy B. and Subimal Chatterjee (1993), "Attraction and Compromise Effects in Choice: Moderating Influences and Differential Loss Aversion to Quality and Nonquality Attributes," in Advances in Consumer Research, Vol. 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: Association for Consumer Research, 475.
Heath, Timothy B., David L. Mothersbaugh, and Michael S. McCarthy (1993), "Spokesperson Effects in High Involvement Markets," in Advances in Consumer Research, Vol. 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: Association for Consumer Research, 704-708.
Published Papers (continued)
Heath, Timothy B. and Gary J. Gaeth (1993), "Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model," in Advertising and the Processes of Attitude Formation and Change, eds. Eddie M. Clark, Timothy C. Brock, and David W. Stewart, Englewood Cliffs, N.J.: Erlbaum, 125-148.
Heath, Timothy B. (1992), "The Reconciliation of Positivism and Humanism in the Practice of Consumer Research: A View from the Trenches," Journal of the Academy of Marketing Science, 20 (Spring), 107-118.
Heath, Timothy B. and Subimal Chatterjee (1991), "How Entrants Affect Multiple Brands: A Dual Attraction Mechanism," in Advances in Consumer Research, Vol. 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT: Association for Consumer Research, 768-772.
Heath, Timothy B. (1990), "The Logic of Mere Exposure: A Reinterpretation of Anand, Holbrook, and Stephens (1988)," Journal of Consumer Research, 17 (September), 237-241.
Kumar, V. and Timothy B. Heath (1990), "A Comparative Study of Market Share Models Using Disaggregate Data," International Journal of Forecasting, 6 (July), 163-174.
Heath, Timothy B., Subimal Chatterjee, and Karen R. France (1990), "Using the Phonemes of Brand Names to Symbolize Brand Attributes," American Marketing Association Summer Educators' Conference: Proceedings, Chicago: American Marketing Association, 8-42.
Gaeth, Gary J. and Timothy B. Heath (1987), "The Cognitive Processing of Misleading Advertising in Young and Old Adults: Assessment and Training," Journal of Consumer Research, 14 (June), 43-54.
Heath, Timothy B. and Charles E. Miller (1985), "MULTIVALUE: A BASIC Program for Computing Theoretical Predictions for Simple and Multivalued Coalition Games," Behavior Research Methods, Instruments, and Computers, 17 (4), 511-512.
Conference Presentations
Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy (2010), “Asymmetric Effects of Product-Line Extensions to Lower and Higher Quality,” European Marketing Academy Conference, Copenhagen, Denmark, June 1-4, 2010.
Chatterjee, Subimal, Ashwin V. Malshe, Timothy B. Heath, and Glenn A. Pitman (forthcoming), “The Effects of Regulatory Focus on Consumer Judgments Involving Self and Others’ Payoffs,” in Advances in Consumer Research, Vol. 37, eds. Margaret C. Campbell, J. Jeffrey Inman, and Rik Pieters, Duluth, MN: Association for Consumer Research. (Presented at the Association for Consumer Research Conference, Pittsburgh, Pennsylvania: October 22-25, 2009.
Conference Presentations (continued)
DelVecchio, Devon and Timothy B. Heath (forthcoming), “Multi-Unit Discounting and Discount Size: Getting More for Less,” in Advances in Consumer Research, Vol. 37, eds. Margaret C. Campbell, J. Jeffrey Inman, and Rik Pieters, Duluth, MN: Association for Consumer Research. (Presented at the Association for Consumer Research Conference, Pittsburgh, Pennsylvania: October 22-25, 2009.
Chatterjee, Subimal, Timothy B. Heath, Magdoleen Ierlan, and Napatsorn Jiraporn (2009), “Consumers’ Reluctance to Use Windfall Gains to Offset Opportunity Losses,” in Asia-Pacific Advances in Consumer Research 2009, Vol. 8, eds.Dipankar Chakravarti, Sridhar Samu and Rajiv Vaidyanathan, Duluth, MN: Association for Consumer Research, 4-5.
Heath, Timothy B., Devon DelVecchio, Michael S. McCarthy, and Subimal Chatterjee (2009), “The Asymmetric Effects of Extending Brand Names to Lower and Higher Quality,” Society for Consumer Psychology, San Diego, February 12-14.
Heath, Timothy B., Devon DelVecchio, Michael S. McCarthy, and Subimal Chatterjee (2008), “Effects of Lower and Higher Quality Brand Versions on Brand Evaluation: An Opponent-Process Model Plus Differential Version Weighting,”Advances in Consumer Research, Vol. 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, 573-574. (Association for Consumer Research, San Francisco, October 23-25.)
Chatterjee, Subimal, Ashwin Malshe, and Timothy B. Heath (2008), “Sequencing Promotion and Prevention Features: The Moderating Role of Regulatory Focus,” Association for Consumer Research, San Francisco, October 23-25.
Heath, Timothy B., Michael S. McCarthy, and Devon DelVecchio (2006), “An Experimental Test of Line Extensions Up and Down in Quality: Effects on Initial Choice and Subsequent Switching,” Marketing Science Conference, Pittsburgh, June 8-10.
Chatterjee, Subimal, Timothy B. Heath, and Suman Basuroy (2006), “When Mixed Information is a Blessing: The Effects of Critical Disagreement on a Film’s Evaluation and Subsequent Box Office Performance,” Association for Consumer Research: Asia Pacific, Sydney, Australia, June 14-16.
Heath, Timothy B. and Michael S. McCarthy (2005), “The Effects of Line Extensions Up and Down in Quality on Initial Choice and Subsequent Switching Tendencies,” Association for Consumer Research, San Antonio, Texas, September 29-October 2.
Heath, Timothy B. and Michael S. McCarthy (2005), “Extending Brand Names Up and Down in Quality: Immediate and Downstream Effects on Choice,” TheLa Londe Seminar, La Londe les Maures, France, June 7-10.
Conference Presentations (continued)
Heath, Timothy B., Xin He, and Subimal Chatterjee (2004), “Market Structure Effects in Dynamic Markets: Initial/Repeat Choice and Asymmetric Competition,” Marketing Science Conference, Rotterdam, Netherlands, June 24-26.
Chatterjee, Subimal and Timothy B. Heath (2003), "Using Rewards to Insulate Consumers from the Competition: The Case of Segregated Versus Integrated Frequency Program Rewards," in European Advances in Consumer Research,Dublin, Ireland, June 4-7, 2003.
DelVecchio, Devon and Timothy B. Heath (2003), “Insulating Against Cross-Tier Competitor Attacks: Minimizing Lost Share through Preemption and/or Differentiation,” Mid-West Marketing Camp, Columbus, Ohio, June 6-8.
Chatterjee, Subimal, Timothy B. Heath, Debi P. Mishra (2002), “The Persuasive Power of Warranties: The Effects of Competing Signals, Supporting Product Information, and Need for Cognition,” Association for Consumer Research Conference-Asia Pacific, Beijing, China, May 16-19.
Chatterjee, Subimal, Timothy B. Heath, Debi P. Mishra (2001), “Communicating Quality through Signals and Substantive Messages: The Effects of Supporting Information and Need for Cognition,” Association for Consumer Research, Austin, Texas: October 11-14.
Heath, Timothy B., Xin He, and Subimal Chatterjee (2000), “Product Assortment as a Source of Brand Choice, Brand Commitment, and Cross-Tier Switching,” Association for Consumer Research, Salt Lake City, Utah, October 19-22.
Heath, Timothy B., Joel Huber, and Xin He (2000), The Retailer as Master of Asymmetric Price Competition: Experimental, Empirical, and Simulation-Based Results, Special Session, Association for Consumer Research, Salt Lake City, Utah, October 19-22.
Heath, Timothy B. and Lawrence F. Feick (2000), ”Innovations in Teaching International Marketing Strategy: From Phone Calls to Computer Simulations.” Special session at the American Marketing Association’s Strategic Interest Group Conference, Buenos Aires, Argentina, June 28-30.
Heath, Timothy B. (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, June 28-30.
Heath, Timothy B., Subimal Chatterjee, and Michael S. McCarthy (1998), "An Experimental Test of Theories of Asymmetric Price and Asymmetric Quality Competition," Marketing Science Conference, Fontainebleau, France, July 10-13.
Conference Presentations (continued)
Heath, Timothy B. (1998), "Theories of Dynamic Choice and Early Empirical Findings: The Case of Asymmetric Competition," Behavioral Decision Research in Management," Miami, June 19-21.
Heath, Timothy B., David L. Mothersbaugh, and Lawrence F. Feick (1997), "Increasing Search and Choice of Our Brand and Reducing Search and Choice of Competitor Brands: Differential Effects Across Types of Peripheral Advertising Cue," Marketing Science Conference, Berkeley, March 21-24.
Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, and Michael S. McCarthy (1995), "Asymmetric Switching Across Lower and Higher Quality: Experimental Tests of Multiple Mechanisms," Marketing Science Conference, Sydney, July 3-5.
Chatterjee, Subimal, Timothy B. Heath, and Karen Russo France (1995), "Price Frames and Transaction Utility: The Moderating Role of Need for Cognition," Annual Meeting of the Society for Judgment and Decision Making, Los Angeles, November 11-13.
Mothersbaugh, David L., Timothy B. Heath, and Lawrence F. Feick (1995), "Advertising as Search Heuristic," Association for Consumer Research,Minneapolis, October 19-22.
Heath, Timothy B. (1995), "Business Culture and Competitive Performance" Session Discussant, American Marketing Association, Washington, August 12-15.
Chatterjee, Subimal and Timothy B. Heath (1994), "Decision Difficulty in Multiattribute Choices: A Loss-Aversion Explanation," Behavioral Decision Research in Management, Boston, May 20-22.
Heath, Timothy B. (1993), "Zajonc's Legacy," Session Discussant, Association for Consumer Research, Nashville, October 7-10.
Chatterjee, Subimal and Timothy B. Heath (1992), "Quality-Based Limitations of Attraction Effects on Consumer Choice: A Meta-Analysis," Association for Consumer Research, Vancouver, October 8-11.
Heath, Timothy B., Subimal Chatterjee, and Karen R. France (1992), "Discount Frames and Price Perception: The Moderating Role of Need for Cognition," Behavioral Decision Research in Management, Berkeley, June.
Heath, Timothy B. and Subimal Chatterjee (1990), "Nonmonotonicity and Asymmetry in Attraction and Repulsion," Behavioral Decision Research in Management, Philadelphia, June 1-3.
Conference Presentations (continued)
Heath, Timothy B. and Subimal Chatterjee (1990), "Nonmonotonicities in Attraction," Albert Haring Symposium, Bloomington, Indiana, April 5-7.
Heath, Timothy B. (1989), "An Experimental Investigation of Ad and Brand Effects after a Single Ad Exposure," Association for Consumer Research, New Orleans, October 19-22.
Heath, Timothy B. (1989), "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, October 19-22.
Cole, Catherine A. and Timothy B. Heath (1988), "Consumer Fraud and Deterrence," Association for Consumer Research, Honolulu-Maui, October 13-19.
Gaeth, Gary J. and Timothy B. Heath (1987), “The Cognitive Processing of Misleading Advertising in Young and Old Adults: Assessment and Training,” Journal of Consumer Research, 14 (June), 43-54.
Heath, Timothy B. and Gary J. Gaeth (1987), "The Existence and Interdependence of Attitudes Toward the Ad and Brand," The Sixth Annual Advertising and Consumer Psychology Conference, Chicago, May 14-15.
Gaeth, Gary J. and Timothy B. Heath (1986), "The Cognitive Processing of Deceptive Advertising by Young and Old Adults," American Marketing Association Summer Educators' Conference, Chicago, August.
Heath, Timothy B. and Gary J. Gaeth (1985), "Deceptive Advertising and the Elderly Consumer," Mid-America Congress on Aging, Kansas City, April. Also at the Department of Textiles and Consumer Economics and the Center for Research on Aging, University of Maryland, College Park, October 1984.
Work in Progress
Heath, Timothy B. and Subimal Chatterjee (preparation for third round, Journal of Behavioral Decision Making), “A Composite Value Function and Its Potential Contributions to Probability-Weighting Patterns.” We review four prominent utility/value functions plus theory and research implicating the integration of Markowitz’s (1952) function with Kahneman and Tversky’s (1979) function. A third valuation thrust is ultimately included to reflect the fact that risky assets (e.g., lottery tickets) increase wealth initially, after which any failure to pay off is hedonically negative as wealth re-contracts (Bell, 1985). The composite function’s valuation processes are then shown to contribute to the risk seeking often believed to arise from overweighted smaller probabilities alone (Study 1), and to the risk aversion often believed to arise from underweighted larger probabilities alone (Study 2). Study 2 further shows that choices that pit sure gains against risky gains further increase risk aversion by stimulating (1) anticipatory loss aversion when decision makers treat sure things as an instant endowments, and (2) anticipatory regret over forgoing sure things. By representing valuation processes more thoroughly, the composite function promises to help researchers better control for valuation effects and thereby estimate probability weights more accurately.
Work in Progress (continued)
Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy (being revised for third round, Journal of Marketing), “The Asymmetric Effects of Extending Brands to Lower and Higher Quality.” Managers often extend brands to different quality levels, and commonly to lower quality (e.g., Charmin Basic) which risks tarnishing brand image. This study examines line extensions across quality levels by testing the effects of middle-quality brands such asGiovanni’s pasta sauce (fictitious) and Foster’s beer(real) offering higher-quality (e.g., Giovanni’s Magnifico) or lower-quality line extensions (e.g., Foster’s Grog). A robust asymmetry emerges in which higher-quality extensions help brands more than lower-quality extensions hurt, the latter often having no effect. The asymmetry prevails across various studies, real and fictitious brands, outcomes such as brand attitudes and perceived brand innovativeness, and both between-subjects and within-subjects assessments. The asymmetry is shown to arise from two primary processes: (1) opponent processes produced by lower-quality extensions whose negative quality-association effects are tempered by positive variety effects (consumers preferring broader product lines), and (2) best-of-brand processing: because the brand’s highest-quality version signals brand expertise (ability to produce high quality products), consumers weight higher-quality extensions more than lower-quality extensions when judging brands.