The AMA Foundation (AMAF) is thrilled to announce Anna Tuchman, Professor of Marketing at Northwestern University’s Kellogg School of Management, as the recipient of the 2025 Erin Anderson Award for an Emerging Female Marketing Scholar and Mentor! The Erin Anderson Award recognizes emerging female marketing scholars and mentors, while honoring and celebrating the life of Erin Anderson. Erin was a widely respected mentor and scholar whose research made significant contributions to the marketing discipline.
This award is given annually to a female marketing scholar we anticipate becoming a leading marketing academic in the mold of Erin Anderson. Finalists for the 2025 award include Silvia Bellezza, Peggy J. Liu, and Xiao Liu.
Anna Tuchman is a Professor of Marketing at Northwestern University’s Kellogg School of Management. She holds a PhD in Marketing from the Stanford Graduate School of Business and an MA in Economics from Stanford University. She completed her BA at the University of Pennsylvania, majoring in Economics, Mathematics, and Hispanic Studies.
Her research portfolio consists of papers in two research streams – advertising and public policy – and these streams at times intersect. The first stream aims to contribute to our understanding of how and why advertising works. Anna’s work on advertising focuses on measuring advertising effectiveness in both the TV and digital spaces and on understanding the underlying mechanisms through which advertising affects consumer behavior. Her work in the second stream seeks to document and improve the design and effectiveness of public policy interventions. Her policy-related work evaluates the effects of e-cigarette advertising on demand for traditional cigarettes, studies how consumers respond to soda taxes, and assesses the prevalence of gender-based segmentation and price discrimination in the consumer packaged goods (CPG) industry. Her research has won the Frank M. Bass Dissertation Paper Award and the AMA-EBSCO-RRBM Award for Responsible Research in Marketing and been selected as a finalist for the Paul E. Green and John D.C. Little Best Paper awards.
Beyond her significant contributions to the field through her innovative research, Anna is an indispensable mentor to many while simultaneously strengthening the research culture at Kellogg. She brings the same devotion to fostering intellectual curiosity and rigor among doctoral students as she has to her own work. Professor Tuchman co-founded the “Quant Workshop,” a collaborative and inclusive weekly outlet for PhD students to refine their ongoing research ideas, receive constructive feedback, and build confidence in presenting their work. Jason Zhao, PhD Candidate at Kellogg and one of Anna’s advisees, remarked, “For as long as I’ve known her, Professor Tuchman has demonstrated a commitment to her students’ development as researchers. It is a testament to her generosity as a mentor that, in a field rife with imposter syndrome, I was never made to feel nervous about seeking her help, even when I felt disorganized or confused. Through both guidance and example, Professor Tuchman’s mentorship will prepare me to not only produce better research but to be a more valuable and constructive member of the research community.”
Anna currently serves as an Associate Editor at Marketing Science, Management Science, and Quantitative Marketing and Economics, and she is on the editorial board at the Journal of Marketing Research. Professor Tuchman will be recognized for the Erin Anderson Award at the AMAF Awards Luncheon during the 2025 Winter Academic Conference in Phoenix, Arizona, February 14-16, 2025.