Timothy Gilbride

Steve and Anne Odland Associate Professor of Marketing

Timothy  Gilbride

Contact Information

Endowed Position

The Notre Dame Associate Professor of Marketing


Tim Gilbride’s research focuses on the development of Bayesian statistical methods to assist researchers and managers to better understand consumer preferences and to make decisions under uncertainty. In recent papers, he developed a method for combining observed market share and survey based preference data, investigated price framing effects, and has developed methods for modeling variable selection and non-compensatory consumer decision processes. Gilbride teaches courses in marketing research at both the undergraduate and graduate level. He majored in Economics at the University of Dayton and obtained an MBA from The Ohio State University. He worked in marketing research and consulting at Goodyear, Booz Allen & Hamilton, and Aetna before going back to Ohio State to obtain his PhD in Business Administration.

Areas of Expertise

Discrete Choice Models

Bayesian Applications in Marketing

Non-Compensatory Decision Models


BSBA, University of Dayton

MA, Ohio State University

MBA, Ohio State University

Ph D, Ohio State University


"From Browsing to Buying and Beyond: The Needs-Adaptive Shopper Journey Model", (with Leonard Lee, Jeffrey Inman, Tim Bottger, Uptal Dholakia, Koert Ittersum, Barbara Kahn, Ajay Kalra, Donald Lehmann, Leigh McAlister, Venkatesh Shenkar, Clair Tsai), to appear in Journal of the Association for Consumer Research.

"A Model for Inferring Market Preferences from Online Retail Product Information", (with Imran Currim, Ofer Mintz, S. Siddarth), Journal of Retailing, 92, 2016.

"The Role of Within-Trip Dynamics in Unplanned Versus Planned Purchase Behavior", (with J. Inman, Karen Stilley), Journal of Marketing, 79, 2015.

"Testing Models for Strategic Behavior Characterized by Conditional Likelihoods", (with Thomas Otter, Greg Allenby), Marketing Science, 30, 2011.

"Posterior Predictive Model Checking: An Application to Multivariate Normal Heterogeneity", (with Peter Lenk), Journal of Marketing Research, 47, 2010.

"Marketing Healthy Eating to Children: The Effectiveness of Incentives, Pledges, and Competitions", (with Sekar Raju, Priyali Rajagopal), Journal of Marketing, 74, 2010.

"Modelling attribute non-attendance in choice experiments for rural landscape valuation", (with Riccardo Scarpa, Danny Campbell, David Hensher), European Review of Agricultural Economics, 36, 2009.

"Framing Effects in Mixed Price Bundling", (with Joseph Guiltinan, Joel Urbany), Marketing Letters, 19, 2008.

"Market Share Constraints and the Loss Function in Choice Based Conjoint Analysis", (with Peter Lenk, Jeff Brazell), Marketing Science, 27, 2008.

"Estimating Heterogeneous EBA and Economic Screening Rule Choice Models", (with Greg Allenby), Marketing Science, 25, 2006.

"Models for Heterogeneous Variable Selection", (with Greg Allenby, Jeff Brazell), Journal of Marketing Research, 43, 2006.

"Adjusting Choice Models to Better Predict Market Behavior", (with Greg Allenby, Geraldine Fennell, Joel Huber, Thomas Eagle, Dan Horsky, Jaehwan Kim, Peter Lenk, Rich Johnson, Elie Olfek, Brian Orme, Joan Walker), Marketing Letters, 16, 2005.

"Modeling Simultaneity in Survey Data", (with Sha Yang, Greg Allenby), Quantitative Marketing and Economics, 3, 2005.

"A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules", (with Greg Allenby), Marketing Science, 23, 2004.