Mendoza Directory

Faculty & Research

Photo of TimothyJ.Gilbride

Timothy J. Gilbride

Associate Professor
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.




  • Principles of Marketing
  • Marketing Analytics
  • Marketing Research


"Testing Models for Strategic Behavior Characterized by Conditional Likelihoods," (with Thomas Otter, Greg M. Allenby),  Marketing Science, 30, July (3rd Quarter/Summer), 2011, 686-701.

"Posterior Predictive Model Checking: An Application to Multivariate Normal Heterogeneity," (with Peter J. Lenk),  Journal of Marketing Research, 47, October (4th Quarter/Autumn), 2010, 896-909.

"Marketing Healthy Eating to Children: The Effectiveness of Incentives, Pledges, and Competitions," (with Sekar Raju, Priyali Rajagopal, ),  Journal of Marketing, 74, May, 2010, 93-106.

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

"Framing Effects in Mixed Price Bundling," (with Joseph P Guiltinan, Joel E Urbany),  Marketing Letters, 19, 2008, 125-139.

"Market Share Constraints and the Loss Function in Choice Based Conjoint Analysis," (with Peter J. Lenk, Jeff D. Brazell),  Marketing Science, 27, 2008, 995 - 1011.

"Estimating Heterogeneous EBA and Economic Screening Rule Choice Models," (with Greg M. Allenby),  Marketing Science, 25, 2006, 494-509.

"Models for Heterogeneous Variable Selection," (with Greg M. Allenby, Jeff D. Brazell),  Journal of Marketing Research, 43, 2006, 420-430.

"Adjusting Choice Models to Better Predict Market Behavior," (with Greg M. 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, 197-208.

"Modeling Simultaneity in Survey Data," (with Sha Yang, Greg M. Allenby),  Quantitative Marketing and Economics, 3, 2005, 311-335.

"A Choice Model with Conjunctive, Disjunctive, and Compensatory Screening Rules," (with Greg Allenby),  Marketing Science, 23, 2004, 391-406.


Peter J. Lenk, "Dynamic Market Segmentation Models and Methods."

Joe Guiltinan, "How Product Characteristics Influence Innovation and Imitation Coefficients in the Bass Model."

Jeff Inman, Karen Melville Stilley, "The Effects of Within-Trip Dynamics and Shopper Purchase History On Unplanned Purchase Behavior."

Imran S. Currim, Ofer Mintz, S. Siddarth, "What to Click, When to Stop, and What to Buy? Online Shopper Behavior ar an E-commerce Website."