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Ty Henderson - The University of Texas at Austin, McCombs School of Business. Austin, TX, US

Ty Henderson Ty Henderson

Associate Professor, Department of Marketing | The University of Texas at Austin, McCombs School of Business


Understanding consumer choice and sales promotion strategies, especially in the context of public goods and cause-related marketing


Areas of Expertise (8)

Consumer Behaviour Sales Promotion Premium Programs Non-Compensatory Choice Brand Analytics Marketing Strategy Marketing Research Statistical Analysis


Ty builds microeconomic statistical models that emphasize behavioral insights and market implications, typically using a Bayesian framework on topics such as branding, intellectual property, experimental design, and non-compensatory models. Ty’s research has appeared in leading academic journals such as Marketing Science, Journal of Marketing Research and Journal of Marketing.

Prior to entering academia, Ty played an instrumental role in two start-up companies, one focused on management solutions and the other on telecommunications consulting.





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Education (4)

University of Wisconsin-Madison: Ph.D., Marketing 2007

University of Iowa: M.B.A., Business Administation 2002

Iowa State University: B.A., Undergraduate Studies 1998

Iowa State University: B.Sc., Undergraduate Studies 1997

Media Appearances (8)

The Favorite Professors Of Top MBAs

Poest & Quants  online


Professor Ty Henderson was my favorite MBA professor. He taught me about the growing importance of real-world analytical data on businesses marketplace performance and decision-making processes. He made complex data processing techniques easy to understand, and he was a big influence on my decision to pursue an internship in marketing analytics strategy at Nordstrom and eventually in financial strategy at Amazon.”

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Jack in the Box Tests the Boundaries of Virtual-Reality Marketing

Wall Street Journal  online


Ty Henderson, a marketing professor at the University of Texas at Austin, said virtual reality presents a strange rift in the marketing industry. For food companies, it could leave a weird aftertaste with consumers, whereas VR may be a more appropriate fit for the automobile industry, he said.

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“Healthy Food” Labels Might Actually Be Causing More Obesity

Upvoted  online


Working with professors Raj Raghunathan and Wayne Hoyer, he tested his theory that most people presume that healthy food is not as filling, and therefore subconsciously think they need to eat more.

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Buy, Buy Love: For a Happier Shopping Experience, Couples Should Narrow Down Their Options

Texas Enterprise | Big Ideas in Business  online


Henderson discusses his research about how married couples adjust when their product preferences conflict: “The husband has his preferences for the product attributes, and the wife has her preferences. The give-and-take of a joint decision gets interesting when must-have and can’t-have attributes are involved.”

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Outside Marketing Perspectives Can Help Small and Medium Businesses Grow Faster

McCombs Today  online


NewsRadio 1080 KRLD in Dallas interviewed Henderson about recent research about marketing strategies for small companies. Researchers surveyed nearly 200 small- and medium-sized enterprise CEOs interested in growth. Among the findings of the research: Firms that have a person with marketing experience among the CEO’s top 5 people reports grow faster than firms with a cost-leader strategy.

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How Sellers Can Turn Deal-Breakers into Deal Makers

Texas Enterprise | Big Ideas in Business  online


Understanding a customer’s decision-making process can go a long way in helping sellers target the market, set appropriate prices and make sales more efficiently. Henderson outlines how incorporating “must-have” and “can’t have” thresholds in the demand model gives companies a more accurate sense of how their customers will respond to different prices and product features.

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The Couple That Buys Together Decides Together

Texas Enterprise | Big Ideas in Business  online


Ty Henderson investigates the factors that influence consumers’ buying decisions. This article explores the issue from the buyer’s perspective.

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10 Cents to Charity, Higher Profits for the Company

McCombs Today  online


Henderson’s work looks into how brands can team up with a social cause or donate a percentage of profits to a charity in order to increase their own profits.

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Articles (7)

Ty Henderson Google Scholar

Listing of top scholarly works by Ty Henderson.

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Efficient Design and Analysis for a Selective Choice Process Journal of Marketing Research


The authors address two integrated topics that have received scant attention: the efficient design of choice experiments and the analysis of data that arises from a selective choice process. The authors propose a new dual-objective compound design criterion that incorporates prior information for the joint purpose of efficiently estimating the effects of the active attributes and detecting the effects of attributes labeled as inactive that may turn out to be active.

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Private Label Imitation of a National Brand: Implications for Consumer Choice and Law Journal of Marketing Research


This research shows that the harm of brand imitation extends well beyond brand confusion--that it actually harms the imitated brand itself, as well as other national brands in the category that are not being imitated. The proposed framework provides both legal and managerial guidance.

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Noncompensatory Dyadic Choices Marketing Science


In this paper we present a dyadic consider-then-choose model that investigates aspects of the joint decision process. Our findings have important implications for buyers looking to maximize dyadic welfare when making joint choices and for sellers making pricing and new product design decisions.

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Promoting Brands Across Categories with a Social Cause: Implementing Effective Embedded Premium Programs Journal of Marketing


This research investigates where and to what extent an embedded premium (EP) promotion (such as donation to a social cause) should be used across multiple product categories and brands. The results make a strong case for a more discriminating implementation of EP programs across brands and categories.

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Linking A Social Cause To Product Promotions: Why It Works And How To Make It More Effective GfK Marketing Intelligence Review


This research investigates the best use of embedded premiums (EP)--linking a brand to social causes--as a sales promotion strategy. Our findings have broad implications for brand managers in regard to resource allocation and EP program ROI.

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Embedded Premium Promotion: Why it Works and How to Make it More Effective Marketing Science


This paper examines whether a sales promotion strategy involving a social cause affects consumer choice differently than more traditional approaches, such as discounts and rebates. Our findings have broad implications for brand managers, as well as important social welfare implications.

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