William J. Allender

Assistant Professor
McMaster University 1280 Main Street West Hamilton, ON, Canada L8S 4M4
DSB 222


Dr. Allender’s research focuses on the development and application of statistical methods in marketing. His research deals with quantifying aspects of consumer behaviour using data routinely collected by many organizations, and its relationship to behaviour prior to purchase. These insights are used to develop new approaches to market definition and market segmentation, to inform new product development & innovation, pricing, and/or promotion decisions.


  • Ph.D. Business Administration, Arizona State University.
  • M.S. Agricultural Business. Arizona State University
  • B.S. Agricultural Business, Minor: Mathematics. California Polytechnic State University, San Luis Obispo, with honors.

Selected Publications and Presentations

  1. Richards, Timothy J., Stephen F. Hamilton, & William J. Allender. “Social Networks and New Product Choice” American Journal of Agricultural Economics. xx (2014): yy-zz.
  2. Richards, Timothy J., William J. Allender, & Steven Hamilton. “Rivalry in Price and Location by Differentiated Product Manufacturers” American Journal of Agricultural Economics 95 (2013) 650-668.
  3. Richards, Timothy J., William J. Allender, & Di Fang. “Media Advertising and Ballot Initiatives: the Case of Animal Welfare Regulation” Contemporary Economic Policy 31 (2013): 145–162.
  4. Allender, William J., & Timothy J. Richards. “Brand Loyalty and Price Promotion Strategies: An Empirical Analysis” Journal of Retailing 88 (2012) 323–342.
  5. Richards, Timothy J., William J. Allender, & Steven Hamilton. “Commodity Price Infl‡ation, Retail Pass-Through and Market Power” International Journal of  Industrial Organization 30 (2012) 50–57.

 Work in Progress

  1. Allender, William J., Timothy Richards, and Steven Hamilton. “Demand for Variety Under Costly Consumer Search: A Multiple-Discrete/Continuous Approach” Working paper.
  2. Allender, William J., and Timothy J. Richards. “Consumers Search and the Choice Overload Hypothesis” Working paper.
  3. Allender, William J., and Timothy J. Richards. “Market Power in the Carbonated Soft Drink Industry” Working paper.
DeGroote on LinkedIn DeGroote on Twitter DeGroote on Facebook DeGroote on Google Plus