Faculty Directory

Punam Anand Keller

Charles Henry Jones Third Century Professor of Management



DegreePhD, Northwestern University, 1984; MBA, Jamnalal Bajaj Institute of Management Studies, 1979; BA, Bombay University, 1977

AREAS OF EXPERTISEConsumer information processing and choice behavior

Current Research Topics

  • Designing and implementing communication programs

Selected Publications

  • With A.Y. Lee and B. Sternthal, “Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness,” Journal of Consumer Research (online), July 2009
  • With D.R. Lehmann, "Designing Effective Health Communications: A Meta-Analysis," Journal of Public Policy and Marketing, 27 (2), 2008
  • "Regulatory Orientation and Efficacy of Health Messages," Journal of Consumer Research, June 2006
  • With I.M. Lipkus and B.K. Rimer, "Affect, Framing and Persuasion," Journal of Marketing Research, 40(1), February 2003
  • With I.M. Lipkus and B.K. Rimer, "Depressive Realism and Health Risk Accuracy: The Negative Consequences of Positive Mood," Journal of Consumer Research, 29, June 2002
  • With I.M. Lipkus and B.K. Rimer, "Informing Women about Their Breast Cancer Risks: Truth and Consequences," Health Communications, 13(2), 2001
  • "The Effect of Affect-Based Dissonance versus Cognition-Based Dissonance on Motivated Reasoning and Health-Related Persuasion," Journal of Experimental Psychology, 5(3), 1999
  • "Converting the Unconverted: The Effect of Inclination and Opportunity to Discount Health-Related Fear Appeals," Journal of Applied Psychology, 84(3), 1999
  • "Beyond Protection Motivation: An Integrative Theory of Health Appeals," Journal of Applied Social Psychology, 28(17), 1998

Working Papers

  • With A.L. Olson, "Negative Emotions and Coping Appraisal"


  • Award for designing effective health-related communications, National Cancer Institute and Marketing Science Institute
  • Award for designing effective retirement savings communications, National Endowment for Financial Education, 2007

Professional Activities

Academic positions

  • Tuck School of Business, 1998–present
  • Visiting Associate Professor, Duke University, 1997–98
  • Associate Professor, University of North Carolina at Chapel Hill, 1995–97
  • Visiting Associate Professor, Stanford University, 1993–95
  • Assistant and Associate Professor, Columbia University, 1986–93
  • Assistant Professor, New York University, 1983–86

Nonacademic positions

  • President, Association for Consumer Research, 2008

Editorial positions

  • Editorial Boards, Journal of Consumer Research, Journal of Marketing Research, Journal of Public Policy & Marketing

Research & Teaching Summary

Punam Anand Keller is an expert in consumer information processing and choice behavior. Her current research—supported by the National Cancer Institute, the Centers for Disease Control, and the National Endowment for Financial Education—focuses on designing and implementing consumer communication programs. She teaches the Social Marketing elective.