Faculty Directory

Punam Anand Keller

Associate Dean for Innovation and Growth; Charles Henry Jones Third Century Professor of Management





Personal Website



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

Areas of Expertise

Consumer information processing and choice behavior


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.

Current Research Topics

  • Designing and implementing communication programs

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

Working Papers

  • “ENABLE: Efficient, Novel, Active, Behavioral Levers,” in Handbook of Persuasion and Social Marketing, David Stewart (ed.), 2013
  • With A. Shah, J. Bettman, P. Anand, and P. Ubel, “Can Behavioral Economics Reduce Demand for Unhealthy Products?” 2013
  • With G. Cole, “A Message Development Tool for Health Communication: An Audience-Centered Design” 2012
  • With A. Lusardi, “Message Design to Change Behavior”
  • With P. Lee, C. Gaffney, and A.L. Olson, “It’s the Genes. There is Not Much We Can do About That: Mothers’ Perceptions of Factors that Influence Childhood Overweight”
  • With A. L. Olson, “Sadness and Preferences for Risky Options: Gender Differences”
  • “Using Need for Control to Change Preventative Health Behaviors”
  • With A. L. Olson, “Negative Emotions and Coping Health Appraisal”
  • With L.G. Block, “How Source of Arousal Affects Memory for Health Communications”


  • 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

Selected Publications

  • "Social Marketing and Healthy Behavior," Handbook of Persuasion and Social Marketing David W. Stewart (ed.), Marketing, New York: Routledge, 2014
  • With R. Batra and V.J. Strecher (eds.), Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, M.E. Sharpe, 2011
  • With B. Harlam, G. Loewenstein, and K. Volpp, “Enhanced Active Choice: A New Method to Motivate Behavior Change,” Journal of Consumer Psychology, 2011
  • With A. Lusardi, “Employee Retirement Savings: What We Know and What We are Discovering for Helping People to Prepare for Life After Work,” in Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, David Mick, Simone Pettigrew, Connie Pechmann, and Julie Ozanne (eds.), Taylor and Francis Group, 2010
  • With D. Scammon, “Transforming Consumer Health,” Journal of Public Policy and Marketing, 2010
  • “A Review of Financial Behavior Research: Implications for Financial Education," NEFE (National Foundation for Financial Education) Series, 2010
  • 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, 36 (5), February, 2009
  • With D.R. Lehmann, “Effectiveness of Corporate Well-Being Programs: A Meta-Analysis,” Journal of Macromarketing, 29(3), September, 2009
  • With D.R. Lehmann, “Designing Effective Health Communications: A Meta Analysis of Experimental Results,” Journal of Public Policy and Marketing, 27 (2), 2008
  • With R. Ratner, “How Behavioral Decision Research can Enhance Consumer Welfare: From Freedom of Choice to Paternalistic Intervention,” Marketing Letters, 19 (3-4), December, 2008
  • With A.P. Lusardi and A. Keller, “New Ways to Make People Save: A Social Marketing Approach,” in Overcoming the Saving Slump: How to Increase the Effectiveness of Financial Education and Saving Programs, University of Chicago Press. 2008