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

  • Batra, R., P. Anand Keller, and V. J. Strecher (eds.), (2011), “Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge,” Armonk, N.Y.: M.E. Sharpe.
  • Keller, P. Anand, B. Harlam, G. Loewenstein, and K. Volpp (2011), “Enhanced Active Choice: A New Method to Motivate Behavior Change,” Journal of Consumer Psychology.
  • Keller, P. Anand, and Annamaria Lusardi (2010), “Employee Retirement Savings: What We Know and What We are Discovering for Helping People to Prepare for Life After Work,” book chapter 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.
  • Scammon, D. et al. (2010), “Transforming Consumer Health,” Journal of Public Policy and Marketing.
  • Jing et al. (2010), “A Review of Financial Behavior Research: Implications for Financial Education, NEFE (National Foundation for Financial Education) Series.
  • Lee, A. Y., P. Anand Keller, and B. Sternthal (2009), “Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness.” Journal of Consumer Research, 36 (5), February, 735-748.
  • Keller, Punam A. and Donald R. Lehmann (2009), “Effectiveness of Corporate Well-Being Programs: A Meta-Analysis,” Journal of Macromarketing, 29(3), September, 279-302.
  • Keller, Anand P. and D. R. Lehmann (2008), “Designing Effective Health Communications: A Meta Analysis of Experimental Results,” Journal of Public Policy and Marketing, 27 (2), 117-130.
  • Ratner, R., et al. (2008), “How Behavioral Decision Research can Enhance Consumer Welfare: From Freedom of Choice to Paternalistic Intervention,” Marketing Letters, 19 (3-4), December, 383-397.
  • Lusardi, A., P. Anand Keller, and A. Keller (2008), “New Ways to Make People Save: A Social Marketing Approach,” Chapter, Overcoming the Saving Slump: How to Increase the Effectiveness of Financial Education and Saving Programs, University of Chicago Press.

Working Papers

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


  • 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

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.