Faculty Directory
Punam Anand Keller
Charles Henry Jones Third Century Professor of Management
E-Mailpunam.a.keller@tuck.dartmouth.edu
Phone603-646-1336
DegreeBA, Bombay University, 1977; MBA, Jamnalal Bajaj Institute of Management Studies, 1979; PhD, Northwestern University, 1984
AREAS OF EXPERTISEConsumer information processing and choice behavior
Current Research Topics
Designing and implementing communication programs
Selected Publications
"Beyond Protection Motivation: An Integrative Theory of Health Appeals," Journal of Applied Social Psychology, 28(17), 1998; "Converting the Unconverted: The Effect of Inclination and Opportunity to Discount Health- Related Fear Appeals," Journal of Applied Psychology, 84(3), 1999; "The Effect of Affect-Based Dissonance versus Cognition-Based Dissonance on Motivated Reasoning and Health-Related Persuasion," Journal of Experimental Psychology, 5(3), 1999; with I.M. Lipkus and B.K. Rimer, "Informing Women about Their Breast Cancer Risks: Truth and Consequences," Health Communications, 13(2), 2001; 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, "Affect, Framing and Persuasion," Journal of Marketing Research, 40(1), February 2003; "Regulatory Orientation and Efficacy of Health Messages," Journal of Consumer Research, June 2006; with D.R. Lehmann, "Designing Effective Health Communications: A Meta-Analysis," Journal of Public Policy and Marketing, 27 (2), 2008; 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
Working Papers
With A.L. Olson, "Negative Emotions and Coping Appraisal"
Awards
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: Assistant Professor, New York University, 1983–86; Assistant and Associate Professor, Columbia University, 1986–93; Visiting Associate Professor, Stanford University, 1993–95; Associate Professor, University of North Carolina at Chapel Hill, 1995–97; Visiting Associate Professor, Duke University, 1997–98; Tuck School of Business, 1998–present
Nonacademic positions: President, Association for Consumer Research, 2008
Editorial positions: Editorial Boards, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research
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.