BA, Economics and Statistics, Elphinstone College, Bombay University, India, 1977.
MBA, Marketing, Bajaj Institute of Management, Bombay University, India, 1979.
PhD, Marketing, Northwestern University, 1984.
ACADEMIC POSITIONS
Charles Henry Jones Third Century Professor of Management, June 2002–present
Faculty Director, Center for Business, Government & Society, July 2021-present
Member, Cancer Control Research Program, Norris Cotton Cancer Center, Lebanon, NH, June 2002–present
Senior Associate Dean for Advancement and Tuck-Dartmouth Programs, August 2021–June 2022
Senior Associate Dean of Innovation and Growth, July 2020–August 2021
Deputy Dean, July 2018–June 2020
Associate Dean for Innovation and Growth, July 2015–July 2018
Professor, Tuck School, Dartmouth College, Adjunct Faculty, Dartmouth-Hitchcock Medical Center, July 1998–May 2004
Visiting Associate Professor, Duke University, Adjunct Faculty, Duke Medical Center, May 1997–June 1998
Associate Professor, University of North Carolina, July 1995–April 1997
Visiting Associate Professor, Stanford University, July 1993–June 1995
Assistant/Associate Professor, Columbia University, September 1987–June 1995
Assistant Professor, New York University, September 1983–August 1987
TEACHING EXPERIENCE
MBA Program: Marketing Management, Marketing Strategy, Consumer Behavior, and Social Marketing
Ph.D. Program: Seminar in Consumer Behavior
Executive Program: Marketing Management, Marketing Strategy, Social Marketing, and Services Marketing.
RESEARCH INTERESTS
Application of social marketing principles and behavioral theory to consumer and employee wellness programs.
PUBLICATIONS
Williamson, Sara, Lauren Block, and P. A. Keller (2016), “Of Waste and Waists: The Effect of Plate Material on Food Consumption and Waste,” Journal of the Association for Consumer Research, 1.1, 147-160.
Cole, Galen, E., P. A. Keller et al. (2016), “A Message Development Tool for Health Communication: An Audience-Centered Design,” forthcoming Social Marketing Quarterly.
Keller, P. A. (2015), “Social Marketing and Healthy Behaviors,” in in David W. Stewart (ed.), Handbook of Persuasion and Social Marketing, Chapter 2 (9-38), New York: Routledge.
Shah, Avni M., et al. (2014), "Surcharges plus Unhealthy Labels Reduce Demand for Unhealthy Menu Items." Journal of Marketing Research 51.6 (2014): 773-789.
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, 21, 4, 376-383.
Scammon, D., P. Anand Keller, et al. (2011), “Transforming Consumer Health,” Journal of Public Policy and Marketing, 30, 1, 14-22.
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, pp. 445-464.
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.
Keller, Anand, P. (2006), “Regulatory Focus and Efficacy of Health Messages,” Journal of Consumer Research, 33 (June), 109-114.
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2003), “Affect, Framing and Persuasion,” Journal of Marketing Research, 40 (1), (February), 54-64.
Keller, Anand P. and D. W. Rook (2003), Advances in Consumer Research, Volume XXX, Association for Consumer Research.
Keller, Anand, P., Lipkus, I, M., and B. K. Rimer (2002), “Depressive Realism and Health Risk Accuracy: The Negative Consequences of Positive Mood,” Journal of Consumer Research, 29 (June), 57-69.
Lipkus, I., M., Biradavolu, M., Fenn, K., Keller, P. A., and B. K. Rimer (2001), “Informing Women about their Breast Cancer Risks: Truth and Consequences,” Health Communication, 13 (2), 205-226.
Keller Anand, P. and L.G. Block (1999), “The Effect of Affect-Based Dissonance versus Cognition-Based Dissonance on Motivated Reasoning and Health-Related Persuasion,” Journal of Experimental Psychology: Applied, vol. 5, 3, 1-12.
Keller, Anand, P. (1999), “Converting the Unconverted: The Effect of Inclination and Opportunity to Discount Health-Related Fear Appeals,” Journal of Applied Psychology, vol. 84, 3, 403-415.
Block, L. G. and P. Anand Keller (1998),”Beyond Protection Motivation: An Integrative Theory of Health Appeals,” Journal of Applied Social Psychology, 28 (17), 1584-1608.
Keller Anand, P. and L. G. Block (1997), “Vividness Effects: A Resource Matching Perspective,” Journal of Consumer Research, 24 (December), 295-304.
Block, L.G. and P. Anand Keller (1997), “Effects of Self-Efficacy and Vividness on the Persuasiveness of Health Communications,” Journal of Consumer Psychology, 6(1), 31-54.
Keller Anand, P. and L. G. Block (1996), "Increasing the Persuasiveness of Fear Appeals: The Effect of Arousal and Elaboration," Journal of Consumer Research, 22 (March), 448-59.
Block, L. G. and P. Anand Keller (1995), "When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior," Journal of Marketing Research, 32 (May), 192-203.
Keller Anand, P. and A. McGill (1994), "Differences in the Relative Influence of Product Attributes Under Alternative Processing Conditions: Attribute Importance Versus Attribute Ease of Imageability," Journal of Consumer Psychology, 3(1), 29-49.
Anand, P. and B. Sternthal (1992), "The Effects of Program Involvement and Ease of Message Counterarguing on Advertising Persuasiveness," Journal of Consumer Psychology, 1 (3), 225-38.
Holbrook, M. B. and P. Anand (1992), "The Effects of Situation, Sequence, and Features on Perceptual and Affective Responses to Product Designs: The Case of Aesthetic Consumption," Empirical Studies of the Arts, 10:1, 19-31.
Anand, P. and B. Sternthal (1991), "Perceptual Fluency and Affect without Recognition," Memory and Cognition, 19 (3), 293-300.
Holbrook, M. B. and P. Anand (1990), "Effects of Tempo and Situational Arousal on the Listener's Perceptual and Affective Responses to Music," Psychology and Music, 18, 150-62.
Anand, P. and B. Sternthal (1990), "Ease of Message Processing as a Moderator of Repetition Effects in Advertising," Journal of Marketing Research, 27 (August), 345-53.
McGill, A. and P. Anand (1990), "The Effect of Imagery on Information Processing strategy in a Multiattribute Choice Task," Marketing Letters, 1, 7-16.
Anand, P. and M. B. Holbrook (1990), "Reinterpretation of Mere Exposure or Exposure of Mere Reinterpretation," Journal of Consumer Research, 17 (September), 242-44.
McGill, A. and P. Anand (1989), "The Effect of Vivid Attributes on the Evaluation of Alternatives: The Role of Differential Attention and Cognitive Elaboration," Journal of Consumer Research, 16 (September), 188-96.
Anand, P. and M. B. Holbrook (1989), "The Convergent Validity of Dichotic Listening and Hemispheric Priming as Methods for Studying Lateralized Differences in Affective Responses," Marketing Letters, 3, 199-208.
Anand, P. and B. Sternthal (1988), "Strategies for Designing Persuasive Messages: Deductions from the Resources Matching Hypothesis," in Patricia Cafferata and Alice Tybout (eds.), Cognitive and Affective Responses to Advertising, Lexington, Mass. 135-60.
Anand, P., M. B. Holbrook, and D. Stephens (1988), "The Formation of Affective Judgments: The Cognitive-Affective Model Versus the Independence Hypothesis," Journal of Consumer Research, 15 (November), 386-91.
Anand, P. (1987), "Inducing Franchisees to Relinquish Control: An Attribution Analysis," Journal of Marketing Research, 24 (May), 215-21.
Anand, P. and L. W. Stern (1985), "A Socio-Psychological Explanation for Why Marketing Channel Members Relinquish Control," Journal of Marketing Research, 22 (November), 365-77.
WORKING PAPERS
Block, L. G., Keller, Anand P., et al. Food Waste at the Intersection of Marketing Point-of-Sale and Consumer Acquisition: An Analysis of Food Loss and Food Squander,” Working Paper.
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.
RESEARCH SUPPORT
Grant: National Cancer Institute (# 5 PO1 CA72099-01)
Improving Cancer Risk Communication
Major Goal: To enhance informed decision-making and mammography for women by correcting misperceptions about breast cancer risk and the risks and benefits of mammography.
Grant: National Cancer Institute (# 530464)
Increasing Sun Screen Adolescent Behavior
Major Goal: To educate adolescents about solar protection and influence sun protection behaviors among parents, coaches and adolescents.
Grant: National Endowment for Financial Education (# 20137)
Tailoring Retirement Savings Communication
Major Goal: To provide an implementation plan to enhance retirement savings among employees.
Grant: Social Security Administration (#19-F-10002-9-01)
Marketing Financial Literacy
Major Goal: To create and market audience-friendly financial literacy products.
