Curriculum Vitae


  • 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.


  • 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


  • 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.


  • Application of social marketing principles and behavioral theory to consumer and employee wellness programs.


  • 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.


  • 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. 


  • 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.


  • Area Chair, 2002 to present
  • Tuck Executive Committee, 1998, 1999, 2000, 2002
  • Tuck Research Committee, 2000
  • Tuck Admission Committee, 2004
  • Tuck Executive Education Committee, 1999, 2000, 2006
  • Dartmouth Capital Fund Raising Committee, 2000
  • Dartmouth Provost Search Committee, 2001
  • Dartmouth, Director of Business Development, ISTS, 2002-2003
  • Dartmouth, Vice President of Equity and Diversity Search Committee, 2007-2008


  • Area Editor, Journal of Consumer Psychology, 2015 to present.
  • Area Editor, Journal of Consumer Research, 1999 to 2003.
  • Review Board, Journal of Marketing Research, 1999 to present.
  • Review Board, Journal of Public Policy and Marketing, 2008 to present.
  • Review Board, Social Marketing Quarterly, 2014 to present.
  • Review Board, Journal of Marketing, 2015 to present.
  • Review Board, Journal of Consumer Research, 1994 to 2014.
  • Review Board, Journal of Consumer Psychology, 2002 to 2007.
  • Review Board, Marketing Letters, 1990 to 2003.
  • Ad Hoc Reviewer, Marketing Science.
  • Ad Hoc Reviewer, Journal of Experimental Psychology: Applied.
  • Ad Hoc Reviewer, Psychology and Health.
  • Ad Hoc Reviewer, American Psychologist.
  • Reviewer, American Marketing Association Conference, 1984 to 1992, 1997.
  • Reviewer, Association for Consumer Research Conference, 1983 to present.
  • Reviewer, AMA Doctoral Dissertation Competition, 1988, 1990, 1996, 1997.
  • Reviewer, MSI Doctoral Dissertation Competition, 1995 - 1998, 2001, 2003, 2005, 2007.
  • Reviewer ACR/Sheth Dissertation Award 2006 - 2008
  • Doctoral Consortium Faculty 1986, 1990, 1996, 2004, 2005, 2006, 2008, 2010, 2011, 2012, 2013, 2014, 2015.
  • Program Committee, Association for Consumer Research Conference, 1991, 1994, 1997, 2007.
  • Member ACR/TCR Advisory Committee, 2005 – 2010.
  • Co-Chairperson, Association for Consumer Research Conference, 2002.
  • Co-Chairperson, Transformative Consumer Research Conference, 2007.
  • President-Elect, Association for Consumer Research, January 2007.
  • Member, Board of Academic Trustees, Marketing Science Institute, 2006 – present.
  • President, Association for Consumer Research, 2008.
  • Health Communication Advisor, Center for Disease Control, 2009 to present.
  • Co-Chairperson, Advertising and Consumer Psychology Conference, 2009.
  • Co-Chairperson, Advisory Board Member, CDC Annual Health Marketing Conference, 2010.