Keith Niedermeier

Keith E. Niedermeier is currently a Clinical Professor of Marketing at the Kelley School of Business, Indiana University. He was formerly the Director of the Undergraduate Marketing Program and an Adjunct Professor of Marketing at the Wharton School, University of Pennsylvania for 16 years and spent five years as an Assistant Professor of Marketing at Penn State University. He is also a recurring Visiting Professor at the Peking University, Beijing International MBA program. Keith received his Ph.D. in Social Psychology from Michigan State University. Before going into academics, he worked in advertising and marketing communications at a large Midwest firm specializing in the automotive industry and business-to-business marketing.

Dr. Niedermeier’s research focuses on consumer decision-making. His specific interests include branding, retail, investor psychology, and marketing in China. Dr. Niedermeier’s research has been published in the Journal of Public Policy & Marketing, Journal of Personality and Social Psychology, Journal of Research in Interactive Marketing, Journal of Applied Social Psychology, Psychology and Marketing, as well as several other journals and conferences proceedings. He is also the co-author of two books: Marketing for Financial Advisors and Statistical Analysis of Longitudinal Categorical Data in the Social and Behavioral Sciences.

Dr. Niedermeier has taught Introductory Marketing, Consumer Behavior, Advertising Management, and Marketing Strategy at the undergraduate and MBA levels. He is recognized as an outstanding teacher, receiving the Wharton Excellence in Teaching Award, the Wharton MBA Excellence in Teaching Award, and the Whitney Award for outstanding undergraduate teaching. His other honors include the American Marketing Association/Hugh G. Wales Outstanding Faculty Advisor Award, the American Marketing Association Faculty Advisor Lifetime Achievement Award, and the Thomas C. Kinnear/Journal of Public Policy & Marketing Award. Dr. Niedermeier has also taught specialized executive education sessions to firms such as Citi, Merrill Lynch/Bank of America, Janney Montgomery Scott, AXA/Equitable, UBS, Comcast, GlaxoSmithKline, and Pfizer.

Areas of Expertise

• Consumer behavior and decision making, branding, retail, investor psychology, generational differences, and marketing in China

Academic Degrees

• Ph.D., Michigan State University, May 1999
• M.A., University of Toledo, August 1995
• B.A., University of Toledo, June 1993

Professional Experience

• Clinical Professor of Marketing, Kelley School of Business, Indiana University, 2020-present
• Visiting/Adjunct Professor, Beijing International MBA Program (BiMBA), Peking University, Beijing, China, 2011-present
• Director of Undergraduate Marketing Program; Adjunct Professor of Marketing, The Wharton School, University of Pennsylvania, 2007-2020
• Visiting Assistant Professor of Marketing, The Wharton School, University of Pennsylvania, 2004-2007
• Assistant Professor of Marketing, The Pennsylvania State University, 1999-2004

Awards, Honors & Certificates

• Wharton Teaching Excellence Award, 2019
• Wharton Teaching Excellence Award, 2018
• Emerald Literati Network Award for Excellence - Highly Commended Paper Award., 2017
• American Marketing Association Faculty Advisor Lifetime Achievement Award, 2016
• American Marketing Association Distinguished Service Award, 2015
• American Marketing Association Hugh G. Wales Outstanding Faculty Advisor Award, 2010
• Thomas C. Kinnear/Journal of Public Policy & Marketing Award, 2006
• William G. Whitney Award for Distinguished Undergraduate Teaching, 2006
• Wharton MBA Excellence in Teaching Award, 2005

Selected Publications

• Barney-McNamara, B., Peltier, J., Chennamaneni, P. R. and Niedermeier, K. E. (2021). A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda. Journal of Research in Interactive Marketing, in press. View Full Text
• Niedermeier, K.E., Wang, E., and Zhang, X. (2016). The use of social media among business-to-business sales professionals in China: How social media helps create and solidify guanxi relationships between sales professionals and customers. Journal of Research in Interactive Marketing, 10(1), 33-49.
• Niedermeier, K. E. and Pierson, C. (2010). The impact of type-in interactivity and content consistency of Internet ads on brand and message recall. International Journal of Integrated Marketing Communications, 2(2), 61-68.
• Bradlow, E. T., Niedermeier K. E., and Williams, P. (2009). Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients, and Creating a Marketing Plan. New York: McGraw Hill.
• Goldberg, M. E., Niedermeier, K. E., Bechtel, L. J., and Gorn, G. J. (2006). Heightening adolescent vigilance towards alcohol advertising to forestall alcohol usage. Journal of Public Policy & Marketing, 25, 147-159.
• Niedermeier, K. E., Horowitz, I. A., and Kerr, N. L. (2001). Exceptions to the rule: The effects of remorse, status, and gender on decision making. Journal of Applied Social Psychology, 31, 604-623.
• McConnell, A.R., Niedermeier, K.E., Leibold, J.M., El-Alayli, A.G., Chin, P.P., and Kuiper, N.M. (2000). What if I find it cheaper someplace else?: The role of prefactual thinking and anticipated regret in consumer behavior. Psychology and Marketing, 17, 281-298.
• Niedermeier, K.E., Kerr, N.L., and Messé, L.A. (1999). Jurors’ use of naked statistical evidence: Exploring the bases and implications of the Wells Effect. Journal of Personality and Social Psychology, 76, 533-542.
• Von Eye, A., & Niedermeier, K.E. (1999). Statistical analysis of longitudinal categorical data in the social and behavioral sciences. Hillsdale, NJ: Erlbaum.