The Importance of Marketing for Financial Literacy - Punam Keller


Tuck School of Business at Dartmouth
Associate Dean for Innovation and Growth; Charles Henry Jones Third Century Professor of Management

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.

Current Research Topics

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

Professional Activities

Academic positions

  • Associate Dean for Innovation and Growth, July 2015–present
  • Charles Henry Jones Third Century Professor of Management, June 2002–present
  • Member, Cancer Control Research Program, Norris Cotton Cancer Center, Lebanon, NH., June 2002–present      
  • 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

Nonacademic positions

  • 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.
  • C-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.

Editorial positions

  • 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, J_ournal 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

Working Papers

  • With L. Block, "Food Waste at the Intersection of Marketing Point-of-Sale and Consumer Acquisition: An Analysis of Food Loss and Food Squander,” Working Paper.
  • With A. Lusardi, “Message Design to Change Behavior,” Working Paper.
  • With P. Lee, C. Gaffney and A. L. Olson, “It’s the Genes. There is Not Much We Can do About That: Mothers’ Perceptions of Factors that Influence Childhood Overweight,” Working Paper.
  • With A. L. Olson, “Sadness and Preferences for Risky Options: Gender Differences,” Working Paper.
  • “Using Need for Control to Change Preventative Health Behaviors,” Working Paper.
  • With A. L. Olson, “Negative Emotions and Coping Health Appraisal,” Working Paper.
  • With 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

Selected Publications

  • With S. Williamson and L. Block, “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, 2016
  • With G. Cole and E. Galen, “A Message Development Tool for Health Communication: An Audience-Centered Design,” forthcoming Social Marketing Quarterly, 2016
  • "Social Marketing and Healthy Behavior," Handbook of Persuasion and Social Marketing David W. Stewart (ed.), Chapter 2 (9-38), New York: Routledge, 2014
  • With R. Batra and V.J. Strecher (eds.), Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, M.E. Sharpe, 2011
  • With B. Harlam, G. Loewenstein, and K. Volpp, “Enhanced Active Choice: A New Method to Motivate Behavior Change,” Journal of Consumer Psychology, 2011
  • With A. Lusardi, “Employee Retirement Savings: What We Know and What We are Discovering for Helping People to Prepare for Life After Work,” 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, 2010
  • With D. Scammon, “Transforming Consumer Health,” Journal of Public Policy and Marketing, 2010
  • “A Review of Financial Behavior Research: Implications for Financial Education," NEFE (National Foundation for Financial Education) Series, 2010
  • 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, 36 (5), February, 2009
  • With D.R. Lehmann, “Effectiveness of Corporate Well-Being Programs: A Meta-Analysis,” Journal of Macromarketing, 29(3), September, 2009
  • With D.R. Lehmann, “Designing Effective Health Communications: A Meta Analysis of Experimental Results,” Journal of Public Policy and Marketing, 27 (2), 2008
  • With R. Ratner, “How Behavioral Decision Research can Enhance Consumer Welfare: From Freedom of Choice to Paternalistic Intervention,” Marketing Letters, 19 (3-4), December, 2008
  • With A.P. Lusardi and A. Keller, “New Ways to Make People Save: A Social Marketing Approach,” in Overcoming the Saving Slump: How to Increase the Effectiveness of Financial Education and Saving Programs, University of Chicago Press. 2008

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