Kelly Goldsmith
Kelly Goldsmith

Assistant Professor of Marketing

Print Overview

Kelly Goldsmith joined the marketing faculty at the Kellogg School of Management in 2009 and was named a Donald P. Jacobs Scholar. Dr. Goldsmith’s research focuses on consumer decision making, specifically examining how consumers’ active goals and mindsets affect their choices. Prior to joining Kellogg, Dr. Goldsmith obtained her Ph.D., M. Phil. and M.A. from Yale University.

Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Marketing Research

Print Vita
PhD, 2009, Marketing, Yale University
MPhil, 2008, Marketing, Yale University
MA, 2006, Marketing, Yale University
BA, 2001, Sociology, Duke University

Academic Positions
Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present

Grants and Awards
One of five Professors nominated for the L.G. Lavengood Outstanding Professor of the Year Award (2013), Kellogg
Sidney J. Levy Award for Excellence in Teaching, 2011-2012
Richard M. Clewett Professorship in Marketing, 2012-2013

Editorial Positions
Ad-hoc Reviewer, Journal of Consumer Research
Ad-hoc Reviewer, Journal of Consumer Psychology
Ad-hoc Reviewer, Journal of Marketing Research
Ad-hoc Reviewer, Psychological Science
Ad-hoc Reviewer, Journal of Marketing
Ad-hoc Reviewer, Organizational Behavior and Human Decision Processes

Print Research
Research Interests
Consumer Goals; Consumer Judgment and Decision Making

Danilowitz, Jennifer, Kelly Goldsmith and Ravi Dhar. Forthcoming. Giving Against the Odds: How Highlighting Tempting Alternatives Increases Willingness to Donate. Journal of Marketing Research.
Goldsmith, Kelly and Ravi Dhar. 2013. Negativity Bias and Task Motivation: Testing the Effectiveness of Positively versus Negatively Framed Incentives. Journal of Experimental Psychology: Applied. 19(4): 358-366.
Goldsmith, Kelly, Eunice Kim and Ravi Dhar. 2012. When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion. Journal of Marketing Research. 49(6): 872-881.
Goldsmith, Kelly and On Amir. 2010. Can Uncertainty Improve Promotions?. Journal of Marketing Research. 47(6): 1070-1077.
Huber, Joel, Kelly Goldsmith and Cassie Mogilner. 2008. Reinforcement vs. Balance Responses in Sequential Choice. Marketing Letters. 19: 229-239.
Working Papers
Roux, Caroline, Kelly Goldsmith and Andrea Bonezzi. 2013. On the Consequences of Scarcity: When Limited Resources Promote Agentic Responses.
Goldsmith, Kelly and Ravi Dhar. 2013. When Violation Prompts Justification: Conflicting Goals and Reason Based Choices.
Goldsmith, Kelly, Jing Xu and Ravi Dhar. 2013. Why We Buy More: How Mindset and Choice Context Interact to Drive Purchases.
Goldsmith, Kelly and Hal Hershfield. 2013. Crime…and Punishment? The Role of Signal Strength in Condemnation.
Goldsmith, Kelly, George Newman and Ravi Dhar. 2013. When Promoting Personal Benefits Hurts Pro-Social Products: The Effects of Mental Representation on the Evaluation of Green Product Attributes.

Print Teaching
Teaching Interests
Marketing Research; Marketing Strategy; Consumer Goals; Consumer Judgment; Decision Making
Full-Time / Part-Time MBA
Marketing Research (MKTG-450-0)

This course counts toward the following majors: Managerial Analytics, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.