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
Richard M. Clewett Professorship in Marketing, 2012-2013
Sidney J. Levy Award for Excellence in Teaching, 2011-2012

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

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.
Meyvis, Tom, Kelly Goldsmith and Ravi Dhar. 2012. The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers’ Focus from Fit to Quality. Journal of Marketing Research. 49(2): 206-217.
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
Danilowitz, Jennifer, Kelly Goldsmith and Ravi Dhar. 2014. Giving Against the Odds: How Highlighting Tempting Alternatives Increases Willingness to Donate.
Roux, Caroline, Kelly Goldsmith and Andrea Bonezzi. 2013. On the Consequences of Scarcity: When Limited Resources Promote Agentic Responses.
Roux, Caroline and Kelly Goldsmith. 2013. Understanding the Psychology of Scarcity: When Limited Resources Prompt Abstract Thinking.
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.
Goldsmith, Kelly, Jing Xu and Ravi Dhar. 2013. Why We Buy More: How Mindset and Choice Context Interact to Drive Purchases.
Goldsmith, Kelly, Ravi Dhar and Caroline Roux. 2013. When Altruism Trumps Self-Interest: The Effect of Donation-Incentives on Motivation.
Goldsmith, Kelly and Ravi Dhar. 2013. When Violation Prompts Justification: Conflicting Goals and Reason Based Choices.
Goldsmith, Kelly and H. E. Hershfield. 2013. Crime…and Punishment? The Role of Signal Strength in Condemnation.
Goldsmith, Kelly, Jing Xu and Ravi Dhar. "The Power of Customers’ Mindset." MIT Sloan Management Review.

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.