Kelly Goldsmith, Ph.D.
Assistant Professor of Marketing

Richard M. Clewett Research Professorship
Kellogg School of Management
Northwestern University

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


·         Voted one of the “Top 40 Most Outstanding B-School Profs Under 40 In the World - 2014”(Poets & Quants; CNN)

·         Editorial Review Board Member, Journal of Marketing Research

·         Advisory Panel Member, Society for Consumer Psychology

·         One of 5 nominees for the L.G. Lavengood Outstanding Professor of the Year Award, 2013

·         2012 Recipient of the Richard M. Clewett Research Chair (in recognition of contributions to research and teaching)

·         Winner of the Sidney J. Levy Teaching Award for Excellence in Teaching, 2012

·         SCP-SHETH Dissertation Award, honorable mention, 2009

·         Levy and Weitz AMA Doctoral Dissertation Competition Winner, 2008



Select Research:
(Click titles to access original articles)


On the Consequences of a Scarcity Mindset:
Why Thoughts of Having Less Can Lead to
Taking (and Giving) More

Conditionally accepted at the
Journal of Consumer Research
Co-authors: Caroline Roux and Andrea Bonezzi



Understanding the Psychology of Scarcity: 
When Limited Resources Prompt Abstract Thinking

Revising for invited 2nd round review at the
Journal of Experimental Social Psychology

Co-author: Caroline Roux


Giving Against the Odds: When Highlighting Tempting Alternatives Increases Willingness to Donate

Journal of Marketing Research, 2014 (in press)
Co-authors: Jennifer Savary and Ravi Dhar

[ Read a summary of the work in KelloggInsight ]



Negativity Bias and Task Motivation:
Testing the Effectiveness of Positively versus Negatively Framed Incentives

Journal of Experimental Psychology: Applied, 2013
Co-author: Ravi Dhar
[ Read a summary of the work in KelloggInsight ]


When Guilt Begets Pleasure: 
The Positive Effect of a Negative Emotion

Journal of Marketing Research, 2012
Co-authors: Eunice Kim and Ravi Dhar

[ Read a summary of the work in KelloggInsight ]



The Importance of Context in Brand Extension:
How Pictures and Comparisons Shift
Consumers’ Focus from Fit to Quality
Journal of Marketing Research, 2012
Co-authors: Tom Meyvis and Ravi Dhar

[ Read a summary of the work in KelloggInsight ]

Can Uncertainty Improve Promotions?
Journal of Marketing Research, 2010
Co-author: On Amir
[ Read a summary of the work in KelloggInsight ]



Reinforcement vs. Balance Responses
in Sequential Choice

Marketing Letters, 2008
Co-authors: Joel Huber and Cassie Mogilner


When Altruism Trumps Self-Interest:
The Effect of Donation-incentives on Motivation

Working paper
Co-authors: Ravi Dhar and Caroline Roux


When Promoting Personal Benefits Hurts Pro-Social Products: The Effects of Mental Representation on the Evaluation of Green Product Attributes
Working paper
Co-authors: George Newman and Ravi Dhar
[ Read a summary of the work in Yale Insights ]

Select manuscripts in preparation:

·         Crime…and Punishment? The Role of Signal Strength in Condemnation
(with Hal E. Hershfield)  

·         Why We Buy More: How Mindset and Choice Context Interact to Drive Purchases
(with Jing Xu and Ravi Dhar) 

·         When Violation Prompts Justification: Conflicting Goals and Reason Based Choices
(with Ravi Dhar) 

·         At their Best When No One is Watching: Decision Context Moderates the Effect of Envy on the Tendency toward Self-Improvement
(with Y. Jin Youn) 

·         The Cognitive Consequences of Evaluating Brand Extensions
(with Ryan Hamilton)

·         When a Reputation for Innovativeness Confers Negative Consequences for Brands
(with Jeffrey Larson and B.J. Allen) 

·         Risk Attitudes as Self-Control
(with On Amir and Orly Lobel)