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.


·         Marketing Science Institute Young Scholar, 2015

·         Editorial Review Board Member, Journal of Marketing Research

·         Editorial Review Board Member, Journal of  Consumer Research

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

·         Winner of the Sidney J. Levy Teaching Award for Excellence in Teaching, 2012, 2014

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

·         Advisory Panel Member, Society for Consumer Psychology

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

·         SCP-SHETH Dissertation Award, honorable mention, 2009

·         Levy and Weitz AMA Doctoral Dissertation Competition Winner, 2008



(Click titles to access original articles)

Mental Representation Changes the Evaluation of Green Product Benefits

Nature Climate Change, 2016
Co-authors: George Newman and Ravi Dhar



On the Psychology of Scarcity:
When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior

Journal of Consumer Research, 2015
Co-authors: Caroline Roux and Andrea Bonezzi

[ Read a summary of the work in KelloggInsight ]


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

Journal of Marketing Research, 2015
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

Select Papers Under Review & Working Papers:

·         When a Reputation for Innovativeness Confers Negative Consequences for Brands
Revising for invited second round review at the Journal of Consumer Research
(with Jeffrey Larson and B.J. Allen)

·         When Thoughts of “Having Less” Promote the Desire to Become One’s Best: Reminders of Resource Scarcity Increase the Desire for Self-Improvement
(with Ali Tezer and Caroline Roux)

·         The Pursuit of Happiness: Can it Make You Happier?
(with Lauren Cheatham, David Gal and Raj Raghunathan)

·         How a Maximizing Mindset Impacts Perceptions of Scarcity and the Consequences for Consumer Behavior
(with Caroline Roux and Jingjing Ma)

·         The Psychology of Basket Size: How Mental Representation and the Relationships Among Products Influence Purchase Quantity
(with Jing Xu and Ravi Dhar) 

·         Adaptive Uncertainty Aversion in Consumer Financial Decision Making
(with Kristen Duke and On Amir)