Punam Anand Keller

Charles Henry Jones Third Century Professor of Management, Tuck School of Business at Dartmouth
Punam Anand  Keller


Ph.D., marketing, Northwestern University; M.B.A., marketing, Bajaj Institute of Management, Bombay University

Summary of Experience

Professor Keller is a marketing expert who specializes in the application of consumer psychology, information processing, and choice behavior to complex litigation matters involving claims of consumer confusion, false advertising, trademark infringement, and product liability, among other topics. She studies the application of social marketing principles and behavioral theory in consumer and employee contexts, with a focus on designing and implementing consumer communication programs. Professor Keller’s research has been used to assess consumer behavior and decision making and address how consumers incorporate and respond to information across a variety of settings and industries, including pharmaceuticals, health care, financial services, consumer products, law, employee benefits, and insurance. She regularly collaborates with academic and industry experts to inform government-sponsored research on physician and patient decision making for organizations such as the National Institutes of Health, the National Cancer Institute, and the National Institute on Aging.

Professor Keller has consulted to firms on US Food and Drug Administration (FDA) and Federal Trade Commission (FTC) matters and worked on behalf of several government agencies, including the US Department of the Treasury and the Centers for Disease Control and Prevention (CDC). Her work has been published in several marketing journals, and she has also served on numerous journal editorial review boards. She has earned awards for designing effective communications related to health and savings from the Marketing Science Institute and the National Endowment for Financial Education, among others. Professor Keller’s research on decision making was cited by the Social and Behavioral Sciences Team’s 2015 Annual Report for the White House on the use of behavioral science in the design of federal programs and policies. Professor Keller is a fellow of the Association for Consumer Research.

AG Contacts

Brian Ellman
Brad Rice