Kelly Goldsmith
Kelly Goldsmith

MARKETING
Richard M. Clewet Research Professorship

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
Education
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

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

Articles
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.
Goldsmith, Kelly, Jing Xu and Ravi Dhar. 2010. The Power of Customers’ Mindset. MIT Sloan Management Review. 52(1): 19-20.
Huber, Joel, Kelly Goldsmith and Cassie Mogilner. 2008. Reinforcement vs. Balance Responses in Sequential Choice. Marketing Letters. 19: 229-239.
Working Papers
Goldsmith, Kelly, Jennifer Danilowitz and Ravi Dhar. 2012. Giving Against the Odds: How Highlighting Tempting Alternatives Increases Willingness to Donate.
Goldsmith, Kelly, Ravi Dhar and Ap Dijksterhuis. 2012. The Uncompromising Unconscious: How Processing Styles Affect Choices in Context.
Maimaran, Michal and Kelly Goldsmith. Environmental Accounting.
Goldsmith, Kelly and Ravi Dhar. 2012. Ironic Effects of Goal Activation on Choice.
Goldsmith, Kelly, David Gal, Raj Raghunathan and Lauren Cheatham. 2012. The Pursuit of Happiness: Can It Make You Happy?.
Goldsmith, Kelly and Ravi Dhar. 2011. Incentive Framing and Task Motivation: The Intuitive Appeal of Gains and the Actual Efficacy of Losses.
Goldsmith, Kelly, George Newman and Ravi Dhar. 2011. Seeing the ‘Greener’ Picture: Psychological Distance and Preference for Pro-Social versus Personal Benefits.
Goldsmith, Kelly, Jing Xu and Ravi Dhar. 2011. Why We Buy More: How Mindset and Choice Context Interact to Drive Preferences.
Goldsmith, Kelly, Eunice Kim and Ravi Dhar. 2011. When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion.

 
Print Teaching
Teaching Interests
Marketing Research; Marketing Strategy; Consumer Goals; Consumer Judgment; Decision Making
Full-Time / Part-Time MBA
Research Methods In Marketing (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.