BRG Expands Consumer Protection, Product Liability and Environment Practice with Senior Advisor Punam Anand Keller of Dartmouth's Tuck School of Business

BRG today announced that Professor Punam Anand Keller, the Charles Henry Jones Third Century Professor of Management at the Tuck School of Business at Dartmouth College, has joined the firm as a senior advisor to its Consumer Protection, Product Liability and Environment practice. Professor Keller brings deep expertise in how consumers process information, make decisions, and respond to marketing across a variety of industry sectors, with an emphasis on complex decisions related to health, wealth, and sustainability. She offers a well-rounded perspective informed by years of experience teaching and consulting with firms and not-for-profit agencies.

“Punam is one of the foremost authorities on how consumers understand and act on the information in front of them—a question at the center of nearly every consumer protection matter,” said Ceren Canal Aruoba, co-lead of BRG’s Consumer Protection, Product Liability, and Environment practice. “Her research is rigorous and widely respected, and she pairs it with practical experience applying it in litigation. This combination makes her an exceptional resource for our clients and a natural fit for the team we are building.”

Professor Keller supports litigation in false advertising, consumer protection, trademark infringement, class certification, kickback statute and product liability matters. Her work assesses consumer understanding, materiality, exposure and heterogeneity and considers whether dark patterns in user interfaces can be identified reliably and distinguished from ordinary marketing. She draws on surveys, social media content analysis and other qualitative and quantitative methods and has experience across consumer products, healthcare, pharmaceuticals, financial services, insurance, retail health and employee benefit programs.

Her research examines the perceived risks of harmful or addictive behaviors and how marketing communications and interventions affect people’s willingness to change them. She has collaborated with academic health centers and industry organizations on research funded by the National Institutes of Health, National Cancer Institute and National Institute on Aging. She has consulted on matters involving the US Food and Drug Administration and Federal Trade Commission and has worked for the US Department of the Treasury and Centers for Disease Control and Prevention.

“BRG’s consumer protection team brings together economists, marketing scholars and survey experts in a way that is uniquely suited to the questions courts and regulators are asking,” said Professor Keller. “I look forward to working with Ceren and the team to help clients understand how consumers truly perceive and respond to the messages they encounter.

Professor Keller has served on the Tuck faculty since 2002 and teaches the Social Marketing elective. She previously held faculty positions at Columbia University, New York University, and the University of North Carolina, as well as visiting appointments at Stanford University and Duke University Medical Center. She has received numerous awards for her research and teaching and has published extensively in leading academic journals. She serves on the review boards of the Journal of Marketing, the Journal of Public Policy & Marketing, and Social Marketing Quarterly.

She holds a PhD in marketing from Northwestern University, an MBA from the Jamnalal Bajaj Institute of Management Studies and a BA in economics and statistics from Bombay University.

Her addition reinforces BRG’s continued focus on partnering with advisors who are among the most respected names in academia.