Punam Anand Keller

Punam Anand Keller is the Charles Henry Jones Third Century Professor of Management at the Tuck School of Business at Dartmouth College. She is a consumer psychologist whose research focuses on consumer information processing, decision-making, and choice behavior in response to marketing. She studies how consumers perceive risks associated with harmful or addictive behaviors and how marketing communications and interventions affect their willingness to change those behaviors.

Professor Keller is an expert in the application of consumer psychology to complex litigation matters involving false advertising, consumer protection, trademark infringement, class certification, kickback statutes, and product liability. Her expert witness work examines issues such as consumer understanding, materiality, exposure, consumer heterogeneity, and factors that influence how consumers think, feel, and act in response to products, services, and advertising claims. She employs qualitative and quantitative research methods including surveys and social media content analyses to evaluate consumer perceptions and behavior.

Professor Keller has testified and submitted expert reports in numerous matters involving allegations of consumer confusion, false advertising, trademark infringement, and product liability. She has assessed allegations of dark patterns in user interfaces and whether such patterns can be reliably identified and distinguished from traditional advertising and marketing activity. She has worked across industries including consumer products, healthcare, pharmaceuticals, financial services, insurance, retail health, and employee benefit programs.

Professor Keller has published extensively in leading academic journals and received numerous awards for her research and teaching. She regularly collaborates with academic health centers and industry organizations to inform government-sponsored 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 on behalf of government agencies including the Department of the Treasury and Centers for Disease Control and Prevention.

Professor Keller may be contacted by email through Ceren Canal Aruoba, a managing director at BRG.