Kelly Goldsmith Archives
What’s On My Mind: The bright points of 2018
Dec. 21, 2018—Chancellor Nicholas S. Zeppos reflects on Vanderbilt's work, progress and accomplishments over the past 12 months in his final column of 2018.
Expert: How to keep your cool—and stick to your budget—on Black Friday
Nov. 14, 2018—Kelly Goldsmith, associate professor of marketing at Vanderbilt’s Owen Graduate School of Management, is available to discuss shopping behavior on Black Friday and Cyber Monday. She studies how the perception of scarcity drives consumer behavior. Reminders of scarcity prompt consumers to behave selfishly, Goldsmith says, and sales like Black Friday are tailor-made to elicit that...
‘You don’t blow your diet on Twinkies’: Why consumers seek to maximize goal violations
Aug. 2, 2018—When consumers contemplate violating a personal goal (i.e., cheating on a diet, overspending on a budget), they often seek to make the most of that violation by choosing the most extreme option, according to new research from Kelly Goldsmith.
Audiences primed for positive storylines from Winter Olympics
Feb. 9, 2018—This year's Winter Olympics is shaping up to be the feel-good story that U.S. audiences are eager for amid an era of fractious politics, according to a Vanderbilt marketing professor.
A quest to find ‘the best’ may bring out the worst in shoppers
Dec. 1, 2017—Marketers want to motivate consumers to act in their own self-interest, but they may be encouraging negative behavior such as theft or illegal returns, according to new Vanderbilt research.