Kelly Goldsmith Archives
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...
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.
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.
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.