A prolific researcher with a focus on consumer behavior, Kelly Haws' work on food decision-making has garnered significant attention from marketers and consumers alike.
Haws was named a Young Scholar by the Marketing Science Institute (MSI) in 2009, and in 2013, she was awarded the Early Career Award by the Association of Consumer Research. In 2018, she was recognized as an MSI Scholar. She was previously a Vanderbilt Chancellor’s Faculty Fellow, and now holds the Anne Marie and Thomas B. Walker, Jr. Chair.
Haws is an Associate Editor for the Journal of Marketing and the Journal of the Academy of Marketing Science and an editorial review board member for the Journal of Consumer Research, the Journal of Consumer Psychology, Journal of Retailing, the Journal of Public Policy & Marketing, Marketing Letters, and the Journal of Business Research. She is the co-chair of the Society of Consumer Psychology 2019 conference.
Haws' work has appeared in numerous publications, including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Psychology, the Journal of Public Policy & Marketing, Management Science, the Journal of Personality and Social Psychology, the Journal of the Academy of Marketing Science, Appetite, the American Journal of Preventative Medicine, and others.
Haws teaches Consumer Analysis at the graduate level and Principles of Marketing at the undergraduate level.
Publisher: Journal of Public Policy & Marketing
Authors: Quentin André, Pierre Chandon, Kelly Haws
Food products claim to be healthy in many ways, but prior research has investigated these claims at either the macro level (using broad descriptions such as “healthy” or “tasty”) or the micro level (using single claims such as “low fat”). The authors use a meso-level framework to examine whether these claims invoke natural or scientific arguments and whether they communicate about positive attributes present in the food or negative attributes absent from the food.
Authors: Veronika Ilyuk, Lauren Block, Kelly L Haws
Given ongoing concerns about worldwide obesity, a rapidly growing body of research has sought to identify factors that drive consumption of energy-dense foods and snacks with little nutritional value. The present research contributes to this literature by exploring the role of consumption closure—a state characterized by perceiving a given eating occasion as finished or complete—on people's desire to eat more.
Publisher: Journal of Marketing
Authors: Andrea Heintz Tangari, My Bui, Kelly L Haws, Peggy J Liu
This research investigates how provision of calories-per-serving information on serving size labels affects snack consumption quantity. Drawing from expectancy-disconfirmation theory, this research shows that providing calories-per-serving information can ironically create a consumption backfire effect (consumers eat more when presented with calories-per-serving information) for snacks perceived as unhealthy but not for snacks perceived as healthy.
Publisher: Journal of personality and social psychology
Authors: Michael L Lowe, Kelly L Haws
Confessions are commonplace. Even when embarrassing or otherwise damaging, we seem intrinsically motivated to open up to others and confess mistakes we have made. Although there may be many reasons one might choose to disclose one’s “sins,” very little is known about what confession actually does, particularly concerning its effect on future behavior.
Publisher: Journal of Consumer Research
Authors: Yexin Jessica Li, Kelly L Haws, Vladas Griskevicius
Parenting has been a central activity throughout human history, yet little research has examined the parental care motivation system on preferences and decision-making. Because successful parenting involves caring for both a child’s immediate and long-term needs, we consider whether parenting motivation leads people to focus more on the present or on the future.