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Keith Niedermeier

Adjunct Assistant Professor (Marketing, Wharton)

Keith Niedermeier's research interests include betrayal and regret. additionally, consumer expectations, counterfactual thinking, dr. niedermeier's research interests can be broadly categorized as consumer decision making. specifically, he is doing work on the role of possessions in self-concept and the use of persuasion knowledge to combat alcohol use in adolescents. He is researching issues related to mental simulation.
He is currently the Director of the Undergraduate Marketing Program and an Adjunct Assistant Professor of Marketing at the Wharton School, University of Pennsylvania. He was previously a Visiting Assistant Professor of Marketing at the Wharton School and spent five years as an Assistant Professor of Marketing at Penn State University. He was also a Visiting Professor at Peking University, Beijing International MBA Program in 2011 and 2012. Dr. Niedermeier received his PhD in Social Psychology from Michigan State University in 1999. Before going into academics, he worked in advertising at a large Midwest firm specializing in the automotive industry and business-to-business marketing.
Dr. Niedermeier’s research focuses on the social cognitive elements of consumer decision-making. His specific interests involve consumers use of statistics, regret, branding, financial decision-making, and the role of possessions in consumers’ self-concept. Dr. Niedermeier’s research has been published in the Journal of Public Policy & Marketing, Journal of Personality and Social Psychology, Journal of Applied Social Psychology, Psychology and Marketing, as well as several other journals and conferences proceedings. He is also the co-author of two books: Marketing for Financial Advisors and Statistical Analysis of Longitudinal Categorical Data in the Social and Behavioral Sciences
Additionally, Dr. Niedermeier has been recognized as an outstanding teacher, receiving the prestigious Wharton MBA Excellence in Teaching Award and the Whitney Award for outstanding undergraduate teaching. He teaches Introductory Marketing, Consumer Behavior, and Marketing Strategy at the undergraduate and MBA levels. In the past, he has taught courses in Social Psychology, Statistics, and Interpersonal Relationships and Group Dynamics. Dr. Niedermeier has also taught specialized executive education sessions to firms such as Merrill Lynch, Bank of America, Janney Montgomery Scott, AXA/Equitable, Pfizer, and GlaxoSmithKlein.
For more information, please see Keith Niedermeier's Wharton web page.

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