Keith Niedermeier

Keith E. Niedermeier is a clinical professor of marketing in the Kelley School of Business whose research focuses on consumer decision-making. His specific interests include branding, retail, investor psychology and marketing in China. He is also a recurring visiting professor at the Peking University, Beijing, International MBA program.

Niedermeier previously directed the undergraduate marketing program and was an adjunct professor of marketing at the Wharton School at the University of Pennsylvania for 16 years. He also was an assistant professor of marketing at Penn State University for five years.

He received his Ph.D. in social psychology from Michigan State University. Before going into academics, he worked in advertising and marketing communications at a large Midwest firm specializing in the automotive industry and business-to-business marketing.

His research has been published in the Journal of Public Policy & Marketing, Journal of Personality and Social Psychology, Journal of Research in Interactive Marketing, Journal of Applied Social Psychology, Psychology, and Marketing. He is also co-author of two books: “Marketing for Financial Advisors” and “Statistical Analysis of Longitudinal Categorical Data in the Social and Behavioral Sciences.”

Areas of Expertise

Consumer decision-making, branding, retail, investor philosophy, marketing in China.