Keri Kettle
- Location
- DMS 7106
- Telephone
- 613-562-5800 x 4735
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Biography
Dr. Keri Kettle, Associate Professor of Marketing, received a B.A. (Honours Business Administration) from the Royal Military College of Canada and served 12 years as an Army Logistics Officer. He completed his M.B.A. (Marketing) at the University of Calgary while serving, and his Ph.D. (Consumer Behaviour) at the University of Alberta after leaving the Army. Dr. Kettle is a recipient of the NATO Medal for Kosovo, the Canadian Peacekeeping Service Medal, and the Canadian Forces Decoration. He is a competitive CrossFitter, and coaches CrossFit, hockey, and baseball.
Dr. Kettle examines how consumers’ goal-directed behavior is shaped by their identity, personal forecasts, and the anticipated and actual feedback they receive about their goal progress. His research has a particular focus on self-important goals that can be readily quantified, such as financial goals (e.g., debt repayment, savings), health goals (e.g., weight loss), and work or athletic performance goals (e.g., running a marathon). Dr. Kettle's has published research in the Journal of Marketing Research, Journal of Consumer Research, Psychological Science, and Personality and Social Psychology Bulletin.
Publications during the last 7 years
Papers in Refereed Journals
- Kettle, K.L., Morgan, C., Reed, A.,II., Tinlin, V., Garg, R. 2026. ’I Am’ Versus ‘I Do’: How Copular Versus Verbal Identity-Referencing Phrases Affect Identity-Related Behavior. Journal of the Association for Consumer Research, 11(2): 131-144.
- Kettle, K.L., Penner, S., Main, K.A. 2025. Why Larger Signatures on Solicitation Letters Increase Donations. Journal of Philanthropy, 30(1): e70011.
- Kettle, K.L., Mantonakis, A. 2024. Look for the Signature: Using Personal Signatures as Extrinsic Cues Promotes Identity-Congruent Behavior. Journal of Business Research, 70: 114353.
- Blanchard, S.J., Dyachenko, T., Kettle, K.L. 2020. Locational Choices: Studying Consumer Preference for Proximity to Others. Journal of Marketing Research, 57(5): 878-899.
Chapters in Books
- Reed, A.,II., Kettle, K.L., Morgan, C., Tinlin, V., Garg, R. Being vs. Doing: An Intrapsychic Theory of Identity Reinforcement. In Hirt, E. Handbook of Motivation and Social Psychology. London: Edward Elgar Publishing, 2025, (Accepted).
- Kettle, K.L. Identity Salience: Understanding When Identity Affects Consumption. In Reed, A.,II., Forehand, M. Handbook of Identity Research in Marketing. London: Edward Elgar Publishing, 2019.
Funded Research during the last 7 years
| From-To | Source | Title | Purpose | Type | Role | Amount |
|---|---|---|---|---|---|---|
| 2024-2026 | SSHRC Partnership Engage Grant | Leveraging Identity to Increase Donations and Volunteer Support | R | C | PI | $24,056 |
| 2023-2025 | Telfer School of Management | Doing vs Being | R | I | PI | $15,000 |
| 2021-2021 | Asper School of Business, University of Manitoba | Asper Re-Action Faculty Research Award | R | I | PI | $10,000 |
| 2020-2021 | SSHRC | Supervisor, Canada Graduate Scholarship (Masters), Alanna Sharman | R | C | PI | $17,500 |
| 2020-2021 | Asper School of Business, University of Manitoba | How Uncertainty Affects Purchase of Energy-Efficient Technology | R | I | PI | $35,000 |
| 2020-2021 | Asper School of Business, University of Manitoba | Asper Internal Research Grant | R | I | PI | $5,000 |
| 2020-2021 | Asper School of Business, University of Manitoba | Asper Faculty Research Award | R | I | PI | $2,763 |
| 2019-2022 | SSHRC Partnership Engage Grant | Designing Better Donation Solicitation Letters | R | C | PI | $24,980 |
| 2017-2019 | SSHRC Partnership Engage Grant | The Impact of a Signature on Donors | R | C | Co-I | $22,460 |
| 2017-2019 | University of Manitoba | F. Ross Johnson Fellowship | R | I | PI | $21,000 |
LEGEND:
Purpose
C: Contract (R and D) | E: Equipment Grant | R: Research Grant | S: Support Award | P: Pedagogical Grant | O: Other, U: Unknown
Type
C: Granting Councils | G: Government | F: Foundations | I: UO Internal Funding | O: Other | U: Unknown
Role
PI = Principal Investigator | Co-I = Co-Investigator | Co-PI = Co-Principal Investigator
