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Keri Kettle

Kettle, Keri
Associate Professor
B.A. (Hon.) (Royal Military College of Canada), M.B.A. (U of Calgary), Ph.D. (University of Alberta)
DMS 7106
613-562-5800 x 4735
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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

  • Blanchard, S.J., Dyachenko, T. and Kettle, K.L. 2021. Locational Choices: Studying Consumer Preference for Proximity to Others. Journal of Marketing Research, 57(5): 878-899.
  • Kettle, K.L. and Salerno, A. 2017. Anger Promotes Economic Conservatism. Personality and Social Psychology Bulletin, 43(10): 1440-1454.

Chapters in Books

  • Kettle, K.L. Identity Salience: Understanding When Identity Affects Consumption. In Reed, A.,II. and Forehand, M.. Handbook of Identity Research in Marketing. London: Edward Elgar Publishing, 2020.

Funded Research during the last 7 years

Funded Research during the last 7 years
From-To Source Title * ** Role Amount
2023-2024 Telfer School of Management Doing vs Being R I PI $ 15,000
2021 Asper School of Business, University of Manitoba Asper Re-Action Faculty Research Award R I PI $ 10,000
2020-2021 Asper School of Business, University of Manitoba Asper Faculty Research Award R I PI $ 2,763
2020-2021 SSHRC Supervisor, Canada Graduate Scholarship (Masters), Alanna Sharman R C PI $ 17,500
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 How Uncertainty Affects Purchase of Energy-Efficient Technology R I PI $ 35,000
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


C: Contract (R and D) | E: Equipment Grant | R: Research Grant | S: Support Award | P: Pedagogical Grant | O: Other, U: Unknown

C: Granting Councils | G: Government | F: Foundations | I: UO Internal Funding | O: Other | U: Unknown

PI = Principal Investigator | Co-I = Co-Investigator | Co-PI = Co-Principal Investigator

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