Keith Niedermeier, PhD

Keith Niedermeier

Adjunct Associate Professor; Director, Undergraduate Marketing Program, The Wharton School

About Keith:

Dr. Niedermeier’s research focuses on the social cognitive elements of consumer decision-making. His specific research interests involve mental simulation, counterfactual thinking, regret, and the role of possessions in consumers’ self-concept. Dr. Niedermeier has published in the Journal of Personality and Social Psychology, Psychology and Marketing, Organizational Behavior and Human Decision Processes, Journal of Applied Social Psychology, as well as several other academic journals. Dr. Niedermeier is also the co-author of a book on longitudinal categorical analysis. Prior to going into academics, Dr. Niedermeier worked in advertising specializing in the automotive industry and business-to-business marketing.

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