Keisha M. Cutright
Assistant Professor of Marketing
Research Interests: psychology of consumption, personal control and structure, branding, religion
Keisha Cutright is an Assistant Professor of Marketing at The Wharton School. Her research focuses on the psychological drivers of consumers' behavior. She is particularly interested in strategies that enhance consumers’ feelings of order and structure in an often chaotic, uncertain world. For example, she uncovers how consumption and certain belief systems (related to religion, personal control, culture, etc.) provide interchangeable sources of order and structure. Prior projects have also addressed branding issues and the role of emotion in consumer decision-making. Current projects continue to explore a variety of issues related to individuals’ abilities to navigate their environments, addressing the influence of resource constraints, religion and consumers’ physical appearance on behavior.
Professor Cutright's research has been published in top-tier academic journals, including Journal of Consumer Research, Journal of Marketing Research, and Marketing Science. Popular accounts of her work have also appeared in the Wall Street Journal.
Professor Cutright teaches consumer behavior at The Wharton School. She earned her Ph.D. in marketing from Duke University and her B.S. from The Ohio State University. Prior to beginning her career in academia, Professor Cutright worked in brand management at Procter and Gamble.