Keith Niedermeier

Keith Niedermeier
  • Adjunct Professor
  • Director of Undergraduate Marketing Program

Contact Information

  • office Address:

    700 Jon M. Huntsman Hall
    3730 Walnut Street
    Philadelphia, PA 19104

Research Interests: brand management, consumer behavior and decision making, investor psychology, marketing in China, retailing

Links: CV


Keith E. Niedermeier is currently the Director of the Undergraduate Marketing Program and an Adjunct Professor of Marketing at the Wharton School, University of Pennsylvania. He previously spent five years as an Assistant Professor of Marketing at Penn State University and is also a Visiting Professor at the Peking University, Beijing International MBA program. He received his Ph.D. in Social Psychology from Michigan State University in 1999. Before going into academics, he worked in advertising at a large Midwest firm specializing in the automotive industry and business-to-business marketing.

Dr. Niedermeier’s research focuses on consumer decision-making. His specific interests involve branding, social media, investor psychology, and marketing in China. Dr. Niedermeier’s research has been published in the Journal of Public Policy & Marketing, Journal of Research in Interactive Marketing, Journal of Personality and Social Psychology, Journal of Applied Social Psychology, Psychology and Marketing, as well as several other journals and conferences proceedings. He is also the co-author of two books: Marketing for Financial Advisors and Statistical Analysis of Longitudinal Categorical Data in the Social and Behavioral Sciences

Additionally, Dr. Niedermeier teaches Introductory Marketing, Consumer Behavior, Advertising Management, and Marketing Strategy at the undergraduate and MBA levels. In the past, he has taught courses in Social Psychology, Statistics, Interpersonal Relationships and Group Dynamics. He has been recognized as an outstanding teacher, receiving the prestigious Wharton MBA Excellence in Teaching Award and the Whitney Award for outstanding undergraduate teaching. His other honors include the American Marketing Association/Hugh G. Wales Outstanding Faculty Advisor Award and the Thomas C. Kinnear/Journal of Public Policy & Marketing Award. Dr. Niedermeier has also taught specialized executive education sessions to firms such as Citi, Merrill Lynch/Bank of America, UBS, Janney Montgomery Scott, AXA/Equitable, GlaxoSmithKline and Pfizer.

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  • Keith Niedermeier, Emily Wang, Xiaohan Zhang (2016), The use of social media among business-to-business sales professionals in China: How social media helps create and solidify guanxi relationships between sales professionals and customers, Journal of Research in Interactive Marketing, 10 (1), pp. 33-49.

    Abstract: Purpose   – The purpose of this study is to explore the role of social media usage among business-to-business sales professionals in China. Specifically, the authors seek to define and explore the unique ways in which Chinese salespeople use social media, with a special emphasis on the role of guanxi. Guanxi is a complex cultural construct that revolves around the exchange of favors to build trust and connection for business purposes.    Design/methodology/approach   – Three in-depth interviews of sales managers from two industries along with survey data from 42 pharmaceutical sales representatives were collected to gain an understanding of the general usage and attitudes toward social media in the sales process in China.    Findings   – Results indicated that virtually all the salespeople in the sample were highly familiar with social media and integrated it into the sales process. Furthermore, all participants indicated that their companies were highly supportive of the use of social media with their customers. More importantly, salespeople in China view social media as a critical tool in building guanxi with their customers. Findings from this exploratory study are used to create a conceptual framework for understanding the important role of social media in building guanxi in China.    Research limitations/implications   – While the sample is limited to three managerial interviews and 42 survey responses, the data indicated a near universal acceptance and use of social media among Chinese salespeople. Most importantly, social media appears to be the modern gateway to the ancient and culturally unique construct of guanxi that is absolutely indispensable to successful business-to-business sales performance in China.    Practical implications   – The structural challenges within China make trust and emotional connection essential to any potential business relationship. Trust is at the core of guanxi. Any firm hoping to succeed in China must understand guanxi and the use of Chinese social media to help build it. This study adds to the knowledge and understanding of guanxi and begins to elucidate the uses of social media as a tool to build and maintain it.    Social implications   – Social media appears to be the modern gateway to the ancient and culturally unique construct of guanxi that is absolutely indispensable to successful business-to-business sales performance in China. This study deepens our understanding of not only guanxi but also how the modern phenomenon of social media is affecting it.    Originality/value   – This is one of very few studies to investigate the use of social media among salesforces in China. More importantly, the authors know of no other study linking social media with guanxi.  

  • Keith Niedermeier and Corey Pierson (2010), The impact of type-in interactivity and content consistency of internet ads on brand and message recall, International Journal of Integrated Marketing Communications, 2 (2), 61-68.

    Abstract: Type-ins are interactive online ads in which the user must enter some information, such as a brand message, into a text box in order to access additional content or submit information via a form on a website. We compared type-in ads to more traditional static ads in two places on a website: as an interstitial, in which users must view the ad to get to the next page of content, and as a form ad, in which users must view an ad to submit an online form. There was a significant increase in brand and message recall for type-ins compared to static ads for both interstitials and form ads. Furthermore, type-ins did not impact user experience positively or negatively in either case. Both interstitial and form ads, whether type-in or static, had better brand and message recall when the ad and site content were consistent (i.e., an entertainment ad on an entertainment site) than when the ad was inconsistent (i.e., a travel ad on an entertainment site). The increased recall for brand and message produced with type-in ads indicates that type-ins can play an important role in the broader goals of brand building within IMC.

  • Eric Bradlow, Keith Niedermeier, Patti Williams, Marketing for Financial Advisors: Build Your Business by Establishing Your Brand, Knowing Your Clients and Creating a Marketing Plan (2009)

  • Marv Goldberg, Keith Niedermeier, Laurie Bechtel, Gerald Gorn (2006), Heightening adolescent vigilance towards alcohol advertising to forestall alcohol usage, Journal of Public Policy & Marketing, 25, 147-159.

    Abstract: The authors structured an antialcohol intervention program for adolescents to help them develop negative attitudes toward alcohol advertising, to develop strategies for coping with the techniques used in alcohol advertisements, and to reduce their intentions to drink in the future. The authors derived the program from theories of inoculation, reactance, associative learning, and persuasion knowledge. Young adolescents who experienced the intervention- in particular, those who had drunk alcohol- reported greater understanding of persuasive strategies, more critical attitudes toward alcohol advertising and advertisers, and greater intentions not to drink in the future than those in the control group. The intervention appeared to be successful in helping the adolescents develop persuasion-coping behaviors; they reported that they would increase their vigilance and counterarguments when confronted with alcohol advertising in the future.

  • Y. Fujikawa, W. T. Ross, Keith Niedermeier (2003), Betrayal in Consumer-Retailer Relationships,, Presented at a special topics session at the Association for Consumer Research Conference, Toronto, ON.

  • Keith Niedermeier, N.l. Kerr, I. A. Horowitz (2001), Exceptions to the Rule: The Effects of Remorse, Status, and Gender on Decision Making,, Journal of Applied Social Psychology, 31, 604-623.

    Abstract: One of several general rules suggested by past work is that it is advantageous to exhibit remorse when one has committed a transgression. A pair of experiments searched for the boundary conditions of this rule. In Experiment 1, mock jurors rated a remorseful defendant as more guilty when the law was fair than when the law was unfair. In contrast, an unremorseful defendant was viewed as equally guilty under both fairness levels. Study 2 conceptually replicated this result, and revealed a 3-way interaction among remorse, status, and gender. It is argued that these findings illustrate the importance of violation of expectations on evaluation and judgment, inside the courtroom and elsewhere.

  • I. A. Horowitz, N. l. Kerr, Keith Niedermeier (2001), The Law’s Quest for Impartiality: Juror Nullification,, Brooklyn Law Review, 66, 1207-1249.

  • Mcconnell, A.R. Keith Niedermeier, Leibold, J.M. Chin, P.P, El-alayli, A.G. Kuiper, N.M (2000), What if I find it cheaper someplace else?: The role of prefactual thinking and anticipated regret in consumer behavior,, Psychology and Marketing, 17, 281-298.

    Abstract: Previous research has focused primarily on affect generated from counterfactual thinking after decisions have been made. The current study, in contrast, examined how predecision mental simulations (prefactuals) and feelings of anticipated regret are affected by different marketing strategies. A preliminary investigation found that consumers frequently produce upward prefactuals (e.g., if I buy it today and find it for less next week, I'll regret my purchase) when considering a major purchase. It was hypothesized that providing price guarantees would reduce upward prefactual generation and reduce anticipated regret. The primary investigation supported these predictions. When price guarantees were available, prefactuals were more downward in direction and negative affect was reduced. Also, price guarantees increased long-term satisfaction and happiness even when they were not exercised. Implications for mental simulation, marketing, and judgment and decision making are discussed.

  • N.l. Kerr, M.F. Kaplan, Keith Niedermeier (2000), On the virtues of assuming minimal information processing in groups,, Group Processes and Intergroup Relations, 3, 203-217.

  • Kaplan, M.F. Kerr, N.L. Keith Niedermeier (1999), Bias in jurors vs. bias in juries: New evidence from the SDS perspective,, Organizational Behavior and Human Decision Processes, 80, 70-86. 10.1006/obhd.1999.2855

    Abstract: Prior research by Kaplan and Miller (1978) suggested that juries are generally influenced less by extralegal, biasing information than individual jurors are. A social decision scheme (SDS) analysis of this question by Kerr, MacCoun, and Kramer (1997) suggested (a) that Kaplan and Miller's conclusion should hold only for relatively extreme legal cases (i.e., cases where the probability of conviction, without biasing information, was either very high or very low) and (b) that the opposite pattern should hold for moderate cases (with moderate conviction rates)—i.e., juries should show even greater sensitivity to biasing information than should individual jurors. An experiment is reported that compared juror vs jury sensitivity to biasing information (viz., prejudicial pretrial publicity) for versions of a legal case with a moderate and an extreme conviction rate. Consistent with the SDS analysis, juries were more biased than jurors for the moderate-case version, but the reverse was true for the extreme-case version. The implications of these findings and the more general utility of the SDS model for studying group processes are discussed.


Past Courses


    The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management, and to provide practice in assessing and solving marketing problems. The course is also a foundation for advanced electives in Marketing as well as other business/social disciplines. Topics include marketing strategy, customer behavior, segmentation, market research, product management, pricing, promotion, sales force management and competitive analysis.


    This course is concerned with how and why people behave as consumers. Its goals are to: (1) provide conceptual understanding of consumer behavior, (2) provide experience in the application of buyer behavior concepts to marketing management decisions and social policy decision-making; and (3) to develop analytical capability in using behavioral research.


    Immersion in the advertising development process and examination of the practice of advertising. Focuses on decisions regarding advertising objectives, copy selection, budget setting and media selection.



    Marketing begins and ends with the customer, from determining customers' needs and wants to providing customer satisfaction and maintaining customer relationships. This course examines the basic concepts and principles in customer behavior with the goal of understanding how these ideas can be used in marketing decision making. The class will consist of a mix of lectures, discussions, cases, assignments, project work and exams. Topics covered include customer psychological processes (e.g., motivation, perception, attitudes, decision-making) and their impact on marketing (e.g., segmentation, branding, and customer satisfaction). The goal is to provide you with a set of approaches and concepts to consider when faced with a decision involving understanding customer responses to marketing actions.


    The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics. The emphasis will be on: 1) understanding the psychology of customer motivation and persuasion; 2) crafting effective and creative messages; 3) making efficient selections and use of media; and 4) understanding metrics, all within the broader Integrated Marketing Communications perspective.


    This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.


    RETAIL ECOSYSTEM ACTION LEARNING PROJECTS: This course offers graduate students from Wharton and other Penn schools an opportunity to work on real-world projects for companies in the retail industry and in the wider retail ecosystem. It requires the exploration and analysis of actual business issues or opportunities identified by sponsoring/client companies, as well as the formulation of recommendations. It combines 1) academic principles, 2) application of prior business knowledge to the project at hand, and 3) a solutions-oriented mentality. In addition to supervised project work and regular updates to the corporate client/project sponsor, the course involves classroom meetings and discussions on topics pertaining to the projects. While this course focuses on "marketing" topics, projects might also incorporate topics from related disciplines such as operations, management of innovation & technology, data analytics, international management, design, and real estate. Indeed, the goal will be to constitute interdisciplinary teams from Wharton and other relevant Penn graduate schools. ADVANCED STUDY PROJECT (GENERAL): The principal objectives of this course are to provide opportunities for undertaking an in-depth study of a marketing problem and to develop the students' skills in evaluating research and designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. The course entails a considerable amount of independent work. (Strict library-type research is not appropriate) Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often includes an oral presentation by each group to the rest of the class and project sponsors. Along with marketing, the projects integrate other elements of management such as finance, production, research and development, and human resources.


    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.


    Student arranges with a faculty member to pursue a research project on a suitable topic. For more information about research and setting up independent studies, visit:


    This short-term international business course gives undergraduate students an amazing global opportunity featuring business-site visits, lectures at partner schools, cultural excursions, and networking opportunities with undergraduate students and business contacts from the destination countries. In addition to learning about another country's business environment and culture, students earn 0.5 course units that can be used towards business-breadth or elective credits.

Awards and Honors

  • Emerald Literati Network Award for Excellence – Highly Commended Paper Award, 2017
  • American Marketing Association Faculty Advisor Lifetime Achievement Award, 2017
  • American Marketing Association Distinguished Service Award, 2015
  • American Marketing Association Hugh G. Wales Outstanding Faculty Advisor Award, 2010
  • Thomas C. Kinnear/Journal of Public Policy & Marketing Award, 2008 Description

    Honoring the article that has made the most significant contribution to the understanding of marketing and public policy issues within the most recent three-year time period

  • William G. Whitney Award for Distinguished Undergraduate Teaching, 2006
  • Wharton MBA Excellence in Teaching Award, 2005
  • American Marketing Association Faculty Advisor Lifetime Achievement Award, 1970
  • Wharton Teaching Excellence Reward, 2018

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