Kelly Herd

Dr. Kelly Herd is an Associate Professor and Dean's Ackerman Scholar in the Marketing Department at the University of Connecticut School of Business. Her research focuses on creativity, product design, and consumer emotions, particularly exploring how consumers engage with aesthetic products and how firms can foster innovative solutions through customization and crowdsourcing. She holds a Ph.D. in Marketing from the University of Colorado and a B.S. from Washington and Lee University.

Her research has been published in top journals like Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. She has received prestigious awards, including the UConn Innovation in Teaching Award (2019, 2021) and recognition as one of the 50 Best Undergraduate Business Professors by Poets & Quants (2022). Her work on consumer embarrassment, crowdfunding success, and haptic creativity has been widely cited and featured in media outlets like Forbes and Fast Company.

Her research trends emphasize the intersection of technology and consumer behavior, such as the impact of smartphones on donation behavior (2025) and the role of haptics in fostering creativity (2023). She also explores social dynamics in innovation adoption and the psychological underpinnings of consumer embarrassment.

Dr. Herd has served as an academic reviewer, earning Outstanding Reviewer Awards from the Journal of Marketing (2023) and Journal of Marketing Research (2024). While she does not explicitly list advisees, her teaching and research mentorship are highlighted through her awards and publications.

Her professional activities include outreach through media engagement and academic leadership roles. Her work bridges theoretical insights with practical advice for marketing managers, aiming to enhance consumer-centric strategies in product design and emotional engagement.