Keri Kettle

Dr. Keri Kettle is an Associate Professor of Marketing at the Telfer School of Management, University of Ottawa. His research focuses on how consumer goal-directed behavior is shaped by identity, personal forecasts, and feedback. He holds a B.A. (Honours Business Administration) from the Royal Military College of Canada, an M.B.A. (Marketing) from the University of Calgary, and a Ph.D. (Consumer Behaviour) from the University of Alberta. He served 12 years as an Army Logistics Officer, earning awards such as the NATO Medal for Kosovo.

Key research areas include consumer identity, debt repayment strategies, financial decision-making, and goal pursuit dynamics. His work has been published in top journals like Journal of Marketing Research and Journal of Consumer Research. He has secured over $150,000 in research grants, including SSHRC Partnership Engage Grants and internal university funding, focusing on topics like donation solicitation and identity-driven behavior.

Dr. Kettle’s grants emphasize practical applications of marketing theory, such as leveraging identity to increase charitable donations and understanding how uncertainty affects energy-efficient technology purchases. He also explores cross-disciplinary themes like anger’s impact on economic conservatism and metacognitive experiences in numerical processing.

His awards include military honors for service and academic grants recognizing his contributions to consumer behavior research. Beyond academia, he is a competitive CrossFitter and coaches sports, reflecting his interest in goal-driven performance.