Kelly Herd

Assistant Professor

Marketing


Education

Ph.D., University of Colorado at Boulder
B.S., Washington and Lee University

Areas of Expertise

Product Design
Creativity
Identity
Emotions

Biography

Marketing professor Kelly Herd’s research focuses primarily on creativity and product design as they relate to a variety of topics including social cognition, identity, and emotions. She is particularly interested in what motivates consumers to engage in aesthetic product design and how companies can better enable individuals to develop unique and effective solutions to fulfill their own needs and wants (e.g., customization) as well as those of the marketplace (e.g., crowdsourcing). Dr. Herd’s has been published in the Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. In 2010, she won both the Marketing Science Institute’s Alden G. Clayton Dissertation Proposal Award and the Society for Marketing Advances’ “Best Retail Proposal” Dissertation Award.

Dr. Herd holds a Ph.D. in Marketing from the University of Colorado and a B.S. in Business Administration from Washington and Lee University. Prior to completing her Ph.D., she specialized in public relations and consumer research, developing marketing campaigns for clients including Toshiba, Disney, NBC, and Pepsi.

Featured Publications

Krishna, Aradhna, Kelly B. Herd, and Nilufer Z. Aydınoğlu (2015), “Wetting the Bed at Twenty-one: Embarrassment as a Private Emotion,” Journal of Consumer Psychology, 25 (3), 473-486. (Equal authorship)

  • Select Media Coverage: Forbes, New York Magazine, Men’s Health, Glamour, Health.com

Moreau, C. Page, Leff Bonney and Kelly B. Herd (2011), “It’s the Thought (and the Effort) That Counts: How Customizing for Others Differs from Customizing for Oneself,” Journal of Marketing, 75 (September), 120-133.

Moreau, C. Page, and Kelly B. Herd (2010), “To Each His Own? How Comparisons with Others Influence Consumers’ Evaluations of Their Self-Designed Products,” Journal of Consumer Research, 36 (February), 806-819.

Kelly Herd (Nathan Oldham/UConn School of Business)
Contact Information
Emailkelly.herd@uconn.edu
Phone860-486-2667
Mailing Address2100 Hillside Road, U1041
Office LocationBUSN 331
CampusStorrs
Office HoursMonday and Wednesday, 3:15 - 4:15 pm
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