{"id":10095,"date":"2024-08-06T16:45:53","date_gmt":"2024-08-06T20:45:53","guid":{"rendered":"https:\/\/www.bu.edu\/questrom\/profiles\/anat-keinan\/"},"modified":"2026-06-25T16:00:21","modified_gmt":"2026-06-25T20:00:21","slug":"anat-keinan","status":"publish","type":"profiles","link":"https:\/\/www.bu.edu\/questrom\/profiles\/anat-keinan\/","title":{"rendered":"Anat Keinan"},"content":{"rendered":"\n\n\n<div class=\"wp-block-group alignfull profile__standard-wrapper has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\n\n<div class=\"wp-block-columns profile__columns is-layout-flex wp-container-core-columns-is-layout-b2e659ba wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column profile__left-column is-layout-flow wp-container-core-column-is-layout-986eed52 wp-block-column-is-layout-flow\"><figure class=\"profile__image wp-block-post-featured-image\"><img decoding=\"async\" alt=\"Anat Keinan\" style=\"object-fit:contain\" class=\"wp-post-image\" src=\"http:\/\/questromapps.bu.edu\/images\/facstaff\/KeinanAnat.jpg\" \/><\/figure>\n\n<aside class=\"profile__contact profile__contact--api wp-block-amp-profile-contact\" itemscope itemtype=\"http:\/\/schema.org\/Person\">\n  <h5>Contact<\/h5>\n  <div class=\"profile__contact-row\">\n              <div class=\"profile__contact-cell profile__contact-cell--email\">\n        <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n        Email\n      <\/h6>\n      <p class=\"has-p-2-font-size\">\n        <a href=\"mailto:akeinan@bu.edu\" itemprop=\"email\">\n          akeinan@bu.edu        <\/a>\n      <\/p>\n    <\/div>\n          <\/div>\n\n      <div class=\"profile__contact-buttons\">\n              <div class=\"wp-block-button is-style-primary-button\">\n          <a class=\"wp-block-button__link wp-element-button\" href=\"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Keinan_Anat_CV.pdf\">\n            Download CV\n          <\/a>\n        <\/div>\n                <\/div>\n  \n      <div class=\"profile__contact-row\">\n\n              <div class=\"profile__contact-cell profile__contact-cell--office\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px;\">\n          Office\n        <\/h6>\n        <p class=\"has-p-2-font-size\" itemprop=\"workLocation\">\n          623        <\/p>\n      <\/div>\n                    <div class=\"profile__contact-cell profile__contact-cell--bu\">\n          <h6 class=\"wp-block-heading has-h-8-font-size\" style=\"font-weight: 500; text-transform: uppercase; margin-top: 0px\">\n            Boston University <br \/>\n            Questrom School of Business\n          <\/h6>\n                        <p class=\"has-p-2-font-size\" itemprop=\"address\">\n                Rafik B. Hariri Building <br \/>\n                595 Commonwealth Avenue <br \/>\n                Boston, MA 02215\n              <\/p>\n                  <\/div>\n          <\/div>\n  <\/aside><\/div>\n\n\n\n<div class=\"wp-block-column profile__right-column is-layout-flow wp-container-core-column-is-layout-986eed52 wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group profile__header-container has-global-padding is-layout-constrained wp-container-core-group-is-layout-0f22d0a1 wp-block-group-is-layout-constrained\" style=\"padding-right:0;padding-left:0\">\n<div class=\"wp-block-group profile__header-content has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\"><h2 class=\"wp-block-post-title\">Anat Keinan<\/h2>\n<div class=\"alignfull wp-block-amp-profile-position\">\n\t\t\t<p class=\"has-text-align-left has-text-transform-uppercase has-p-2-font-size\" style=\"text-transform: uppercase; font-weight: 600\">\n\t\t\tAssociate Professor, Marketing\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-bio\">\n\t<p>Professor Keinan\u2019s research interests include Branding, Symbolic Consumption, Consumer Well-Being, Luxury Marketing, Consumer self-Control, Authenticity, the Consumption of Experiences, Fairness and Ethics in Marketing, and Ethical Consumption. She received her Ph.D. in Marketing, with distinction, from Columbia Business School. Professor Keinan is the winner of the Ferber Award for her research on collectable experiences, and the AMA Erin Anderson Award for Emerging Female Marketing Scholar and Mentor. Professor Keinan was twice ranked by the American Marketing Association as one of the Top 50 most productive Scholars in the premier marketing journals in the past 5 years. Her research was selected for the New York Times Magazine\u2019s Year in Ideas issue, and recognized as the Journal of Consumer Research best paper award finalist in 2009, 2014, 2017, 2020, 2023 and 2024. Her research on consumer behavior has been published in the leading marketing, psychology, and managerial journals, and featured in hundreds of media outlets, including NPR, CNN, BBC, FOX, CBS, NBC, ABC, The Wall Street Journal, The New Yorker, The Economist, Scientific American, BusinessWeek, Financial Times, Forbes, TIME, Boston Globe, Washington Post, The Atlantic, Slate Magazine, Wired Magazine, Fast Company, Associated Press, and United Press International. She was named a Marketing Science Institute Young Scholar, and a 2020 MSI scholar, and serves as an Associate Editor at JCR. Her research was selected for the JCR Research Curation on \u201cProducts as Signals,\u201d the Research Curation on \u201cMeaningful Choice,\u201d and the Research Curation on \u201cBehavioral Pricing.\u201d Prior to joining BU Professor Keinan was on the faculty of Harvard Business School for over a decade, where she received the Jakurski Family Associate Professor Chair, and the Harvard Business School Wyss Award for Doctoral Mentoring. Her HBS case studies on branding and luxury marketing have been featured in the HBS Premier Case Collection and Poets &amp; Quants.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-amp-profile-data profile-data\">\n\n\n\n\n\n<div class=\"wp-block-group profile__data-section has-global-padding is-layout-constrained wp-block-group-is-layout-constrained wp-block-amp-profile-publications\">\n\t<h5 class=\"wp-block-heading\" style=\"font-weight: 500\">\n\tPublications\t<\/h5>\n\n\t<div class=\"wp-block-group profile__data-row has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n\t<p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Lin, J., Keinan, A., Chang, H., Lehmann, D. (2026). &#8220;The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications&#8221;, <i>Journal of Consumer Research<\/i>, <i>52<\/i> (6),  1102-1125<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Goor, D., Keinan, A., Ordabayeva, N. (2025). &#8220;Historizing the Present: Implications for Mobilizing Consumers for Collective Action&#8221;, <i>Journal of Consumer Psychology<\/i>, <i>35<\/i> (1),  98-120<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Goor, D., Keinan, A., Ordabayeva, N. (2021). &#8220;Status Pivoting&#8221;, <i>Journal of Consumer Research<\/i>, <i>47<\/i> (6),  978-1002<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Goor, D., Ordabayeva, N., Keinan, A., Crener, S. (2019). &#8220;The Impostor Syndrome from Luxury Consumption&#8221;, <i>Journal of Consumer Research<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Bellezza, S., Paharia, N. (2019). &#8220;The symbolic value of time.&#8221;, <i>Curr Opin Psychol<\/i>, <i>26<\/i> 58-61<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bellezza, S., Paharia, N., Keinan, A. (2017). &#8220;Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol&#8221;, <i>Journal of Consumer Research<\/i> ucw076-ucw076<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Kivetz, R., Netzer, O. (2016). &#8220;The Functional Alibi&#8221;, <i>Journal of the Association for Consumer Research<\/i>, <i>1<\/i> (4),  479-496<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Crener, S., Bellezza, S. (2016). &#8220;Luxury Branding Research: New Perspectives and Future Priorities&#8221;, <i>Online Luxury Retailing: Leveraging Digital Opportunities Research, Industry Practice, and Open Questions<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., , Avery, J. (2015). &#8220;Framing the Game: How Brands\u2019 Relationships with Their Competitors Affect Consumer Preference&#8221;, <i>Strong Brands, Strong Relationships<\/i><\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Paharia, N., Avery, J., Keinan, A. (2014). &#8220;Positioning Brands against Large Competitors to Increase Sales&#8221;, <i>Journal of Marketing Research<\/i>, <i>51<\/i> (6),  647-656<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bellezza, S., Keinan, A. (2014). &#8220;Brand Tourists: How Non\u2013Core Users Enhance the Brand Image by Eliciting Pride&#8221;, <i>Journal of Consumer Research<\/i>, <i>41<\/i> (2),  397-417<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bellezza, S., Gino, F., Keinan, A. (2014). &#8220;The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity&#8221;, <i>Journal of Consumer Research<\/i>, <i>41<\/i> (1),  35-54<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Paharia, N., Keinan, A., Avery, J. (2014). &#8220;The Upside to Large Competitors&#8221;, <i>MIT Sloan Management Review: MIT&#8217;s journal of management research and ideas<\/i>, <i>56<\/i> (1),  10-11<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bellezza, S., Gino, F., Keinan, A. (2014). &#8220;The Surprising Benefits of Nonconformity&#8221;, <i>MIT Sloan Management Review: MIT&#8217;s journal of management research and ideas<\/i>, <i>55<\/i> (3),  10-11<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Bellezza, S., Keinan, A. (2014). &#8220;How &#8220;Brand Tourists&#8221; Can Grow Sales&#8221;, <i>Harvard Business Review<\/i>, <i>92<\/i> (7-8),  28-28<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Gershoff, A., Kivetz, R., Keinan, A. (2012). &#8220;Consumer Response to Versioning: How Brands\u2019 Production Methods Affect Perceptions of Unfairness&#8221;, <i>Journal of Consumer Research<\/i>, <i>39<\/i> (2),  382-398<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Kivetz, R. (2011). &#8220;Productivity Orientation and the Consumption of Collectable Experiences&#8221;, <i>Journal of Consumer Research<\/i>, <i>37<\/i> (6),  935-950<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Paharia, N., Keinan, A., Avery, J., Schor, J. (2011). &#8220;The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography&#8221;, <i>Journal of Consumer Research<\/i>, <i>37<\/i> (5),  775-790<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Avery, J., Paharia, N. (2010). &#8220;Capitalizing on the Underdog Effect&#8221;, <i>Harvard Business Review<\/i>, <i>88<\/i> (11),  32-32<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Kivetz, R., Netzer, O. (2009). &#8220;Functional Alibi&#8221;, <i>Advances in Consumer Research<\/i>, <i>36<\/i> 30-30<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Kivetz, R. (2008). &#8220;Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior&#8221;, <i>Journal of Marketing Research<\/i>, <i>45<\/i> (6),  676-689<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Keinan, A., Kivetz, R. (2008). &#8220;When virtue is a vice&#8221;, <i>Harvard Business Review<\/i>, <i>86<\/i> (7-8),  22-+<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Johnson, E., H\u00e4ubl, G., Keinan, A. (2007). &#8220;Aspects of endowment: a query theory of value construction.&#8221;, <i>J Exp Psychol Learn Mem Cogn<\/i>, <i>33<\/i> (3),  461-474<\/p><p class=\"has-text-align-left has-neutral-01-color has-text-color has-link-color has-p-2-font-size\">Kivetz, R., Keinan, A. (2006). &#8220;Repenting Hyperopia: An Analysis of Self-Control Regrets&#8221;, <i>Journal of Consumer Research<\/i>, <i>33<\/i> (2),  273-282<\/p>\t\t<\/p>\n\t<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"bu_is_from_api":true,"buID":"U36715648","lastName":"Keinan","firstName":"Anat","middleName":"","suffixName":"","phone":"","email":"akeinan@bu.edu","pronouns":"","cv":"http:\/\/questromapps.bu.edu\/faculty\/uploadFiles\/cvUploadsProfile\/MK_Keinan_Anat_CV.pdf","website":"","office":"623","address":"595 Commonwealth Ave","bio":"Professor Keinan\u2019s research interests include Branding, Symbolic Consumption, Consumer Well-Being, Luxury Marketing, Consumer self-Control, Authenticity, the Consumption of Experiences, Fairness and Ethics in Marketing, and Ethical Consumption. She received her Ph.D. in Marketing, with distinction, from Columbia Business School. Professor Keinan is the winner of the Ferber Award for her research on collectable experiences, and the AMA Erin Anderson Award for Emerging Female Marketing Scholar and Mentor. Professor Keinan was twice ranked by the American Marketing Association as one of the Top 50 most productive Scholars in the premier marketing journals in the past 5 years. Her research was selected for the New York Times Magazine\u2019s Year in Ideas issue, and recognized as the Journal of Consumer Research best paper award finalist in 2009, 2014, 2017, 2020, 2023 and 2024. Her research on consumer behavior has been published in the leading marketing, psychology, and managerial journals, and featured in hundreds of media outlets, including NPR, CNN, BBC, FOX, CBS, NBC, ABC, The Wall Street Journal, The New Yorker, The Economist, Scientific American, BusinessWeek, Financial Times, Forbes, TIME, Boston Globe, Washington Post, The Atlantic, Slate Magazine, Wired Magazine, Fast Company, Associated Press, and United Press International. She was named a Marketing Science Institute Young Scholar, and a 2020 MSI scholar, and serves as an Associate Editor at JCR. Her research was selected for the JCR Research Curation on \u201cProducts as Signals,\u201d the Research Curation on \u201cMeaningful Choice,\u201d and the Research Curation on \u201cBehavioral Pricing.\u201d Prior to joining BU Professor Keinan was on the faculty of Harvard Business School for over a decade, where she received the Jakurski Family Associate Professor Chair, and the Harvard Business School Wyss Award for Doctoral Mentoring. Her HBS case studies on branding and luxury marketing have been featured in the HBS Premier Case Collection and Poets & Quants.","bu_profile_image_url":"http:\/\/questromapps.bu.edu\/images\/facstaff\/KeinanAnat.jpg","position":["Associate Professor, Marketing"],"education":[],"publications":["Lin, J., Keinan, A., Chang, H., Lehmann, D. (2026). \"The Robin Hood Effect in Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications\", <i>Journal of Consumer Research<\/i>, <i>52<\/i> (6),  1102-1125","Goor, D., Keinan, A., Ordabayeva, N. (2025). \"Historizing the Present: Implications for Mobilizing Consumers for Collective Action\", <i>Journal of Consumer Psychology<\/i>, <i>35<\/i> (1),  98-120","Goor, D., Keinan, A., Ordabayeva, N. (2021). \"Status Pivoting\", <i>Journal of Consumer Research<\/i>, <i>47<\/i> (6),  978-1002","Goor, D., Ordabayeva, N., Keinan, A., Crener, S. (2019). \"The Impostor Syndrome from Luxury Consumption\", <i>Journal of Consumer Research<\/i>","Keinan, A., Bellezza, S., Paharia, N. (2019). \"The symbolic value of time.\", <i>Curr Opin Psychol<\/i>, <i>26<\/i> 58-61","Bellezza, S., Paharia, N., Keinan, A. (2017). \"Conspicuous Consumption of Time: When Busyness and Lack of Leisure Time Become a Status Symbol\", <i>Journal of Consumer Research<\/i> ucw076-ucw076","Keinan, A., Kivetz, R., Netzer, O. (2016). \"The Functional Alibi\", <i>Journal of the Association for Consumer Research<\/i>, <i>1<\/i> (4),  479-496","Keinan, A., Crener, S., Bellezza, S. (2016). \"Luxury Branding Research: New Perspectives and Future Priorities\", <i>Online Luxury Retailing: Leveraging Digital Opportunities Research, Industry Practice, and Open Questions<\/i>","Keinan, A., , Avery, J. (2015). \"Framing the Game: How Brands\u2019 Relationships with Their Competitors Affect Consumer Preference\", <i>Strong Brands, Strong Relationships<\/i>","Paharia, N., Avery, J., Keinan, A. (2014). \"Positioning Brands against Large Competitors to Increase Sales\", <i>Journal of Marketing Research<\/i>, <i>51<\/i> (6),  647-656","Bellezza, S., Keinan, A. (2014). \"Brand Tourists: How Non\u2013Core Users Enhance the Brand Image by Eliciting Pride\", <i>Journal of Consumer Research<\/i>, <i>41<\/i> (2),  397-417","Bellezza, S., Gino, F., Keinan, A. (2014). \"The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity\", <i>Journal of Consumer Research<\/i>, <i>41<\/i> (1),  35-54","Paharia, N., Keinan, A., Avery, J. (2014). \"The Upside to Large Competitors\", <i>MIT Sloan Management Review: MIT's journal of management research and ideas<\/i>, <i>56<\/i> (1),  10-11","Bellezza, S., Gino, F., Keinan, A. (2014). \"The Surprising Benefits of Nonconformity\", <i>MIT Sloan Management Review: MIT's journal of management research and ideas<\/i>, <i>55<\/i> (3),  10-11","Bellezza, S., Keinan, A. (2014). \"How \"Brand Tourists\" Can Grow Sales\", <i>Harvard Business Review<\/i>, <i>92<\/i> (7-8),  28-28","Gershoff, A., Kivetz, R., Keinan, A. (2012). \"Consumer Response to Versioning: How Brands\u2019 Production Methods Affect Perceptions of Unfairness\", <i>Journal of Consumer Research<\/i>, <i>39<\/i> (2),  382-398","Keinan, A., Kivetz, R. (2011). \"Productivity Orientation and the Consumption of Collectable Experiences\", <i>Journal of Consumer Research<\/i>, <i>37<\/i> (6),  935-950","Paharia, N., Keinan, A., Avery, J., Schor, J. (2011). \"The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography\", <i>Journal of Consumer Research<\/i>, <i>37<\/i> (5),  775-790","Keinan, A., Avery, J., Paharia, N. (2010). \"Capitalizing on the Underdog Effect\", <i>Harvard Business Review<\/i>, <i>88<\/i> (11),  32-32","Keinan, A., Kivetz, R., Netzer, O. (2009). \"Functional Alibi\", <i>Advances in Consumer Research<\/i>, <i>36<\/i> 30-30","Keinan, A., Kivetz, R. (2008). \"Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior\", <i>Journal of Marketing Research<\/i>, <i>45<\/i> (6),  676-689","Keinan, A., Kivetz, R. (2008). \"When virtue is a vice\", <i>Harvard Business Review<\/i>, <i>86<\/i> (7-8),  22-+","Johnson, E., H\u00e4ubl, G., Keinan, A. (2007). \"Aspects of endowment: a query theory of value construction.\", <i>J Exp Psychol Learn Mem Cogn<\/i>, <i>33<\/i> (3),  461-474","Kivetz, R., Keinan, A. 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