Anat Keinan
Assistant Professor of Business Administration
Anat Keinan is an Assistant Professor in the Marketing Unit at Harvard Business School. She received her Ph.D. in Marketing, with distinction, from Columbia Business School. At HBS, she teaches the core marketing course to first-year MBA students. Professor Keinan is the winner of the 2011 JCR Ferber Award. Her research on consumer behavior has been published in the leading marketing and psychology journals. Her work has been chosen by the New York Times as one of the "Best Ideas of 2006," and as a finalist for the Journal of Consumer Research 2009 best paper award. Her research has been covered by hundreds of print, electronic, and broadcast media outlets, including FOXNews.com, CNN, CBS News, CNBC, ABC News, The Wall Street Journal, BusinessWeek, Financial Times, Yahoo! Finance, The Boston Globe, TIME, Slate Magazine, Wired Magazine, Associated Press, and United Press International. Professor Keinan's research interests include Consumer Self-Control, Regret, Luxury Marketing, Experiential Marketing, Branding, Fairness and Ethics in Marketing, and the Consumption of Counterfeited and Pirated Products. One stream of research examines consumer's regrets and shows that in the long run, choosing work over play leads to regrets about having missed out on the pleasures of life. Her research demonstrates that while in the short-term it appears preferable to act responsibly and choose virtue over vice, over time such righteous behavior generates increasing regret. Her research further demonstrates that anticipating distant-future regret may help individuals who chronically deprive themselves of hedonism to realize and remedy this tendency. Professor Keinan has also examined why consumers desire unusual and extreme consumption experiences that may actually be unpleasant and even aversive. Examples include consumers who voluntarily stay at ice hotels, where they sleep on beds made of ice in freezing temperatures, and consumers who eat at restaurants serving peculiar foods, such as bacon ice cream and chocolate truffles with vinegar and anchovies. Her research demonstrates that such preferences represent a broader phenomenon, whereby consumers derive utility from collecting memorable experiences, "checking off" items on their "experiential check list," and building their "experiential CV". A native of Israel, she received a B.A. in Economics and Communication and an MBA (Dean's List and Magna cum Laude) from Tel-Aviv University. In addition to her academic background, Anat has served in the Intelligence Corps within the IDF, worked as an advertising manager for an Israeli financial services corporation, and served on the Board of Directors for an employment placement agency in Israel.
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Article
| Journal of Consumer Research
| Forthcoming
Consumer Response to Versioning: How Brands' Production Methods Affect Perceptions of Unfairness
Andrew Gershoff, Ran Kivetz and Anat Keinan
Marketers often extend product lines by offering limited-capability models that are created by removing or degrading features in existing models. This production method, called versioning, has been lauded because of its ability to increase both consumer and firm welfare. According to rational utility models, consumers weigh benefits relative to their costs in evaluating a product. So the production method should not be relevant. Anecdotal evidence suggests otherwise. Six studies show how the production method of versioning may be perceived as unfair and unethical and lead to decreased purchase intentions for the brand. Building on prior work in fairness, the studies show that this effect is driven by violations of norms and the perceived similarity between the inferior, degraded version of a product and the full-featured model offered by the brand.
Keywords: Brands and Branding;
Production;
Competency and Skills;
Welfare or Wellbeing;
Cost vs Benefits;
Perception;
Customers;
Performance Evaluation;
Fairness;
Business Ventures;
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Article
| European Business Review
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Underdog Branding: Why Underdogs Win in Recessions
Neeru Paharia, Anat Keinan and Jill Avery
Keywords: Brands and Branding;
Economics;
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Article
| Journal of Consumer Research
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Productivity Orientation and the Consumption of Collectable Experiences
Anat Keinan and Ran Kivetz
This research examines why consumers desire unusual and novel consumption experiences and voluntarily choose leisure activities, vacations, and celebrations that are predicted to be less pleasurable. For example, consumers sometimes choose to stay at freezing ice hotels and eat at restaurants serving peculiar foods, such as bacon ice cream. We propose that such choices are driven by consumers' continual striving to use time productively, make progress, and reach accomplishments (i.e., a productivity orientation). We argue that choices of collectable (unusual, novel, extreme) experiences lead consumers to feel productive even when they are engaging in leisure activities, as they "check off" items on an "experiential check list" and build their "experiential CV." A series of laboratory and field studies shows that the consumption of collectable experiences is driven and intensified by a (chronic or situational) productivity orientation.
Keywords: Experience and Expertise;
Innovation and Invention;
Marketing Strategy;
Consumer Behavior;
Performance Productivity;
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Article
| Journal of Consumer Research
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The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
Neeru Paharia, Anat Keinan, Jill Avery and Juliet Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an underdog biography: external disadvantage, and passion and determination. We demonstrate that a UBB can increase purchase intentions, real choice, and brand loyalty. We argue that UBBs are effective because consumers react positively when they see the underdog aspects of their own lives being reflected in branded products. Four studies demonstrate that the UBB effect is driven by identity mechanisms: we show that the effect is 1) mediated by consumers' identification with the brand, 2) greater for consumers who strongly self-identify as underdogs, 3) stronger when consumers are purchasing for themselves vs. others, and 4) stronger in cultures in which underdog narratives are part of the national identity.
Keywords: Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
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Journal Article
| Harvard Business Review
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Capitalizing on the Underdog Effect
Anat Keinan, Jill Avery and Neeru Paharia
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over its larger rivals. The results of research on this effect are presented, and exceptions to the rule are noted.
Keywords: Brands and Branding;
Competition;
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Article
| Research in Consumer Behavior
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The Strategic Use of Brand Biographies
Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically show how managers can strategically use brand biographies in brand positioning, in this case to mitigate the curse of success. As brands grow and become successful, they are often marked by the negative stigma associated with size and power, which elicits anticorporate sentiment from consumers. An underdog brand biography can be strategically wielded to prevent or offset anticorporate backlash stemming from consumers' negative perceptions of firms' size and/or market power.
Keywords: Brands and Branding;
Managerial Roles;
Strategy;
Product Positioning;
Consumer Behavior;
Biography;
Success;
Perception;
Markets;
Power and Influence;
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Article
| JMR, Journal of Marketing Research
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Remedying Hyperopia: The Effects of Self-Control Regret on Consumer Behavior
Anat Keinan and Ran Kivetz
Keywords: Customers;
Behavior;
Perspective;
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Article
| Harvard Business Review
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When Virtue Is a Vice
Anat Keinan and Ran Kivetz
Choosing duty over pleasure today can cause regret down the road—whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.
Keywords: Decision Choices and Conditions;
Forecasting and Prediction;
Moral Sensibility;
Marketing Strategy;
Consumer Behavior;
Emotions;
Luxury;
Citation: Keinan, Anat, and Ran Kivetz. " When Virtue Is a Vice." HBS Centennial Issue. Harvard Business Review 86, nos. 7/8 (July–August 2008): 22.
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Article
| Journal of Experimental Psychology: Learning, Memory, and Cognition
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Aspects of Endowment: A Query Theory of Value Construction
Eric Johnson, Gerald Haubl and Anat Keinan
How do people judge the monetary value of objects? One clue is provided by the typical endowment study (D. Kahneman, J. L. Knetsch, & R. H. Thaler, 1991), in which participants are randomly given either a good, such as a coffee mug, that they may later sell ("sellers") or a choice between the good and amounts of cash ("choosers"). Sellers typically demand at least twice as much as choosers, inconsistent with economic theory. This result is usually explained by an increased weighting of losses, or loss aversion. The authors provide a memory-based account of endowment, suggesting that people construct values by posing a series of queries whose order differs for sellers and choosers. Because of output interference, these queries retrieve different aspects of the object and the medium of exchange, producing different valuations. The authors show that the content and structure of the recalled aspects differ for selling and choosing and that these aspects predict valuations. Merely altering the order in which queries are posed can eliminate the endowment effect, and changing the order of queries can produce endowment-like effects without ownership.
Keywords: Profit;
Forecasting and Prediction;
Theory;
Valuation;
Loss;
Ownership;
Decision Choices and Conditions;
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Article
| Journal of Consumer Research
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Repenting Hyperopia: An Analysis of Self-Control Regrets
Ran Kivetz and Anat Keinan
Keywords: Perspective;
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Teaching Note
| HBS Case Collection
|
2013
EILEEN FISHER: Repositioning the Brand (TN)
Anat Keinan and Jill Avery
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Teaching Note
| HBS Case Collection
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2013
Introducing iSnack 2.0: The New Vegemite (TN)
Anat Keinan, Francis Farrelly and Michael Beverland
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Case
| HBS Case Collection
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2012
(Revised from original 2012 version)
Eileen Fisher: Repositioning the Brand
Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to younger women. But, repositioning the brand has proven to be harder than expected. This case explores the challenges of appealing to new target markets, without alienating existing customers. The case follows Eileen Fisher's initial forays into social media as they chase a younger demographic, and demonstrates the opportunities and pitfalls that await big brands when they enter the world of Web 2.0.
Keywords: marketing;
brand management;
brand positioning;
market segmentation and target market selection;
retailing;
fashion;
corporate social responsibility;
social media;
Brands and Branding;
Product Positioning;
Segmentation;
Age Characteristics;
Social and Collaborative Networks;
Growth and Development Strategy;
Retail Industry;
Fashion Industry;
Citation: Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. " Eileen Fisher: Repositioning the Brand." Harvard Business School Case 512-085, May 2012. (Revised from original April 2012 version.)
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Case
| HBS Case Collection
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2012
Introducing iSnack 2.0: The New Vegemite
Anat Keinan, Francis Farrelly and Michael Beverland
Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis of brand image, the brand team led by Simon Talbot identified a gap in the market for a line extension involving a blend of Vegemite and Kraft's other iconic brand, Philadelphia Cream Cheese. Following a high profile campaign involving a competition to name the new extension Talbot's team chose the name iSnack 2.0 for the new product. The case starts two days after the public unveiling of this name and subsequent nationwide backlash against it. Talbot needs to consider whether to continue with the brand name or change it in light of the public outcry.
Keywords: Food;
Product Launch;
Conflict and Resolution;
Brands and Branding;
Consumer Products Industry;
Food and Beverage Industry;
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Case
| HBS Case Collection
|
2011
(Revised from original 2011 version)
The U.S. Military Academy at West Point
Anat Keinan
The case examines an iconic institution's decision on whether or not to undertake a branding initiative. Founded in 1802, West Point has played a key role in America's history. It is one of the nation's oldest institutions of higher learning and is well known for producing prominent military, political and business leaders. In the increasingly competitive environment of higher education, the Director of Strategic Communications at the US Military Academy is faced with a decision on whether or not to invest resources in a rebranding effort. Over the course of the school's history, several distinct logos have come into existence and little uniformity or guidance for use exists. Data from a recent consumer survey offers some insight for the decision maker to contemplate, as does the school's recent appearance on the cover of Forbes' magazine as the number one undergraduate institution in the nation. Numerous stakeholders, tradition, the competitive environment and resource constraints all factor into the decision making process.
Keywords: Surveys;
Resource Allocation;
Brands and Branding;
Business and Stakeholder Relations;
Competitive Strategy;
Education Industry;
United States;
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Teaching Note
| HBS Case Collection
|
2011
(Revised from original 2011 version)
Communispace (TN)
Anat Keinan
Teaching Note for 510018.
Keywords: Telecommunications Industry;
Citation: Keinan, Anat. " Communispace (TN)." Harvard Business School Teaching Note 511-120, March 2011. (Revised from original March 2011 version.)
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Case
| HBS Case Collection
|
2010
(Revised from original 2009 version)
Communispace
Anat Keinan
Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing decisions, and with a sounding board for new product ideas. Now, a potential client has asked Communispace to build and manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment?
Keywords: Customer Focus and Relationships;
Brands and Branding;
Product Launch;
Network Effects;
Social and Collaborative Networks;
Online Technology;
Communications Industry;
Media and Broadcasting Industry;
Citation: Keinan, Anat. " Communispace." Harvard Business School Case 510-018, January 2010. (Revised from original November 2009 version.)
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Module Note
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2008
Understanding Brands
Anat Keinan and Jill Avery
For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.
Keywords: Brands and Branding;
Marketing Strategy;
Value;
Citation: Keinan, Anat, and Jill Avery. " Understanding Brands." Harvard Business School Module Note 509-041, November 2008.
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Other Unpublished Work
| 2012
Brand-Tourists or Brand-Immigrants? How New Consumers Dilute or Enhance the Image of Symbolic Brands
Silvia Bellezza and Anat Keinan
Keywords: Brands and Branding;
Consumer Behavior;
Citation: Bellezza, Silvia, and Anat Keinan. "Brand-Tourists or Brand-Immigrants? How New Consumers Dilute or Enhance the Image of Symbolic Brands." 2012.
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Other Unpublished Work
| 2011
Framing the Game: How Positioning Brands in Competition Motivates Political Consumption
Neeru Paharia, Jill Avery and Anat Keinan
Keywords: Brands and Branding;
Product Positioning;
Competition;
Consumer Behavior;
Government and Politics;
Citation: Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Positioning Brands in Competition Motivates Political Consumption." June 2011.
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Other Unpublished Work
| 2008
The Functional Alibi
Anat Keinan, Ran Kivetz and Oded Netzer
Citation: Keinan, Anat, Ran Kivetz, and Oded Netzer. "The Functional Alibi." November 2008.
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Other Unpublished Work
| 2008
Robin Hood is Alive: The Perceived Morality and Social Acceptance of Pirated Products and Counterfeits Usage
Hannah Chang, Anat Keinan and Donald Lehmann
Keywords: Intellectual Property;
Moral Sensibility;
Societal Protocols;
Attitudes;
Crime and Corruption;
Citation: Chang, Hannah, Anat Keinan, and Donald Lehmann. "Robin Hood is Alive: The Perceived Morality and Social Acceptance of Pirated Products and Counterfeits Usage." January 2008.
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Other Unpublished Work
| 2008
The Psychology of Versioning
Andrew Gershoff, Ran Kivetz and Anat Keinan
Keywords: Social Psychology;
Citation: Gershoff, Andrew, Ran Kivetz, and Anat Keinan. "The Psychology of Versioning." January 2008.
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