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Elizabeth A. Keenan

Assistant Professor of Business Administration

Elizabeth Keenan is an assistant professor of business administration in the Marketing Unit. She teaches the Marketing course in the MBA required curriculum.

Professor Keenan’s research explores individuals’ prosocial choices and behaviors within the domains of charitable giving and environmental sustainability. Her research has been published in Science, the Journal of Consumer Research, and Nature Climate Change, and it has been cited by media outlets including NPR, The Huffington Post, The Wall Street Journal, and U.S. News & World Report.

Professor Keenan earned her PhD in marketing at the Rady School of Management at the University of California, San Diego; an MAS in marine biodiversity and conservation, also at UC San Diego; and a BS in biology at Loyola Marymount University. Prior to her doctoral studies, Professor Keenan spent ten years in nonprofit management and education at the Aquarium of the Pacific.

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Elizabeth Keenan is an assistant professor of business administration in the Marketing Unit. She teaches the Marketing course in the MBA required curriculum.

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Ominous Background Music is Bad for Sharks

HBS Working Knowledge

Experimental research reveals the influential power of music to determine how people feel about the most vilified predator in the ocean. Elizabeth Keenan and Andrew P. Nosal discuss the study “The Effect of Background Music in Shark Documentaries on Viewers’ Perceptions of Sharks.”
Donors are Turned Off by Overhead Costs. Here's What Charities Can Do

HBS Working Knowledge

Elizabeth A. Keenan and colleagues find that charitable donors are willing to stomach the idea of overhead costs—as long as they know someone else’s donation is covering them. A field study helped one organization nearly triple its solicited donations.

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Elizabeth A. Keenan

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