N O P Q R S T U V W X Y Z
Kelly L. Haws
TitleAssistant Professor of Marketing
Pamela M. and Barent Cater '77 Faculty Fellow
DepartmentDepartment of Marketing
Kelly Haws is an assistant professor of marketing and a Mays Research Fellow. Haws conducts research related to consumer behavior, with specific focus on issues relevant to consumer welfare. Her research interests include consumer self-control, self-control strategies, optimal consumption, measurement issues, and behavioral pricing. Her research has been published in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Public Policy & Marketing, Journal of the Academy of Marketing Science, and Marketing Letters. She has also presented her research at various conferences, including the Association for Consumer Research, the Society for Consumer Psychology, and the American Marketing Association. She was recently named as an MSI Young Scholar for 2011.
She currently teaches undergraduate Consumer Behavior (MKTG 322) as well as graduate-level consumer behavior (MKTG 650). She was named a CTE Montague Scholar and has also received the Lockheed Martin Teaching Excellence Award as well as the SLATE teaching award. Previously, she taught principles of marketing and marketing research. Prior to her PhD program, she was a full-time accounting and finance instructor at the Univeristy of South Carolina Sumter, where she taught a variety of financial and managerial accounting as well as corporate finance courses. Before entering the academic profession, she worked in the mortgage industry.
Redden, Joseph P. and Kelly L. Haws, “Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control, Journal of Consumer Research (forthcoming, authors contributed equally).
Lamberton, Cait Poynor, Rebecca W. Naylor, and Kelly L. Haws (2012), “Same Destination, Different Paths: The Effect of Observing Others’ Divergent Reasoning on Choice Confidence,” Journal of Consumer Psychology (forthcoming).
Haws, Kelly L., William O. Bearden and Gergana Y. Nenkov (2012), “Consumer Spending Self-Control Effectiveness and Outcome Elaboration Prompts,” Journal of the Academy of Marketing Science (forthcoming).
Haws, Kelly L., Rebecca W. Naylor, Robin Coulter, and William O. Bearden (2012), “Keeping It all Without Being Buried Alive: Understanding Product Retention Tendency,” Journal of Consumer Psychology, 22 (2), 224-236.
Haws, Kelly L., William O. Bearden, and Utpal M. Dholakia (2012), “Situational and Trait Interactions among Goal Orientations,” Marketing Letters, 23 (1), 47-60.
Bearden, William O. and Kelly L. Haws (2012), “How Low Spending Control Harms Consumers,” Journal of the Academy of Marketing Science, 40 (1), 181-193.
Winterich, Karen Page, and Kelly L. Haws (2011), “Helpful Hopefulness: The Effect of Future Positive Emotion on Consumption,” Journal of Consumer Research, 38 (October), 505-524. Authors contributed equally.
Haws, Kelly L., Utpal M. Dholakia, and William O. Bearden (2010), “An Assessment of Chronic Regulatory Focus Measures,” Journal of Marketing Research, 47 (October), 967-982.
Naylor, Rebecca W., Courtney Droms, and Kelly L. Haws (2009), “Eating with a Purpose: Consumer Responses to Functional Food Health Claims,” Journal of Public Policy & Marketing, 28 (Fall), 221-233.
Poynor, Cait and Kelly L. Haws (2009), “Lines in the Sand: Using Category Widths to Define and Pursue Self-Control Goals,” Journal of Consumer Research, 35 (February), 772-787. Authors contributed equally.
Haws, Kelly L. and Cait Poynor (2008), “Seize the Day! Encouraging Indulgence for the Hyperopic Consumer,” Journal of Consumer Research, 35 (December), 680-691. Authors contributed equally.
Haws, Kelly L. and William O. Bearden (2006), “Dynamic Pricing and Consumer Fairness Perceptions,” Journal of Consumer Research, 33 (December), 304-311.
View my research on my SSRN Author page:
PhD, 2007, University of South Carolina: Business Administration-Marketing
MBA, 2000, Mississippi State University
BBA, 1999, Mississippi State University