Kelly B. Herd

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Contact Information

(812) 855-1009

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1309 E. 10th Street
Room HH 2100

  • Assistant Professor of Marketing
  • 3M Faculty Fellow


  • Bloomington


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

Professional Experience

  • Assistant Professor of Marketing, Indiana University, 2011-present

Awards, Honors & Certifications

  • 3M Faculty Grant Award, 2014, 2015
  • Trustees Teaching Award Nominee, 2014
  • Marketing Science Institute's Alden G. Clayton Dissertaion Proposal Award, 2010
  • AMA Sheth Doctoral Consortium Fellow, 2010
  • Society for Marketing Advances' Best Retail Dissertation Proposal Award, 2010
  • Berkeley Behavioral Camp Representative, 2010
  • Marketing Division Research Excellence Fellowship, 2010
  • Gerald Hart Fellowship, Summer 2007, 2008
  • University Fellowship, 2006-2011
  • L. K. Johnson Marketing Management Award, 2003

Professional Interests

Product Design, Creativity, Social Cognition, Identity, Emotions

Selected Publications

  • Krishna, Aradhna, Kelly B. Herd, and Nilufer Z. Aydinoglu (2015), “Wetting the Bed at Twenty-one: Embarrassment as a Private Emotion,” forthcoming, Journal of Consumer Psychology. (Equal authorship)
  • 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, Vol. 75, No. 5, September, pp. 120-133.  Read Abstract
  • 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, Vol. 36, No. 5, February, pp. 806-819. Read Abstract

Kelley School of Business

Faculty & Research