University of Louisville, B.S.
Michigan State University, M.B.A.
University of Utah, Ph.D.

Research Interests

Marketing Decision Making
Consumer Judgment & Decision Making
Behavioral Economics
Message Framing

Keith Botner joined Lehigh University in the fall of 2015 as an Assistant Professor in the Department of Marketing within the College of Business and Economics. Prior to Lehigh, Keith was at the University of Utah, where he recently received his PhD in marketing (consumer behavior) from the David Eccles School of Business.

Keith's research focuses on Marketing Decision Making, and examines such factors as marketing message framing, linguistic structure of brand names, product spatial arrangement, and consumer referrals. Notably, Keith's work—which includes a published article in the Journal of Marketing Research—balances empirical analysis, field experimentation and lab studies, collectively aimed at achieving internal and external validity. Keith’s research has also been presented at prominent annual conferences, including Marketing Science, Theory + Practice in Marketing (TPM), and Association for Consumer Research.

Prior to pursuing his Ph.D., Keith worked in marketing and brand management for firms in the consumer-packaged goods (P&G), pharmaceuticals (Bristol-Myers Squibb, Eli Lilly) and retail (Yum! Brands) sectors. These experiences helped to shape his current research interests, specifically in understanding how executional decisions of marketing practitioners translate to consumer action. This also contributes positively to Keith’s role in the classroom, previously earning him the Lehigh Early Career Award for Distinguished Teaching (2018), the Lehigh University College of Business and Economics Teaching Excellence Award (2016) as well as the David Eccles Doctoral Student Teaching Excellence Award from Utah's David Eccles School of Business (2014).


  • Botner, Keith A., Arul Mishra and Himanshu Mishra (2015). “What's in a Message? The Longitudinal Influence of a Supportive versus Combative Orientation on the Performance of Non-Profits”, Journal of Marketing Research, 52(1), 39-55.