Anat Keinan
Anat Keinan
Assistant Professor of Business Administration
| Unit | Marketing |
|---|---|
| Contact | (617) 496-5931 Send E-Mail |
| Interests | brands and branding, consumer psychology, customer behavior, decision-making, marketing, more > |
| Overview | Biography | Publications & Course Materials | Current Research | Areas of Interest |
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.
Featured Work
The Poor Payoff of Pleasure Postponed
Harvard Magazine, September-October 2009
A need to feel efficient, and a tendency to feel guilty when we do something “just for fun,” may be universally human. But the Israeli-born Keinan says productivity-obsessed Americans take this to an extreme, viewing pleasurable pastimes as wasteful, irresponsible, and even immoral. Keinan and Columbia Business School professor Ran Kivetz call this hyperopia—the habit of overestimating the benefits one will receive in the future from making responsible decisions now. They write that this phenomenon—the name, drawn from ophthalmology, means “farsightedness”—works to our detriment by driving people “to underconsume precisely those products and experiences that they enjoy the most.”
