Keisha Cutright

Dr. Keisha Cutright is a Professor of Marketing at Duke University’s Fuqua School of Business. Her research explores fundamental drivers of consumer behavior, such as personal control, religion, and self-care, and the implications of such for brand-building and consumer welfare. Cutright has published her research in top-tier academic journals and currently serves as an Associate Editor for two of the leading consumer research journals, the Journal of Marketing Research and the Journal of Consumer Psychology. Popular accounts of her work have been covered by outlets such as the Wall Street Journal, The Atlantic, Science Daily, NewsWeek, TIME, and Fast Company. Prior to beginning her career in academia, Cutright worked in brand management at Procter and Gamble. She has taught courses in Marketing Management, Branding, and Consumer Behavior and was previously named one of the world’s best 40 b-school professors under the age of 40 by Poets and Quants.

Keisha M. Cutright is a professor at Duke University, focusing on consumer behavior and the intersection of religion, self-concept, and brand dynamics. Her research explores how individuals seek structure in consumption, the role of personal control in consumer decisions, and the influence of religious beliefs on product preferences. She investigates how self-discovery and identity affect purchasing behavior, as well as how brands function within systems of control. Her work also addresses the impact of religious salience on consumer attitudes and the role of brands in shaping societal norms. Cutright's research highlights the psychological mechanisms underlying consumer choices in both high-effort and low-effort contexts.