His is an expert on consumer behavior, marketing strategy and brand strategy. His research focuses on consumer judgment and decision-making, with an emphasis on luxury branding and the factors that shape consumers’ brand evaluation. He has published numerous articles in leading academic journals including the Journal of Marketing Research and the Journal of Consumer Research. Additionally, his research has been featured in several major media outlets including the New York Times, Time Magazine, Fox News and Wired Magazine. Keith has also spent several years consulting with companies on their advertising, branding and marketing strategy.