Tuck professor appointed marketing director for financial literacy center

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FOR IMMEDIATE RELEASE—November 6, 2009

CONTACT:Kim Keating, 603-646-2733

HANOVER, N.H.—A new center dedicated to improving the financial literacy of the American public has been launched by the RAND Corporation, Dartmouth College, and the Wharton School at the University of Pennsylvania. The Financial Literacy Center will develop educational materials and programs designed to help foster retirement savings strategies at all stages of life.  Tuck School of Business at Dartmouth professor Punam Keller will serve as the center's marketing director. 

As marketing director, Keller plans to use the center's research to: 1) empower the voice of the consumer, and to understand employee barriers to using social security benefits, 2) to help 10 groups of researchers to design transformative products geared towards overcoming employee barriers, and 3) to disseminate information and products through America.

Keller, the Charles Henry Jones Third Century Professor of Management at Tuck, is an expert in consumer information processing and choice behavior.  She has been recognized by the National Cancer Institute and Marketing Science Institute for her design of effective health-related communications, and by the National Endowment for Financial Education for her work in effective retirement savings communications.

Tuck's Dean Paul Danos says, "Professor Keller has applied her expertise in social marketing to several key areas of concern in our society.  This effort to increase the financial literacy of our citizens is yet another example of the relevancy of her important research."

The new center, which received more than $3 million in its first year from the U. S. Social Security Administration, will be led by director Annamaria Lusardi of Dartmouth College and RAND, associate director Olivia Mitchell of the Wharton School, and associate director Arie Kapteyn of RAND, all of whom have international reputations for their work on financial literacy. 

As requested by the Social Security Administration, projects in the first year will tailor materials for Americans at various stages of their working life—young workers, mid-career workers and those approaching retirement—as well as current retirees who must manage the resources they have accumulated. The work also will focus on underserved populations who are particularly vulnerable during the current financial times.

Founded in 1900, Tuck is the first graduate school of management in the country and consistently ranks among the top business schools worldwide. Tuck remains distinctive among the world's great business schools by combining human scale with global reach, rigorous coursework with experiences requiring teamwork, and valued traditions with innovation.

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