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Darla Moore School of Business

Our Research

Forthcoming marketing publications

  • Buechel, Eva C. and Claudia Townsend. "(Mis)predicting Liking of product aesthetics: How stimulus intensity influences sensory liking in prospect and experience." Forthcoming, Journal of Consumer Research.
  • Buechel, Eva C. and Jonah Berger. "Microblogging and the value of undirected communication." Forthcoming, Journal of Consumer Psychology.
  • Siddiqui, Rafay, Ashwani Monga and Eva C. Buechel. "Can wait one week, not seven days: Larger time units boost patience for hedonic rewards." Forthcoming, Journal of Consumer Psychology.
  • Crockett, David and Michelle F. Weinberger (in press), “Critical Reflections on Consumer Identity,” Chapter 3 in Eric J. Arnould and Craig J. Thompson, ed., Consumer Culture Theory, Thousand Oaks, CA: Sage.
  • Crockett, David (forthcoming), “Managing Racial Stigma in Consumer Culture,” in Janice Denegri-Knott, ed., The Routledge Companion to Critical Marketing, London: Routledge.
  • Venkatesh, Alladi, David Crockett, Samantha Cross, and Steven Chen (2017), Ethnography for Marketing and Consumer Research (Foundations and Trends in Marketing Monograph Series), Hanover, MA: Now Publishers, available:
  • Guha, A., Biswas, A., Grewal, D., Bhowmick, S. & Nordfält, J. An empirical analysis of the joint effects of shoppers’ goals and attribute display on shoppers’ evaluations. Journal of Marketing.
  • Guha, A., Biswas, A., Verma, S., Banerjee, S. Grewal, D., & Nordfält, J. Reframing the discount with a comparison to the sale price: Does it make the discount more attractive? Journal of Marketing Research.
  • Dutta, S., Guha, A., Biswas, A., & Grewal, D. Can attempts to delight consumers with surprise gains boomerang? A test using low-price guarantees. Journal of Academy of Marketing Science. Forthcoming.
  • Janakiraman, Ramkumar, Joon Ho Lim and Rishika Rishika., “The Effect of Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer,” (forthcoming), Journal of Marketing. Co-authored with doctoral student.
  • Park, Eunho, Rishika Rishika, Ramkumar Janakiraman, Mark Houston, and Byungjoon Yoo. “Social Dollars in Online Communities: The Effect of Product, User and Network Characteristics,” (2018), Journal of Marketing, 82 (1), 93-114.Co-authored with doctoral student.
  • Zhen, Wen, Senarath Dharmasena, Oral Capps, Jr. and Ramkumar Janakiraman. “Consumer Demand for and Effects of Tax on Sparkling and Non-Sparkling Bottled Water in the United States,” (forthcoming), Journal of Agribusiness in Developing and Emerging Economies.
  • Montgomery, Nicole Votolato and Priyali Rajagopal. “Motivated reconstruction: the effect of brand Commitment on False memories,” forthcoming at Journal of Experimental Psychology: Applied.

2017 marketing publications

  • Becerril Arreola, Rafael, Chen Zhou, Raji Srinivasan and Daniel Seldin. (2017) “Service Satisfaction-Market Share Relationships in Partnered Hybrid Offerings,” Journal of Marketing, 81 (5), 86-103.
  • Buechel, Eva. C., Jiao Zhang, and Carey K. Morewedge (2017). Outcome specifications determine the direction of affective forecasting errors. Journal of Experimental Psychology: General, 146(5), 746-461.
  • Laran, Juliano and Eva C. Buechel (2017). Mental resources increase preference for dissimilar experiences.Forthcoming, Journal of the Association for Consumer Research, 2(April), 123-135.
  • Crockett, David and Nicholas Pendarvis (2017), “A Research Agenda on Political Ideology in Consumer Research: A Commentary on Jung et al.’s ‘Blue and Red Voices’,” Journal of Consumer Research.
  • Crockett, David (2017), “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class,” Journal of Consumer Research.
  • Gill, Manpreet, Shrihari Sridhar, and Rajdeep Grewal (2017), “Return on Engagement Initiatives: A Study of a Business-to-Business Mobile App,” Journal of Marketing, July 2017, Vol. 81, No. 4, pp. 45-66.
  •  Boulding, W., Guha, A., & Staelin, R. (2017) "Do we really need to change the decision maker? Counter-intuitive escalation of commitment results in real options contexts." Management Science 63 (10), 3459-3472.
  • Li, Hengyun, Ziqiong Zhang, Fang Meng and Ramkumar Janakiraman. “Is peer evaluation of consumer online reviews socially embedded? — An examination combining reviewer’s social network and social identity,” International Journal of Hospitality Management, 67(2017), 143-153.
  • Mukherji, Prokriti, Ramkumar Janakiraman, Shantanu Dutta and Surendra Rajiv. (2017) “How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare: A Natural Experiment Tests the Impact of FDA Legislation,” Journal of Advertising Research, 57(1), 94-108.
  • Eilert, Meike, Satish Jayachandran, Kartik Kalaignanam, and Tracey A. Swartz. "Does it pay to recall your product early? An empirical investigation in the automobile industry." Journal of Marketing 81, no. 3 (2017): 111-129.
  • Murdock, Mitchel and Priyali Rajagopal. (2017) “The sting of social: how emphasizing social consequences in warning messages influences perceptions of risk,” Journal of Marketing, 81(2), 83-98.
  • Li, Xiaofei, Baolong Ma and Chen Zhou. (2017) “Effects of Customer Loyalty on Customer Entitlement and Voice Complaints,” Service Industries Journal, 37 (13-14), 858-874.

2016 marketing publications

  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman and P. K. Kannan. (2016) "From social to sale: The effects of firm-generated content in social media on customer behavior," Journal of Marketing (80), 7-25.
  • Summers, Christopher A., Robert W. Smith and Rebecca Walker Reczek. (2016) "An Audience of One: Behaviorally Targeted Ads as Implied Social Labels," Journal of Consumer Research. 
  • Bagchi, Rajesh and Elice Ince. (2016) “Is a 70% Prediction More Accurate than a 30% Prediction? Inferences about Forecasts and Forecasters from Intuitive Probability Interpretations,” Journal of Marketing Research, 53 (1), 31-45.
  • Boulding, William, Abhijit Guha and Richard Staelin. (2016) “Do We Really Need to Change the Decision Maker? Counterintuitive Escalation of Commitment Results in Real Options Contexts," Management Science.
  • Verma, Swati, Abhijit Guha and Abhijit Biswas. (2016) "Investigating the Pleasures of Sin: The Contingent Role of Arousal‐Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings," Psychology & Marketing 33, no. 8 620-628.
  • Labroo, Aparna A. and Anastasiya Pocheptsova. (2016) "Metacognition and consumer judgment: fluency is pleasant but disfluency ignites interest," Current Opinion in Psychology, 10, 154-159.
  • Hudson, Simon, Li Huang, Martin S. Roth and Thomas J. Madden. (2016) "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors," International Journal of Research in Marketing, 33, no. 1, 27-41.
  • Edwardson, Nicholas, Bita Kash and Ramkumar Janakiraman. (2016) “Measuring the Impact of Electronic Health Record Adoption on Charge Capture,” Medical Care Research and Review, July.
  • Das, Neel, Abhijit Guha, Abhijit Biswas and Balaji Krishnan. (2016) "How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: evidence of the cue congruency effect," Marketing Letters, 27, 295-308.
  • Labroo, Aparna and Anastasiya Pocheptsova. (2016) "Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest," Current Opinion in Psychology, Volume 10 (August).
  • Murdock, Mitchel and Priyali Rajagopal. (2016) “Blowing Smoke: How Appeal Type Influences Subjective Norms and Intentions to Consume Electronic Cigarettes,” The Psychology of Social Influence: Theory, Techniques, and Research, Daniel Howard (Ed).
  • Park, Joonwook, Priyali Rajagopal, William Dillon, Wayne DeSarbo and Seoil Chaiy. (2016) “A New Bayesian Spatial Model for Brand Positioning,” Journal of Modeling in Management.

2015 marketing publications

  • Bagchi, Rajesh and Elise Chandon Ince. "Is a 70% Prediction More Accurate than a 30% Prediction? Inferences about Forecasts and Forecasters from Intuitive Probability Interpretations," Journal of Marketing Research.
  • Pocheptsova, Anastasiya, Petersen, Francine and Jordan Etkin. (2015) "Two Birds, One Stone? Positive Mood Makes Products Seem Less Useful for Multiple-Goal Pursuit," Journal of Consumer Psychology, 25(2), 296-303.

2014 marketing publications

  • Buechel, Eva C. and Chris Janiszewski.* (2014) "A lot of Work or a Work of Art: How the Structure of a Customized Assembly Task Determines the Utility Derived from Assembly Effort," Journal of Consumer Research, 40(5), 960-972.
  • Buechel, Eva C., Jiao Zhang, Carey K. Morewedge and Joachim Vosgerau. (2014) "More Intense Experiences, Less Intense Forecasts: Why Affective Forecasters Overestimate the Influence of Outcome Probability," Journal of Personality and Social Psychology, 106(1), 20-36.
  • Kramer, Thomas and Lauren Block. (2014) "Like Mike: Ability Contagion through Touched Objects Increases Confidence and Improves Performance," Organizational Behavior and Human Decision Processes, 124(2), 215-228.
  • Kim, Hyeong-Min, Katina Kulow and Thomas Kramer. (2014) "The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice," Journal of Consumer Research, 40(6), 1139-1148.
  • May, Frank and Ashwani Monga. (2014) "When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience," Journal of Consumer Research, 40, 5 (February).
  • Siddiqui, Rafay A., Frank May and Ashwani Monga. (2014) "Reversals of Task Duration Estimates: Thinking How Rather than Why Shrinks Duration Estimates for Simple Tasks, but Elongates Estimates for Complex Tasks," Journal of Experimental Social Psychology, 50, 1 (January), 184-189.

2013 marketing publications

  • Kalaignanam, Kartik and Cem Bahadir. (2013) "Corporate Brand Name Changes and Business Restructuring: Is the Relationship Complementary or Substitutive," Journal of the Academy of Marketing Science. (available at
  • Kalaignanam, Kartik, Tarun Kushwaha and Meike Eilert. (2013) "The Impact of Product Recalls on Future Product Reliability and Future Accidents: Evidence from the Automobile Industry," Journal of Marketing, 77 (March).
  • Jayachandran, Satish, Kartik Kalaignanam and Meike Eilert. (2013) "Product and Environmental Social Performance: Varying Effect on Firm Performance," Strategic Management Journal, 34 (10).
  • Kalaignanam, K., Kushwaha, T. Steenkamp, J.B. and Tuli, K. (2013) "The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective," Management Science, 59 (March), 748-769.
  • Russell, Cristel A., Hope J. Schau and David Crockett. (2013) "Cultural Diversity in Television Narratives: Homophilization, Appropriation, and Implications for Media Advocacy," Journal of Public Policy & Marketing, 32(1) (Spring).
  • Ghosh, B. and Galbreth, M. (2013) "Consumer Inattentiveness, Search REFEREED and Voluntary Quality Disclosure: A Competitive Analysis," Management Science, 59(11), 2602-2621.
  • Ghosh, B., Galbreth, M. and Shang, G. (2013) "The Competitive Impact of Targeted Television Advertisements Using DVR Technology," Decision Sciences, 44(5).
  • Jayachandran, Satish, Peter Kaufman, V. Kumar and Kelly Hewitt. (2013) "Brand Licensing: What Drives Royalty Rates?" Journal of Marketing, 77(5), 108-122.
  • Simonson, Itamar, James R. Bettman, Thomas Kramer and John W. Payne. (2013) "Directions for Judgment and Decision Making Research Based on Comparison Selection: Reply to Arkes, Johnson, and Kardes," Journal of Consumer Psychology, 23(1), 161-163.
  • Simonson, Itamar, James R. Bettman, Thomas Kramer and John W. Payne. (2013) "Comparison Attraction: A Preview of Another Approach for the Study of Consumer Judgment and Choice," Journal of Consumer Psychology, 23(1), 137-149.
  • Bublitz, Melissa G., Laura A. Peracchio, Alan R. Andreasen, Jeremy Kees, Blair Kidwell, Elizabeth Gelfand Miller, Carol M. Motley, Paula C. Peter, Priyali Rajagopal, Maura L. Scott and Beth Vallen. (2013) "Promoting Positive Change: Advancing the Food Well-Being Paradigm," Journal of Business Research, 66 (8), 1211-18.
  • Chatterjee, Promothesh, Caglar Irmak and Randall L. Rose. (2013) "The Endowment Effect as Self-Enhancement in Response to Threat," Journal of Consumer Research, 40 (October), 460-476.
  • Chatterjee, Promothesh, Randall L. Rose and Jayati Sinha. (2013) "Why Money Meanings Matter in Decisions to Donate Time and Money," Marketing Letters, 24 (June), 109-118.
  • Smarandescu, Laura, Randall L. Rose and Douglas Wedell. (2013) "Priming a Cross-Category Brand Alliance: The Moderating Role of Attribute Knowledge and Need for Cognition," Psychology & Marketing, 30 (February), 133-147.
  • Phipps, Marcus, Luci Ozanne, S. Subrahmanyan, Sommer Kapitan, Michael Luchs, Jesse Catlin, Roland Gau, Rebecca Naylor, Randall L. Rose, Bonnie Simpson and Todd Weaver. (2013) "Understanding the Inherent Complexity of Sustainable Consumption: A Social Cognitive Framework," Journal of Business Research, 66(8), 1227-1234.
  • R. Becerril Arreola, M. Leng and M. Parlar. "Online Retailers' Promotional Pricing, Free-Shipping Threshold, and Inventory Decisions: A Simulation-Based Analysis," European Journal of Operational Research, 230(2): 272-283, 2013. 

2012 marketing publications

  • Durvasula, Srinivas, Subhash Sharma and Kealy Carter. (2012) "Correcting the t Statistic for Measurement Error, Marketing Letters, 23: 671-682.
  • Haws, Kelly L., William O. Bearden and Gergana Y. Nenkov. (2012) "Consumer Spending Self-Control Effectiveness and Outcome Elaboration Prompts," Journal of the Academy of Marketing Science, 40 (5), 695-710.
  • Haws, Kelly L., William O. Bearden and Utpal M. Dholakia. (2012) "Situational and Trait Interactions among Goal Orientations," Marketing Letters, 23 (1), 47-60.
  • Monga, Alokparna and Zeynep Gurhan-Canli. (2012) "The Influence of Mating Mindsets on Brand Extension Evaluation," Journal of Marketing Research, 49 (August), 581-93.
  • Torelli, Carlos, Alokparna Monga and Andrew Kaikati. (2012) "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, 38 (February), 948-963.
  • Monga, Ashwani and Rajesh Bagchi. (2012) "Years, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbers," Journal of Consumer Research, 39, 1 (June), 185-198.
  • Monga, Ashwani, Haipeng Chen, Michael Tsiros and Mona Sinha. (2012) "How Buyers Forecast: Buyer-Seller Relationship as a Boundary Condition of the Impact Bias," Marketing Letters, 23, 1 (March), 31-45.
  • Robinson, Stefanie Rosen, Caglar Irmak and Satish Jayachandran. (2012) "Choice of Cause in Cause Related Marketing," Journal of Marketing, 76 (July), 126-139.
  • Sharma, Subhash, Srinivas Durvasula and Robert Ployhart. (2012) "The Analysis of Mean Differences Using Mean and Covariance Structure Analysis: Effect Size Estimation and Error Rates," Organizational Research Methods, 15, 75-102.

2011 marketing publications

  • Irmak, Caglar, Rebecca W. Naylor and William O. Bearden. (2011) "The Out-Of-Region Bias: Distance Estimations Based-on Geographic Categorization," Marketing Letters, 22, 2, 181-196.
  • Irmak, Caglar, Beth Vallen and Stefanie Rosen Robinson. (2011) "The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption," Journal of Consumer Research, 38 (August).
  • Kirca, Ahmet, William O. Bearden and Kendall Roth. (2011) "Implementation of Market Orientation in the Subsidiaries of Global Companies: The Role of Institutional Factors," Journal of the Academy of Marketing Science, 39: 683-699.
  • Kramer, Thomas and Lauren Block. (2011) "Nonconscious Effects of Peculiar Beliefs on Consumer Psychology and Choice," Journal of Consumer Psychology, 21(1), 101-111.
  • Wilcox, Keith, Thomas Kramer and Sankar Sen. (2011) "Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice," Journal of Consumer Research, 38(1), 151-163.

Challenge the conventional. Create the exceptional. No Limits.