Specialties

Positions Held

At the University of Washington since 2008
Associate Professor, University of Washington (2008)
Indiana University (2002-2008)

Associate Professor with tenure (2008)

Assistant Professor and 3M Research Scholar (2002-2008)
Visiting Assistant Professor

Indian School of Business (ISB), (Winter 2008, Winter 2007)

Johnson Graduate School of Management, Cornell University (2001-2002)

Assistant Professor, University of Rochester (1994-2001)
Instructor, New York University (1993-1994)
Branch Manager, Mudra Communications Ltd., India, an affiliate of DDB Needham Worldwide,

an Omnicom Group agency (1987-1990)

Manager, Business Development, Strategy, and Research, Ulka Advertising, India, an affiliate

of FCB (1985-1987)

Assistant Brand Manager, McDowell & Co. Ltd., India (1984-1985)

Selected Publications

• "The Influence of Consumers' Lay Theories on Approach/Avoidance Motivation," with Pragya Mathur, & Durairaj Maheswaran, Journal of Marketing Research, forthcoming 2009.
  
  
• "On Assuaging Positive Bias in Environmental Value Elicitation," with Steve Posavac, J. Josko Brakus, Maria Cronley, Journal of Economic Psychology, forthcoming.
  
  
• "Consumer Responses to Brand Elimination: An Attributional Perspective," with Huifang Mao, Xueming Luo, Journal of Consumer Psychology, forthcoming.
  
  
• "For Better or For Worse? Valenced Comparative Framing and Regulatory Focus," with Charles Lindsey, Nidhi Agrawal, and Durairaj Maheswaran, Journal of Consumer Research, Vol. 34, No. 1, 2007, pp. 57-65.
  
  
• "The Influence of Chronic and Situational Self-Construal on Categorization," with Kalpesh Desai, and Huifang Mao, Journal of Consumer Research, Vol. 34, No. 1, 2007, pp. 66-76.
  
  
• "Towards Dimensionalizing Warranty Information: The Role of Warranty Redemption Costs," with Rebecca J. Slotegraaf, and Charles D. Lindsey, Journal of Consumer Psychology, Vol. 17, No. 1, 2007, pp. 70-80.
  
  
• "When More may be Less: The Impact of Regulatory Focus on Responses to Different Comparative Frames," with Nidhi Agrawal, and Durairaj Maheswaran, Journal of Consumer Research, Vol. 33, No. 1, 2006, pp. 91-98,
  
  
• "Selective Assessment and Positivity Bias in Environmental Evaluations," with Steve Posavac, J. Josko Brakus, and Maria Cronley, Journal of Experimental Psychology: Applied, Vol. 12, No. 1, 2006, pp. 43-49.
  
  
• "Valenced Comparisons," with Steve Posavac, Journal of Marketing Research, Vol. 41, No. 1, 2004, pp. 46-58.
  
  
• "Preference Consistency and Preference Strength: Processing and Judgmental Issues," Journal of Applied Social Psychology, Vol. 33, No. 5, 2003, pp. 1088-1109.
  
  
• "Pre-purchase Attribute Verifiability, Source Credibility, and Persuasion," with Steve Posavac, Journal of Consumer Psychology, Vol. 11, No. 3, 2001, pp. 169-180.
  
  
• "Motivated Reasoning: A Depth-of-Processing Perspective," with Durairaj Maheswaran, Journal of Consumer Research, Vol. 27, No. 4, 2000, pp. 358-371.
  
  
• "Comparative versus Noncomparative Advertising: The Moderating Impact of Pre-purchase Attribute Verifiability," with Bruce Buchanan, & Durairaj Maheswaran, Journal of Consumer Psychology, Vol. 9, No. 4, 2000, pp. 201-211.
  
  
• "Positive versus Negative Comparative Advertising," Marketing Letters, Vol. 4, No. 4, 1993, pp. 309-320.
  
  

Current Research

Branding, categorization, comparative advertising, economics of information, individual differences (self-regulation, culture, self-construal, implicit theories) in responses to marketing, stimuli, motivated reasoning, warranties

Selected Consulting Experience

• 3M, Ingersoll Rand, Kodak, Ogilvy & Mather, Philip Morris, Xerox

Honors and Awards

PACCAR Award for Excellence in Teaching (2009)
MBA Core Professor of the Year (2009)
MBA Core Professor of the Quarter for Winter (2009)
Co-Chair, Society for Consumer Psychology (SCP) Conference, San Diego (2009)
Kelley School of Business Research Productivity Award (2007)
3M University Relations Faculty Research Grant (2006-2008)
Co-Chair, American Psychological Association Division 23 Conference (2005)
MBA Teaching Excellence Award, Indiana University (2004, 2005, 2008)
MBA Teaching Excellence Award, University of Rochester (1997, 1998, 2001)
Finalist, Trustees Teaching Award, Indiana University (2005, 2006, 2007)
Nominated for graduate (doctoral) faculty mentor award, Indiana University (2005)
Teaching Honor Roll, University of Rochester (Winter 1996 and Spring 1997, 1998, 1999)
Undergraduate Teaching Excellence Award, New York University (Spring 1994)
MBA Professor of the Quarter for Winter 2009 (2009)
Member of the Kelley School MBA core faculty ranked # 1 for core teaching in the 2004

Business Week B-School Rankings and Profiles

Listed as a four-star teacher at William E. Simon Graduate School of Business Administration

in the 1998 Business Week B-Schools Rankings and Profiles

Academic Service

Guest Associate Editor: Journal of Consumer Psychology (2008-present)
Editorial Review Board: Journal of Consumer Psychology (2005-present)
Reviewer:

Journal of Consumer Research

Journal of Marketing

Journal of Marketing Research

Journal of Retailing

Journal of Advertising

Advances in Consumer Research

American Marketing Association

Society for Consumer Psychology dissertation competition