Prof. Jaideep SENGUPTA

Prof. Jaideep SENGUPTA

Chair Professor, Synergis-Geoffrey YEH Professor of Business

Academic qualification

  • PhD   University of California at Los Angeles, Management 
  • MBA   Indian Institute of Management, Calcutta, Management 
  • BTech Indian Institute of Technology, Madras, Electrical Engineering


  • Consumer information processing
  • Persuasion and attitude strength
  • Effects of marketing communications
  • Self-regulation and self-control


Hao, Shen and Jaideep Sengupta (2018), “Word of Mouth Versus Word of Mouse: Speaking about a Brand Connects You to it More than Writing Does,” Journal of Consumer Research, forthcoming.

Chen, Fanyuan, Jaideep Sengupta; and Rashmi Adaval (2018), "Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality," Journal of the Association for Consumer Research, 3 (4).

Yan, Dengfeng, Jaideep Sengupta and Jiewen Hong (2016), "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode," Journal of Consumer Research, 43 (4), 598-613.

Chen, Fangyuan and Jaideep Sengupta (2014), “Forced to be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality,” Journal of Consumer Research, 41 (4), 1089-1107.  

Hao, Shen and Jaideep Sengupta (2014), "The Crossmodal Effect of Attention on Preferences: Facilitation vs. Impairment," Journal of Consumer Research, 40 (5), 885-903.

Yan, Dengfeng, Jaideep Sengupta, and Robert S. Wyer (2014), "Package Size and Perceived Quality: The Intervening Role of Unit Price Perceptions", Journal of Consumer Psychology, 24 (1), 4-17.

Vohs, Kathleen, Jaideep Sengupta and Darren Dahl (2014), "The Price Had Better Be Right: Women’s Reactions to Sexual Stimuli Vary with Market Factors," Psychological Science, 25 (1), 278-283.

Chan, Elaine and Jaideep Sengupta, (2013) “Observing Flattery: A Social Comparison Perspective,” Journal of Consumer Research, 40 (4) 740-758.

Chan, Elaine, Jaideep Sengupta and Anirban Mukhopadhyay (2013), “The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism,” Journal of Consumer Psychology, 23 (1), 90-105.  

Yan, Dengfeng and Jaideep Sengupta (2013), “The Influence of Base Rate and Case Information on Health Risk Perceptions: A Unified Model of Self-Positivity and Self-Negativity,” Journal of Consumer Research, 39 (5), 931-946.

White, Katherine, Jennifer Argo and Jaideep Sengupta (2012), “Associative vs. Dissociative Responses to Social Identity Threat: The Role of Self-Construal,” Journal of Consumer Research, 39 (4), 704-719.
Hao, Shen and Jaideep Sengupta (2012), “If You Can't Grab it, it Won't Grab You: The Effect of Restricting the Dominant Hand on Target Evaluations,” Journal of Experimental Social Psychology, 48 (2), 525-529.
Yan, Dengfeng and Jaideep Sengupta (2011), “Effects of Construal Level on the Price-Quality Relationship,” Journal of Consumer Research, 38 (2), 376-389. 

Chan, Elaine and Jaideep Sengupta (2010), “Insincere Flattery Actually Works:  A Dual Attitudes Perspective,” Journal of Marketing Research, 47 (February), 122-133.

Dahl, Darren, Jaideep Sengupta, and Kathleen Vohs (2009), “Sex in Advertising: Gender Differences and the Role of Relationship Commitment,” Journal of Consumer Research, 36 (2), 215-231.

Mukhopadhyay, Anirban, Jaideep Sengupta, and Suresh Ramanthan (2008), “Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control,” Journal of Consumer Research, 35 (4), 586-599.

Sengupta, Jaideep and Darren W. Dahl (2008), “Gender-Related Reactions to Gratuitous Sex Appeals in Advertising,” Journal of Consumer Psychology, 18 (1), 62-78.
Sengupta, Jaideep and Rongrong Zhou (2006), “Understanding Impulsives’ Choice Behaviors: The Motivational Influences of Regulatory Focus," Journal of Marketing Research, 24 (May), 297- 308
Johar, Gita V., Jaideep Sengupta, and Jennifer Aaker (2005), “Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing,”Journal of Marketing Research, November, 458-469.

Goodstein, Ronald C., Deborah A. Cours, Brian K. Jorgensen, and Jaideep Sengupta (2005), “The Positive Effect of Negative Advertising: It's a Matter of Time," in Applying Social Cognition to Consumer-Focused Strategy, F. Kardes, P. Herr, and J. Nantel, eds., Mahwah, NJ: LEA, 319- 330.
Sengupta, Jaideep and Gavan J. Fitzsimons (2004), “The Effects of Analyzing Reasons on the Stability of Brand Attitudes,” Journal of Consumer Research, 31 (December), 705-711.  
Gorn, Gerald J., Amitava Chattopadhyay, Jaideep Sengupta, and Shashank Tripathi (2004), “Download Times on the Internet: Does Being Relaxed Make Time go Faster?”, Journal of Marketing Research, 41 (May), 215-225. 
Johar, Gita V. and Jaideep Sengupta (2002), “The Effects of Dissimulation on the Accessibility and Predictive Power of Weakly Held Attitudes,” Social Cognition, 20 (4), 257-294.
Sengupta, Jaideep and Gerald J. Gorn (2002), “Absence Makes the Mind Grow Sharper: The Effect of Element Omission on Subsequent Recall,” Journal of Marketing Research, 39 (May), 186-201.

Sengupta, Jaideep and Gita V. Johar (2002), “Effects of Inconsistent Information on the Predictive Value of Product Attitudes: Towards A Resolution of Opposing Perspectives,” Journal of Consumer Research, 29 (June), 39-56.
Sengupta, Jaideep, Darren W. Dahl, and Gerald J. Gorn (2002), “Misrepresentation in the Consumer Context,” Journal of Consumer Psychology, 12 (2), 69-79 (lead article).
Sengupta, Jaideep and Gita V. Johar (2001), “Contingent Effects of Anxiety on Message Elaboration and Persuasion,” Personality and Social Psychology Bulletin, 27 (2), 139-150 (lead article).
Sengupta, Jaideep and Gavan Fitzsimons (2000), “Disruption Vs. Reinforcement: The Effects of Analyzing Reasons for Brand Preferences,” Journal of Marketing Research,  37 (3), 318-330.
Aaker, Jennifer and Jaideep Sengupta (2000), “Additivity versus Attenuation: The Role of Culture in the Resolution of Information Incongruity,” Journal of Consumer Psychology, 9 (2), 67-82 (lead article).
Sengupta, Jaideep, Ronald C. Goodstein, and David S. Boninger (1997), “All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low Involvement Conditions,” Journal of Consumer Research, Vol. 4 (March), 351-361.



“The Effects of Anthropomorphization on Brand Personality Perceptions: A Trait-Specific Motivational Account,” (with Fangyuan Chen and Rashmi Adaval), revision invited, JCR.

“Consumer Reactions to Prime vs. Composite Numbers: The Role of Loneliness,” (with Dengfeng Yan), revision invited, JCR.


Journal of Consumer Research (Associate Editor), Journal of Marketing Research (Editorial Board), Journal of Consumer Psychology (Editorial Board).