Jaideep SENGUPTA Head and Chair Professor Email:mkjaisen@ust.hk PhD    University of California at Los Angeles, Management MBA    Indian Institute of Management, Calcutta, Management BTech Indian Institute of Technology, Madras, Electrical Engineering [ CV ]

RESEARCH INTERESTS:

Consumer information processing; persuasion and attitude strength; effects of marketing communications; self-regulation and self-control.

SELECTED PUBLICATIONS:

Chan, Elaine, Jaideep Sengupta and Anirban Mukhopadhyay (2013),  “Understanding Optimism: The Antecedents of Anticipatory Purchase,” Journal of Consumer Psychology, forthcoming.  

Yan, Dengfeng and Jaideep Sengupta (2012), “Self-Positivity versus Self-Negativity: Consumers’ Reliance on Base Rate and Case Information in Perceptions of Health Risk,” Journal of Consumer Research, forthcoming.

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, forthcoming.
 
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.

WORKING PAPERS: 

"The Crossmodal Effect of Attention on Preferences" (with Hao Shen).  

"The Envy Effect: Dual Attitudes Evoked in Observers of Flattery" (with Elaine Chan).

"Paved with Good Intentions: The Contrasting Effects of Optimism and Pessimism on Post-Purchase Goal Pursuit" (with Elaine Chan and Anirban Mukhopadhyay).

“Does Size Matter or is it All About Money? The Size-Quality Relationship and the Intervening Role of Price" (with Dengfeng Yan and Bob Wyer).

WORK IN PROGRESS:

“What’s the point of Temptation if you don’t Give In To It? The Positive Impact of Indulgence on Vitality and Creativity” (with Fangyuan Chen).

“Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode” (with Dengfeng Yan and Jiewen Hong).

“The Bearer of Bad News: Opposing Effects of Negative Information on Attitude Strength” (with Gita Johar and Matthias Birk). 

“Training Consumers to Detect Unfair Tactics:  Some Ironic Consequences,” (with Peter Darke). 

SELECTED CONFERENCE PRESENTATIONS:

“The Dual Effects of Optimism on Post-Purchase Goal Pursuit,” Association for Consumer Research Annual Conference, St. Louis, MO (2011; collaborators: Elaine Chan and Anirban Mukhopadhyay).
 
“Observing Flattery: A Social Comparison Perspective,” ACR Annual Conference, St. Louis, MO (2011; collaborator: Elaine Chan).
 
“Self-Positivity vs. Self-Negativity: Consumers’ Reliance on Base Rate and Case Risk in Perceptions of Health Risk,” ACR Annual Conference, St. Louis, MO (2011; collaborator: Dengfeng Yan).

“When do Consumers Bolster their Preferences In the Face of Threat? The Role of Self-Construal and Collective Identity Activation,”  ACR Annual Conference, Jacksonville, Florida (2010; collaborators: Jennifer Argo and Kate White).
 
“You Get what you Pay for but I Don’t: Effect of Construal Level on the Price-Quality Relationship,” ACR Annual Conference, Jacksonville, Florida (2010; collaborator: Dengfeng Yan).
 
"Understanding Optimism: Buying what You can't use Today but Hope to Use Tomorrow," ACR Annual Conference, Pittsburgh, PA (2009; collaborators: Elaine Chan and Anirban Mukhopadhyay).
 
“When Bad News Sticks: The Effect of Valence and the Timing of Source Credibility on Attitude Strength," ACR Conference, San Francisco, CA (2008; collaborators: Matthias Birk and Gita Johar).
 
"Flattery And Persuasion: A Dual Attitudes Perspective," ACR Annual Conference, Memphis, TN (2007; collaborator: Elaine Chan).
 
"Gender-Related Reactions To Inappropriate Sex Appeals In Advertising," ACR Annual Conference, Memphis, TN (2007; collaborators: Darren Dahl and Kathleen Vohs).
 
“Inoculations of Self-Control: Switching vs. Reinforcement Effects of Past Behavior,” ACR Conference, Orlando, Florida (2006; collaborators: Anirban Mukhopadhyay and Suresh Ramanathan).

EDITORIAL BOARDS:

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