Anirban MUKHOPADHYAY Associate Professor Email: Anirban.Mukhopadhyay@ust.hk PhD   Columbia University, Marketing MPhil Columbia University, Marketing MBA  Indian Institute of Management, Bangalore, Marketing BSc   St. Stephen's College, Delhi University, Physics [ CV ]

PROFESSIONAL EXPERIENCE

• Assistant Professor, The Hong Kong University of Science & Technology (2004 - 09)
• Assistant Professor, The University of Michigan (2007 - 09)

RESEARCH INTERESTS: 

Motivation and self-regulation; lay theories; emotions; agents, recommendations, and preferences.

PUBLICATIONS: 

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

 

Hung, Iris W. and Anirban Mukhopadhyay (2012), “Lenses of the Heart: How Actors’ and Observers’ Perspectives Influence Emotional Experiences," Journal of Consumer Research 38, 6 (April), 1103-1115.

 

Wang, Chen and Anirban Mukhopadhyay (2012), “The Dynamics of Goal Revision: A Cybernetic Multi-Period Test-Operate-Test-Adjust-Loop (TOTAL) Model of Self-Regulation,” Journal of Consumer Research, 38, 5 (February), 815-833.

Mukhopadhyay, Anirban (2011) “An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviors,” in Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, Rajeev Batra, Punam A. Keller and Victor A. Strecher, (ed.), M. E. Sharpe: Armonk, NY, 87-103.

Chan, Elaine and Anirban Mukhopadhyay (2010), “When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption,” Journal of Marketing Research, 47, 3 (June), 497-507.

Mukhopadhyay, Anirban and Catherine W. M. Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,” Journal of Marketing Research, 47, 2 (April), 240-250.

Labroo, Aparna A. and Anirban Mukhopadhyay (2009), “Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation,” Journal of Consumer Research, 36, 2 (August), 242-254.

Mukhopadhyay, Anirban and Gita V. Johar (2009), "Indulgence as Self-reward for Prior Shopping Restraint: A Justification-Based Mechanism," Journal of Consumer Psychology, 19, 3 (July), 334-345.

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

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2008), "What’s Not to Like? Preference Asymmetry in the False Consensus Effect," Journal of Consumer Research, 34, 1 (June), 119-125.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2007), "Few Ways to Love, but Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation," Journal of Consumer Research, 33, 4 (March), 499-505.

Mukhopadhyay, Anirban and Gita V. Johar (2007), “Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising," Journal of Consumer Research, 33, 4 (March), 445-453.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2006), "’I Love It’ or ‘I Hate It’? The Positivity Effect in Stated Preferences for Agent Evaluation," Marketing Letters, 17 (April), 103-117.

Mukhopadhyay, Anirban and Gita V. Johar (2005), “Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions," Journal of Consumer Research, 31, 4 (March), 779-786.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2003), “Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects," Journal of Consumer Psychology, 13 (1&2), 161-170. 

WORKING PAPERS: 

Roggeveen, Anne L., Anirban Mukhopadhyay, and Dhruv Grewal, “Corporate Communications in Uncertain Times: Messages of Hope or Pride?,” Under second review.

Mukhopadhyay, Anirban, Catherine W. M. Yeung, and Gita V. Johar, “Never Give Up Givin' It Up: How Lay Theories of Self-control and Recent Success or Failure Affect Goal-Directed Behavior," Manuscript in preparation.

Chan, Elaine, Anirban Mukhopadhyay, and Jaideep Sengupta, “Paved with Good Intentions: The Consequences of Anticipatory Purchase,” Manuscript in preparation.

Chan, Elaine and Anirban Mukhopadhyay, “Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience,” Manuscript in preparation.

McFerran, Brent and Anirban Mukhopadhyay, “Lay Theories of Obesity,” Under review.

Chen, Fangyuan, Hao Shen, and Anirban Mukhopadhyay, “Beyond Valence: Motivational Orientations and Mixed Emotions,” Revising for second review.

Chao, Melody M., Sujata Visaria, and Anirban Mukhopadhyay, “The Interplay of Lay Theories and Incentive Programs in Motivation and Performance,” Manuscript in preparation.

Jiang, Yuwei and Anirban Mukhopadhyay, “Delay and Gratification: How Waiting for Service can Spur Compensatory Consumption,” Manuscript in preparation.

Mukhopadhyay, Anirban, “Some Like it Unnatural: Lay Inferences about Additives in Packaged Foods,” Manuscript in preparation.

Hung, Iris W. and Anirban Mukhopadhyay (2012), “Putting the Customer in the Picture: Visual Perspectives and Emotional Advertising,” Manuscript in preparation.

WORK IN PROGRESS: 

Johar, Gita V., Jaideep Sengupta, and Anirban Mukhopadhyay, “Care Enough to Cheat?: How Lay Theories of Self-Mastery Guide Unethical Behavior,” Two experiments completed.

Mukhopadhyay, Anirban and Gita V. Johar, "Holding Back and Letting Go: Lay Theories of Self-Control and the Regulation of Responses to Unintended Purchase Opportunities," Three experiments completed.

Labroo, Aparna A. and Anirban Mukhopadhyay, “Lay Theories of Emotion Transience and Feelings of Subjective Well-Being,” Two experiments completed.

Saluja, Geetanjali, Jiewen Hong, and Anirban Mukhopadhyay, “Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals,” Three experiments completed.

Visaria, Sujata, Rajeev Dehejia, Melody Chao, and Anirban Mukhopadhyay, “Effects of Lay Theories and Incentive Mechanisms on the Formation of Human Capital,” Field experiment in process.

Mukhopadhyay, Anirban, Jaideep Sengupta, and Gita V. Johar, “Consumer Greed: Lay Theories and their Consequences,” Three experiments completed.

van der Lans, Ralf, Anirban Mukhopadhyay, and Ashley Y. To, “The Effects of Assortment Organization on Sampling and Healthy Choice: The Scoop from an Ice Cream Store Experiment,” Field experiment in process.

van der Lans, Ralf, Anirban Mukhopadhyay, and Ashley Y. To, “The Competing Effects of Freshness and Social Proof in a Retail Setting: Cold Evidence from an Ice Cream Store,” Data analysis in process.

Hong, Jiewen and Anirban Mukhopadhyay, “Green Grass or Sour Grapes? Jealousy, Circumstance, and the Value of the Foregone Option,” Two experiments completed.

REVIEWING FOR:

Journal of Consumer Research (editorial board), Journal of Consumer Psychology (editorial board), Journal of Consumer Research (ad-hoc reviewer), Journal of Marketing Research (ad-hoc reviewer), Marketing Science (ad-hoc reviewer), Journal of Consumer Psychology (ad-hoc reviewer), Journal of Marketing (ad-hoc reviewer), Journal of Economic Psychology (ad-hoc reviewer), Journal of Advertising (ad-hoc reviewer), Marketing Letters (ad-hoc reviewer), Asian Case Research Journal (ad-hoc reviewer).