Winner of the American Marketing Association's
John Howard Award for the Best Dissertation in Marketing,
1993.Honorable Mention in the Robert Ferber Award competition
of the Journal of Consumer Research for the best article based
on a dissertation, 1996.
Winner of the Best-in-Track Paper Award in the Research
Methodology Track of Academy of Marketing Sciences Conference,
1996.
"Ambiguity Aversion and the Preference for
Established Brands," Management Science, forthcoming
(co-authored with Luc Wathieu and Alison Jing Xu).
“Just Give Me Another Chance: The Strategies for
Brand Recovery from a Bad First Impression,” Journal of
Marketing Research, 2007, XLIV (May), 334-345 (co-authored with Amitava
Chattopadhyay)
“Superfluous Choices and Persistence of
Preferences,” Journal of Consumer Research, 2007, 33(4),
454-460 (co-authored with Luc Wathieu.
"Asymmetric Effects of Promotion
Retracting," Journal of Consumer Research, 2004,
31(3), 652-657
(co-authored with L. Wathieu and B. Bronnenberg).
"Consumer Sequential Search: Not Enough
or Too Much?" Marketing Science, 2003, Vol. 22 (4),
503-519 (co-authored with Rami Zwick, Amnon Rapoport and Alison Lo).
"Consumer Control and Empowerment: A
Primer," Marketing Letters (special issue on Berkeley
Choice Symposium), 2002, Vol. 13 (3), 297-305 (co-authored with
Luc Wathieu, Lyle Brenner, Ziv Carmon, Amitava Chattopadhyay,
Aimee Drolet, John Gourville, Nathan Novemsky, Rebecca Ratner,
Klaus Wertenbroch and George Wu).
"Search, Alignment, and Judgment Revision:
Implications for Brand Positioning," Journal of Marketing
Research, 2002, Vol. 39, 18-30 (co-authored with Michel T.
Pham).
"Persistent Preferences for Product Attributes:
The Effects of Initial Choice Context and Uninformative Experience,"
Journal of Consumer Research, 2001, Vol. 28, 89-104 (co-authored
with Frank R. Kardes).
"Does Greater Amount of Information Always
Bolster Attitudinal Resistance?" Marketing Letters,
2001, Vol. 12, 131-144 (co-authored with Michel T. Pham and Amitabh
Mungale).
"Category Structure, Recall, and Choice,"
International Journal of Research in Marketing, 2001, Vol.
18, 191-202 (co-authored with Prakash Nedungadi and Amitava Chattopadhyay).
"The Piecemeal Approach to Comparative Advertising,"
Marketing Letters, 2001, Vol. 12, 1 63-73 (co-authored
with Luk Warlop and Joseph W. Alba).
"Comparison Opportunity and Judgment Revision,"
Organizational Behavior and Human Decision Processes, 1999,
Vol. 80, 228-251 (co-authored with Michel T. Pham and Amitabh
Mungale).
"Contextual Effects on the Revision of Evaluative
Judgments," Journal of Consumer Research, 1999, Vol.
26, 70-84 (co-authored with S. Ramaswami).
"Decision Ambiguity and Incumbent Brand Advantage,"
Journal of Consumer Research, 1995, Vol. 22, 98-109.
"The Role of Product Knowledge in the Evaluation
of Brand Extensions," Advances in Consumer Research,
1991, Vol. 18, 407-413 (co-authored with Barton A. Weitz).
“A New Perspective of Persistent Preferences – An Integrated
Review and Conceptual Framework”.
“An Investigation of the Role of Choice Conflict in the
Status-quo Preference”.
“Gifts versus Coupons: The Differential Short Term and the Long
term Effects of the Two Promotional tools,” (with “Alison” Jing Xu).
“Promotion-induced Choice Deferral,” (with Luc Wathieu).
“Price Salience and Reduced Openness to New Benefits,” (with
Luc Wathieu).
“Factors Influencing Farmers’ Decision Making: The Biases in
Dynamic Decision Making with Feedback”.
“Can the Ellsberg Notion of Ambiguity Explain Preference for
“Dominated” Name Brands?” (with Soo-Hong Chew and Luc Wathieu).
