Rashmi ADAVAL Associate Professor  Email:mkadaval@ust.hk PhD University of Illinois at Urbana Champaign, Marketing MS University of Illinois at Urbana Champaign, Advertising BS Bangalore University, Communications BS Bangalore University, Home Economics [ CV ]

PROFESSIONAL EXPERIENCE:

• Assistant Professor, Hong Kong University of Science and Technology (2001 - 05)
• Visiting Assistant Professor, Hong Kong University of Science and Technology (1998 - 00)
• Visiting Assistant Professor and Research Associate, University of Illinois at Urbana-Champaign (1996 - 98)

RESEARCH INTERESTS:

Role of affect in consumer information processing; effects of sensory information on memory, judgments and behavior; context effects on judgments and behavior.

PUBLICATIONS:

Adaval, Rashmi and Robert S. Wyer (2011), “Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products,” Journal of Marketing Research, 48 (April).

Shen, Hao, Yuwei Jiang and Rashmi Adaval (2010), “Contrast and Assimilation Effects of Processing Fluency,” Journal of Consumer Research, 36 (February), 876-889.

Jiang, Yuwei, Cho Angela and Rashmi Adaval (2009), “The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior,” Journal of Consumer Psychology, 19, 171-184.

Wyer, Robert S. and Rashmi Adaval (2008), “Social Psychology and Consumer Psychology: An Unexplored Interface,” in The Social Psychology of Consumer Behavior (Editor: Michaela Wänke, University of Basel, Switzerland). This is a volume that will appear within the series Frontiers of Social Psychology (Series Editors: Arie W. Kruglanski & Joseph P. Forgas). New York: Psychology Press.

Adaval, Rashmi, Linda M. Isbell and Robert S. Wyer (2007), “The Impact of Pictures on Narrative- and List-Based Impression Formation: A Process Interference Model,” Journal of Experimental Social Psychology, 43 (May) 352-364.

Adaval, Rashmi (2007), “The Role of Language and Images in the Creation and Use of Advertising Myths,” in Tina M. Lowrey (Ed.), Psycholinguistic Phenomena in Marketing Communications, Mahwah, NJ: Erlbaum, 177-202.

Aradhna, Krishna, Mary Wagner, Carolyn Yoon and Rashmi Adaval (2006), “Effects of Extreme-Priced Products on Consumer Reservation Prices,” Journal of Consumer Psychology, 16 (2) 176-190.

Adaval, Rashmi and Robert S. Wyer (2004), “Memory for Observed Social Interactions: The Influence of Processing Goals on the Mental Representation of Visual and Auditory Information,” Journal of Experimental Social Psychology, 40, (July), 450-465.

Wyer, Robert S. and Rashmi Adaval (2004), “Pictures, Words and Media Influence: The Interactive Effects of Verbal and Nonverbal Information on Memory and Judgments,” in L. J. Shrum (Ed.), Blurring the Lines Between Entertainment and Persuasion: The Psychology of Entertainment Media, Mahwah, NJ:Erlbaum, 137-159.

Adaval, Rashmi (2003), “How Good Gets Better and Bad Gets Worse:  Understanding the Impact of Affect on Evaluations of Known Brands,” Journal of Consumer Research, 30 (December), 352-367.

Wyer, Robert S. and Rashmi Adaval (2003), “Message Reception Skills in Social Communication,” in John O. Greene and Brant R. Burleson (Eds.) Handbook of Communication and Social Interaction Skills, Mahwah, NJ: Erlbaum, 291-355.

Adaval, Rashmi and Kent B. Monroe (2002), “Automatic Construction and Use of Contextual Information for Product and Price Evaluations,” Journal of Consumer Research, 28 (March), 572-588.

Wyer, Robert S., Rashmi Adaval and Stanley J. Colcombe (2002), “Narrative-Based Representations of Social Knowledge: Their Construction and Use in Comprehension, Memory and Judgment,” in M. P. Zanna (Ed.), Advances in Experimental Social Psychology, Vol 35, San Diego: Academic Press, 133-197.

Adaval, Rashmi (2001), “Sometimes it Just Feels Right: The Differential Weighting of Affect-consistent and Affect-inconsistent Information,” Journal of Consumer Research, 28 (June) 1-17.

 Adaval, Rashmi and Robert S. Wyer (1998), “The Role of Narratives in Consumer Information Processing,” Journal of Consumer Psychology, 7 (3), 207-245. 

WORKING PAPERS:

Jiang, Yuwei, Yael Steinhart, Rashmi Adaval and Robert S. Wyer (2011), “Switching cameras: The impact of Perspective Shift on Consumer Judgments,” to be resubmitted to the Journal of Consumer Research.

Adaval, Rashmi, Brian Wansink and Pun San Fong (2011), “How Perceptions of Agency and Valence of the Affective States Influence the Desire to Seek “Something Different””- manuscript complete, being revised for submission.

Shen, Hao and Rashmi Adaval (2011) “How changes in spatial magnitude affect estimations of time and quantity” manuscript in preparation.

Kulkarni, Atul and Rashmi Adaval (2011) “The Consequences of Experienced Action or Inaction Regret for Risk Taking” manuscript complete, additional data being collected in response to reviews.

Adaval, Rashmi, Maria Galli and Suresh Ramanathan (2011) “Suppression and Expression of Simultaneously Elicited Negative Emotions” manuscript in preparation.

Adaval, Rashmi, and Angela Cho (2008), “Cultural Conflicts: How do Threats to Identity Influence Persuasion and Behavior?” – manuscript in preparation.

Adaval, Rashmi, Maria Galli and Robert S. Wyer (2008), “Creating a buzz vs. talking about your new product’s features: What works and when? –manuscript in preparation.

Kwon, Mina and Rashmi Adaval (2011), “Do I listen to you when you are not like me? How self-construal affects information conveyed by a similar or dissimilar source – manuscript in preparation.

Xuefeng Liu and Rashmi Adaval (2011), “The Effect of Processing Fluency on Brand Switching,” – manuscript in preparation.

Chinchanachoksai, Sydney and Rashmi Adaval (2011), “Feeling warm and seeing cold: How evaluations are affected when sensory inputs conflict” – manuscript in preparation.

WORK IN PROGRESS:

“Bringing Out the Animal in You: The Effects of Priming on Stereotyping,” data collected for three studies (Project collaborators: Erin Younhee Ha and Min A. Kwon).

 

“Goal-determined Stereotype Use and its Impact on Processing of Information,” data collected for three studies, (Project collaborator: Donnel Briley).

 

“When Fit between Processing Strategies and Chronic Tendencies lead to Poorer Performance,” data collected for four studies (Project collaborator: Yuwei Jiang).

 

“Imagined Product Experiences and their Impact on Anticipated Satisfaction, Preference and Memory for the Actual Experience” data collected for three studies, (Project collaborator: Joel Huber).

 

“Mood and Creativity Revisited,” data collected for three studies (Project collaborator: Yael Steinhart).

 

“Effects of Goal and Music Compatibility on Evaluation of Ads and Memory,” data collected for two studies (Project collaborator: Angela Cho).

REVIEWING FOR:

Journal of Consumer Research (Associate Editor), Journal of Consumer Psychology (editorial board), Basic and Applied Social Psychology (editorial board), Journal of Marketing, Journal of Marketing Research, Journal of Economic Psychology, Marketing Science, Journal of Retailing and Consumer Services, Journal of Advertising, Journal of Experimental Psychology, Psychology and Marketing.