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Synergis-Geoffrey YEH Professor of Business
Chair Professor

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


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


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.


“What’s the Point of Temptation If You Don’t Give In? The Positive Impact of Vices on Consumer Vitality,” (with Fangyuan Chen).

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

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

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

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

“Care Enough to Cheat? Lay Beliefs of Self-Mastery and Responses to Ethical Dilemmas in Decision-Making,” (with Gita Johar and Anirban Mukhopadhyay).


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