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Anirban MUKHOPADHYAY (諳寧寶)

Associate Dean (Undergraduate Studies), School of Business and Management

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

  • Associate Professor, The Hong Kong University of Science and Technology (2009-15)
  • Assistant Professor, The Hong Kong University of Science & Technology (2004-09)
  • Assistant Professor, The University of Michigan (2007-09)


 

RESEARCH INTERESTS: 

Consumer motivation and self-regulation; lay theories; emotions; behavioral experimentation in laboratory and field settings; multi-method inquiries; food psychology and marketing.

PUBLICATIONS: 

Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (2017), “Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit,” Forthcoming at the Journal of Marketing Research.

Visaria, Sujata, Rajeev Dehejia, Melody M. Chao, and Anirban Mukhopadhyay (2016), “Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms,” Economics of Education Review, 54 (October), 173-184.

Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2016), "The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms," Journal of the Association for Consumer Research, 1 (3).

Wang, Tingting and Anirban Mukhopadhyay (2015), “How Consumers Respond to Cute Products,” in The Psychology of Design: Creating Consumer Appeal, Rajeev Batra, Diann Brei, and Colleen Seifert (ed.), M. E. Sharpe: Armonk, NY.

Xun (Irene) Huang, Ping Dong, and Anirban Mukhopadhyay (2014), “Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking,” Journal of Consumer Research, 41 (3), 697-712.

Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2014), “Leanwashing: A Hidden Factor in the Obesity Crisis,” California Management Review, 56 (4), 5-30.

*Lead article

Media:  European Financial Review

Labroo, Aparna A., Anirban Mukhopadhyay, and Ping Dong (2014), “Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being,Journal of Experimental Social Psychology, 53, 156-162.

McFerran, Brent and Anirban Mukhopadhyay (2013), "Lay Theories of Obesity Predict Actual Body Mass," Psychological Science, 24, 8 (August), 1428-1436.

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 (January), 90-105.

 

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: 

Cheng, Yimin, and Anirban Mukhopadhyay, “C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare,” Manuscript in preparation.

Wang, Tingting and Anirban Mukhopadhyay, “The Cuteness Paradox: How Approach Motivation Enhances Responses to Cute Products but Worsens Reactions if they Malfunction,” Revising for third review.

Wang, Tingting, Anirban Mukhopadhyay, and Vanessa M. Patrick, “Getting Consumers to Recycle NOW!: Positive Effects of Cuteness in Conservation Appeals,” Revising for second review.

Oh, Grace G. and Anirban Mukhopadhyay, “Choice and Quantity in Conflict: Misleading Inferences of Self-Control from Observed Behavior,” Manuscript in preparation.

Chao, Melody M., Sujata Visaria, Anirban Mukhopadhyay, and Rajeev Dehejia, “When Mindsets and Identity Diverge: The Effects of Implicit Theories and Incentive Schemes in a Field Intervention,” Revising for second review.

Dong, Ping, Xun (Irene) Huang, and Anirban Mukhopadhyay, “Masked with a Smile: How Lay Theories of Smiling Influence Consumer Responses to Embarrassing Service Contexts,” Manuscript in preparation.

Dong, Ping, Xun (Irene) Huang, and Anirban Mukhopadhyay, “Make-Up Drives the Stakes Up: The Effect of Self-Beautification on Risk-Seeking,” Manuscript in preparation.

Oh, Grace G., Young E. Huh, and Anirban Mukhopadhyay, “The Mental Budgeting of Calories: How Nutrition Information Influences Food Consumption Day by Day,” Manuscript in preparation.

Mukhopadhyay, Anirban, Ralf van der Lans, and Grace G. Oh, “The Effects of Assortment Organization and Traffic-Light Labeling on Healthy Eating: The Scoop from an Ice Cream Store Experiment,” Manuscript in preparation.

Cheng, Yimin, Anirban Mukhopadhyay, and Patti Williams, “Smiles Signal Intrinsic Motivation: How Observers Infer Motivation from Expressed Emotion,” Revising for second review.

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

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

Saluja, Geetanjali, Jiewen Hong, and Anirban Mukhopadhyay, “Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals,” Manuscript in preparation.

WORK IN PROGRESS: 

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

van der Lans, Ralf, Anirban Mukhopadhyay, and Grace G. Oh, “Price Promotions for Virtues and Vices: The Scoop from an Ice Cream Store Experiment,” Data analysis in process.

Cheng, Yimin, and Anirban Mukhopadhyay, “A Sense of Entitlement: The Protestant Work Ethic and Fairness-induced Waste,” Four experiments completed.

Cheng, Yimin, and Anirban Mukhopadhyay, “Deserving Good Service: The Protestant Work Ethic and Service Recovery,” Three experiments completed.

Hung, Iris W. and Anirban Mukhopadhyay, “Chasing Pride,” Three studies completed.

Weihrauch, Andrea, Siegfried Dewitte, and Anirban Mukhopadhyay, “Lay Beliefs about Sleep and their Effects on BMI,” Four studies completed.

Liu, Joyce J., Amy N. Dalton, and Anirban Mukhopadhyay, “Retail Therapy for Life: How Thinking about Recent Purchases Influences Subjective Wellbeing,” Three studies completed.

Huh, Young Eun, Barbara Briers, Elaine Chan and Anirban Mukhopadhyay, “The Development of Beliefs about Food,” Data collection and analysis in progress.

McFerran, Brent and Anirban Mukhopadhyay, “Is a Calorie Just a Calorie?: Effects of Lay Beliefs and Corporate Messaging,” Data analysis in progress.

Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay, “Consumer Beliefs about Inequality,” Data analysis in progress.

Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay, “Consumer Beliefs about Nutrition,” Data collection and analysis in progress.

REVIEWING FOR:

Journal of Consumer Psychology (Co-Editor).