Jaideep SENGUPTA
石豁達
PhD in Management
University of California, Los Angeles, 1996

Synergis-Geoffrey YEH Professor of Business

Chair Professor
Department of Marketing

Senior Fellow
HKUST Jockey Club Institute for Advanced Study

Academic Director of Kellogg-HKUST EMBA Program



(852) 2358 7718
mkjaisen@ust.hk
Room LSK4006
Personal Web

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ORCID
0000-0001-6118-5895

Scopus ID
7103058663




Research Interest Publications Projects Teaching Assignment RPG Supervision Space used




Research Interest

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Consumer information processing
Persuasion and attitude strength
Effects of marketing communications
Self-regulation and self-control



Publications

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All Years 55 2022 0 2021 2 2020 1 2019 1 2018 2 2017 0 2016 49

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Expand All Collapse All


2021 2

The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences
Journal of Consumer Research, v. 47, (5), February 2021, p. 755-771
Yan, Dengfeng; Sengupta, Jaideep Article
Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics
Journal of Business Ethics, September 2021
Wilson, Andrew E.; Darke, Peter R.; Sengupta, Jaideep Article

2020 1

The influence of disease cues on preference for typical versus atypical products
Journal of Consumer Research, v. 47, (3), October 2020, p. 393-411
Huang, Yunhui; Sengupta, Jaideep Article

2019 1

How Semantic Framing Influences Consumers’ Responses to Crowdfunding
50th Anniversary Association for Consumer Research Annual Conference, Atlanta, US, 17-20 October 2019
Lei, Su; Sengupta, Jaideep Conference paper

2018 2

Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality
Journal of the Association of Consumer Research, v.3, (4), 1 October 2018, p. 503-513
Chen, Fangyuan; Sengupta, Jaideep; Adaval, Rashmi Article
Word of mouth versus word of mouse: speaking about a brand connects you to it more than writing does
Journal of Consumer Research, v. 45, (3), October 2018, p. 595-614
Shen, Hao; Sengupta, Jaideep Article

2016 3

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen Article
The Different Effects of Benign Versus Malicious Envy on Self-Control
Advances in Consumer Research, v. 44, 2016, p. 219-224
Huang, Yunhui; Sengupta, Jaideep Conference paper
Word of Mouth Vs. Word of Mouse: the Effect of Communication Channel on Subsequent Reactions to the Brand
Advances in Consumer Research, v. 44, 2016, p. 623-624
Shen, Hao; Sengupta, Jaideep Conference paper

2014 4

Forced to Be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality
Journal of Consumer Research, v. 41, (4), December 2014, p. 1089-1107
Chen, Fangyuan; Sengupta, Jaideep Article
Package size and perceived quality: The intervening role of unit price perceptions
Journal of consumer psychology, v. 24, (1), January 2014, p. 4-17
Yan, Dengfeng; Sengupta, Jaideep; Wyer, Jr, Robert Selden Article
The Crossmodal Effect of Attention on Preferences: Facilitation versus Impairment
Journal of Consumer Research, v. 40, (5), February 2014, p. 885-903
Shen, Hao; Sengupta, Jaideep Article
The Price Had Better Be Right: Women's Reactions to Sexual Stimuli Vary With Market Factors
Psychological Science, v. 25, (1), 2014, p. 278-283
Vohs, Kathleen; Sengupta, Jaideep; Dahl, Darren Article

2013 5

Anthropomorphism: New Insights and Implications
Advances in Consumer Research, v. 41, January 2013, p. 27
Adaval, Rashmi; Chen, Fangyuan; Sengupta, Jaideep Article
Observing Flattery: A Social Comparison Perspective
Journal of Consumer Research, v. 40, (4), December 2013, p. 740-758
Chan, Elaine; Sengupta, Jaideep Article
The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism
Journal of Consumer Psychology, v. 23, (1), January 2013, p. 90-105
Chan, Elaine; Sengupta, Jaideep; Mukhopadhyay, Anirban Article
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, v. 39, (5), February 2013, p. 931-946
Yan, Dengfeng; Sengupta, Jaideep Article
The Effects of Anthropomorphization on Brand Personality Perceptions: a Motivational Account
NA - Advances in Consumer Research, v. 41, October 2013, p. 27-28
Chen, Fangyua; Sengupta, Jaideep; Adaval, Rashmi Conference paper

2012 5

Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal
Journal of Consumer Research, v.39, (4), 2012, Dec, p. 704-719
White, Katherine; Argo, Jennifer J.; Sengupta, Jaideep Article
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, v. 48, (2), 2012, p. 525-529
Shen, H.; Sengupta, J. Article
The Cross-Model Effect of Attention on Preferences
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Hao, Shen; Sengupta, Jaideep Conference paper
What's the Point of Temptation if You Don't Give In to It? The Positive Effect of Vice Consumption on Consumer Vitality
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Chen, Fangyuan; Sengupta, Jaideep Conference paper
What’s the point of Temptation if you don’t Given In To It? The Positive Impact of Indulgence on Vitality
Society for Consumer Psychology Annual Conference, Las Vegas, NV, 2012
Chen, Fangyuan; Sengupta, Jaideep Conference paper

2011 1

Effects of Construal Level on the Price-Quality Relationship
The Journal of consumer research, v. 38, (2), 2011, Aug, p. 376-389
Yan, D.; Sengupta, J. Article

2010 3

Insincere Flattery Actually Works: A Dual Attitudes Perspective
Journal of marketing research, v. 47, (1), 2010, FEB, p. 122-133
Chan, Elaine; Sengupta, Jaideep Article
When do Consumers Bolster their Preferences In the Face of Threat? The Role of Self-Construal and Collective Identity Activation
Association for Consumer Research Annual Conference, Jacksonville, Florida, October 2010
White, Katherine; Argo, Jennifer; Sengupta, Jaideep Conference paper
You Get what you Pay for but I Don't: Effect of Construal Level on the Price-Quality Relationship
Association of Consumer Research Annual Conference, Jacksonville, Florida, October 2010
Yan, Dengfeng; Sengupta, Jaideep Conference paper

2009 2

Sex in Advertising: Gender Differences and the Role of Relationship Commitment
JOURNAL OF CONSUMER RESEARCH, v. 36, (2), 2009, AUG, p. 215-231
Dahl, Darren W.; Sengupta, Jaideep; Vohs, Kathleen D. Article
Understanding Optimism: Buying What You Can't Use Today but Hope to Use Tomorrow
Annual Conference of the Association for Consumer Research, Pittsburgh, PA, 2009
Chan, Elaine Yee Ling; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2008 4

Gender-related reactions to gratuitous sex appeals in advertising
Journal of consumer psychology, v. 18, (1), 2008, p. 62-78
Sengupta, Jaideep; Dahl, Darren W. Article
Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Journal of Consumer Research, v. 35, (4), December 2008, p. 586-599
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh Article
Flattery and Persuasion: A Dual Attitudes Perspective
Association for Consumer Research, Memphis, TN, USA, October 24-28, 2007; proceedings published in 2008, Vol. 35, 778-779
Chan, Elaine; Sengupta, Jaideep Conference paper
Gender-related reactions to Inappropriate Sex Appeals in Advertising
35th Annual Conference of the Association-for-Consumer-Research, Memphis, TN, USA. October 25-28, 2007, conference proceedings published in 2008, pp. 97-100
Sengupta, Jaideep; Dahl, Darren Conference paper

2007 2

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong Article
Behavioral Consistency versus Switching Effects of Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Conference on Transformative Consumer Research, Dartmouth College, NH, 2007
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh Conference paper

2006 3

Inoculations of Self-Control: Switching versus Reinforcement Effects of Recalling Past Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Andrew; Sengupta, Jaideep; Ramanathan, Suresh Conference paper
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2005 3

Two roads to updating brand personality impressions: Trait versus evaluative inferencing
Journal of marketing research, v. 42, (4), 2005, NOV, p. 458-469
Johar, GV; Sengupta, J.; Aaker, JL Article
The Positive Effect of Negative Advertising: It's a Matter of Time
Applying Social Cognition to Consumer-Focused Strategy / Edited by Frank R. Kardes, Paul M. Herr, Jacques Nantel. Mahwah, N.J.: L. Erlbaum Associates, 2005, p.319-330
Goodstein, Ronald; Cours, Deborah; Jorgensen, Brian; Sengupta, Jaideep Book chapter
Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2004 3

Download Times on the Internet: Does Being Relaxed Make Time go Faster
Journal of Marketing Research, v. 41, 2004, p. 215-225
Sengupta, Jaideep; Gorn, G.J.; Chattopadhyay, Amitava; Tripathi, Shashank Article
The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictions
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 705-711
Sengupta, J.; Fitzsimons, GJ Article
Waiting for the Web: How screen color affects time perception
Journal of marketing research, v. 41, (2), 2004, MAY, p. 215-225
Gorn, GJ; Chattopadhyay, A.; Sengupta, J.; Tripathi, S. Article

2002 6

Absence makes the mind grow sharper: Effects of element omission on subsequent recall
Journal of marketing research, v. 39, (2), 2002, MAY, p. 186-201
Sengupta, J.; Gorn, GJ Article
Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives
JOURNAL OF CONSUMER RESEARCH, v. 29, (1), 2002, JUN, p. 39-56
Sengupta, J.; Johar, GV Article
Misrepresentation in the consumer context
Journal of consumer psychology, v. 12, (2), 2002, p. 69-79
Sengupta, J.; Dahl, DW; Gorn, GJ Article
Misrepresentation in the consumer context
Advances in consumer research, v. 29, 2002, p. 232-233
Sengupta, J.; Dahl, DW; Gorn, GJ Article
The effects of dissimulation on the accessibility and predictive power of weakly held attitudes
Social cognition, v. 20, (4), 2002, AUG, p. 257-293
Johar, GV; Sengupta, J. Article
The effects of dissimulation on the accessibility, confidence, persistence and predictive power of weakly held attitudes
Asia Pacific Advances in Consumer Research, Vol 5, eds. Rami Zwick and Tu Ping, pg. 394.
Johar, Gita; Sengupta, Jaideep Conference paper

2001 1

Contingent effects of anxiety on message elaboration and persuasion
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, v. 27, (2), 2001, FEB, p. 139-150
Sengupta, J.; Johar, GV Article

2000 2

Additivity versus attenuation: The role of culture in the resolution of information incongruity
Journal of consumer psychology, v. 9, (2), 2000, p. 67-82
Aaker, JL; Sengupta, J. Article
The effects of analyzing reasons for brand preferences: Disruption or reinforcement?
Journal of marketing research, v. 37, (3), 2000, p. 318-330
Sengupta, Jaideep; Fitzsimons, Gavan J. Article

1998 1

Perspectives on attitude strength
Advances in consumer research, v. 25, 1998, p. 63-64
Sengupta, J. Article

1997 1

All cues are not created equal: Obtaining attitude persistence under low-involvement conditions
JOURNAL OF CONSUMER RESEARCH, v. 23, (4), 1997, MAR, p. 351-361
Sengupta, J.; Goodstein, RC; Boninger, DS Article


Expand All Collapse All


Article 2

The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences
Journal of Consumer Research, v. 47, (5), February 2021, p. 755-771
Yan, Dengfeng; Sengupta, Jaideep
Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics
Journal of Business Ethics, September 2021
Wilson, Andrew E.; Darke, Peter R.; Sengupta, Jaideep


Expand All Collapse All


Article 1

The influence of disease cues on preference for typical versus atypical products
Journal of Consumer Research, v. 47, (3), October 2020, p. 393-411
Huang, Yunhui; Sengupta, Jaideep


Expand All Collapse All


Conference paper 1

How Semantic Framing Influences Consumers’ Responses to Crowdfunding
50th Anniversary Association for Consumer Research Annual Conference, Atlanta, US, 17-20 October 2019
Lei, Su; Sengupta, Jaideep


Expand All Collapse All


Article 2

Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality
Journal of the Association of Consumer Research, v.3, (4), 1 October 2018, p. 503-513
Chen, Fangyuan; Sengupta, Jaideep; Adaval, Rashmi
Word of mouth versus word of mouse: speaking about a brand connects you to it more than writing does
Journal of Consumer Research, v. 45, (3), October 2018, p. 595-614
Shen, Hao; Sengupta, Jaideep


Expand All Collapse All


Article 1

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen

Conference paper 2

The Different Effects of Benign Versus Malicious Envy on Self-Control
Advances in Consumer Research, v. 44, 2016, p. 219-224
Huang, Yunhui; Sengupta, Jaideep
Word of Mouth Vs. Word of Mouse: the Effect of Communication Channel on Subsequent Reactions to the Brand
Advances in Consumer Research, v. 44, 2016, p. 623-624
Shen, Hao; Sengupta, Jaideep


Expand All Collapse All


Article 4

Forced to Be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality
Journal of Consumer Research, v. 41, (4), December 2014, p. 1089-1107
Chen, Fangyuan; Sengupta, Jaideep
Package size and perceived quality: The intervening role of unit price perceptions
Journal of consumer psychology, v. 24, (1), January 2014, p. 4-17
Yan, Dengfeng; Sengupta, Jaideep; Wyer, Jr, Robert Selden
The Crossmodal Effect of Attention on Preferences: Facilitation versus Impairment
Journal of Consumer Research, v. 40, (5), February 2014, p. 885-903
Shen, Hao; Sengupta, Jaideep
The Price Had Better Be Right: Women's Reactions to Sexual Stimuli Vary With Market Factors
Psychological Science, v. 25, (1), 2014, p. 278-283
Vohs, Kathleen; Sengupta, Jaideep; Dahl, Darren


Expand All Collapse All


Article 4

Anthropomorphism: New Insights and Implications
Advances in Consumer Research, v. 41, January 2013, p. 27
Adaval, Rashmi; Chen, Fangyuan; Sengupta, Jaideep
Observing Flattery: A Social Comparison Perspective
Journal of Consumer Research, v. 40, (4), December 2013, p. 740-758
Chan, Elaine; Sengupta, Jaideep
The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism
Journal of Consumer Psychology, v. 23, (1), January 2013, p. 90-105
Chan, Elaine; Sengupta, Jaideep; Mukhopadhyay, Anirban
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, v. 39, (5), February 2013, p. 931-946
Yan, Dengfeng; Sengupta, Jaideep

Conference paper 1

The Effects of Anthropomorphization on Brand Personality Perceptions: a Motivational Account
NA - Advances in Consumer Research, v. 41, October 2013, p. 27-28
Chen, Fangyua; Sengupta, Jaideep; Adaval, Rashmi


Expand All Collapse All


Article 2

Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal
Journal of Consumer Research, v.39, (4), 2012, Dec, p. 704-719
White, Katherine; Argo, Jennifer J.; Sengupta, Jaideep
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, v. 48, (2), 2012, p. 525-529
Shen, H.; Sengupta, J.

Conference paper 3

The Cross-Model Effect of Attention on Preferences
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Hao, Shen; Sengupta, Jaideep
What's the Point of Temptation if You Don't Give In to It? The Positive Effect of Vice Consumption on Consumer Vitality
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Chen, Fangyuan; Sengupta, Jaideep
What’s the point of Temptation if you don’t Given In To It? The Positive Impact of Indulgence on Vitality
Society for Consumer Psychology Annual Conference, Las Vegas, NV, 2012
Chen, Fangyuan; Sengupta, Jaideep


Expand All Collapse All


Article 1

Effects of Construal Level on the Price-Quality Relationship
The Journal of consumer research, v. 38, (2), 2011, Aug, p. 376-389
Yan, D.; Sengupta, J.


Expand All Collapse All


Article 1

Insincere Flattery Actually Works: A Dual Attitudes Perspective
Journal of marketing research, v. 47, (1), 2010, FEB, p. 122-133
Chan, Elaine; Sengupta, Jaideep

Conference paper 2

When do Consumers Bolster their Preferences In the Face of Threat? The Role of Self-Construal and Collective Identity Activation
Association for Consumer Research Annual Conference, Jacksonville, Florida, October 2010
White, Katherine; Argo, Jennifer; Sengupta, Jaideep
You Get what you Pay for but I Don't: Effect of Construal Level on the Price-Quality Relationship
Association of Consumer Research Annual Conference, Jacksonville, Florida, October 2010
Yan, Dengfeng; Sengupta, Jaideep


Expand All Collapse All


Article 1

Sex in Advertising: Gender Differences and the Role of Relationship Commitment
JOURNAL OF CONSUMER RESEARCH, v. 36, (2), 2009, AUG, p. 215-231
Dahl, Darren W.; Sengupta, Jaideep; Vohs, Kathleen D.

Conference paper 1

Understanding Optimism: Buying What You Can't Use Today but Hope to Use Tomorrow
Annual Conference of the Association for Consumer Research, Pittsburgh, PA, 2009
Chan, Elaine Yee Ling; Mukhopadhyay, Anirban; Sengupta, Jaideep


Expand All Collapse All


Article 2

Gender-related reactions to gratuitous sex appeals in advertising
Journal of consumer psychology, v. 18, (1), 2008, p. 62-78
Sengupta, Jaideep; Dahl, Darren W.
Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Journal of Consumer Research, v. 35, (4), December 2008, p. 586-599
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh

Conference paper 2

Flattery and Persuasion: A Dual Attitudes Perspective
Association for Consumer Research, Memphis, TN, USA, October 24-28, 2007; proceedings published in 2008, Vol. 35, 778-779
Chan, Elaine; Sengupta, Jaideep
Gender-related reactions to Inappropriate Sex Appeals in Advertising
35th Annual Conference of the Association-for-Consumer-Research, Memphis, TN, USA. October 25-28, 2007, conference proceedings published in 2008, pp. 97-100
Sengupta, Jaideep; Dahl, Darren


Expand All Collapse All


Article 1

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong

Conference paper 1

Behavioral Consistency versus Switching Effects of Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Conference on Transformative Consumer Research, Dartmouth College, NH, 2007
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh


Expand All Collapse All


Conference paper 3

Inoculations of Self-Control: Switching versus Reinforcement Effects of Recalling Past Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Andrew; Sengupta, Jaideep; Ramanathan, Suresh
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep


Expand All Collapse All


Article 1

Two roads to updating brand personality impressions: Trait versus evaluative inferencing
Journal of marketing research, v. 42, (4), 2005, NOV, p. 458-469
Johar, GV; Sengupta, J.; Aaker, JL

Book chapter 1

The Positive Effect of Negative Advertising: It's a Matter of Time
Applying Social Cognition to Consumer-Focused Strategy / Edited by Frank R. Kardes, Paul M. Herr, Jacques Nantel. Mahwah, N.J.: L. Erlbaum Associates, 2005, p.319-330
Goodstein, Ronald; Cours, Deborah; Jorgensen, Brian; Sengupta, Jaideep

Conference paper 1

Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep


Expand All Collapse All


Article 3

Download Times on the Internet: Does Being Relaxed Make Time go Faster
Journal of Marketing Research, v. 41, 2004, p. 215-225
Sengupta, Jaideep; Gorn, G.J.; Chattopadhyay, Amitava; Tripathi, Shashank
The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictions
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 705-711
Sengupta, J.; Fitzsimons, GJ
Waiting for the Web: How screen color affects time perception
Journal of marketing research, v. 41, (2), 2004, MAY, p. 215-225
Gorn, GJ; Chattopadhyay, A.; Sengupta, J.; Tripathi, S.


Expand All Collapse All


Article 5

Absence makes the mind grow sharper: Effects of element omission on subsequent recall
Journal of marketing research, v. 39, (2), 2002, MAY, p. 186-201
Sengupta, J.; Gorn, GJ
Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives
JOURNAL OF CONSUMER RESEARCH, v. 29, (1), 2002, JUN, p. 39-56
Sengupta, J.; Johar, GV
Misrepresentation in the consumer context
Journal of consumer psychology, v. 12, (2), 2002, p. 69-79
Sengupta, J.; Dahl, DW; Gorn, GJ
Misrepresentation in the consumer context
Advances in consumer research, v. 29, 2002, p. 232-233
Sengupta, J.; Dahl, DW; Gorn, GJ
The effects of dissimulation on the accessibility and predictive power of weakly held attitudes
Social cognition, v. 20, (4), 2002, AUG, p. 257-293
Johar, GV; Sengupta, J.

Conference paper 1

The effects of dissimulation on the accessibility, confidence, persistence and predictive power of weakly held attitudes
Asia Pacific Advances in Consumer Research, Vol 5, eds. Rami Zwick and Tu Ping, pg. 394.
Johar, Gita; Sengupta, Jaideep


Expand All Collapse All


Article 1

Contingent effects of anxiety on message elaboration and persuasion
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, v. 27, (2), 2001, FEB, p. 139-150
Sengupta, J.; Johar, GV


Expand All Collapse All


Article 2

Additivity versus attenuation: The role of culture in the resolution of information incongruity
Journal of consumer psychology, v. 9, (2), 2000, p. 67-82
Aaker, JL; Sengupta, J.
The effects of analyzing reasons for brand preferences: Disruption or reinforcement?
Journal of marketing research, v. 37, (3), 2000, p. 318-330
Sengupta, Jaideep; Fitzsimons, Gavan J.


Expand All Collapse All


Article 1

Perspectives on attitude strength
Advances in consumer research, v. 25, 1998, p. 63-64
Sengupta, J.


Expand All Collapse All


Article 1

All cues are not created equal: Obtaining attitude persistence under low-involvement conditions
JOURNAL OF CONSUMER RESEARCH, v. 23, (4), 1997, MAR, p. 351-361
Sengupta, J.; Goodstein, RC; Boninger, DS


Expand All Collapse All


2016 3

Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode
Journal of Consumer Research, v. 43, (4), December 2016, p. 598-613
Yan, Dengfeng; Sengupta, Jaideep; Hong, Jiewen Article
The Different Effects of Benign Versus Malicious Envy on Self-Control
Advances in Consumer Research, v. 44, 2016, p. 219-224
Huang, Yunhui; Sengupta, Jaideep Conference paper
Word of Mouth Vs. Word of Mouse: the Effect of Communication Channel on Subsequent Reactions to the Brand
Advances in Consumer Research, v. 44, 2016, p. 623-624
Shen, Hao; Sengupta, Jaideep Conference paper

2014 4

Forced to Be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality
Journal of Consumer Research, v. 41, (4), December 2014, p. 1089-1107
Chen, Fangyuan; Sengupta, Jaideep Article
Package size and perceived quality: The intervening role of unit price perceptions
Journal of consumer psychology, v. 24, (1), January 2014, p. 4-17
Yan, Dengfeng; Sengupta, Jaideep; Wyer, Jr, Robert Selden Article
The Crossmodal Effect of Attention on Preferences: Facilitation versus Impairment
Journal of Consumer Research, v. 40, (5), February 2014, p. 885-903
Shen, Hao; Sengupta, Jaideep Article
The Price Had Better Be Right: Women's Reactions to Sexual Stimuli Vary With Market Factors
Psychological Science, v. 25, (1), 2014, p. 278-283
Vohs, Kathleen; Sengupta, Jaideep; Dahl, Darren Article

2013 5

Anthropomorphism: New Insights and Implications
Advances in Consumer Research, v. 41, January 2013, p. 27
Adaval, Rashmi; Chen, Fangyuan; Sengupta, Jaideep Article
Observing Flattery: A Social Comparison Perspective
Journal of Consumer Research, v. 40, (4), December 2013, p. 740-758
Chan, Elaine; Sengupta, Jaideep Article
The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism
Journal of Consumer Psychology, v. 23, (1), January 2013, p. 90-105
Chan, Elaine; Sengupta, Jaideep; Mukhopadhyay, Anirban Article
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, v. 39, (5), February 2013, p. 931-946
Yan, Dengfeng; Sengupta, Jaideep Article
The Effects of Anthropomorphization on Brand Personality Perceptions: a Motivational Account
NA - Advances in Consumer Research, v. 41, October 2013, p. 27-28
Chen, Fangyua; Sengupta, Jaideep; Adaval, Rashmi Conference paper

2012 5

Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal
Journal of Consumer Research, v.39, (4), 2012, Dec, p. 704-719
White, Katherine; Argo, Jennifer J.; Sengupta, Jaideep Article
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, v. 48, (2), 2012, p. 525-529
Shen, H.; Sengupta, J. Article
The Cross-Model Effect of Attention on Preferences
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Hao, Shen; Sengupta, Jaideep Conference paper
What's the Point of Temptation if You Don't Give In to It? The Positive Effect of Vice Consumption on Consumer Vitality
Association for Consumer Research Annual Conference, Vancouver, Canada, 4-7 Oct 2012
Chen, Fangyuan; Sengupta, Jaideep Conference paper
What’s the point of Temptation if you don’t Given In To It? The Positive Impact of Indulgence on Vitality
Society for Consumer Psychology Annual Conference, Las Vegas, NV, 2012
Chen, Fangyuan; Sengupta, Jaideep Conference paper

2011 1

Effects of Construal Level on the Price-Quality Relationship
The Journal of consumer research, v. 38, (2), 2011, Aug, p. 376-389
Yan, D.; Sengupta, J. Article

2010 3

Insincere Flattery Actually Works: A Dual Attitudes Perspective
Journal of marketing research, v. 47, (1), 2010, FEB, p. 122-133
Chan, Elaine; Sengupta, Jaideep Article
When do Consumers Bolster their Preferences In the Face of Threat? The Role of Self-Construal and Collective Identity Activation
Association for Consumer Research Annual Conference, Jacksonville, Florida, October 2010
White, Katherine; Argo, Jennifer; Sengupta, Jaideep Conference paper
You Get what you Pay for but I Don't: Effect of Construal Level on the Price-Quality Relationship
Association of Consumer Research Annual Conference, Jacksonville, Florida, October 2010
Yan, Dengfeng; Sengupta, Jaideep Conference paper

2009 2

Sex in Advertising: Gender Differences and the Role of Relationship Commitment
JOURNAL OF CONSUMER RESEARCH, v. 36, (2), 2009, AUG, p. 215-231
Dahl, Darren W.; Sengupta, Jaideep; Vohs, Kathleen D. Article
Understanding Optimism: Buying What You Can't Use Today but Hope to Use Tomorrow
Annual Conference of the Association for Consumer Research, Pittsburgh, PA, 2009
Chan, Elaine Yee Ling; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2008 4

Gender-related reactions to gratuitous sex appeals in advertising
Journal of consumer psychology, v. 18, (1), 2008, p. 62-78
Sengupta, Jaideep; Dahl, Darren W. Article
Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Journal of Consumer Research, v. 35, (4), December 2008, p. 586-599
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh Article
Flattery and Persuasion: A Dual Attitudes Perspective
Association for Consumer Research, Memphis, TN, USA, October 24-28, 2007; proceedings published in 2008, Vol. 35, 778-779
Chan, Elaine; Sengupta, Jaideep Conference paper
Gender-related reactions to Inappropriate Sex Appeals in Advertising
35th Annual Conference of the Association-for-Consumer-Research, Memphis, TN, USA. October 25-28, 2007, conference proceedings published in 2008, pp. 97-100
Sengupta, Jaideep; Dahl, Darren Conference paper

2007 2

Understanding impulsive eaters choice behaviors: The motivational influences of regulatory focus
Journal of marketing research, v. 44, (2), 2007, MAY, p. 297-308
Sengupta, Jaideep; Zhou, Rongrong Article
Behavioral Consistency versus Switching Effects of Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control
Conference on Transformative Consumer Research, Dartmouth College, NH, 2007
Mukhopadhyay, Anirban; Sengupta, Jaideep; Ramanathan, Suresh Conference paper

2006 3

Inoculations of Self-Control: Switching versus Reinforcement Effects of Recalling Past Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Andrew; Sengupta, Jaideep; Ramanathan, Suresh Conference paper
Motivational Influences in Consumer Behavior: The Role of Regulatory Focus
Advances in consumer research, v. 33, 2006, p. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper
The Mediating Role of Regulatory Focus in Impulsive Eating
Association for Consumer Research Conference Proceedings, 2006 333, Vol 33, Pg. 532-535
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2005 3

Two roads to updating brand personality impressions: Trait versus evaluative inferencing
Journal of marketing research, v. 42, (4), 2005, NOV, p. 458-469
Johar, GV; Sengupta, J.; Aaker, JL Article
The Positive Effect of Negative Advertising: It's a Matter of Time
Applying Social Cognition to Consumer-Focused Strategy / Edited by Frank R. Kardes, Paul M. Herr, Jacques Nantel. Mahwah, N.J.: L. Erlbaum Associates, 2005, p.319-330
Goodstein, Ronald; Cours, Deborah; Jorgensen, Brian; Sengupta, Jaideep Book chapter
Understanding Impulsives" Unwise Eating Choices
Association for Consumer Research conference (special session), San Antonio, Texas, 2005
Zhou, Rongrong; Sengupta, Jaideep Conference paper

2004 3

Download Times on the Internet: Does Being Relaxed Make Time go Faster
Journal of Marketing Research, v. 41, 2004, p. 215-225
Sengupta, Jaideep; Gorn, G.J.; Chattopadhyay, Amitava; Tripathi, Shashank Article
The effect of analyzing reasons on the stability of brand attitudes: A reconciliation of opposing predictions
JOURNAL OF CONSUMER RESEARCH, v. 31, (3), 2004, DEC, p. 705-711
Sengupta, J.; Fitzsimons, GJ Article
Waiting for the Web: How screen color affects time perception
Journal of marketing research, v. 41, (2), 2004, MAY, p. 215-225
Gorn, GJ; Chattopadhyay, A.; Sengupta, J.; Tripathi, S. Article

2002 6

Absence makes the mind grow sharper: Effects of element omission on subsequent recall
Journal of marketing research, v. 39, (2), 2002, MAY, p. 186-201
Sengupta, J.; Gorn, GJ Article
Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives
JOURNAL OF CONSUMER RESEARCH, v. 29, (1), 2002, JUN, p. 39-56
Sengupta, J.; Johar, GV Article
Misrepresentation in the consumer context
Journal of consumer psychology, v. 12, (2), 2002, p. 69-79
Sengupta, J.; Dahl, DW; Gorn, GJ Article
Misrepresentation in the consumer context
Advances in consumer research, v. 29, 2002, p. 232-233
Sengupta, J.; Dahl, DW; Gorn, GJ Article
The effects of dissimulation on the accessibility and predictive power of weakly held attitudes
Social cognition, v. 20, (4), 2002, AUG, p. 257-293
Johar, GV; Sengupta, J. Article
The effects of dissimulation on the accessibility, confidence, persistence and predictive power of weakly held attitudes
Asia Pacific Advances in Consumer Research, Vol 5, eds. Rami Zwick and Tu Ping, pg. 394.
Johar, Gita; Sengupta, Jaideep Conference paper

2001 1

Contingent effects of anxiety on message elaboration and persuasion
PERSONALITY AND SOCIAL PSYCHOLOGY BULLETIN, v. 27, (2), 2001, FEB, p. 139-150
Sengupta, J.; Johar, GV Article

2000 2

Additivity versus attenuation: The role of culture in the resolution of information incongruity
Journal of consumer psychology, v. 9, (2), 2000, p. 67-82
Aaker, JL; Sengupta, J. Article
The effects of analyzing reasons for brand preferences: Disruption or reinforcement?
Journal of marketing research, v. 37, (3), 2000, p. 318-330
Sengupta, Jaideep; Fitzsimons, Gavan J. Article

1998 1

Perspectives on attitude strength
Advances in consumer research, v. 25, 1998, p. 63-64
Sengupta, J. Article

1997 1

All cues are not created equal: Obtaining attitude persistence under low-involvement conditions
JOURNAL OF CONSUMER RESEARCH, v. 23, (4), 1997, MAR, p. 351-361
Sengupta, J.; Goodstein, RC; Boninger, DS Article


No Publications


No Publications






Teaching Assignment

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2021-22 Winter 0 2021-22 Fall 1 2020-21 Summer 0 2020-21 Spring 2 2020-21 Winter 0 2020-21 Fall 0

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EMBA5460 Understanding Consumers


MARK5290 Understanding Consumers
MARK5470 Seminar in Consumer Behavior II


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments


No Teaching Assignments






Research Postgraduate (RPG) Supervision From January 2019 to December 2022 (As of 30 January 2022)

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Graduated RPGs

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Master of Philosophy CHEN, Xialing
Marketing( Completed in 2021 )









ProjectsFrom January 2020 to December 2022

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All Projects 1

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No Projects.
The Influence of Disease Cues on Consumer Behavior: Implications for Consumers and Marketers


病毒訊息如何影響消費行為－－對消費者和營銷者的啟示 Leading


RGC - General Research Fund


Project Team (HKUST)
SENGUPTA Jaideep (Lead)


2021 -