Anirban MUKHOPADHYAY
諳寧寶
PhD in Marketing
Columbia University, 2004

Associate Provost (Teaching & Learning)

Lifestyle International Professor of Business

Chair Professor
Department of Marketing



(852) 2358 7708
mkmukhop@ust.hk
Room LSK4002
Personal Web

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Google Scholar
aRSIu7YAAAAJ

ORCID
0000-0002-8737-0383

ResearcherID
K-5765-2015

Scopus ID
13409668000




Research Interest Publications Projects RPG Supervision Space used




Research Interest

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Consumer psychology
Lay theories
Motivation
Emotion
Food psychology and marketing



Publications

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All Years 113 2022 0 2021 1 2020 5 2019 7 2018 6 2017 9 2016 85

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2021 1

Traveling with Companions: The Social Customer Journey
Journal of Marketing, v. 85, (1), January 2021, p. 68-92
Hamilton, Ryan; Ferraro, Rosellina; Haws, Kelly L.; Mukhopadhyay, Anirban Article

2020 5

Informed indulgence: the effects of nutrition information provision and dietary restraint on consecutive food consumption decisions
Psychology and Health, November 2020
Oh, Ga-Eun; Huh, Young Eun; Mukhopadhyay, Anirban Article
Smiling Signals Intrinsic Motivation
Journal of Consumer Research, v. 46, (5), February 2020, p. 915-935
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, Patti Article
The unhealthy = Tasty belief is associated with BMI through reduced consumption of vegetables: A cross-national and mediational analysis
Appetite, v. 150, 1 July 2020, article number 104639
Briers, Barbara; Huh, Young Eun; Chan, Elaine; Mukhopadhyay, Anirban Article
Emotional Echo Chambers: Observed Emoji Clarify Individuals’ Emotions and Responses to Social Media Posts
Association for Consumer Research Conference, ACR 2020, Online, Paris, France, 1-4 October 2020
Moore, Sarah; Das, Gopal; Mukhopadhyay, Anirban Conference paper
Intergenerational Effects of the Unhealthy = Tasty Intuition on BMI: An Exploration of Food Practices and Outcomes
Association for Consumer Research Conference, ACR 2020, Online, Paris, France, 1-4 October 2020
Briers, Barbara; Huh, Young Eun; Chan, Elaine Y. L.; Mukhopadhyay, Anirban Conference paper

2019 7

A Last Mile Intervention: How to Help Consumers to Use Calorie Information for Daily Calorie Intake Regulation
2019 INFORMS Marketing Science Conference, Rome, Italy, 20-22 June 2019
Oh, Ga-eun; Huh, Young Eun; Mukhopadhyay, Anirban Conference paper
Intergenerational Effects of Parents’ Unhealthy = Tasty Intuition on Children’s BMI: An Exploration of Food Parenting Beliefs and Practices
46th International Research Conference in Marketing, 2019, Lalonde, France, 4-7 June 2019
Briers, Barbara; Huh, Young Eun; Chan, Yee Ling Elaine; Mukhopadhyay, Anirban Conference paper
Qualifying the Sunk Cost Effect: How the Protestant Work Ethic Influences Overconsumption under Flat-Rate Pricing
Association for Consumer Research Annual Conference 2019, Atlanta, GA, USA, 17-20 October 2019
Cheng, Yimin; Mukhopadhyay, Anirban; Hou, Yuansi Conference paper
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
48th Annual Conference of the European Marketing Academy, EMAC 2019, Hamburg, Germany, 27 - 30 May 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2 - 4 December 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic Qualifies the Sunk Cost Effect
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2-4 December 2019
Cheng, Yimin; Hou, Yuansi; Mukhopadhyay, Anirban Conference paper
The Social Customer Journey
2019 INFORMS Marketing Science Conference, ISMS, Rome, Italy, 20-22 June 2019
Hamilton, Ryan; Ferraro, Rosellina; Haws, Kelly T.; Mukhopadhyay, Anirban Conference paper

2018 6

Judgments of Taste and Judgments of Quality
Journal of Consumer Psychology, v. 28, (1), January 2018, p. 1-4
Mukhopadhyay, Anirban; Raghubir, Priya; Wheeler, S. Christian Article
Choice and Quantity in Conflict: Misleading Inferences of Self-Control from Observed Behavior
Society for Consumer Psychology Boutique Conference: Consumption of Vice and Virtue, Sydney, Australia, 4-5 January 2018
Oh, Ga-Eun; Mukhopadhyay, Anirban Conference paper
Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention
Annual Winter Conference of the Society of Consumer Psychology (SCP 2018), Dallas, TX, 16-18 Feb 2018
Chao, Melody Man Chi; Visaria, Sujata; Mukhopadhyay, Anirban; Dehejia, R Conference paper
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
Association for Consumer Research North American Conference 2018, Dallas, TX, 11-14 October 2018
Liu, Jingshi; Dalton, Amy Nicole; Mukhopadhyay, Anirban Conference paper
Textual Paralanguage and Emotional Contagion: Social Proof in the Online Transmission of Emotion
Winter Conference of the Society for Consumer Psychology 2018, Dallas, TX, 16-18 February 2018
Moore, Sarah G.; Das, Gopal; Mukhopadhyay, Anirban Conference paper
When Virtuosity Leads to Vice: The Protestant Work Ethic and Fairness-induced Overconsumption
Society for Consumer Psychology Boutique Conference: Consumption of Vice and Virtue, Sydney, Australia, 4-5 January 2018
Cheng, Yimin; Hou, Yuansi; Mukhopadhyay, Anirban Conference paper

2017 9

Corporate Leanwashing and Consumer Beliefs About Obesity
Current Nutrition Reports, v. 6, (3), September 2017, p. 206-211
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Article
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit
Journal of Marketing Research, v. 54, (4), August 2017, p. 636-649
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Y. Article
Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention
Journal of Experimental Psychology: General, v. 146, (10), August 2017, p. 1402-1419
Chao, Melody Man Chi; Visaria, Sujata; Mukhopadhyay, Anirban; Dehejia, R. Article
Getting Consumers to Recycle NOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior
Journal of Public Policy and Marketing, v. 36, (2), Fall 2017, p. 269-283
Wang, Tingting; Mukhopadhyay, Anirban; Patrick, Vanessa M. Article
My Favorite Thing: How Special Possessions can Increase Subjective Wellbeing
2017 Annual Conference of the Association for Consumer Research, San Diego, CA, 26 October 2017
Liu, Jingshi; Dalton, Amy Nicole; Mukhopadhyay, Anirban Conference paper
Smiling Signals Intrinsic Motivation
Society for Consumer Psychology Boutique Conference on Motivation and Emotion, and Product Value, New York City, NY, 8 June 2017
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, patti Conference paper
Smiling Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion
Society for Consumer Psychology 2017 Winter Conference, San Francisco, CA, 16-17 February 2017
Cheng, Yimin; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Preferences for Natural Healthcare
Society for Consumer Psychology 2017 Winter Conference, San Francisco, 16-17 February 2017
Cheng, Yimin; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Preferences for Natural Healthcare
Annual Conference of the Association for Consumer Research, San Diego, CA, Oct 2017
Cheng, yimin; Mukhopadhyay, Anirban Conference paper

2016 7

The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms
Journal of the Association of Consumer Research, v. 1, (3), July 2016, p. 445-470
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Article
Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
Economics of Education Review, v. 54, October 2016, p. 173-184
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban Article
Choice and Quantity in Conflict: Post-Taste Food Consumption and Inferences of Self-Control
Advances in Consumer Research, v. 44, 2016, article number 1022325, p. 274-278
Oh, Ga-eun; Mukhopadhyay, Anirban Conference paper
Correcting Market failure to Address the Obesity Crisis
19th International Symposium on Ethics, Business, and Society, Barcelona, Spain, 4-5 July 2016
Mcferran, Brent; Karnani, Aneel; Mukhopadhyay, Anirban Conference paper
Correcting Market Failures to Address the Obesity Crisis
Academy of Management Proceedings, v. 2016, (1), January 2016
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
Fun Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion
Advances in Consumer Research, v. 44, 2016, article number 1021687, p. 70-75
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, Patti Conference paper
The Mental Budgeting of Calories: How Nutrition Information Influences Food Consumption Day by Day, Not Meal by Meal
Advances in Consumer Research, v. 44, 2016, p. 207-212
Oh, Ga-eun; Mukhopadhyay, Anirban; Huh, Young Eun Conference paper

2015 7

How Consumers Respond to Cute Products
The Psychology of Design: Creating Consumer Appeal / Edited by Rajeev Batra, Colleen Seifert, Diann Brei. London : Routledge, 2015, p. 149-298, Ch. 11
Wang, Tingting; Anirban, Mukhopadhyay Book chapter
C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban Conference paper
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics
Advances in Consumer Research, v. 43, 2015, p. 34-39
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Y. Conference paper
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Outcome Predictions Based on Cost of Means
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper
The Influence of Nutrition Information on Sequential Consumption Decisions For Indulgent Food
Advances in Consumer Research, v. 43, 2015, p. 147-148
Oh, Ga-eun; Huh, Young Eun; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
2015 Annual Conference of the Association for Consumer Research, New Orleans, LA, 1-4 October 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper
Unintended Negative Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
11th Annual Conference on Economic Growth and Development, Indian Statistical Institute, New Delhi, 17-19 December 2015
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban Conference paper

2014 8

Leanwashing: A Hidden Factor In The Obesity Crisis
California Management Review, v. 56, (4), August 2014, p. 5-30
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Article
Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being
Journal of Experimental Social Psychology, v. 53, 2014, p. 156-162
Labroo, Aparna A.; Mukhopadhyay, Anirban; Dong, Ping Article
Effects of Lay Theories and Incentive Mechanisms on Human Capital Formation: Evidence from a Field Experiment in Non-formal schools in Indian Slums
The 8th Asian Conference on Applied Micro-Economics/Econometrics , Hong Kong University of Science and Technology, Hong Kong, 28 November 2014
Visaria, Sujata; Chao, Melody Man Chi; Dehejia, Rajeev; Mukhopadhyay, Anirban Conference paper
Motivational Antecedents and Inferential Consequences of Cuteness in Product Design
2014 SCP Advertising and Consumer Psychology Conference: The Psychology of Design, Ann Arbor, MI, 29-31 May 2014
Wang, Tingting; Mukhopadhyay, Anirban Conference paper
Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing
Proceedings: 2014 Annual Conference of the Society for Consumer Psychology, 2014
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping Conference paper
The Facial Feedback Hypothesis Revised: Frequent Smiling Can Reduce Wellbeing
Advances in Consumer Research, v. 42, 2014, p. 97-98
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping Conference paper
The influence of Belief-Consistent Nutrition Information on Food Choice
2014 ACR North American Conference, Baltimore, MD, USA, 23-26 October 2014
Oh, Grace Ga-Eun; Huh, Young Eun; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
Advances in Consumer Research, v. 42, 2014, p. 777
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper

2013 4

Lay theories of obesity predict actual body mass
Psychological Science, v. 24, (8), 2013, p. 1428-1436
Mcferran, Brent; Mukhopadhyay, Anirban 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
Proud to Belong or Proudly Different? Contrasting Effects of Incidental Pride on Conformity
Advances in Consumer Research, v. 41, 2013, p. 120-125
Mukhopadhyay, Anirban; Dong, Ping; Huang, Xun (Irene) Conference paper
The Effects of Assortment Organization and Labeling on Healthy Choice: The Scoop from an Ice Cream Store Experiment
Advances in Consumer Research, v. 41, October 2013, p. 804-805
Mukhopadhyay, Anirban; To, Ashley Y.H.; Van der lans, Ralf Conference paper

2012 7

Lenses of the heart: How actors' and observers' perspectives influence emotional experiences
Journal of Consumer Research, v. 38, (6), April 2012, p. 1103-1115
Hung, Iris W.; Mukhopadhyay, Anirban Article
The dynamics of goal revision: A cybernetic multiperiod Test-Operate-Test-Adjust-Loop (TOTAL) model of self-regulation
Journal of Consumer Research, v. 38, (5), February 2012, p. 815-832
Wang, Chen; Mukhopadhyay, Anirban Article
Beliefs about the Cause of Obesity Predict Actual Body Mass
Society for Consumer Psychology, San Antonio, US, 28 Februrary - 2 March 2013
Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
Corporate Communications in Uncertain Times: Messages of Hope or Pride?
Annual Conference of the Association for Consumer Research, Vancouver, BC, 2012
Rog, Geveen; Anne, L.; Mukhopadhyay, Anirban; Dhruv, Grewal Conference paper
Delay and Gratification: How Waiting for Service can Spur Compensatory Consumption
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, 2012
Jiang, Yuwei; Mukhopadhyay, Anirban Conference paper
Putting the Customer in the Picture: Visual Perspectives and Emotional Advertising
Advances in Consumer Research, v. 40, 2012, p. 276-289
Hung, Iris W.P.; Mukhopadhyay, Anirban Conference paper
Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper

2011 5

An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviors
Leveraging Consumer Psychology for Effective Health Communications: the Obesity Challenge / Edited by Rajeev Batra, Punam Anand Keller, Victor A. Strecher. Armonk, N.Y.: M.E. Sharpe, c2011, p.87-103
Mukhopadhyay, Anirban Book chapter
Beyond Valence: Motivational Orientations and Mixed Emotions
Annual Conference of the Society for Consumer Psychology, Atlanta, GA, 2011
Chen, Fangyuan; Shen, Hao; Mukhopadhyay, Anirban Conference paper
Delay and Gratification: How Consumers Compensate for the Psychological Cost of Waiting
Association for Consumer Research Asia-Pacific, Beijing, 2011
Jiang, Yuwei; Mukhopadhyay, Anirban Conference paper
Just Do It… Or Not? Motivational Orientations and Mixed Emotions
Society for Consumer Psychology Annual Conference, Atlanta, GA, 2011
Chen, Fangyuan; Mukhopadhyay, Anirban; Shen, Hao Conference paper
The Dual Effects of Optimism on Post-Purchase Goal Pursuit
Annual Conference of the Association for Consumer Research, St. Louis, MO, 2011
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2010 9

Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Journal of Marketing Research, v. 47, (2), April 2010, p. 240-250
Mukhopadhyay, Anirban; Yeung, Catherine W.M. Article
When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption
Journal of Marketing Research, v. 47, (3), June 2010, p. 497-507
Chan, Elaine; Mukhopadhyay, Anirban Article
Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Advances in Consumer Research, v. 37, 2010, p. 909-910
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew Conference paper
Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew Conference paper
Effects of Perspective-Taking on the Experience and Influence of Multiple Mixed Emotions
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Hung, Iris W.P.; Mukhopadhyay, Anirban Conference paper
Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Huang, Li; Mukhopadhyay, Anirban Conference paper
Lay Theories of Obesity
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Wang, Chen; Mukhopadhyay, Anirban Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Chen, Wang; Mukhopadhyay, Anirban Conference paper

2009 6

Indulgence as Self-reward for Prior Shopping Restraint: A Justification-Based Mechanism
Journal of Consumer Psychology, v. 19, (3), July 2009, p. 334-345
Mukhopadhyay, Anirban; Johar, Gita Venkataramani Article
Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation
Journal of Consumer Research, v.36, (2), 2008, Aug, p.242-254
Labroo, Aparna; Mukhopadhyay, Anirban Article
Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal Pursuit
Advertising and Consumer Psychology Conference, Ann Arbor, MI, 2009
Mukhopadhyay, Anirban; Nidhi, Agrawal Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Psychology, Pittsburgh, PA, 2009
Wang, Chen; Mukhopadhyay, Anirban Conference paper
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
Understanding Optimism: The Antecedents of Anticipatory Purchase
Annual Conference of the Society for Consumer Psychology, San Diego CA, 2009
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2008 5

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
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Journal of Consumer Research, v. 35, (1), June 2008, p. 119-125
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Article
Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
INFORMS Marketing Science Conference, Vancouver, BC, 2008
Mukhopadhyay, Anirban; Yeung, Catherine Conference paper
Never Give Up Givin' It Up: How Lay Theories of Self-control and Recent Success or Failure Affect Goal-Directed Behavior
Annual Conference of the Society for Consumer Psychology, New Orleans, LA, 2008
Mukhopadhyay, Anirban; Johar, Gita Conference paper
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
Annual Conference of the Association for Consumer Research, San Francisco, CA, 2008
Chan, Elaine; Mukhopadhyay, Anirban Conference paper

2007 10

Few ways to love, but many ways to hate: Attribute ambiguity and the Positivity effect in agent evaluation
Journal of Consumer Research, v. 33, (4), March 2007, p. 499-505
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Article
Tempted or not? The effect of recent purchase history on responses to affective advertising
Journal of Consumer Research, v. 33, (4), March 2007, p. 445-453
Mukhopadhyay, Anirban; Johar, Gita Venkataramani 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
Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Mukhopadhyay, Anirban; Yeung, Catherine Conference paper
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
INFORMS Marketing Science Conference, Singapore, June 2007
Mukhopadhyay, Anirban; Chan, Elaine Conference paper
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Chan, Elaine; Mukhopadhyay, Anirban Conference paper
Love and the World Loves with You? Asymmetry in the False Consensus Effect
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, February 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
INFORMS Marketing Science Conference, Singapore, June 2007
Chan, Elaine; Mukhopadhyay, Anirban Conference paper
The Effect of Mood and Lay Theories of Emotion Transience on Self-Regulation
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Labroo, Aparna; Mukhopadhyay, Anirban Conference paper
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper

2006 5

"I love it" or "I hate it"? The positivity effect in stated preferences for agent evaluation
Marketing Letters, v. 17, (2), April 2006, p. 103-117
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, A. Article
How Do We Love It, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Perceptions of Interpersonal Similarity
Annual Conference of the Society for Consumer Psychology, Miami FL, 2006
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
How Do We Love This, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Agent Evaluation
Association for Consumer Research – Asia-Pacific Conference, Sydney, Australia, June 2006
Mukherjee, Ashesh; Gershoff, Andrew; Mukhopadhyay, Anirban Conference paper
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
Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal-Directed Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Anirban; Agrawal, Nidhi Conference paper

2005 2

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, v. 31, (4), March 2005, p. 779-786
Mukhopadhyay, A.; Johar, Gita Venkataramani Article
Tracing the Daisy Chain: Post-Purchase Affect and Its Influences on Subsequent Consumption
Advances in Consumer Research, v. 32, 2005, p. 495-498
Mukhopadhyay, Anirban Conference paper

2004 3

Unintended Purchase Opportunities: Goal Conflict, Mixed Emotions, and Intertemporal Effects on Persuasion
Advances in Consumer Research, v. 32, October 2004
Mukhopadhyay, Anirban; Johar, Gita Article
The Positivity Effect in Agent Evaluation: The Role of Attribute-Level Variance
INFORMS Marketing Science Conference 2004, Rotterdam, The Netherlands, 23-26 June 2004
Mukherjee, Ashesh; Andrew, D. Gershoff; Mukhopadhyay, Anirban Conference paper
Unintended Purchase Opportunities: Conflict, Choice, and Consequence
Annual Conference of the Society for Consumer Psychology, San Francisco CA, 2004
Mukhopadhyay, Anirban Conference paper

2003 5

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Journal of Consumer Psychology, v. 13, (1-2), 2003, p. 161-170
Gershoff, Andrew D.; Mukherjee, Abhiroop; Mukhopadhyay, Anirban Article
Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Annual Conference of the Society for Consumer Psychology, New Orleans LA, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
Lay Theories of Self-control in Others: How Do They Impact Setting and Achieving One"s Own New Year"s Resolutions?
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper
Loves, Hates, and In-Betweens: The Role of Preference Structures in Agent Choice
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
When Desire Conflicts with Willpower: The Role of Justification in a Theory of Unintended Purchase
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper

2002 1

Self-Control: Issues, Methods and Directions for Consumer Research
Annual Conference of the Association for Consumer Research (roundtable session chair),, Atlanta GA, 2002
Mukhopadhyay, Anirban Conference paper

2001 1

Miser or Optimizer? An Exploration of Individual Awareness of Self-control
Annual Conference of the Society for Consumer Psychology (poster session), Salt Lake City UT, 2001
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper


Expand All Collapse All


Article 1

Traveling with Companions: The Social Customer Journey
Journal of Marketing, v. 85, (1), January 2021, p. 68-92
Hamilton, Ryan; Ferraro, Rosellina; Haws, Kelly L.; Mukhopadhyay, Anirban


Expand All Collapse All


Article 3

Informed indulgence: the effects of nutrition information provision and dietary restraint on consecutive food consumption decisions
Psychology and Health, November 2020
Oh, Ga-Eun; Huh, Young Eun; Mukhopadhyay, Anirban
Smiling Signals Intrinsic Motivation
Journal of Consumer Research, v. 46, (5), February 2020, p. 915-935
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, Patti
The unhealthy = Tasty belief is associated with BMI through reduced consumption of vegetables: A cross-national and mediational analysis
Appetite, v. 150, 1 July 2020, article number 104639
Briers, Barbara; Huh, Young Eun; Chan, Elaine; Mukhopadhyay, Anirban

Conference paper 2

Emotional Echo Chambers: Observed Emoji Clarify Individuals’ Emotions and Responses to Social Media Posts
Association for Consumer Research Conference, ACR 2020, Online, Paris, France, 1-4 October 2020
Moore, Sarah; Das, Gopal; Mukhopadhyay, Anirban
Intergenerational Effects of the Unhealthy = Tasty Intuition on BMI: An Exploration of Food Practices and Outcomes
Association for Consumer Research Conference, ACR 2020, Online, Paris, France, 1-4 October 2020
Briers, Barbara; Huh, Young Eun; Chan, Elaine Y. L.; Mukhopadhyay, Anirban


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Conference paper 7

A Last Mile Intervention: How to Help Consumers to Use Calorie Information for Daily Calorie Intake Regulation
2019 INFORMS Marketing Science Conference, Rome, Italy, 20-22 June 2019
Oh, Ga-eun; Huh, Young Eun; Mukhopadhyay, Anirban
Intergenerational Effects of Parents’ Unhealthy = Tasty Intuition on Children’s BMI: An Exploration of Food Parenting Beliefs and Practices
46th International Research Conference in Marketing, 2019, Lalonde, France, 4-7 June 2019
Briers, Barbara; Huh, Young Eun; Chan, Yee Ling Elaine; Mukhopadhyay, Anirban
Qualifying the Sunk Cost Effect: How the Protestant Work Ethic Influences Overconsumption under Flat-Rate Pricing
Association for Consumer Research Annual Conference 2019, Atlanta, GA, USA, 17-20 October 2019
Cheng, Yimin; Mukhopadhyay, Anirban; Hou, Yuansi
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
48th Annual Conference of the European Marketing Academy, EMAC 2019, Hamburg, Germany, 27 - 30 May 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2 - 4 December 2019
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban
The Protestant Work Ethic Qualifies the Sunk Cost Effect
The Australian and New Zealand Marketing Academy Conference (ANZMAC 2019): Winds of Change, Wellington, NZ, 2-4 December 2019
Cheng, Yimin; Hou, Yuansi; Mukhopadhyay, Anirban
The Social Customer Journey
2019 INFORMS Marketing Science Conference, ISMS, Rome, Italy, 20-22 June 2019
Hamilton, Ryan; Ferraro, Rosellina; Haws, Kelly T.; Mukhopadhyay, Anirban


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Article 1

Judgments of Taste and Judgments of Quality
Journal of Consumer Psychology, v. 28, (1), January 2018, p. 1-4
Mukhopadhyay, Anirban; Raghubir, Priya; Wheeler, S. Christian

Conference paper 5

Choice and Quantity in Conflict: Misleading Inferences of Self-Control from Observed Behavior
Society for Consumer Psychology Boutique Conference: Consumption of Vice and Virtue, Sydney, Australia, 4-5 January 2018
Oh, Ga-Eun; Mukhopadhyay, Anirban
Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention
Annual Winter Conference of the Society of Consumer Psychology (SCP 2018), Dallas, TX, 16-18 Feb 2018
Chao, Melody Man Chi; Visaria, Sujata; Mukhopadhyay, Anirban; Dehejia, R
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
Association for Consumer Research North American Conference 2018, Dallas, TX, 11-14 October 2018
Liu, Jingshi; Dalton, Amy Nicole; Mukhopadhyay, Anirban
Textual Paralanguage and Emotional Contagion: Social Proof in the Online Transmission of Emotion
Winter Conference of the Society for Consumer Psychology 2018, Dallas, TX, 16-18 February 2018
Moore, Sarah G.; Das, Gopal; Mukhopadhyay, Anirban
When Virtuosity Leads to Vice: The Protestant Work Ethic and Fairness-induced Overconsumption
Society for Consumer Psychology Boutique Conference: Consumption of Vice and Virtue, Sydney, Australia, 4-5 January 2018
Cheng, Yimin; Hou, Yuansi; Mukhopadhyay, Anirban


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Article 4

Corporate Leanwashing and Consumer Beliefs About Obesity
Current Nutrition Reports, v. 6, (3), September 2017, p. 206-211
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit
Journal of Marketing Research, v. 54, (4), August 2017, p. 636-649
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Y.
Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention
Journal of Experimental Psychology: General, v. 146, (10), August 2017, p. 1402-1419
Chao, Melody Man Chi; Visaria, Sujata; Mukhopadhyay, Anirban; Dehejia, R.
Getting Consumers to Recycle NOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior
Journal of Public Policy and Marketing, v. 36, (2), Fall 2017, p. 269-283
Wang, Tingting; Mukhopadhyay, Anirban; Patrick, Vanessa M.

Conference paper 5

My Favorite Thing: How Special Possessions can Increase Subjective Wellbeing
2017 Annual Conference of the Association for Consumer Research, San Diego, CA, 26 October 2017
Liu, Jingshi; Dalton, Amy Nicole; Mukhopadhyay, Anirban
Smiling Signals Intrinsic Motivation
Society for Consumer Psychology Boutique Conference on Motivation and Emotion, and Product Value, New York City, NY, 8 June 2017
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, patti
Smiling Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion
Society for Consumer Psychology 2017 Winter Conference, San Francisco, CA, 16-17 February 2017
Cheng, Yimin; Mukhopadhyay, Anirban
The Protestant Work Ethic and Preferences for Natural Healthcare
Society for Consumer Psychology 2017 Winter Conference, San Francisco, 16-17 February 2017
Cheng, Yimin; Mukhopadhyay, Anirban
The Protestant Work Ethic and Preferences for Natural Healthcare
Annual Conference of the Association for Consumer Research, San Diego, CA, Oct 2017
Cheng, yimin; Mukhopadhyay, Anirban


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Article 2

The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms
Journal of the Association of Consumer Research, v. 1, (3), July 2016, p. 445-470
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban
Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
Economics of Education Review, v. 54, October 2016, p. 173-184
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban

Conference paper 5

Choice and Quantity in Conflict: Post-Taste Food Consumption and Inferences of Self-Control
Advances in Consumer Research, v. 44, 2016, article number 1022325, p. 274-278
Oh, Ga-eun; Mukhopadhyay, Anirban
Correcting Market failure to Address the Obesity Crisis
19th International Symposium on Ethics, Business, and Society, Barcelona, Spain, 4-5 July 2016
Mcferran, Brent; Karnani, Aneel; Mukhopadhyay, Anirban
Correcting Market Failures to Address the Obesity Crisis
Academy of Management Proceedings, v. 2016, (1), January 2016
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban
Fun Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion
Advances in Consumer Research, v. 44, 2016, article number 1021687, p. 70-75
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, Patti
The Mental Budgeting of Calories: How Nutrition Information Influences Food Consumption Day by Day, Not Meal by Meal
Advances in Consumer Research, v. 44, 2016, p. 207-212
Oh, Ga-eun; Mukhopadhyay, Anirban; Huh, Young Eun


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Book chapter 1

How Consumers Respond to Cute Products
The Psychology of Design: Creating Consumer Appeal / Edited by Rajeev Batra, Colleen Seifert, Diann Brei. London : Routledge, 2015, p. 149-298, Ch. 11
Wang, Tingting; Anirban, Mukhopadhyay

Conference paper 6

C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics
Advances in Consumer Research, v. 43, 2015, p. 34-39
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Y.
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Outcome Predictions Based on Cost of Means
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom
The Influence of Nutrition Information on Sequential Consumption Decisions For Indulgent Food
Advances in Consumer Research, v. 43, 2015, p. 147-148
Oh, Ga-eun; Huh, Young Eun; Mukhopadhyay, Anirban
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
2015 Annual Conference of the Association for Consumer Research, New Orleans, LA, 1-4 October 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom
Unintended Negative Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
11th Annual Conference on Economic Growth and Development, Indian Statistical Institute, New Delhi, 17-19 December 2015
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban


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Article 2

Leanwashing: A Hidden Factor In The Obesity Crisis
California Management Review, v. 56, (4), August 2014, p. 5-30
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban
Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being
Journal of Experimental Social Psychology, v. 53, 2014, p. 156-162
Labroo, Aparna A.; Mukhopadhyay, Anirban; Dong, Ping

Conference paper 6

Effects of Lay Theories and Incentive Mechanisms on Human Capital Formation: Evidence from a Field Experiment in Non-formal schools in Indian Slums
The 8th Asian Conference on Applied Micro-Economics/Econometrics , Hong Kong University of Science and Technology, Hong Kong, 28 November 2014
Visaria, Sujata; Chao, Melody Man Chi; Dehejia, Rajeev; Mukhopadhyay, Anirban
Motivational Antecedents and Inferential Consequences of Cuteness in Product Design
2014 SCP Advertising and Consumer Psychology Conference: The Psychology of Design, Ann Arbor, MI, 29-31 May 2014
Wang, Tingting; Mukhopadhyay, Anirban
Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing
Proceedings: 2014 Annual Conference of the Society for Consumer Psychology, 2014
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping
The Facial Feedback Hypothesis Revised: Frequent Smiling Can Reduce Wellbeing
Advances in Consumer Research, v. 42, 2014, p. 97-98
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping
The influence of Belief-Consistent Nutrition Information on Food Choice
2014 ACR North American Conference, Baltimore, MD, USA, 23-26 October 2014
Oh, Grace Ga-Eun; Huh, Young Eun; Mukhopadhyay, Anirban
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
Advances in Consumer Research, v. 42, 2014, p. 777
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom


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Article 2

Lay theories of obesity predict actual body mass
Psychological Science, v. 24, (8), 2013, p. 1428-1436
Mcferran, Brent; Mukhopadhyay, Anirban
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

Conference paper 2

Proud to Belong or Proudly Different? Contrasting Effects of Incidental Pride on Conformity
Advances in Consumer Research, v. 41, 2013, p. 120-125
Mukhopadhyay, Anirban; Dong, Ping; Huang, Xun (Irene)
The Effects of Assortment Organization and Labeling on Healthy Choice: The Scoop from an Ice Cream Store Experiment
Advances in Consumer Research, v. 41, October 2013, p. 804-805
Mukhopadhyay, Anirban; To, Ashley Y.H.; Van der lans, Ralf


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Article 2

Lenses of the heart: How actors' and observers' perspectives influence emotional experiences
Journal of Consumer Research, v. 38, (6), April 2012, p. 1103-1115
Hung, Iris W.; Mukhopadhyay, Anirban
The dynamics of goal revision: A cybernetic multiperiod Test-Operate-Test-Adjust-Loop (TOTAL) model of self-regulation
Journal of Consumer Research, v. 38, (5), February 2012, p. 815-832
Wang, Chen; Mukhopadhyay, Anirban

Conference paper 5

Beliefs about the Cause of Obesity Predict Actual Body Mass
Society for Consumer Psychology, San Antonio, US, 28 Februrary - 2 March 2013
Mcferran, Brent; Mukhopadhyay, Anirban
Corporate Communications in Uncertain Times: Messages of Hope or Pride?
Annual Conference of the Association for Consumer Research, Vancouver, BC, 2012
Rog, Geveen; Anne, L.; Mukhopadhyay, Anirban; Dhruv, Grewal
Delay and Gratification: How Waiting for Service can Spur Compensatory Consumption
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, 2012
Jiang, Yuwei; Mukhopadhyay, Anirban
Putting the Customer in the Picture: Visual Perspectives and Emotional Advertising
Advances in Consumer Research, v. 40, 2012, p. 276-289
Hung, Iris W.P.; Mukhopadhyay, Anirban
Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban


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Book chapter 1

An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviors
Leveraging Consumer Psychology for Effective Health Communications: the Obesity Challenge / Edited by Rajeev Batra, Punam Anand Keller, Victor A. Strecher. Armonk, N.Y.: M.E. Sharpe, c2011, p.87-103
Mukhopadhyay, Anirban

Conference paper 4

Beyond Valence: Motivational Orientations and Mixed Emotions
Annual Conference of the Society for Consumer Psychology, Atlanta, GA, 2011
Chen, Fangyuan; Shen, Hao; Mukhopadhyay, Anirban
Delay and Gratification: How Consumers Compensate for the Psychological Cost of Waiting
Association for Consumer Research Asia-Pacific, Beijing, 2011
Jiang, Yuwei; Mukhopadhyay, Anirban
Just Do It… Or Not? Motivational Orientations and Mixed Emotions
Society for Consumer Psychology Annual Conference, Atlanta, GA, 2011
Chen, Fangyuan; Mukhopadhyay, Anirban; Shen, Hao
The Dual Effects of Optimism on Post-Purchase Goal Pursuit
Annual Conference of the Association for Consumer Research, St. Louis, MO, 2011
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep


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Article 2

Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Journal of Marketing Research, v. 47, (2), April 2010, p. 240-250
Mukhopadhyay, Anirban; Yeung, Catherine W.M.
When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption
Journal of Marketing Research, v. 47, (3), June 2010, p. 497-507
Chan, Elaine; Mukhopadhyay, Anirban

Conference paper 7

Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Advances in Consumer Research, v. 37, 2010, p. 909-910
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew
Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew
Effects of Perspective-Taking on the Experience and Influence of Multiple Mixed Emotions
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Hung, Iris W.P.; Mukhopadhyay, Anirban
Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Huang, Li; Mukhopadhyay, Anirban
Lay Theories of Obesity
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Mcferran, Brent; Mukhopadhyay, Anirban
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Wang, Chen; Mukhopadhyay, Anirban
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Chen, Wang; Mukhopadhyay, Anirban


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Article 2

Indulgence as Self-reward for Prior Shopping Restraint: A Justification-Based Mechanism
Journal of Consumer Psychology, v. 19, (3), July 2009, p. 334-345
Mukhopadhyay, Anirban; Johar, Gita Venkataramani
Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation
Journal of Consumer Research, v.36, (2), 2008, Aug, p.242-254
Labroo, Aparna; Mukhopadhyay, Anirban

Conference paper 4

Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal Pursuit
Advertising and Consumer Psychology Conference, Ann Arbor, MI, 2009
Mukhopadhyay, Anirban; Nidhi, Agrawal
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Psychology, Pittsburgh, PA, 2009
Wang, Chen; Mukhopadhyay, Anirban
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
Understanding Optimism: The Antecedents of Anticipatory Purchase
Annual Conference of the Society for Consumer Psychology, San Diego CA, 2009
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep


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Article 2

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
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Journal of Consumer Research, v. 35, (1), June 2008, p. 119-125
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban

Conference paper 3

Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
INFORMS Marketing Science Conference, Vancouver, BC, 2008
Mukhopadhyay, Anirban; Yeung, Catherine
Never Give Up Givin' It Up: How Lay Theories of Self-control and Recent Success or Failure Affect Goal-Directed Behavior
Annual Conference of the Society for Consumer Psychology, New Orleans, LA, 2008
Mukhopadhyay, Anirban; Johar, Gita
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
Annual Conference of the Association for Consumer Research, San Francisco, CA, 2008
Chan, Elaine; Mukhopadhyay, Anirban


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Article 2

Few ways to love, but many ways to hate: Attribute ambiguity and the Positivity effect in agent evaluation
Journal of Consumer Research, v. 33, (4), March 2007, p. 499-505
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban
Tempted or not? The effect of recent purchase history on responses to affective advertising
Journal of Consumer Research, v. 33, (4), March 2007, p. 445-453
Mukhopadhyay, Anirban; Johar, Gita Venkataramani

Conference paper 8

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
Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Mukhopadhyay, Anirban; Yeung, Catherine
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
INFORMS Marketing Science Conference, Singapore, June 2007
Mukhopadhyay, Anirban; Chan, Elaine
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Chan, Elaine; Mukhopadhyay, Anirban
Love and the World Loves with You? Asymmetry in the False Consensus Effect
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, February 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
INFORMS Marketing Science Conference, Singapore, June 2007
Chan, Elaine; Mukhopadhyay, Anirban
The Effect of Mood and Lay Theories of Emotion Transience on Self-Regulation
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Labroo, Aparna; Mukhopadhyay, Anirban
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban


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Article 1

"I love it" or "I hate it"? The positivity effect in stated preferences for agent evaluation
Marketing Letters, v. 17, (2), April 2006, p. 103-117
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, A.

Conference paper 4

How Do We Love It, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Perceptions of Interpersonal Similarity
Annual Conference of the Society for Consumer Psychology, Miami FL, 2006
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban
How Do We Love This, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Agent Evaluation
Association for Consumer Research – Asia-Pacific Conference, Sydney, Australia, June 2006
Mukherjee, Ashesh; Gershoff, Andrew; Mukhopadhyay, Anirban
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
Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal-Directed Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Anirban; Agrawal, Nidhi


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Article 1

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, v. 31, (4), March 2005, p. 779-786
Mukhopadhyay, A.; Johar, Gita Venkataramani

Conference paper 1

Tracing the Daisy Chain: Post-Purchase Affect and Its Influences on Subsequent Consumption
Advances in Consumer Research, v. 32, 2005, p. 495-498
Mukhopadhyay, Anirban


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Article 1

Unintended Purchase Opportunities: Goal Conflict, Mixed Emotions, and Intertemporal Effects on Persuasion
Advances in Consumer Research, v. 32, October 2004
Mukhopadhyay, Anirban; Johar, Gita

Conference paper 2

The Positivity Effect in Agent Evaluation: The Role of Attribute-Level Variance
INFORMS Marketing Science Conference 2004, Rotterdam, The Netherlands, 23-26 June 2004
Mukherjee, Ashesh; Andrew, D. Gershoff; Mukhopadhyay, Anirban
Unintended Purchase Opportunities: Conflict, Choice, and Consequence
Annual Conference of the Society for Consumer Psychology, San Francisco CA, 2004
Mukhopadhyay, Anirban


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Article 1

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Journal of Consumer Psychology, v. 13, (1-2), 2003, p. 161-170
Gershoff, Andrew D.; Mukherjee, Abhiroop; Mukhopadhyay, Anirban

Conference paper 4

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Annual Conference of the Society for Consumer Psychology, New Orleans LA, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban
Lay Theories of Self-control in Others: How Do They Impact Setting and Achieving One"s Own New Year"s Resolutions?
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar
Loves, Hates, and In-Betweens: The Role of Preference Structures in Agent Choice
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban
When Desire Conflicts with Willpower: The Role of Justification in a Theory of Unintended Purchase
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar


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Conference paper 1

Self-Control: Issues, Methods and Directions for Consumer Research
Annual Conference of the Association for Consumer Research (roundtable session chair),, Atlanta GA, 2002
Mukhopadhyay, Anirban


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Conference paper 1

Miser or Optimizer? An Exploration of Individual Awareness of Self-control
Annual Conference of the Society for Consumer Psychology (poster session), Salt Lake City UT, 2001
Mukhopadhyay, Anirban; Gita, V. Johar


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2016 7

The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms
Journal of the Association of Consumer Research, v. 1, (3), July 2016, p. 445-470
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Article
Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
Economics of Education Review, v. 54, October 2016, p. 173-184
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban Article
Choice and Quantity in Conflict: Post-Taste Food Consumption and Inferences of Self-Control
Advances in Consumer Research, v. 44, 2016, article number 1022325, p. 274-278
Oh, Ga-eun; Mukhopadhyay, Anirban Conference paper
Correcting Market failure to Address the Obesity Crisis
19th International Symposium on Ethics, Business, and Society, Barcelona, Spain, 4-5 July 2016
Mcferran, Brent; Karnani, Aneel; Mukhopadhyay, Anirban Conference paper
Correcting Market Failures to Address the Obesity Crisis
Academy of Management Proceedings, v. 2016, (1), January 2016
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
Fun Signals Intrinsic Motivation: Observers Infer Motivation from Expressed Emotion
Advances in Consumer Research, v. 44, 2016, article number 1021687, p. 70-75
Cheng, Yimin; Mukhopadhyay, Anirban; Williams, Patti Conference paper
The Mental Budgeting of Calories: How Nutrition Information Influences Food Consumption Day by Day, Not Meal by Meal
Advances in Consumer Research, v. 44, 2016, p. 207-212
Oh, Ga-eun; Mukhopadhyay, Anirban; Huh, Young Eun Conference paper

2015 7

How Consumers Respond to Cute Products
The Psychology of Design: Creating Consumer Appeal / Edited by Rajeev Batra, Colleen Seifert, Diann Brei. London : Routledge, 2015, p. 149-298, Ch. 11
Wang, Tingting; Anirban, Mukhopadhyay Book chapter
C-Sections are the Easy Way Out: How the Protestant Work Ethic Affects Preferences for Natural Healthcare
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban Conference paper
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Cost-Benefit Heuristics
Advances in Consumer Research, v. 43, 2015, p. 34-39
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Y. Conference paper
Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences Outcome Predictions Based on Cost of Means
Society for Consumer Psychology Conference, Phoenix, AZ, USA, 26-28 February 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper
The Influence of Nutrition Information on Sequential Consumption Decisions For Indulgent Food
Advances in Consumer Research, v. 43, 2015, p. 147-148
Oh, Ga-eun; Huh, Young Eun; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
2015 Annual Conference of the Association for Consumer Research, New Orleans, LA, 1-4 October 2015
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper
Unintended Negative Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms
11th Annual Conference on Economic Growth and Development, Indian Statistical Institute, New Delhi, 17-19 December 2015
Visaria, Sujata; Dehejia, Rajeev; Chao, Melody Man Chi; Mukhopadhyay, Anirban Conference paper

2014 8

Leanwashing: A Hidden Factor In The Obesity Crisis
California Management Review, v. 56, (4), August 2014, p. 5-30
Karnani, Aneel; Mcferran, Brent; Mukhopadhyay, Anirban Article
Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being
Journal of Experimental Social Psychology, v. 53, 2014, p. 156-162
Labroo, Aparna A.; Mukhopadhyay, Anirban; Dong, Ping Article
Effects of Lay Theories and Incentive Mechanisms on Human Capital Formation: Evidence from a Field Experiment in Non-formal schools in Indian Slums
The 8th Asian Conference on Applied Micro-Economics/Econometrics , Hong Kong University of Science and Technology, Hong Kong, 28 November 2014
Visaria, Sujata; Chao, Melody Man Chi; Dehejia, Rajeev; Mukhopadhyay, Anirban Conference paper
Motivational Antecedents and Inferential Consequences of Cuteness in Product Design
2014 SCP Advertising and Consumer Psychology Conference: The Psychology of Design, Ann Arbor, MI, 29-31 May 2014
Wang, Tingting; Mukhopadhyay, Anirban Conference paper
Not Always the Best Medicine: Frequent Smiling Can Reduce Wellbeing
Proceedings: 2014 Annual Conference of the Society for Consumer Psychology, 2014
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping Conference paper
The Facial Feedback Hypothesis Revised: Frequent Smiling Can Reduce Wellbeing
Advances in Consumer Research, v. 42, 2014, p. 97-98
Labroo, Aparna; Mukhopadhyay, Anirban; Dong, Ping Conference paper
The influence of Belief-Consistent Nutrition Information on Food Choice
2014 ACR North American Conference, Baltimore, MD, USA, 23-26 October 2014
Oh, Grace Ga-Eun; Huh, Young Eun; Mukhopadhyay, Anirban Conference paper
The Protestant Work Ethic and Its Role in Outcome Prediction Based on Cost of Means
Advances in Consumer Research, v. 42, 2014, p. 777
Cheng, Yimin; Mukhopadhyay, Anirban; Schrift, Rom Conference paper

2013 4

Lay theories of obesity predict actual body mass
Psychological Science, v. 24, (8), 2013, p. 1428-1436
Mcferran, Brent; Mukhopadhyay, Anirban 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
Proud to Belong or Proudly Different? Contrasting Effects of Incidental Pride on Conformity
Advances in Consumer Research, v. 41, 2013, p. 120-125
Mukhopadhyay, Anirban; Dong, Ping; Huang, Xun (Irene) Conference paper
The Effects of Assortment Organization and Labeling on Healthy Choice: The Scoop from an Ice Cream Store Experiment
Advances in Consumer Research, v. 41, October 2013, p. 804-805
Mukhopadhyay, Anirban; To, Ashley Y.H.; Van der lans, Ralf Conference paper

2012 7

Lenses of the heart: How actors' and observers' perspectives influence emotional experiences
Journal of Consumer Research, v. 38, (6), April 2012, p. 1103-1115
Hung, Iris W.; Mukhopadhyay, Anirban Article
The dynamics of goal revision: A cybernetic multiperiod Test-Operate-Test-Adjust-Loop (TOTAL) model of self-regulation
Journal of Consumer Research, v. 38, (5), February 2012, p. 815-832
Wang, Chen; Mukhopadhyay, Anirban Article
Beliefs about the Cause of Obesity Predict Actual Body Mass
Society for Consumer Psychology, San Antonio, US, 28 Februrary - 2 March 2013
Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
Corporate Communications in Uncertain Times: Messages of Hope or Pride?
Annual Conference of the Association for Consumer Research, Vancouver, BC, 2012
Rog, Geveen; Anne, L.; Mukhopadhyay, Anirban; Dhruv, Grewal Conference paper
Delay and Gratification: How Waiting for Service can Spur Compensatory Consumption
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, 2012
Jiang, Yuwei; Mukhopadhyay, Anirban Conference paper
Putting the Customer in the Picture: Visual Perspectives and Emotional Advertising
Advances in Consumer Research, v. 40, 2012, p. 276-289
Hung, Iris W.P.; Mukhopadhyay, Anirban Conference paper
Silver Linings on Darkened Endorsers: The Ironic Effect of Schadenfreude in Celebrity Scandals
Society for Consumer Psychology 2012 Annual Winter Conference, SCP 2012, Las Vegas, NV, USA, 16 - 18 February 2012
Saluja, Geetanjali; Hong, Jiewen; Mukhopadhyay, Anirban Conference paper

2011 5

An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviors
Leveraging Consumer Psychology for Effective Health Communications: the Obesity Challenge / Edited by Rajeev Batra, Punam Anand Keller, Victor A. Strecher. Armonk, N.Y.: M.E. Sharpe, c2011, p.87-103
Mukhopadhyay, Anirban Book chapter
Beyond Valence: Motivational Orientations and Mixed Emotions
Annual Conference of the Society for Consumer Psychology, Atlanta, GA, 2011
Chen, Fangyuan; Shen, Hao; Mukhopadhyay, Anirban Conference paper
Delay and Gratification: How Consumers Compensate for the Psychological Cost of Waiting
Association for Consumer Research Asia-Pacific, Beijing, 2011
Jiang, Yuwei; Mukhopadhyay, Anirban Conference paper
Just Do It… Or Not? Motivational Orientations and Mixed Emotions
Society for Consumer Psychology Annual Conference, Atlanta, GA, 2011
Chen, Fangyuan; Mukhopadhyay, Anirban; Shen, Hao Conference paper
The Dual Effects of Optimism on Post-Purchase Goal Pursuit
Annual Conference of the Association for Consumer Research, St. Louis, MO, 2011
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2010 9

Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Journal of Marketing Research, v. 47, (2), April 2010, p. 240-250
Mukhopadhyay, Anirban; Yeung, Catherine W.M. Article
When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption
Journal of Marketing Research, v. 47, (3), June 2010, p. 497-507
Chan, Elaine; Mukhopadhyay, Anirban Article
Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Advances in Consumer Research, v. 37, 2010, p. 909-910
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew Conference paper
Consumer Knowledge as a Moderator of Specificity-Based Product Selection
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Stornelli, Jason; Mukhopadhyay, Anirban; Gershoff, Andrew Conference paper
Effects of Perspective-Taking on the Experience and Influence of Multiple Mixed Emotions
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Hung, Iris W.P.; Mukhopadhyay, Anirban Conference paper
Is a Diamond Really Forever? Effects of Lay Theories of Love on Responses to Romance Appeals in Advertising
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Huang, Li; Mukhopadhyay, Anirban Conference paper
Lay Theories of Obesity
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Mcferran, Brent; Mukhopadhyay, Anirban Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Society for Consumer Psychology, St. Pete Beach, FL, 2010
Wang, Chen; Mukhopadhyay, Anirban Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Research, Jacksonville, FL, 2010
Chen, Wang; Mukhopadhyay, Anirban Conference paper

2009 6

Indulgence as Self-reward for Prior Shopping Restraint: A Justification-Based Mechanism
Journal of Consumer Psychology, v. 19, (3), July 2009, p. 334-345
Mukhopadhyay, Anirban; Johar, Gita Venkataramani Article
Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation
Journal of Consumer Research, v.36, (2), 2008, Aug, p.242-254
Labroo, Aparna; Mukhopadhyay, Anirban Article
Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal Pursuit
Advertising and Consumer Psychology Conference, Ann Arbor, MI, 2009
Mukhopadhyay, Anirban; Nidhi, Agrawal Conference paper
The Dynamics of Goal Revision: Updating the Discrepancy-Reducing Model of Self-Regulation
Annual Conference of the Association for Consumer Psychology, Pittsburgh, PA, 2009
Wang, Chen; Mukhopadhyay, Anirban Conference paper
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
Understanding Optimism: The Antecedents of Anticipatory Purchase
Annual Conference of the Society for Consumer Psychology, San Diego CA, 2009
Chan, Elaine; Mukhopadhyay, Anirban; Sengupta, Jaideep Conference paper

2008 5

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
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Journal of Consumer Research, v. 35, (1), June 2008, p. 119-125
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Article
Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
INFORMS Marketing Science Conference, Vancouver, BC, 2008
Mukhopadhyay, Anirban; Yeung, Catherine Conference paper
Never Give Up Givin' It Up: How Lay Theories of Self-control and Recent Success or Failure Affect Goal-Directed Behavior
Annual Conference of the Society for Consumer Psychology, New Orleans, LA, 2008
Mukhopadhyay, Anirban; Johar, Gita Conference paper
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
Annual Conference of the Association for Consumer Research, San Francisco, CA, 2008
Chan, Elaine; Mukhopadhyay, Anirban Conference paper

2007 10

Few ways to love, but many ways to hate: Attribute ambiguity and the Positivity effect in agent evaluation
Journal of Consumer Research, v. 33, (4), March 2007, p. 499-505
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Article
Tempted or not? The effect of recent purchase history on responses to affective advertising
Journal of Consumer Research, v. 33, (4), March 2007, p. 445-453
Mukhopadhyay, Anirban; Johar, Gita Venkataramani 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
Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Mukhopadhyay, Anirban; Yeung, Catherine Conference paper
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
INFORMS Marketing Science Conference, Singapore, June 2007
Mukhopadhyay, Anirban; Chan, Elaine Conference paper
Discounting Pleasure? Lay Intuitions about the Value of Deferred Hedonic Experience
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Chan, Elaine; Mukhopadhyay, Anirban Conference paper
Love and the World Loves with You? Asymmetry in the False Consensus Effect
Annual Conference of the Society for Consumer Psychology, Las Vegas, NV, February 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
The Anticipation of Chosen Pleasures: Temporal Variations in the Valuation of Delayed Consumption
INFORMS Marketing Science Conference, Singapore, June 2007
Chan, Elaine; Mukhopadhyay, Anirban Conference paper
The Effect of Mood and Lay Theories of Emotion Transience on Self-Regulation
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Labroo, Aparna; Mukhopadhyay, Anirban Conference paper
What's Not to Like? Preference Asymmetry in the False Consensus Effect
Annual Conference of the Association for Consumer Research, Memphis, TN, 2007
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper

2006 5

"I love it" or "I hate it"? The positivity effect in stated preferences for agent evaluation
Marketing Letters, v. 17, (2), April 2006, p. 103-117
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, A. Article
How Do We Love It, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Perceptions of Interpersonal Similarity
Annual Conference of the Society for Consumer Psychology, Miami FL, 2006
Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
How Do We Love This, Let Me Count the Ways: Attribute Ambiguity and the Positivity Effect in Agent Evaluation
Association for Consumer Research – Asia-Pacific Conference, Sydney, Australia, June 2006
Mukherjee, Ashesh; Gershoff, Andrew; Mukhopadhyay, Anirban Conference paper
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
Planning For Which Future? Lay Theories of Self-Control and the Temporal Framing of Goal-Directed Behavior
Annual Conference of the Association for Consumer Research, Orlando, FL, 2006
Mukhopadhyay, Anirban; Agrawal, Nidhi Conference paper

2005 2

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, v. 31, (4), March 2005, p. 779-786
Mukhopadhyay, A.; Johar, Gita Venkataramani Article
Tracing the Daisy Chain: Post-Purchase Affect and Its Influences on Subsequent Consumption
Advances in Consumer Research, v. 32, 2005, p. 495-498
Mukhopadhyay, Anirban Conference paper

2004 3

Unintended Purchase Opportunities: Goal Conflict, Mixed Emotions, and Intertemporal Effects on Persuasion
Advances in Consumer Research, v. 32, October 2004
Mukhopadhyay, Anirban; Johar, Gita Article
The Positivity Effect in Agent Evaluation: The Role of Attribute-Level Variance
INFORMS Marketing Science Conference 2004, Rotterdam, The Netherlands, 23-26 June 2004
Mukherjee, Ashesh; Andrew, D. Gershoff; Mukhopadhyay, Anirban Conference paper
Unintended Purchase Opportunities: Conflict, Choice, and Consequence
Annual Conference of the Society for Consumer Psychology, San Francisco CA, 2004
Mukhopadhyay, Anirban Conference paper

2003 5

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Journal of Consumer Psychology, v. 13, (1-2), 2003, p. 161-170
Gershoff, Andrew D.; Mukherjee, Abhiroop; Mukhopadhyay, Anirban Article
Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects
Annual Conference of the Society for Consumer Psychology, New Orleans LA, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
Lay Theories of Self-control in Others: How Do They Impact Setting and Achieving One"s Own New Year"s Resolutions?
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper
Loves, Hates, and In-Betweens: The Role of Preference Structures in Agent Choice
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Gershoff, Andrew D.; Mukherjee, Ashesh; Mukhopadhyay, Anirban Conference paper
When Desire Conflicts with Willpower: The Role of Justification in a Theory of Unintended Purchase
Annual Conference of the Association for Consumer Research, Toronto ON, 2003
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper

2002 1

Self-Control: Issues, Methods and Directions for Consumer Research
Annual Conference of the Association for Consumer Research (roundtable session chair),, Atlanta GA, 2002
Mukhopadhyay, Anirban Conference paper

2001 1

Miser or Optimizer? An Exploration of Individual Awareness of Self-control
Annual Conference of the Society for Consumer Psychology (poster session), Salt Lake City UT, 2001
Mukhopadhyay, Anirban; Gita, V. Johar Conference paper


No Publications






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

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Current RPGs

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Master of Philosophy FANG, Lu
Marketing( 2021 - )









ProjectsFrom January 2020 to December 2022

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All Projects 1

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No Projects.
Income Inequality and the Effects of Recalled Purchase and Consumption on Wellbeing


收入不平等與購物和消費的記憶對幸福感的影響 Leading


RGC - General Research Fund


Project Team (HKUST)
MUKHOPADHYAY Anirban (Lead)
DALTON Amy Nicole


2019 -