Prof. Jaideep SENGUPTA
Chair Professor, Synergis-Geoffrey YEH Professor of Business mkjaisen@ust.hk

CV


Academic qualification
PhD University of California at Los Angeles, Management
MBA Indian Institute of Management, Calcutta, Management
BTech Indian Institute of Technology, Madras, Electrical Engineering

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

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PUBLICATIONS Yan, Dengfeng and Jaideep Sengupta (2021), “The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences,”Journal of Consumer Research, 47 (5), 755-771.
Huang, Yunhui and Jaideep Sengupta (2020), “The Influence of Disease Cues on Preference for Typical versus Atypical Products,” Journal of Consumer Research, 47 (3), 393–411.
Shen, Hao and Jaideep Sengupta (2018), “Word of Mouth Versus Word of Mouse: Speaking about a Brand Connects You to it More than Writing Does,”Journal of Consumer Research, 45 (3), 595-614.
Chen, Fanyuan, Jaideep Sengupta; and Rashmi Adaval (2018), "Does Endowing a Product with Life Make One FeelMore Alive? The Effect of Product Anthropomorphismon Consumer Vitality," Journal of the Association for Consumer Research, 3 (4), 503-513.
Yan, Dengfeng, Jaideep Sengupta and Jiewen Hong (2016), "Why Does Psychological Distance Influence Construal Level? The Role of Processing Mode,"Journal of Consumer Research, 43 (4), 598-613.
Chen, Fangyuan and Jaideep Sengupta (2014), “Forced to be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality,” Journal of Consumer Research, 41 (4), 1089-1107.
Shen, Hao and Jaideep Sengupta (2014), "The Crossmodal Effect of Attention on Preferences: Facilitation vs. Impairment,"Journal of Consumer Research, 40 (5), 885-903.
Yan, Dengfeng, Jaideep Sengupta, and Robert S. Wyer (2014), "Package Size and Perceived Quality: The Intervening Role of Unit Price Perceptions
The Price Had Better Be Right: Women’s Reactions to Sexual Stimuli Vary with Market Factors,"Psychological Science, 25 (1), 278-283.
Chan, Elaine and Jaideep Sengupta, (2013) “Observing Flattery: A Social Comparison Perspective,”Journal of Consumer Research,40 (4) 740-758.
Chan, Elaine, Jaideep Sengupta and Anirban Mukhopadhyay (2013), “The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism,”Journal of Consumer Psychology, 23 (1), 90-105.
Yan, Dengfeng and Jaideep Sengupta (2013), “The Influence of Base Rate and Case Information on Health Risk Perceptions: A Unified Model of Self-Positivity and Self-Negativity,” Journal of Consumer Research, 39 (5), 931-946.
White, Katherine, Jennifer Argo and Jaideep Sengupta (2012), “Associative vs. Dissociative Responses to Social Identity Threat: The Role of Self-Construal,”Journal of Consumer Research, 39 (4), 704-719.
Shen, Hao and Jaideep Sengupta (2012),“If You Can't Grab it, it Won't Grab You: The Effect of Restricting the Dominant Hand on Target Evaluations,”Journal of Experimental Social Psychology, 48 (2), 525-529.
Yan, Dengfeng and Jaideep Sengupta (2011), “Effects of Construal Level on the Price-Quality Relationship,”Journal of Consumer Research, 38 (2), 376-389.
Chan, Elaine and Jaideep Sengupta (2010), “Insincere Flattery Actually Works: A Dual Attitudes Perspective,”Journal of Marketing Research, 47 (February), 122-133.
Dahl, Darren, Jaideep Sengupta, and Kathleen Vohs (2009), “Sex in Advertising: Gender Differences and the Role of Relationship Commitment,”Journal of Consumer Research, 36 (2), 215-231.
Mukhopadhyay, Anirban, Jaideep Sengupta, and Suresh Ramanthan (2008), “Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control,”Journal of Consumer Research, 35 (4), 586-599.
Sengupta, Jaideep and Darren W. Dahl (2008), “Gender-Related Reactions to Gratuitous Sex Appeals in Advertising,”Journal of Consumer Psychology,18 (1), 62-78.
Sengupta, Jaideep and Rongrong Zhou (2006), “Understanding Impulsives’ Choice Behaviors: The Motivational Influences of Regulatory Focus,"Journal of Marketing Research, 24 (May), 297- 308
Johar, Gita V., Jaideep Sengupta, and Jennifer Aaker (2005), “Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing,”Journal of Marketing Research, November, 458-469.
Goodstein, Ronald C., Deborah A. Cours, Brian K. Jorgensen, and Jaideep Sengupta (2005), “The Positive Effect of Negative Advertising: It's a Matter of Time," inApplying Social Cognition to Consumer-Focused Strategy, F. Kardes, P. Herr, and J. Nantel, eds., Mahwah, NJ: LEA, 319- 330.
Sengupta, Jaideep and Gavan J. Fitzsimons (2004), “The Effects of Analyzing Reasons on the Stability of Brand Attitudes,”Journal of Consumer Research, 31 (December), 705-711.
Gorn, Gerald J., Amitava Chattopadhyay, Jaideep Sengupta, and Shashank Tripathi (2004), “Download Times on the Internet: Does Being Relaxed Make Time go Faster?”,Journal of Marketing Research, 41 (May), 215-225.
Johar, Gita V. and Jaideep Sengupta (2002), “The Effects of Dissimulation on the Accessibility and Predictive Power of Weakly Held Attitudes,”Social Cognition, 20 (4), 257-294.
Sengupta, Jaideep and Gerald J. Gorn (2002), “Absence Makes the Mind Grow Sharper: The Effect of Element Omission on Subsequent Recall,”Journal of Marketing Research, 39 (May), 186-201.
Sengupta, Jaideep and Gita V. Johar (2002), “Effects of Inconsistent Information on the Predictive Value of Product Attitudes: Towards A Resolution of Opposing Perspectives,”Journal of Consumer Research, 29 (June), 39-56.
Sengupta, Jaideep, Darren W. Dahl, and Gerald J. Gorn (2002), “Misrepresentation in the Consumer Context,”Journal of Consumer Psychology, 12 (2), 69-79 (lead article).
Sengupta, Jaideep and Gita V. Johar (2001), “Contingent Effects of Anxiety on Message Elaboration and Persuasion,”Personality and Social Psychology Bulletin,27 (2), 139-150 (lead article).
Sengupta, Jaideep and Gavan Fitzsimons (2000), “Disruption Vs. Reinforcement: The Effects of Analyzing Reasons for Brand Preferences,”Journal of Marketing Research, 37 (3), 318-330.
Aaker, Jennifer and Jaideep Sengupta (2000), “Additivity versus Attenuation: The Role of Culture in the Resolution of Information Incongruity,”Journal of Consumer Psychology, 9 (2), 67-82 (lead article).
Sengupta, Jaideep, Ronald C. Goodstein, and David S. Boninger (1997), “All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low Involvement Conditions,”Journal of Consumer Research, Vol. 4 (March), 351-361.

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EDITORIAL BOARDSJournal of Consumer Research(Associate Editor),Journal of ConsumerPsychology(Associate Editor),Journal of Marketing Research(Editorial Board).