Prof. Anirban MUKHOPADHYAY
Chair Professor, Lifestyle International Professor of Business, Associate Provost (Teaching & Learning), Provost Office Anirban.Mukhopadhyay@ust.hk

CV


Academic qualification
PhD Columbia University, Marketing
MPhil Columbia University, Marketing
MBA Indian Institute of Management, Bangalore, Marketing
BSc St. Stephen's College, Delhi University, Physics

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PROFESSIONAL EXPERIENCEAssociate Dean (Undergraduate Studies), School of Business and Management, Hong Kong University of Science and Technology (2015-20)
Professor, The Hong Kong University of Science and Technology (2015-19)
Associate Professor, The Hong Kong University of Science and Technology (2009-15)
Assistant Professor, The Hong Kong University of Science & Technology (2004-09)
Assistant Professor, The University of Michigan (2007-09)

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RESEARCH INTERESTS Consumer motivation and self-regulation
Lay theories
Emotions
Behavioral experimentation in laboratory and field settings
Multi-method inquiries
Food psychology and marketing

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PUBLICATIONS Oh, Grace G., Young E. Huh, and Anirban Mukhopadhyay (2021), “Informed Indulgence: The Effects of Nutrition Information Provision and Dietary Restraint on Consecutive Food Consumption Decisions,” forthcoming at Psychology and Health.
Ryan Hamilton, Rosellina Ferraro, Kelly L. Haws, and Anirban Mukhopadhyay (2021), “Traveling with Companions: The Social Customer Journey,”Journal of Marketing, 85, 1 (January), 68-92.
Barbara Briers, Young E. Huh, Elaine Y. L. Chan, and Anirban Mukhopadhyay (2020), “How the Unhealthy = Tasty Belief is Associated with BMI through Reduced Consumption of Vegetables: A Cross-National and Mediational Analysis,”Appetite,150 (July), 104639.
Cheng, Yimin, Anirban Mukhopadhyay, and Patti Williams (2020), “Smiling Signals Intrinsic Motivation,”Journal of Consumer Research,46, 5 (February), 915-935.
Wang, Tingting, Anirban Mukhopadhyay, and Vanessa M. Patrick (2017), “Getting Consumers to Recycle NOW!: When and Why Cuteness Appeals influence Prosocial and Sustainable Behavior,” Journal of Public Policy and Marketing, 36 (Fall), 269-283.
Chao, Melody M., Sujata Visaria, Anirban Mukhopadhyay, and Rajeev Dehejia (2017), “Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention,” Journal of Experimental Psychology: General, 146, 10 (October), 1402-1419.
Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2017), ”Corporate Leanwashing and Consumer Beliefs about Obesity,” Current Nutrition Reports, 6, 3 (September), 206-211.
Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (2017), “Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost-Benefit Heuristic in Goal Pursuit,”Journal of Marketing Research,54, 4 (August), 636-649.
Visaria, Sujata, Rajeev Dehejia, Melody M. Chao, and Anirban Mukhopadhyay (2016), “Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms,”Economics of Education Review, 54 (October), 173-184.
Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2016), "The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms,"Journal of the Association for Consumer Research,1 (3).
Wang, Tingting and Anirban Mukhopadhyay (2015), “How Consumers Respond to Cute Products,” inThe Psychology of Design: Creating Consumer Appeal,Rajeev Batra, Diann Brei, and Colleen Seifert (ed.), M. E. Sharpe: Armonk, NY.
Xun (Irene) Huang, Ping Dong, and Anirban Mukhopadhyay (2014), “Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking,”Journal of Consumer Research, 41 (3), 697-712.
Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2014), “Leanwashing: A Hidden Factor in the Obesity Crisis,”California Management Review, 56 (4), 5-30.
*Lead article
Media:European Financial Review
Labroo, Aparna A., Anirban Mukhopadhyay, and Ping Dong (2014), “Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being,”Journal of Experimental Social Psychology, 53, 156-162.
McFerran, Brent and Anirban Mukhopadhyay (2013), "Lay Theories of Obesity Predict Actual Body Mass,"Psychological Science, 24, 8 (August), 1428-1436.
Chan, Elaine, Jaideep Sengupta, and Anirban Mukhopadhyay (2013), “The Antecedents of Anticipatory Purchase: Reconciling the Two Routes to Optimism,”Journal of Consumer Psychology, 23, 1 (January), 90-105.
Hung, Iris W. and Anirban Mukhopadhyay (2012), “Lenses of the Heart: How Actors’ and Observers’ Perspectives Influence Emotional Experiences,"Journal of Consumer Research38, 6 (April), 1103-1115.
Wang, Chen and Anirban Mukhopadhyay (2012), “The Dynamics of Goal Revision: A Cybernetic Multi-Period Test-Operate-Test-Adjust-Loop (TOTAL) Model of Self-Regulation,”Journal of Consumer Research, 38, 5 (February), 815-833.
Mukhopadhyay, Anirban (2011) “An Ounce of Prevention, An Apple a Day: Effects of Consumers' Lay Theories on Health-Related Behaviors,” inLeveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge, Rajeev Batra, Punam A. Keller and Victor A. Strecher, (ed.), M. E. Sharpe: Armonk, NY, 87-103.
Chan, Elaine and Anirban Mukhopadhyay (2010), “When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption,”Journal of Marketing Research, 47, 3 (June), 497-507.
Mukhopadhyay, Anirban and Catherine W. M. Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,”Journal of Marketing Research, 47, 2 (April), 240-250.
Labroo, Aparna A. and Anirban Mukhopadhyay (2009), “Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation,”Journal of Consumer Research, 36, 2 (August), 242-254.
Mukhopadhyay, Anirban and Gita V. Johar (2009), "Indulgence as Self-reward for Prior Shopping Restraint: A Justification-Based Mechanism,"Journal of Consumer Psychology, 19, 3 (July), 334-345.
Mukhopadhyay, Anirban, Jaideep Sengupta, and Suresh Ramanathan (2008), “Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control,”Journal of Consumer Research,35, 4 (December), 586-599.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2008), "What’s Not to Like? Preference Asymmetry in the False Consensus Effect,"Journal of Consumer Research, 34, 1 (June), 119-125.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2007), "Few Ways to Love, but Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation,"Journal of Consumer Research, 33, 4 (March), 499-505.
Mukhopadhyay, Anirban and Gita V. Johar (2007), “Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising,"Journal of Consumer Research, 33, 4 (March), 445-453.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2006), "’I Love It’ or ‘I Hate It’? The Positivity Effect in Stated Preferences for Agent Evaluation,"Marketing Letters, 17 (April), 103-117.
Mukhopadhyay, Anirban and Gita V. Johar (2005), “Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions,"Journal of Consumer Research, 31, 4 (March), 779-786.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhyay (2003), “Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects,"Journal of Consumer Psychology, 13 (1&2), 161-170.
WORKING PAPERSHamilton, Ryan, Rosellina Ferraro, Kelly L. Haws, and Anirban Mukhopadhyay, “Traveling with Companions: The Customer Journey Through a Social Lens,” Under third review.
Cheng, Yimin, and Anirban Mukhopadhyay, “Physician, Heal Thyself (Without External Intervention): How the Protestant Work Ethic Affects Preferences for Natural Healthcare,” Revising for second review.
Cheng, Yimin, Yuansi Hou, and Anirban Mukhopadhyay, “Qualifying the Sunk Cost Effect: The Protestant Work Ethic and Fairness-induced Overconsumption,” Manuscript in preparation.
Wang, Tingting and Anirban Mukhopadhyay, “The Cuteness Paradox: How Approach Motivation Enhances Responses to Cute Products but Worsens Reactions if they Malfunction,” Revising for third review.
Oh, Grace G. and Anirban Mukhopadhyay, “Choice and Quantity in Conflict: Misleading Inferences of Self-Control from Observed Behavior,” Manuscript in preparation.
Liu, Joyce J., Amy N. Dalton, and Anirban Mukhopadhyay, “Income Inequality and the Protective Effect of Favorite Possessions on Subjective Wellbeing,” Manuscript in preparation.
Moore, Sarah G., Gopal Das, and Anirban Mukhopadhyay, “Emotional Echo Chambers: How Observed Emoji Affect Users’ Emotions and Responses to Social Media,” Manuscript in preparation.
Karnani, Aneel, Brent McFerran, Gopal Das, and Anirban Mukhopadhyay, “Generically Modified: Health Effects of Consumers’ Beliefs about GMOs and Organic Foods,” Manuscript in preparation.
Oh, Grace G., Young E. Huh, and Anirban Mukhopadhyay, “The Mental Budgeting of Calories: How Nutrition Information Influences Food Consumption across Consumption Episodes,” Manuscript in preparation.
Briers, Barbara, Young E. Huh, Elaine Y. L. Chan, and Anirban Mukhopadhyay, “Intergenerational Effects of Parents’ Unhealthy = Tasty Intuition: An Exploration of Parenting Beliefs, Practices, and Outcomes,” Manuscript in preparation.
Karnani, Aneel, Brent McFerran, Gopal Das, and Anirban Mukhopadhyay, “Consumer Responses to the Regulation of Sugary Drinks: A Multi-Country Investigation,” Manuscript in preparation.
Saluja, Geetanjali, Jiewen Hong, and Anirban Mukhopadhyay, “Silver Linings on Darkened Endorsers: The Ironic Effect of Culpability in Celebrity Scandals,” Manuscript in preparation.
WORK IN PROGRESSvan der Lans, Ralf and Anirban Mukhopadhyay, “The Competing Effects of Freshness and Social Proof in a Retail Setting: Cold Evidence from an Ice Cream Store,” Data analysis in process.
van der Lans, Ralf, Anirban Mukhopadhyay, and Grace G. Oh, “Price Promotions for Virtues and Vices: The Scoop from an Ice Cream Store Experiment,” Data analysis in process.
Cheng, Yimin and Anirban Mukhopadhyay, “A Sense of Entitlement: The Protestant Work Ethic and Service Recovery,” Three experiments completed.
Hung, Iris W., Anirban Mukhopadhyay, and Tingting Wang, “Chasing Pride,” Four studies completed.
Weihrauch, Andrea, Siegfried Dewitte, and Anirban Mukhopadhyay, “A Bad Night of Sleep, a Good Day for Indulgence?: The Role of Sleep Lay Beliefs in Consumer SelfControl,” Four studies completed.
Liu, Joyce J., Amy N. Dalton, and Anirban Mukhopadhyay, “Materialism and Special Possessions,” Three studies completed.
Kim, J. Christine, and Anirban Mukhopadhyay, “Busyness and Wellbeing,” Three studies completed.
Ralf van der Lans, Anirban Mukhopadhyay, and Grace G. Oh, “Choice Architecture Effects on Indulgent Consumption: Evidence from Field Experiments at an Ice Cream Store,” Two studies completed.
Vijayakumar, Suhas and Anirban Mukhopadhyay, “Is News Fact or Opinion?”, Two studies completed.

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REVIEWING FORJournal of Consumer Psychology (Special Guest Editor),International Journal of Research in Marketing (also served as Guest Area Editor).