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Darla Moore School of Business

Our Research

Marketing Department faculty members are widely acclaimed for their scholarly expertise in various facets of consumer psychology, marketing strategy, research methods, behavioral pricing and marketing communications.

Marketing faculty research topics include the roles of socioeconomics and technology in consumer markets, sustainability, marketing strategy, sociological aspects of consumer behavior, assessing and improving returns on firms’ strategic marketing actions, how consumers process marketing material and marketing claims in the area of linguistics, econometric modeling of firm and consumer decision-making, retailing and competitive strategy.

Marketing faculty have earned their degrees from respected institutions that include University of California, Los Angeles, Duke University, University of Southern California, Los Angeles, Emory University, University of California, Berkeley, American University, Texas A&M University and Pennsylvania State University.

Faculty members have worked for multinational organizations including FedEx, McKinsey, CHEP moving goods company, HSBC commercial banking, adidas, Grant/Jacoby, Chernoff Newman, LG, Sonoco Products, Hilti, Black & Decker, Sesame Workshop, Crayola, AT&T and Verizon.

  • Becerril Arreola, Rafael, Chen Zhou, Raji Srinivasan and Daniel Seldin. (2017) “Service Satisfaction-Market Share Relationships in Partnered Hybrid Offerings,” Journal of Marketing, 81 (5), 86-103.

  • Boulding, W., Guha, A., and Staelin, R. (2017) "Do we really need to change the decision maker? Counter-intuitive escalation of commitment results in real options contexts." Management Science 63 (10), 3459-3472.

  • Buechel, Eva. C., Jiao Zhang, and Carey K. Morewedge (2017). Outcome specifications determine the direction of affective forecasting errors. Journal of Experimental Psychology: General, 146(5), 746-461.

  • Crockett, David and Nicholas Pendarvis (2017), “A Research Agenda on Political Ideology in Consumer Research: A Commentary on Jung et al.’s ‘Blue and Red Voices’,” Journal of Consumer Research.

  • Crockett, David (2017), “Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class,” Journal of Consumer Research.

  • Eilert, Meike, Satish Jayachandran, Kartik Kalaignanam, and Tracey A. Swartz. "Does it pay to recall your product early? An empirical investigation in the automobile industry." Journal of Marketing 81, no. 3 (2017): 111-129.

  • Gill, Manpreet, Shrihari Sridhar, and Rajdeep Grewal (2017), “Return on Engagement Initiatives: A Study of a Business-to-Business Mobile App,” Journal of Marketing, July 2017, Vol. 81, No. 4, pp. 45-66.

  • Laran, Juliano and Eva C. Buechel (2017). Mental resources increase preference for dissimilar experiences.Forthcoming, Journal of the Association for Consumer Research, 2 (April), 123-135.

  • Li, Hengyun, Ziqiong Zhang, Fang Meng and Ramkumar Janakiraman“Is peer evaluation of consumer online reviews socially embedded? — An examination combining reviewer’s social network and social identity,” International Journal of Hospitality Management, 67(2017), 143-153.

  • Li, Xiaofei, Baolong Ma and Chen Zhou. (2017) “Effects of Customer Loyalty on Customer Entitlement and Voice Complaints,” Service Industries Journal, 37 (13-14), 858-874.

  • Mukherji, Prokriti, Ramkumar Janakiraman, Shantanu Dutta and Surendra Rajiv. (2017) “How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare: A Natural Experiment Tests the Impact of FDA Legislation,” Journal of Advertising Research, 57(1), 94-108.
  • Bagchi, Rajesh and Elise Ince. (2016) “Is a 70% Prediction More Accurate than a 30% Prediction? Inferences about Forecasts and Forecasters from Intuitive Probability Interpretations,” Journal of Marketing Research, 53 (1), 31-45.

  • Boulding, William, Abhijit Guha and Richard Staelin. (2016) “Do We Really Need to Change the Decision Maker? Counterintuitive Escalation of Commitment Results in Real Options Contexts," Management Science.

  • Das, Neel, Abhijit Guha, Abhijit Biswas and Balaji Krishnan. (2016) "How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: evidence of the cue congruency effect," Marketing Letters, 27, 295-308.

  • Edwardson, Nicholas, Bita Kash and Ramkumar Janakiraman. (2016) “Measuring the Impact of Electronic Health Record Adoption on Charge Capture,” Medical Care Research and Review, July.

  • Hudson, Simon, Li Huang, Martin S. Roth and Thomas J. Madden. (2016) "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors," International Journal of Research in Marketing, 33, no. 1, 27-41.

  • Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman and P. K. Kannan. (2016) "From social to sale: The effects of firm-generated content in social media on customer behavior," Journal of Marketing (80), 7-25.

  • Labroo, Aparna and Anastasiya Pocheptsova. (2016) "Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest," Current Opinion in Psychology, Volume 10 (August).

  • Labroo, Aparna A. and Anastasiya Pocheptsova. (2016) "Metacognition and consumer judgment: fluency is pleasant but disfluency ignites interest," Current Opinion in Psychology, 10, 154-159.

  • Murdock, Mitchel and Priyali Rajagopal. (2016) “Blowing Smoke: How Appeal Type Influences Subjective Norms and Intentions to Consume Electronic Cigarettes,” The Psychology of Social Influence: Theory, Techniques, and Research, Daniel Howard (Ed).

  • Park, Joonwook, Priyali Rajagopal, William Dillon, Wayne DeSarbo and Seoil Chaiy. (2016) “A New Bayesian Spatial Model for Brand Positioning,” Journal of Modeling in Management.

  • Summers, Christopher A., Robert W. Smith and Rebecca Walker Reczek. (2016) "An Audience of One: Behaviorally Targeted Ads as Implied Social Labels," Journal of Consumer Research. 

  • Verma, Swati, Abhijit Guha and Abhijit Biswas. (2016) "Investigating the Pleasures of Sin: The Contingent Role of Arousal‐Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings," Psychology & Marketing 33, no. 8 620-628.
  • Bagchi, Rajesh and Elise Chandon Ince. "Is a 70% Prediction More Accurate than a 30% Prediction? Inferences about Forecasts and Forecasters from Intuitive Probability Interpretations," Journal of Marketing Research.

  • Pocheptsova, Anastasiya, Petersen, Francine and Jordan Etkin. (2015) "Two Birds, One Stone? Positive Mood Makes Products Seem Less Useful for Multiple-Goal Pursuit," Journal of Consumer Psychology, 25(2), 296-303.
  • Buechel, Eva C. and Chris Janiszewski.* (2014) "A lot of Work or a Work of Art: How the Structure of a Customized Assembly Task Determines the Utility Derived from Assembly Effort," Journal of Consumer Research, 40(5), 960-972.

  • Buechel, Eva C., Jiao Zhang, Carey K. Morewedge and Joachim Vosgerau. (2014) "More Intense Experiences, Less Intense Forecasts: Why Affective Forecasters Overestimate the Influence of Outcome Probability," Journal of Personality and Social Psychology, 106(1), 20-36.

  • Kim, Hyeong-Min, Katina Kulow and Thomas Kramer. (2014) "The Interactive Effect of Beliefs in Malleable Fate and Fateful Predictions on Choice," Journal of Consumer Research, 40(6), 1139-1148.

  • Kramer, Thomas and Lauren Block. (2014) "Like Mike: Ability Contagion through Touched Objects Increases Confidence and Improves Performance," Organizational Behavior and Human Decision Processes, 124(2), 215-228.

  • May, Frank and Ashwani Monga. (2014) "When Time Has a Will of Its Own, the Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience," Journal of Consumer Research, 40, 5 (February).

  • Siddiqui, Rafay A., Frank May and Ashwani Monga. (2014) "Reversals of Task Duration Estimates: Thinking How Rather than Why Shrinks Duration Estimates for Simple Tasks, but Elongates Estimates for Complex Tasks," Journal of Experimental Social Psychology, 50, 1 (January), 184-189.
  • Bublitz, Melissa G., Laura A. Peracchio, Alan R. Andreasen, Jeremy Kees, Blair Kidwell, Elizabeth Gelfand Miller, Carol M. Motley, Paula C. Peter, Priyali Rajagopal, Maura L. Scott and Beth Vallen. (2013) "Promoting Positive Change: Advancing the Food Well-Being Paradigm," Journal of Business Research, 66 (8), 1211-18.

  • Chatterjee, Promothesh, Caglar Irmak and Randall L. Rose. (2013) "The Endowment Effect as Self-Enhancement in Response to Threat," Journal of Consumer Research, 40 (October), 460-476.

  • Chatterjee, Promothesh, Randall L. Rose and Jayati Sinha. (2013) "Why Money Meanings Matter in Decisions to Donate Time and Money," Marketing Letters, 24 (June), 109-118.

  • Ghosh, B. and Galbreth, M. (2013) "Consumer Inattentiveness, Search REFEREED and Voluntary Quality Disclosure: A Competitive Analysis," Management Science, 59(11), 2602-2621.

  • Ghosh, B., Galbreth, M. and Shang, G. (2013) "The Competitive Impact of Targeted Television Advertisements Using DVR Technology," Decision Sciences, 44(5).

  • Jayachandran, Satish, Kartik Kalaignanam and Meike Eilert. (2013) "Product and Environmental Social Performance: Varying Effect on Firm Performance," Strategic Management Journal, 34 (10).

  • Jayachandran, Satish, Peter Kaufman, V. Kumar and Kelly Hewitt. (2013) "Brand Licensing: What Drives Royalty Rates?" Journal of Marketing, 77(5), 108-122.

  • Kalaignanam, Kartik and Cem Bahadir. (2013) "Corporate Brand Name Changes and Business Restructuring: Is the Relationship Complementary or Substitutive," Journal of the Academy of Marketing Science. available here.

  • Kalaignanam, K., Kushwaha, T. Steenkamp, J.B. and Tuli, K. (2013) "The Effect of CRM Outsourcing on Shareholder Value: A Contingency Perspective," Management Science, 59 (March), 748-769.

  • Kalaignanam, Kartik, Tarun Kushwaha and Meike Eilert. (2013) "The Impact of Product Recalls on Future Product Reliability and Future Accidents: Evidence from the Automobile Industry," Journal of Marketing, 77 (March).

  • Phipps, Marcus, Luci Ozanne, S. Subrahmanyan, Sommer Kapitan, Michael Luchs, Jesse Catlin, Roland Gau, Rebecca Naylor, Randall L. Rose, Bonnie Simpson and Todd Weaver. (2013) "Understanding the Inherent Complexity of Sustainable Consumption: A Social Cognitive Framework," Journal of Business Research, 66(8), 1227-1234.

  • R. Becerril Arreola, M. Leng and M. Parlar. "Online Retailers' Promotional Pricing, Free-Shipping Threshold, and Inventory Decisions: A Simulation-Based Analysis," European Journal of Operational Research, 230(2): 272-283, 2013. 

  • Russell, Cristel A., Hope J. Schau and David Crockett. (2013) "Cultural Diversity in Television Narratives: Homophilization, Appropriation, and Implications for Media Advocacy," Journal of Public Policy & Marketing, 32(1) (Spring).

  • Simonson, Itamar, James R. Bettman, Thomas Kramer and John W. Payne. (2013) "Directions for Judgment and Decision Making Research Based on Comparison Selection: Reply to Arkes, Johnson, and Kardes," Journal of Consumer Psychology, 23(1), 161-163.

  • Simonson, Itamar, James R. Bettman, Thomas Kramer and John W. Payne. (2013) "Comparison Attraction: A Preview of Another Approach for the Study of Consumer Judgment and Choice," Journal of Consumer Psychology, 23(1), 137-149.

  • Smarandescu, Laura, Randall L. Rose and Douglas Wedell. (2013) "Priming a Cross-Category Brand Alliance: The Moderating Role of Attribute Knowledge and Need for Cognition," Psychology & Marketing, 30 (February), 133-147.
  • Durvasula, Srinivas, Subhash Sharma and Kealy Carter. (2012) "Correcting the t Statistic for Measurement Error, Marketing Letters, 23: 671-682.

  • Haws, Kelly L., William O. Bearden and Gergana Y. Nenkov. (2012) "Consumer Spending Self-Control Effectiveness and Outcome Elaboration Prompts," Journal of the Academy of Marketing Science, 40 (5), 695-710.

  • Haws, Kelly L., William O. Bearden and Utpal M. Dholakia. (2012) "Situational and Trait Interactions among Goal Orientations," Marketing Letters, 23 (1), 47-60.

  • Monga, Alokparna and Zeynep Gurhan-Canli. (2012) "The Influence of Mating Mindsets on Brand Extension Evaluation," Journal of Marketing Research, 49 (August), 581-93.

  • Monga, Ashwani and Rajesh Bagchi. (2012) "Years, Months, and Days versus 1, 12, and 365: The Influence of Units versus Numbers," Journal of Consumer Research, 39, 1 (June), 185-198.

  • Monga, Ashwani, Haipeng Chen, Michael Tsiros and Mona Sinha. (2012) "How Buyers Forecast: Buyer-Seller Relationship as a Boundary Condition of the Impact Bias," Marketing Letters, 23, 1 (March), 31-45.

  • Robinson, Stefanie Rosen, Caglar Irmak and Satish Jayachandran. (2012) "Choice of Cause in Cause Related Marketing," Journal of Marketing, 76 (July), 126-139.

  • Sharma, Subhash, Srinivas Durvasula and Robert Ployhart. (2012) "The Analysis of Mean Differences Using Mean and Covariance Structure Analysis: Effect Size Estimation and Error Rates," Organizational Research Methods, 15, 75-102.

  • Torelli, Carlos, Alokparna Monga and Andrew Kaikati. (2012) "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, 38 (February), 948-963.
  • Irmak, Caglar, Rebecca W. Naylor and William O. Bearden. (2011) "The Out-Of-Region Bias: Distance Estimations Based-on Geographic Categorization," Marketing Letters, 22, 2, 181-196.

  • Irmak, Caglar, Beth Vallen and Stefanie Rosen Robinson. (2011) "The Impact of Product Name on Dieters' and Nondieters' Food Evaluations and Consumption," Journal of Consumer Research, 38 (August).

  • Kirca, Ahmet, William O. Bearden and Kendall Roth. (2011) "Implementation of Market Orientation in the Subsidiaries of Global Companies: The Role of Institutional Factors," Journal of the Academy of Marketing Science, 39: 683-699.

  • Kramer, Thomas and Lauren Block. (2011) "Nonconscious Effects of Peculiar Beliefs on Consumer Psychology and Choice," Journal of Consumer Psychology, 21(1), 101-111.

  • Wilcox, Keith, Thomas Kramer and Sankar Sen. (2011) "Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice," Journal of Consumer Research, 38(1), 151-163.

Research in the News

Too many Eggs in one Basket
Marketing faculty research explores the pitfalls for young firms to heavily depend on a key customer. 

Packing Efficiency and Plastic Waste Reduction
By collecting data on beverage bottles composed of polyethylene terephthalate (PET), a study addresses new avenues to reduce toxic waste while raising awareness among manufacturers and consumers about sustainability consequences.

Income Inequality Affects What Products are on Grocery Store Shelves
When consumer income levels widely vary, the middle class loses purchasing power as retailers respond by reducing the number of products available to consumers or dropping entire brands.

Online Product Reviews: The First Comment Can be Fateful
Quality products might fail to generate sufficient reviews reflecting their quality if the first online review is negative. The adverse impact of a negative first review can last more than three years.

Consumption Convergence Across Countries is a Big Picture
If consumers across countries are becoming more similar in their spending across multiple product categories, that could spell trouble for smaller firms and businesses who can't compete on a global scale.

The Comprehensive Findings in the Racial Bias in Retail Study 
Limited diversity across marketing, merchandise and retail employees results in exclusionary treatment before shoppers enter a store and continues across the in-store journey.

Can Governmental Incentives Fuel Green Vehicle Purchases?
Despite the prevalence of nonmonetary incentives of stimulating green-vehicle demand, their impact on consumers’ adoption of green products remains up for debate.

Artificial Intelligence Collides with Privacy Concerns
As AI opens possibilities for better products, firms will be able to probe deeply into customers’ lives in ways those customers might not seek.

The Secret Life of Pet Interactions
Research reveals that how often consumers interact with dogs or cats can predict whether consumers are risk seekers or risk-averse.

Moore School Ph.D. Graduate Accepts “Dream Job” 
Sotires Pagiavlas, who has researched product and service failures and how consumers respond to them, will begin his career as an assistant professor at Penn State.

Buy the Numbers: Why Consumers Make Purchase Decisions
Product price, product attributes, membership plans and forecasts are all communicated in numerical forms that frame and influence buying decisions.

A Greener Future Awaits from Sustainability Research
The director of the Moore School's sustainability initiative focuses her research on ways companies can reduce their environmental impact or influence individuals to take socially responsible actions.

For Nutrition Labels on Food Packaging, Location Matters
Front-of-package labels present nutrition facts in a more concise manner and often indicate caloric content and key nutrients a healthy individual should limit.

When the Goals of the Shopper Run into Product Displays
How retailers present numbers to consumers — whether the focus is on sale price or calories — can nudge consumer decision-making.

Tracking Customer Bias When Comparing Local Shops vs. Big Box
Do customers have higher expectations for smaller neighborhood businesses compared to impersonal large-scale chains?

Teacher Crowdfunding Campaigns and a Positive Impact on Student Test Scores
Crowdfunding allows teachers to move forward with innovative ideas to keep classrooms engaged, motivated and learning.

Moore School Ph.D. Student Wins Promising Researcher Award
Gustavo Schneider’s research focus is on numeric cognition, an important area of marketing that appeals to many in the field.


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