Employment
Professor of Marketing,  2000 – Present
George Rogers Clark Professor of Management 2005 - Present
Professor of Psychology (joint appointment) 2003 – Present
Director, Yale Center for Customer Insights 2004 – Present
Associate Professor of Marketing, 1997 - 2000
Assistant Professor of Marketing 1992 - 1997
Yale School of Management

Other Appointments
Visiting Faculty, HEC Paris Summer 1996
Visiting Associate Professor, Stanford University Spring 1998
Visiting Professor, Erasmus University Summer 2000, 2001
Visiting Professor, New York University Spring 2005

Education
Haas School of Business, UC Berkeley 1988-1992
Ph. D. (Business Administration) 1992
M.S. (Business Administration) 1990
Indian Institute of Management 1987
M.B.A.
Indian Institute of Technology 1985
B.Technology

Academic Honors and Fellowships
Winner, O’Dell Award 2005
Finalist, O’Dell Award, 2004
Finalist, Paul Green Award, 2004
AMA Consortium Faculty Fellow, 2003, 2004, 2005, 2006, 2007
INFORMS Doctoral Consortium Faculty, 2002, 2003, 2005, 2006
John A. Howard Doctoral Dissertation Award (Honorable Mention), 1993
AMA Doctoral Consortium Fellow, 1991

Research Interests
Consumer Behavior Marketing Strategy
Judgment and Decision Making Branding
E-Commerce Behavioral Finance

Teaching Interests
Marketing Management Consumer Behavior
Marketing Strategy Behavioral Decision Theory
Financial Services E-Commerce Marketing

Professional Affiliation (Member)
American Marketing Association
Association for Consumer Research
Society of Judgment and Decision Making

Professional Activities
Editorial Board, Journal of Consumer Research, 1997 - Present
Journal of Consumer Psychology, 1997 – 2002, 2005 - Present
Journal of Marketing Research, 2001 – Present, Area Editor
Journal of Marketing, 2005 - Present
Marketing Letters, 2000 - Present
Marketing Science, 2002- Present, Area Editor 2003 - Present
Occasional Reviewer, Journal of Marketing, Management Science, Psychology Journals

Publications in Journals (Number of cites in web of science: 413)

1. “Of Frog Wines and Frowning Watches: Semantic Priming of Perceptual Features and Brand Evaluation,” (with A. Labroo and N. Schwarz), conditionally accepted, Journal of Consumer Research.

2. “Seeing The Forest Or The Trees: Implications of Construal Level Theory for Consumer Choice,” (with E. Kim), Journal of Consumer Psychology, forthcoming.

3. “Where There Is a Way, Is There a Will? The Effect of Future Choices on Self-Control” (with U. Khan), Journal of Experimental Psychology: General, forthcoming.

4. “Institutional Perspectives in Real Estate Investing,” (with W. Goetzmann), 2006, Journal of Portfolio Management (# of cites: 0).

5. Preference Fluency in Choice,” (with N. Novemsky, N. Schwarz, and I. Simonson), forthcoming, Journal of Marketing Research (# of cites: 0).

6. “The Shopping Momentum Effect,” (with J. Huber and U. Khan), forthcoming, Journal of Marketing Research (# of cites: 0).

7. “Are Rheumatologists’ Treatment Decisions Influenced by Patients Age?,” (with L. Fraenkel and N. Rabidou),” forthcoming, Rheumatology (# of cites: 0).

8. “Sub-goals as Substitutes or Complements: The Role of Goal Accessibility,” (with A. Fishbach and Y. Zhang), 2006, Journal of Personality & Social Psychology (# of cites: 0).

9. “Up Close and Personal: A Cross Sectional Study of the Disposition Effect” (with N. Zhu), Management Science, 2006, (# of cites: 0).

10. “Licensing Effect in Consumer Choice,” (with U. Khan), Journal of Marketing Research, 2006, (# of cites: 1).

11. “Goals as excuses or guides: The liberating effect of perceived goal progress on choice,” (with A. Fishbach), Journal of Consumer Research, 2005 (# of cites: 3).

12. “Goal Fulfillment and Goal Targets in Sequential Choice,” (with N. Novemsky), Journal of Consumer Research, 2005 (# of cites: 1).

13. “Towards extending the Compromise Effect to Complex Buying Contexts,” (with Anil Menon and Bryan Maach), Journal of Marketing Research, 2004 (# of cites: 1)

14. " To Buy or Not to Buy: Response Mode Effects on Consumer Choice," (with S. Nowlis), Journal of Marketing Research, 2004 (# of cites: 1).

15. “Hedging Customers,” (with R. Glazer), Harvard Business Review, 2003 (# of cites: 5).

16. "The Effect of Forced Choice on Choice," (with I. Simonson), Journal of Marketing Research, 2003 (# of cites: 23).

17. “Coping with Ambivalence: The Effect of removing a “fence sitting” option on Consumer Attitude and Preference Judgments (with B. Kahn and S. Nowlis), Journal of Consumer Research, 2002 (# of cites: 5).

18. "Consumer Psychology: In Search of Identity,” (with Z. Carmon, A. Drolet, S. Nowlis, and I. Simonson), Annual Review of Psychology, 2001 (# of cites: 23).

19. “An Empirical Analysis of the Determinants of Category Expenditure,” (with W. Putsis), Journal of Business Research, 2001 (# of cites: 1).

20. "Trying Hard or Hardly Trying: An Analysis of Context Effects in Choice" (with S. Nowlis and S. Sherman), Journal of Consumer Psychology, September 2000 (# of cites: 14).

21. "Consumer Choice between Hedonic and Utilitarian Goods," (with K. Wertenbroch), Journal of Marketing Research, February 2000 (# of cites: 51).

22. "Assessing the Competitve Interaction Between Private Labels and National Brands," (with R. Cotterill and W. Putsis), Journal of Business, January 2000 (# of cites: 29).

23. "Comparison Effects on Preference Construction," (with S. Nowlis and S. Sherman), Journal of Consumer Research, December 1999 (# of cites: 20).

24. "The Effect of Time Pressure on Consumer Choice Deferral," (with S. Nowlis), Journal of Consumer Research, March, 1999 (# of cites: 27).

25. "Making complementary choices in consumption episodes: Highlighting Versus Balancing," (with I. Simonson), Journal of Marketing Research, February, 1999 (# of cites: 28).

26. "The Many Faces of Competition," (with W. Putsis), Marketing Letters, July, 1998 (# of cites: 18).

27. "Consumer Preference for a No-Choice Option," Journal of Consumer Research, September, 1997 (# of cites: 77).

28. "Context and Task Effects on Choice Deferral," Marketing Letters, January, 1997 (# of cites: 7).

29. "The Effect of Decision Strategy on the Decision to Defer Choice," Journal of Behavioral Decision Making, December, 1996 (# of cites: 17).

30. "The Effect of Common and Unique features in Consumer Choice," (with S. J. Sherman), Journal of Consumer Research, December, 1996 (# of cites: 19).

31. "Similarity in Context: Cognitive Representation and the Violation of Preference Invariance in Consumer Choice," (with R. Glazer), Organizational Behavior and Human Decision Processes, September, 1996 (# of cites: 12).

32. "The Effect of the focus of comparison on consumer preferences," (with I. Simonson), Journal of Marketing Research, November, 1992 (# of cites: 37).

Publications in Book Chapters

1. “Dynamics of goal-based choice,” (with A. Fishbach), In Handbook of Consumer Psychology, (eds. C. P. Haugtvedt, P.M. Herr & F. R. Kardes), Erlbaum Press.

2. “A Behavioral Decision Theoretic Perspective on Hedonic and Utilitarian Choice,”(with U. Khan and K. Wertenbroch) in Inside Consumption: frontiers of Research on Consumer Motives, Goals, and Desires, (eds. S. Ratneshwar and David Glen Mick), London: Routledge, 2005.

3. “Customer Relations Online,” in Wiley Next Generation of Business Thinkers, (ed. Subir Chowdhury), 2004.

4. “Defining Customers’ Needs and Values for Marketing Success,” in Inside the Minds: Textbook Marketing, Aspatore Press, 2003.

5. “The Online Store,” (with D. R. Wittink), in Managing Customer Relationships (eds. Martha Rogers and Don Peppers), Wiley, 2003.

6. "Choice Deferral," in The Elgar Companion to Consumer Research and Economic Psychology (eds. P. Earl and S. Kemp), 1999.

Working Papers / Papers Under Review

1. “The Impact of Clientele Changes: Evidence from Stock Splits” (with W. Goetzmann and N. Zhu), revised for resubmission.

2. “Choice Set Effects on Consumption Utility,” (with K. Wertenbroch).

3. "Category Expenditure and Promotion: Can Private Labels Expand the Pie," (with W. Putsis), under fourth review, Marketing Science.

4. "A Non-random walk down the main street: Impact of Price Trends on Trading Decisions of Individual Investors," (with A. Kumar).

5. “Customization Procedures and Customer Preferences,” (with A. Valenzuela and F. Zettelmeyer), under second review, Journal of Marketing Research.

6. “Mindset over Matter: The Interplay between Goals and Preferences,” (with A. Pochepstova).

7. “Deciding Without Resources: Psychological Depletion and Choice in Context,” (with O. Amir, A. Pochepstova, and R. Baumeister)

8. “When Thinking Beats Doing: The Role of Optimistic Expectations in Goal-Based Choice,” (with A. Fishbach and Y. Zhang).

9. “Resource Depletion and Choice,” (with N. Novemsky, J. Wang, and R. Baumeister).

10. “Sophisticated by design: Nonconscious Influences on Consumer Choice,” (with T. Andrew Poehlman, Eric Luis Uhlmann, and John A. Bargh).

Conference Proceedings Publications

1. Constructing preferences: The role of comparisons in consumer judgment and choice,” (with S. Zhang) Proceedings of the Association for Consumer Research, University of Chicago Press (1999).

2. "Sequential Choices and Uncertain Preferences," Proceedings of the Association for Consumer Research, University of Chicago Press (1997).

3. "Causes and Effects of Reference Effects in Choice," Proceedings of the Association for Consumer Research, University of Chicago Press (1997).

4. "New Directions in Mental Accounting," Proceedings of the Association for Consumer Research, University of Chicago Press (1995).

5. "Decision Difficulty and Uncertain Preferences: Implications for Consumer Choice," Proceedings of the Association for Consumer Research, University of Chicago Press (1994).

6. "Behavioral Decision Research: Theory and Applications," Proceedings of the Association for Consumer Research, University of Chicago Press (1993).

7. "To Choose Or Not To Choose: This is the Question," Proceedings of the Association for Consumer Research, University of Chicago Press (1992).

Selected Research Projects in Progress

1. "Cancellation and Focus Effects For Alignable and Non-Alignable Features," (with S. Nowlis).

2. "The Effect of Generating Options on Purchase Intent for Hedonic and Utilitarian Options," (with S. Nowlis and S. J. Sherman).

3. "Context Effects in Consumer Choice Among Menus," (with D. Prelec).

4. “Effects of Anticipating Adaptation on Choice,” (with J. Wang and N. Novemsky).

5. “Solutions Marketing,” (with A. Menon).

Invited and Conference Presentations

Invited Academic Presentations (* denotes multiple presentations)
Columbia University
Cornell University*
Duke University
Hong Kong University of Science and Technology
IIPM
INSEAD*
Indiana University
Korea University
London Business School*
MIT*
National University of Singapore
New York University
Northwestern University
Stanford University
Tulane University
University of California, Berkeley*
University of California, Los Angeles*
University of Chicago*
University of Colorado
University of Florida
University of Maryland
University of Massachusetts, Amherst
University of Michigan*
University of North Carolina
University of Pennsylvania
University of Rotterdam
University of Texas, Austin
University of Toronto
Washington University, St. Louis*

Conference Presentations (Over 125 presentations at conferences, consortiums, symposiums, workshops, etc.) Recent presentations include:

Conference on Competition and Marketing, Boston
Choice Symposium
CEO Roundtable, New York and New Haven
CMO Roundtable, Miami
ACR
Informs
Judgment and Decision Making
Behavioral Decision Research in Management
Society of Consumer Psychology