Publications

A Multidimensional Association Approach to Sequential Consumer Judgments

David Sleeth-Keppler, S. Christian Wheeler

Journal of Consumer Psychology January2011 Vol. 21 Issue 1 Pages 14-23.

Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation

Ying Zhang, Jing Xu, Zixi Jiang, Szu-chi Huang

Journal of Consumer Research 2011 Vol. 38 Issue 1 Pages 78-93.

Cognitive and affective matching effects in persuasion: An amplification perspective

Joshua Clarkson, Zakary Tormala, Derek Rucker

Personality and Social Psychology Bulletin 2011 Vol. 37 Pages 1415-1427.

Counterfactual potency

John V. Petrocelli, Elise J. Percy, Steven J. Sherman, Zakary Tormala

Journal of Personality and Social Psychology 2011 Vol. 100 Issue 1 Pages 30-46.

Effects of Mere Exposure on Brand Liking

S. Christian Wheeler

Consumer Insights: Findings from Behavioral Research Marketing Science Institute Cambridge 2011 Pages 67-68.

First Mover/Pioneer Strategies

David Bruce Montgomery (1938–2025), Marvin B. Lieberman

Handbook of Marketing Strategy Elgar 2011

From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications

David Dubois, Derek Rucker, Zakary Tormala

Journal of Marketing Research 2011 Vol. 48 Pages 1020-1032.

If Money Does Not Make You Happy, Consider Time

Jennifer Aaker, Melanie Rudd , Cassie Mogilner

Journal of Consumer Psychology 2011 Vol. 21 Issue 2 Pages 126–130.

In Praise of Vagueness: Malleability of Vague Information as a Performance-Booster

Himanshu Mishra , Arul Mishra , Baba Shiv

Psychological Science 2011 Vol. 22 Issue 6 Pages 733-738.

Pressure and Perverse Flights to Familiarity

Ab Litt, Senia Maymin, Baba Shiv

Psychological Science 2011 Vol. 22 Issue 4 Pages 523-531.

Self-ambivalence and resistance to subtle self-change attempts

Kenneth G. DeMarree, Kimberly Rios Morrison, S. Christian Wheeler, Richard E. Petty

Personality and Social Psychology Bulletin 2011 Vol. 37 Issue 5 Pages 674-686.

The Shifting Meaning of Happiness

Cassie Mogilner, Sepandar D. Kamvar, Jennifer Aaker

Social Psychological and Personality Science 2011 Vol. 2 Issue 4 Pages 395–402.

A self-validation perspective on the mere thought effect

Joshua Clarkson, Zakary Tormala, Christopher Leone

Journal of Experimental Social Psychology 2011 Vol. 47 Pages 449-454.

How Endowed versus Earned Progress Affects Consumer Goal Commitment and Motivation

Ying Zhang, Szu-chi Huang

Journal of Consumer Research December2010 Vol. 37 Issue 4 Pages 641-654.

Demand Estimation with Social Interactions and the Implications for Targeted Marketing

Wesley R. Hartmann

Marketing Science July2010 Vol. 29 Issue 4 Pages 585–601, Finalist for Little Award.

The effect of regulatory depletion on attitude certainty

Echo Wen Wan, Derek D. Rucker, Zakary Tormala, Joshua J. Clarkson

Journal of Marketing Research June2010 Vol. 47 Issue 3

Believe me, I have no idea what I'm talking about: The effects of source certainty on consumer involvement and persuasion

Uma R. Karmarkar, Zakary Tormala

Journal of Consumer Research April2010 Vol. 36 Issue 6 Pages 1033-1049.

"Think" versus "feel" framing effects in persuasion

Nicole D. Mayer, Zakary Tormala

Personality and Social Psychology Bulletin April2010 Vol. 36 Issue 4 Pages 443-454.

College-Educated Youths' Attitudes toward Global Brands: Implications for Global Marketing Strategies

Shu-Chuan Chu, Szu-chi Huang

Journal of International Consume Marketing March162010 Vol. 22 Issue 2 Pages 129-145.

Nonconformity Defines the Self: The Role of Minority Opinion Status in Self-Concept Clarity

Kimberly Rios Morrison, S. Christian Wheeler

Personality and Social Psychology Bulletin March2010 Vol. 36 Issue 3 Pages 297-308.