Publications

Lusting While Loathing: Parallel Counter-Driving of Wanting and Liking

A. Litt, Uzma Khan, Baba Shiv

Psychological Science January2010 Vol. 21 Issue 1 Pages 118-125.

The effect of decision order on purchase quantity decisions

Stephen M. Nowlis, Ravi Dhar, Itamar Simonson

Journal of Marketing Research January2010 Vol. 47 Issue 4 Pages 725-737.

Asymmetric Social Interactions in Physician Prescription Behavior: The Role of Opinion Leaders

Harikesh S. Nair, Puneet Manchanda, Tulikaa Bhatia

Journal of Marketing Research 2010 Vol. 47 Issue 5 Pages 883-895.

Counteractive Construal in Consumer Goal Pursuit

Ying Zhang, Szu-chi Huang, Susan M. Broniarczyk

Journal of Consumer Research 2010 Vol. 37 Issue 1 Pages 129-142.

Fragile enhancement of attitudes and intentions following difficult decisions

Ab Litt, Zakary Tormala

Journal of Consumer Research 2010 Vol. 37 Issue 4 Pages 584-598.

Non-Profits Are Seen as Warm and For-Profits as Competent

Jennifer Aaker, Kathleen D. Vohs, Cassie Mogilner

Journal of Consumer Research 2010 Vol. 37 Issue 2 Pages 224-237.

Perceiving stability as a means to attitude certainty: The role of implicit theories of attitudes

John Petrocelli, Joshua Clarkson, Zakary Tormala, Kristin Hendrix

Journal of Experimental Social Psychology 2010 Vol. 46 Pages 874-883.

Tell me more: The effects of expressed interest on receptiveness during dialog

Frances Chen, Julia Minson, Zakary Tormala

Journal of Experimental Social Psychology 2010 Vol. 46 Pages 850-853.

The effects of regulatory depletion on attitude certainty

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

Journal of Marketing Research 2010 Vol. 47 Issue 3 Pages 531-541.

The Robustness of the Effects of Consumers' Participation in Market Research: The Case of Service Quality Evaluations

Chezy Ofir, Itamar Simonson, Song-Oh Yoon

Journal of Marketing November2009 Vol. 73 Issue 6 Pages 105-114.

Internet Use, Group Identity, and Political Participation among Taiwanese Americans

Wei-ching Wang, Taofang Huang, Szu-chi Huang, Li-jung Wang

China Media Research October2009 Vol. 5 Issue 4 Pages 47–62.

Unraveling Priming: When Does the Same Prime Activate a Goal versus a Trait?

Aner Sela, Baba Shiv

Journal of Consumer Research October2009 Vol. 36 Issue 3 Pages 418-433.

Retail Competition and the Dynamics of Demand for Tied Goods

Wesley R. Hartmann, Harikesh S. Nair

Marketing Science September2009 Vol. 29 Issue 2 Pages 366–386.

The “Shaken Self”: Product Choices as a Means of Restoring Self-View Confidence

Leilei Gao, S. Christian Wheeler, Baba Shiv

Journal of Consumer Research June2009 Vol. 36 Issue 1 Pages 29-38.

When does choice reveal preference? Moderators of heuristic versus goal‐based choice

Aimee Drolet, Mary Frances Luce, Itamar Simonson

Journal of Consumer Research June2009 Vol. 36 Issue 1 Pages 137-147.

Empirical Analysis of Metering Price Discrimination: Evidence from Concession Sales at Movie Theaters

Ricard Gil, Wesley R. Hartmann

Marketing Science May2009 Vol. 28 Issue 6 Pages 1046–1062.

A Conjoint-Hazard Model of the Timing of Buyers' Upgrading to Improved Versions of HighTechnology Products

Sang-Hoon Kim, V. “Seenu” Srinivasan

Journal of Product Innovation Management March2009 Vol. 26 Issue 3 Pages 278–290.

An Improved Method for the Quantitative Assessment of Customer Priorities

V. “Seenu” Srinivasan, Gordon A. Wyner

Proceedings of the Sawtooth Software Conference 2009 Pages 143–161.

Beyond attitude consensus: The social context of persuasion and resistance

Zakary Tormala, Victoria L. DeSensi , Joshua J. Clarkson , Derek D. Rucker

Journal of Experimental Social Psychology 2009 Vol. 45 Issue 1 Pages 149-154.

Does attitude certainty beget self-certainty?

Joshua Clarkson, Zakary Tormala, Victoria DeSensi, S. Christian Wheeler

Journal of Experimental Social Psychology 2009 Vol. 45 Pages 436-439.