Selected Publications

Articles In Academic Journals

Year Title
2016 A Social Cognitive Model of Consumer Well-Being: A Longitudinal Exploration of the Role of the Service OrganizationJournal of Service Research. 307-321.
2013 How Culture of Targeting Impacts the Evaluation of Products with Multi-lingual PackagingPsychology & Marketing. 490-500.
2009 Targeting Effect of SocietyConsumer Psychology (Division 23 of APA) Conference.
2009 The Effect of Public Commitment on Resistance to Persuasion: The Influence of Attitude Certainty, Issue Importance, Susceptibility to Normative Influence, Preference for Consistency and Source ProximityInternational Journal of Research in Marketing.
2008 Antecedents and Consequences of Perceived Importance of Ethics in Marketing Situations: A Study of Thai BusinesspeopleJournal of Business Ethics. 887-904.
2008 Antecedents and Consequences of Perceived Importance of Ethics: A Study of Thai Business PeopleJournal of Business Ethics. 887.
2008 Product Failure and Warranty Purchase: Their Effects on Target-Specific Emotions and Attitude toward the BrandACR North American Advances. 1007-1008.
2008 The Effect of Multiple Language Product Descriptions on Product EvaluationsPsychology and Marketing. 233.
2007 How Formulating Implementation Plans and Remembering Past Actions Facilitate the Enactment of Effortful DecisionsJournal of Behavioral Decision Making. 343.

Conference Papers

Year Title
2006 Effect of Multiple Language Product Descriptions on Product Evaluations.  233.

Research Overview

  • Consumer behavior, effects of emotions on decision making, persuasive communication, advertising, cognitive elaboration, regulatory focus, cross-cultural marketing, consumer bargaining behavior across cultures and research in theory development in social psychology and its applications in marketing.
  • Expertise Keywords

  • Marketing : Consumer Behavior, Cross Cultural research, Consumer Emotions, Product Packaging
  • Education And Training

  • M.S. in Social Psychology, University of Michigan 1996
  • Ph.D. in Marketing, University of Michigan 1996
  • M.B.A. in Marketing, Institute of Rural Management 1991
  • Bachelor of Technology in Electrical Engineering, College of Engineering Trivandrum 1988
  • Full Name

  • Mahesh Gopinath