Rashmi Adaval

Dr. Rashmi Adaval received her Ph.D. from the University of Illinois at Urbana Champaign. Prior to joining the University of Cincinnati, she held faculty positions at the Hong Kong University of Science & Technology and the University of Illinois at Urbana Champaign where she was the James F. Towey Faculty Fellow. Her research has been published in top-tier journals in Marketing and Psychology such as Journal of Consumer Research, Journal of Marketing Research, and Advances in Experimental Social Psychology. She has served as the Associate Editor of the Journal of Consumer Research, Guest Editor at the Journal of Marketing Research and has been on the editorial boards of several journals in Marketing and Psychology.

Ph D: University of Illinois at Urbana-Champaign 1996

MS: University of Illinois at Urbana-Champaign 1991

BS: Bangalore University 1986

Imagery and visual perception; feelings and emotions; numerical cognition; conscious and nonconscious processes in consumer information processing and decision making.

Published Abstracts

Adaval, Rashmi;Rod Duclos;Wyer, Robert Bigger of the same or more of the same: Effects of magnitude priming on charitable giving .[Abstract]

Adaval, Rashmi;Sydney Boonthida Chinchanachokchai Feeling warm and seeing cold: How evaluations are affected when sensory inputs conflict .[Abstract]

Adaval, Rashmi;Hao Shen How changes in spatial magnitude affect estimations of time and quantity .[Abstract]

Adaval, Rashmi;Geetanjali Saluja Seeing More in Less: How Mindsets Affect the Process and Outcome of Product Customization .[Abstract]

Adaval, Rashmi;Chi Vincent Wong;Wyer, Robert;Natalie A. Wyer The Effect of Culture-Based Social Orientations on Nonsocial Information Processing .[Abstract]

Adaval, Rashmi;Xuefeng Liu The Effect of Processing Fluency on Brand Switching .[Abstract]

Adaval, Rashmi;Maria Galli When more than one negative emotion is elicited: How suppressing or expressing one allows the other to raise it"s ugly head .[Abstract]

Other Publications

Chen, Fangyuan; Sengupta, Jaideep; Adaval, Rashmi (2018. ) Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality .3 (4 ) , Journal of the Association of Consumer Research

Kwon, Mina; Adaval, Rashmi (2018. ) Going against the Flow: The Effects of Dynamic Sensorimotor Experiences on Consumer Choice .44 (6 ) , Journal of Consumer Research

Saluja, Geetanjali; Adaval, Rashmi; Wyer, Robert (2017. ) Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed .143 , Organizational Behavior and Human Decision Processes

Kwon, Mina; Saluja, Geetanjali; Adaval, Rashmi (2015. ) Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness .25 , Journal of Consumer Psychology

Jiang, Yuwei; Adaval, Rashmi; Steinhart, Yael; Wyer, Robert (2014. ) Imagining Yourself in the Scene: The Interactive Effects of Goal Driven Self-Imagery and Visual Perspectives on Consumer Behavior .41 , Journal of Consumer Research

Adaval, Rashmi (2013. ) Numerosity and Consumer Behavior .39 (5 ) , Journal of Consumer Research

Adaval, Rashmi (2013. ) The Utility of an Information Processing Approach to Behavioral Price Research .3 (3 ) , AMS Review

Adaval, Rashmi; Galli, Maria; Wyer, Robert (2012. ) Talking about the ad vs. talking about the product: What works and when .40 , Advances in Consumer Research

Adaval, Rashmi; Wyer, Robert (2011. ) Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products .48 (2 ) , Journal of Marketing Research

Shen, Hao; Jiang, Yuwei; Adaval, Rashmi (2010. ) Contrast and Assimilation Effects of Processing Fluency .36 (5 ) , Journal of Consumer Research

Jiang, Yuwei; Cho, Angela; Adaval, Rashmi (2009. ) The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior .19 (2 ) , Journal of Consumer Psychology

Shen, Hao; Jiang, Yuwei; Adaval, Rashmi (2008. ) Contrast and Assimilation Effects of Processing Fluency .36 , Advances in Consumer Research

Adaval, Rashmi; Isbell, Linda M; Wyer, Robert (2007. ) The Impact of Pictures on Narrative- and List Based Impression Formation .43 , Journal of Experimental Social Psychology

Adaval, Rashmi; Isbell, Linda M.; Wyer, Robert (2007. ) The impact of pictures on narrative- and list-based impression formation: A process interference model .43 (3 ) , Journal of Experimental Social Psychology

Adaval, Rashmi (2006. ) Culture and Cognition: The Case of Irrational Beliefs about Luck .33 , Advances in Consumer Research

Krishna, Aradhna; Wagner, Mary; Yoon, Carolyn; Adaval, Rashmi (2006. ) Effects of Extreme Priced Products on Consumer Reservation Prices .16 (2 ) , Journal of Consumer Psychology

Jiang, Yuwei; Cho, Angela; Adaval, Rashmi (2006. ) Priming Lucky Numbers: Effects on Attributions and Performance .33 , Advances in Consumer Research

Adaval, Rashmi (2005. ) Culture and Cognition: The Case of Irrational Beliefs about Luck .33 , Advances in Consumer Research

Adaval, Rashmi; Wyer, Robert (2004. ) Assimilation or Contrast: The effect of Anchoring on Price Perceptions .31 , Advances in Consumer Research

Adaval, Rashmi; Wyer, Robert (2004. ) Memory for Observed Social Interactions: The Influence of Processing Goals on the Mental Representation of Visual and Auditory Information .40 , Journal of Experimental Social Psychology

Adaval, Rashmi (2003. ) How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands .30 , Journal of Consumer Research

Adaval, Rashmi; Monroe, Kent B (2002. ) Automatic Construction and Use of Contextual Information for Product and Price Evaluations .28 , Journal of Consumer Research

Adaval, Rashmi (2001. ) Sometimes it Just Feels Right: The Differential Weighting of Affect-consistent and Affect-inconsistent Information .28 , Journal of Consumer Research

Adaval, Rashmi; Wyer, Robert (1998. ) The Role of Narratives in Consumer Information Processing .7 (3 ) , Journal of Consumer Psychology

Adaval, Rashmi; Coupey, Eloise; Narayanan, Sunder; Sudharshan, D. (1995. ) Direct Mapping of Consumer Perceptions . Proceedings of Academy of Marketing Science Annual Conference

Adaval, Rashmi; Monroe, Kent B (1995. ) The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability .22 , Advances in Consumer Research, Association for Consumer Research

Book Chapter

Adaval, Rashmi (2018 ) From Doubt to Functionality: An Imagery Story Foundations and Trends in Marketing, Now Publishers

Wyer, Robert; Adaval, Rashmi (2008 ) Social Psychology and Consumer Psychology: An Unexplored Interface Taylor and Francis, New York, USA, The Social Psychology of Consumer Behavior (Frontiers of Social Psychology)

Adaval, Rashmi (2007 ) The Role of Language and Images in the Creation and Use of Advertising Myths Erlbaum Psychology Press, USA, Psycholinguistic Phenomena in Marketing Communications

Wyer, Robert; Adaval, Rashmi (2004 ) Pictures, Words and Media Influence: The Interactive Effects of Verbal and Nonverbal Information on Memory and Judgments Erlbaum Psychology Press, Mahwah, NJ, USA, The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion

Wyer, Robert; Adaval, Rashmi (2003 ) Message Reception Skills in Social Communication Erlbaum Psychology Press, Mahwah, NJ, USA, Handbook of Communication and Social Interaction Skills

Wyer, Robert; Adaval, Rashmi; Colcombe, Stanley J (2002 ) Narrative-Based Representations of Social Knowledge: Their Construction and Use in Comprehension, Memory and Judgment Academic Press, Advances in Experimental Social Psychology

Invited Presentations

Adaval, Rashmi; Burroughs, Jim (2013. ) New reviewer training session .Association for Consumer Research Conference, Association for Consumer Research, Chicago, Illinois. Conference. . Level:International

Adaval, Rashmi (2012. ) Reviewing .SCP, Society of Consumer Psychology, Las Vegas. Panel. . Level:International

Adaval, Rashmi; Shen, Hao (2010. ) Physically short and conceptually lightweight? Effects of syllable length and eye movement on magnitude estimates .ACR Pre Conference, Association of Consumer Research, Jacksonville, Florida. Conference. . Level:International

Adaval, Rashmi (2005. ) The Power of a Narrative .Supporting communities through innovative learning processes, 6th AUAP General Conference, Association of Universities of Asia and Pacific, University of Surabaya, Indonesia.. Conference. . Level:International

Adaval, Rashmi (2004. ) Ferber Award Research .ACR Doctoral Consortium, Association of Consumer Research, Portland, Oregon. Conference. . Level:International

Adaval, Rashmi (2002. ) Ferber Award Research .ACR Doctoral Consortium, Association of Consumer Research, Atlanta. Conference. . Level:International

Adaval, Rashmi; Monroe, Kent B (1997. ) Context Effects in Pricing .Pricing Camp, University of Illinois, Urbana-Champaign, University of Illinois, Urbana-Champaign, Urbana-Champaign, Illinois. Conference. . Level:Local

Adaval, Rashmi (1994. ) The Effects of Mood and Learning Style of Price Information on the Acceptable Price Range Under Conditions of High and Low Perceived Risk .Albert Haring Symposium, Indiana University, Bloomington, Indiana. Conference. . Level:Regional

2017 Director, Behavioral Sciences Research Labs Level:University Type:Leadership

2017 Faculty Fellow, AMA-Sheth Doctoral Consortium, Iowa Level:International Type:Service, Professional

2017 Franklin Prize for Excellence in Teaching (2017), Finalist award. HKUST. Level:College Type:Teaching

2016 Dean"s award for Outstanding Service (2016), Hong Kong University of Science & Technology Level:College Type:Service, Professional

2016 Editorial board member at International Journal of Research in Marketing Level:International Type:Service, Professional

2016 Faculty Fellow and Executive Committee Member, Institute of Emerging Market Studies Level:International Type:Service, Professional

2015 Dean’s list for Teaching Excellence in 2015 for Undergraduate and MBA teaching Level:College Type:Teaching

2015 Guest Associate Editor, Journal of Consumer Research Level:International Type:Service, Professional

2014 Dean’s list for Teaching Excellence in 2014 for Undergraduate and MBA teaching Level:College Type:Teaching

2014 Franklin Prize for Excellence in Teaching (2014) Runner up, awarded by HKUST Business School Level:College Type:Teaching

2014 HKUST Honor Roll MBA teaching 2014-2016 Level:College Type:Teaching

2013 Dean’s list for Teaching Excellence in 2013 for Undergraduate and MBA teaching Level:College Type:Teaching

2013 Faculty Fellow, AMA-Sheth Doctoral Consortium, Ann Arbor, Michigan Level:International Type:Service, Professional

2013 Faculty invitee at the ACR Annual doctoral symposium Level:International Type:Service, Professional

2013 HKUST Honor Roll MBA teaching 2013-2014 Level:College Type:Teaching

2012 Invited Speaker at the SCP conference, Las Vegas, Nevada Level:International Type:Scholarship/Research

2011 Associate Editor, Journal of Consumer Research Type:Service, Professional

2011 Editorial board member at Basic and Applied Social Psychology Type:Service, Professional

12-2010 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 2010 The campus-wide list is published every semester and consists of teachers who had students evaluate them at 4.5 or above on a scale of 5. Level:University Type:Teaching

2010 Guest Editor, Journal of Marketing Research Type:Service, Professional

2010 Invited speaker at the ACR preconference on Embodied Cognition, Jacksonville, Florida Level:International Type:Scholarship/Research

05-2010 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Spring 2010 The campus-wide list is published every semester and consists of teachers who had students evaluate them at 4.5 or above on a scale of 5. Level:University Type:Teaching

12-2009 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 2009 The campus-wide list is published every semester and consists of teachers who had students evaluate them at 4.5 or above on a scale of 5. Level:University Type:Teaching

07-2009 James F. Towey Faculty Fellow at the University of Illinois Type:Teaching

2008 Outstanding reviewer award (2008-2009) from the Journal of Consumer Research Type:Service, Professional

2008 Reviewer of the year award (2008-2009) from the Journal of Consumer Psychology Type:Service, Professional

2005 Editorial board member at Media Psychology Type:Service, Professional

2005 Editorial board member at the Journal of Consumer Research Type:Service, Professional

2005 Franklin Prize for Excellence in Teaching (2005) awarded by the HKUST Business School. Level:College Type:Teaching

2005 Plenary session speaker for the session Supporting communities through innovative learning processes, at the 6th AUAP (Association of Universities of Asia and Pacific) General Conference, University of Surabaya, Indonesia (2005). Speaker for the session Supporting communities through innovative learning processes, organized by the Association of Universities of Asia and Pacific.

2004 Dean’s list for Teaching Excellence in years 2004 at the HKUST Business School Level:College Type:Teaching

2004 Invited Speaker at the ACR Annual doctoral symposium, Portland Level:International Type:Scholarship/Research

2004 Nominated for the Franklin Prize for Excellence in Teaching in 2004 Level:College Type:Teaching

2004 University Teaching Innovation Award given by the Hong Kong University of Science & Technology Level:University Type:Teaching

2003 Dean’s list for Teaching Excellence in years 2003 at the HKUST Business School Level:College Type:Teaching

2003 Editorial board member at the Journal of Consumer Psychology Type:Service, Professional

2003 Nominated for the Early Career Award in Consumer Psychology given by the Society for Consumer Psychology Type:Scholarship/Research

2003 Nominated for the Franklin Prize for Excellence in Teaching in 2003 Level:College Type:Teaching

2002 Dean’s list for Teaching Excellence in years 2002 at the HKUST Business School Level:College Type:Teaching

2002 Invited Speaker at the ACR Annual doctoral symposium, Atlanta Level:International Type:Scholarship/Research

2002 Winner of the Robert Ferber Award for best interdisciplinary article based on a dissertation appearing in the Journal of Consumer Research Type:Scholarship/Research

1996 Irwin Foundation Scholarship awarded by the College of Commerce and Business Administration (1996), University of Illinois, Urbana-Champaign. Level:College Type:Scholarship/Research

12-1994 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 1994 Level:University Type:Teaching

1994 Doctoral candidate representative for the University of Illinois at the Albert Haring Symposium, Indiana University Level:Regional Type:Scholarship/Research

1994 Doctoral Student Fellow, American Marketing Association Doctoral Consortium Level:International Type:Scholarship/Research

1994 J. M. Jones Fellowship in Business Administration, Department of Marketing, University of Illinois, Urbana-Champaign (1994-1995). Level:College Type:Scholarship/Research

09-1994 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Summer 1994 Level:University Type:Teaching

1993 Stellner Fellowship in Business Administration, Department of Marketing, University of Illinois, Urbana-Champaign (1993-1994). Level:College Type:Scholarship/Research

12-1992 Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 1992 Level:University Type:Teaching

1986 P. R. Ramaiah Memorial Award; ranked first in the undergraduate program; Bangalore University, India Level:University Type:Scholarship/Research

1986 University Scholarship for being among the top 100 scholars - ranked on GPA across all departments and programs; Bangalore University, India (1986). Level:University Type:Scholarship/Research

1985 Susheela Lingaiah Gold Medal for best candidate in the Bachelor of Science program; Bangalore University, India (1985). Level:University Type:Scholarship/Research

Brandemonium (Served as a panel discussant at Brandemonium 2017 - an International Brand Conference and Festival ) Guest Speaker Type:Community Service Level:Public 10-2017

UC International India Strategy Committee (Impart what knowledge they may have of the region and render their opinions. Do research, participate in Skype conversations, communicate directly with contacts, and visit a potential partner as part of a delegation. Keep an eye out for opportunities for LCB that could contribute to developing relationships with our strategic partners. The minimum expected time commitment is approximately one committee meeting per month, as well as working on assignments as necessary. ) Committee Member Type:University Level:University 08-2018

Seminar Series Coordinator (I was appointed to this in January. I organized the visit of one speaker (and contacted 2 others) after which the visits were deferred because of budget constraints ) Appointed by Department Head to Coordinate Seminar Series Speakers Type:Departmental Service Level:Department 01-2018

Marketing Department RPT Committee (Evaluate candidates coming up for contract renewal or promotion and tenure ) Committee Member Type:Departmental Service Level:Department 08-2017

LCB International Programs Committee. (Represent LCB"s interests in developing relationships with strategic partners across the world Impart what knowledge they may have of the region and render their opinions. Do the research, participate in Skype conversations, communicate directly with contacts, and visit a potential partner as part of a delegation, and at the same time, keep an eye out for opportunities for LCB that could contribute to developing relationships with our strategic partners. ) Committee Member Type:University/College Service Level:University 08-2018

International Journal of Research in Marketing Editorial Review Board Member Type:Prof. Org. Level:Service to Professional Associations 2016

Journal of Consumer Research (I used to be an Associate Editor for JCR and continue to handle manuscripts that were submitted during my time as Associate Editor. ) Guest Associate Editor for manuscripts submitted under my Associate Editor term Type:Prof. Org. Level:Service to Professional Associations 2015

Basic and Applied Social Psychology Editorial Review Board Member Type:Prof. Org. Level:Service to Professional Associations 2011

Journal of Consumer Research Editorial Review Board Member Type:Prof. Org. Level:Service to Professional Associations 2005

Journal of Consumer Psychology Editorial Review Board Member Type:Prof. Org. Level:Service to Professional Associations 2003

Journal of Consumer Research Editor, Associate Editor Type:Prof. Org. Level:Service to Professional Associations 2011 -2014

Journal of Marketing Research Editor, Journal Editor Type:Prof. Org. Level:Service to Professional Associations -2010

Media Psychology Editorial Review Board Member Type:Prof. Org. Level:Service to Professional Associations 2005 -2006

08-01-2001: Association for Consumer Research, International

Bad Format: 20010100: Society for Consumer Psychology, International

BRANDING

BRANDING

BRANDING

Accepted Contributions 

Mina Kwon, Rashmi Adaval,  (Accepted). Going Against the Flow: The Effects of Dynamic Orientational Metaphors on Consumer Choice. Journal of Consumer Research, Oxford University Press.



Geetanjali Saluja, Rashmi Adaval, Robert Wyer,  (Accepted). Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge of a primed social category. Organizational Behavior and Human Decision Processes, Elsevier.



Rashmi Adaval,  (Accepted). How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands. Journal of Consumer Research, University of Chicago Press.
 ,

431 Carl H. Lindner Hall
Phone: 513-556-8039
Fax: 513-556-0979
adavalri@ucmail.uc.edu