Portrait of Professor Anirban Mukhopadhyay

Professor Anirban Mukhopadhyay

Professor of Marketing and Behavioural Science

Bayes Business School, Faculty of Management

Contact

Visit Anirban Mukhopadhyay

Bunhill Row

Postal address

Bayes Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

About

Overview

Anirban Mukhopadhyay is Professor of Marketing at Bayes Business School, and concurrently for 2023-24, the Lifestyle International Professor of Business and Chair Professor of Marketing at the School of Business and Management, Hong Kong University of Science and Technology. His research examines the interplay between consumers’ lay beliefs, emotions, and self-regulatory decisions, with current substantive interests including food-related decision making, field experimentation with policy implications, and subjective wellbeing. Anirban is a former Associate Provost (Teaching and Learning) at HKUST and Associate Dean (Undergraduate Studies) at HKUST Business School, among other administrative appointments. He has also served as Editor-in-Chief, Co-Editor, and Area Editor of the Journal of Consumer Psychology, Associate Editor at the Journal of Marketing Research, and on the editorial review boards of the Journal of Consumer Research and the International Journal of Research in Marketing. He is a past winner of the Early Career Award of the Society for Consumer Psychology, has co-chaired the Annual Winter Conference of the Society for Consumer Psychology, and has been recognized as a Young Scholar and an MSI Scholar by the Marketing Science Institute. He holds a PhD in Marketing from Columbia University, an MBA from the Indian Institute of Management Bangalore, and a B.Sc. (Hons.) from St. Stephen’s College, Delhi, and was previously on the faculty of the University of Michigan in Ann Arbor.

Qualifications

  • PhD, Columbia University, United States
  • PGDM (MBA equivalent), Indian Institute of Management Bangalore, India
  • Bsc (Hons., Physics), St. Stephen's College, Delhi University, India

Employment

  • Professor, Bayes Business School, Aug 2023 – present
  • Assistant Professor of Marketing, University of Michigan–Ann Arbor, 2007 – 2009
  • Assistant, Associate, Full, and Chair Professor of Marketing, and Lifestyle International Professor of Business, Hong Kong University of Science and Technology, 2004 – present
  • Product Manager - Consumer Assets, Brand Manager, Standard Chartered Bank, 1997 – 1999

Memberships of professional organisations

  • Society for Consumer Psychology, Feb 2001 – present
  • Association for Consumer Research, Sep 2000 – present

Awards

  • MSI Scholar (2018) Marketing Science Institute
  • Society for Consumer Psychology (2011) Early Career Award
  • Marketing Science Institute (2009) MSI Young Scholar

Expertise

Primary topics

  • Consumer Behaviour
  • Marketing

Industries

  • advertising
  • education, training & employment agencies
  • food & drink
  • health care
  • marketing

Publications

Chapters (3)

  1. Wang, T. and Mukhopadhyay, A. (2015). How consumers respond to cute products. The Psychology of Design: Creating Consumer Appeal (pp. 149–167). ISBN 978-0-7656-4759-7.
  2. Mukhopadhyay, A. (2015). An ounce of prevention, an apple a day. Effects of consumers' lay theories on health-related behaviors (pp. 87–103). ISBN 978-0-7656-2717-9.
  3. Mukhopadhyay, A. (2011). AN OUNCE OF PREVENTION, AN APPLE A DAY Effects of Consumers' Lay Theories on Health-Related Behaviors. LEVERAGING CONSUMER PSYCHOLOGY FOR EFFECTIVE HEALTH COMMUNICATIONS: THE OBESITY CHALLENGE (pp. 87–103).

Conference papers and proceedings (3)

  1. Sun, Y., Wang, T. and Mukhopadhyay, A. (2021). Finding “The One”: Effects of Brand Dominance and Type Dominance on Condom Switching Behavior.
  2. Mukhopadhyay, A. and Yeung, C.W.M. (2008). "Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children".
  3. Mukhopadhyay, A. (2005). Tracing the Daisy Chain: Post-Purchase Affect and Its Influences on Subsequent Consumption.

Journal articles (37)

  1. Briers, B., Huh, Y.E., Chan, E. and Mukhopadhyay, A. (2024). Intergenerational Effects of Lay Beliefs: How Parents’ Unhealthy = Tasty Intuition Influences Their Children’s Food Consumption and Body Mass Index. Journal of Consumer Research, 50(6), pp. 1074–1096. doi:10.1093/jcr/ucad048.

    [publisher’s website]

  2. Oh, G.-.E.G., Huh, Y.E. and Mukhopadhyay, A. (2023). Inducing consumers to use calorie information: a multinational investigation. Psychology & Health, 38(4), pp. 459–477. doi:10.1080/08870446.2021.1972111.

    [publisher’s website]

  3. Liu, J.J., Dalton, A.N. and Mukhopadhyay, A. (2023). Favorite Possessions Protect Subjective Well-Being Under Income Inequality. Journal of Marketing Research pp. 2224372211410–2224372211410. doi:10.1177/00222437221141053.

    [publisher’s website]

  4. Liu, J.J., Mukhopadhyay, A. and Yeung, C.W.-.M. (2022). Psychological and behavioral responses to the declaration of COVID-19 as a pandemic: A comparative study of Hong Kong, Singapore, and the U.S. PLOS ONE, 17(10). doi:10.1371/journal.pone.0275854.

    [publisher’s website]

  5. Oh, G.-.E.G., van der Lans, R. and Mukhopadhyay, A. (2022). Choice Architecture Effects on Indulgent Consumption: Evidence from Combinations of Nudges at an Ice-Cream Store. Journal of the Association for Consumer Research, 7(4), pp. 450–460. doi:10.1086/720454.

    [publisher’s website]

  6. Oh, G.-.E.G., Huh, Y.E. and Mukhopadhyay, A. (2021). Informed indulgence: the effects of nutrition information provision and dietary restraint on consecutive food consumption decisions. Psychology & Health, 36(11), pp. 1314–1335. doi:10.1080/08870446.2020.1841764.

    [publisher’s website]

  7. Hamilton, R., Ferraro, R., Haws, K.L. and Mukhopadhyay, A. (2021). Traveling with Companions: The Social Customer Journey. Journal of Marketing, 85(1), pp. 68–92. doi:10.1177/0022242920908227.

    [publisher’s website]

  8. Mukhopadhyay, A., Raghubir, P. and Wheeler, S.C. (2020). An Appreciation of Journal Service. Journal of Consumer Psychology, 30(4), pp. 575–578. doi:10.1002/jcpy.1185.

    [publisher’s website]

  9. Briers, B., Huh, Y.E., Chan, E. and Mukhopadhyay, A. (2020). The unhealthy = tasty belief is associated with BMI through reduced consumption of vegetables: A cross-national and mediational analysis. Appetite, 150. doi:10.1016/j.appet.2020.104639.

    [publisher’s website]

  10. Cheng, Y., Mukhopadhyay, A. and Williams, P. (2020). Smiling Signals Intrinsic Motivation. Journal of Consumer Research, 46(5), pp. 915–935. doi:10.1093/jcr/ucz023.

    [publisher’s website]

  11. (2020). Retraction. Journal of Consumer Research, 46(5), pp. 1008–1008. doi:10.1093/jcr/ucz057.

    [publisher’s website]

  12. Mukhopadhyay, A., Raghubir, P. and Wheeler, S.C. (2018). Judgments of Taste and Judgments of Quality. Journal of Consumer Psychology, 28(1), pp. 1–4. doi:10.1002/jcpy.1001.

    [publisher’s website]

  13. Chao, M.M., Visaria, S., Mukhopadhyay, A. and Dehejia, R. (2017). Do rewards reinforce the growth mindset?: Joint effects of the growth mindset and incentive schemes in a field intervention. Journal of Experimental Psychology: General, 146(10), pp. 1402–1419. doi:10.1037/xge0000355.

    [publisher’s website]

  14. Wang, T., Mukhopadhyay, A. and Patrick, V.M. (2017). Getting Consumers to RecycleNOW! When and Why Cuteness Appeals Influence Prosocial and Sustainable Behavior. Journal of Public Policy & Marketing, 36(2), pp. 269–283. doi:10.1509/jppm.16.089.

    [publisher’s website]

  15. Karnani, A., McFerran, B. and Mukhopadhyay, A. (2017). Corporate Leanwashing and Consumer Beliefs About Obesity. Current Nutrition Reports, 6(3), pp. 206–211. doi:10.1007/s13668-017-0210-1.

    [publisher’s website]

  16. Cheng, Y., Mukhopadhyay, A. and Schrift, R.Y. (2017). Do Costly Options Lead to Better Outcomes? How the Protestant Work Ethic Influences the Cost–Benefit Heuristic in Goal Pursuit. Journal of Marketing Research, 54(4), pp. 636–649. doi:10.1509/jmr.15.0105.

    [publisher’s website]

  17. (2017). Supplemental Material for Do Rewards Reinforce the Growth Mindset?: Joint Effects of the Growth Mindset and Incentive Schemes in a Field Intervention. Journal of Experimental Psychology: General. doi:10.1037/xge0000355.supp.

    [publisher’s website]

  18. Visaria, S., Dehejia, R., Chao, M.M. and Mukhopadhyay, A. (2016). Unintended consequences of rewards for student attendance: Results from a field experiment in Indian classrooms. Economics of Education Review, 54, pp. 173–184. doi:10.1016/j.econedurev.2016.08.001.

    [publisher’s website]

  19. Karnani, A., McFerran, B. and Mukhopadhyay, A. (2016). The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms. Journal of the Association for Consumer Research, 1(3), pp. 445–470. doi:10.1086/686244.

    [publisher’s website]

  20. Huang, X.I., Dong, P. and Mukhopadhyay, A. (2014). Retracted: Proud to Belong or Proudly Different? Lay Theories Determine Contrasting Effects of Incidental Pride on Uniqueness Seeking. Journal of Consumer Research, 41(3), pp. 697–712. doi:10.1086/677225.

    [publisher’s website]

  21. Karnani, A., McFerran, B. and Mukhopadhyay, A. (2014). Leanwashing: A Hidden Factor in the Obesity Crisis. California Management Review, 56(4), pp. 5–30. doi:10.1525/cmr.2014.56.4.5.

    [publisher’s website]

  22. Labroo, A.A., Mukhopadhyay, A. and Dong, P. (2014). Not always the best medicine: Why frequent smiling can reduce wellbeing. Journal of Experimental Social Psychology, 53, pp. 156–162. doi:10.1016/j.jesp.2014.03.001.

    [publisher’s website]

  23. McFerran, B. and Mukhopadhyay, A. (2013). Lay Theories of Obesity Predict Actual Body Mass. Psychological Science, 24(8), pp. 1428–1436. doi:10.1177/0956797612473121.

    [publisher’s website]

  24. Chan, E., Sengupta, J. and Mukhopadhyay, A. (2013). The antecedents of anticipatory purchase: Reconciling the two routes to optimism. Journal of Consumer Psychology, 23(1), pp. 90–105. doi:10.1016/j.jcps.2012.04.003.

    [publisher’s website]

  25. Hung, I.W. and Mukhopadhyay, A. (2012). Lenses of the Heart: How Actors’ and Observers’ Perspectives Influence Emotional Experiences. Journal of Consumer Research, 38(6), pp. 1103–1115. doi:10.1086/661529.

    [publisher’s website]

  26. Wang, C. and Mukhopadhyay, A. (2012). The Dynamics of Goal Revision: A Cybernetic Multiperiod Test-Operate-Test-Adjust-Loop (TOTAL) Model of Self-Regulation. Journal of Consumer Research, 38(5), pp. 815–832. doi:10.1086/660853.

    [publisher’s website]

  27. Chan, E. and Mukhopadhyay, A. (2010). When Choosing Makes a Good Thing Better: Temporal Variations in the Valuation of Hedonic Consumption. Journal of Marketing Research, 47(3), pp. 497–507. doi:10.1509/jmkr.47.3.497.

    [publisher’s website]

  28. Mukhopadhyay, A. and Yeung, C.W.M. (2010). Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children. Journal of Marketing Research, 47(2), pp. 240–250. doi:10.1509/jmkr.47.2.240.

    [publisher’s website]

  29. Labroo, A.A. and Mukhopadhyay, A. (2009). Lay Theories of Emotion Transience and the Search for Happiness: A Fresh Perspective on Affect Regulation: Table 1. Journal of Consumer Research, 36(2), pp. 242–254. doi:10.1086/597159.

    [publisher’s website]

  30. Mukhopadhyay, A. and Johar, G.V. (2009). Indulgence as self‐reward for prior shopping restraint: A justification‐based mechanism. Journal of Consumer Psychology, 19(3), pp. 334–345. doi:10.1016/j.jcps.2009.02.016.

    [publisher’s website]

  31. Mukhopadhyay, A., Sengupta, J. and Ramanathan, S. (2008). Recalling Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control. Journal of Consumer Research, 35(4), pp. 586–599. doi:10.1086/591105.

    [publisher’s website]

  32. Gershoff, A.D., Mukherjee, A. and Mukhopadhyay, A. (2008). What's Not to Like? Preference Asymmetry in the False Consensus Effect. Journal of Consumer Research, 35(1), pp. 119–125. doi:10.1086/524416.

    [publisher’s website]

  33. Mukhopadhyay, A. and Johar, G.V. (2007). Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising. Journal of Consumer Research, 33(4), pp. 445–453. doi:10.1086/510218.

    [publisher’s website]

  34. Gershoff, A.D., Mukherjee, A. and Mukhopadhyay, A. (2007). Few Ways to Love, but Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation. Journal of Consumer Research, 33(4), pp. 499–505. doi:10.1086/510223.

    [publisher’s website]

  35. Gershoff, A.D., Mukherjee, A. and Mukhopadhyay, A. (2006). “I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation. Marketing Letters, 17(2), pp. 103–117. doi:10.1007/s11002-006-4594-8.

    [publisher’s website]

  36. Mukhopadhyay, A. and Johar, G.V. (2005). Where There Is a Will, Is There a Way? Effects of Lay Theories of Self‐Control on Setting and Keeping Resolutions. Journal of Consumer Research, 31(4), pp. 779–786. doi:10.1086/426611.

    [publisher’s website]

  37. Gershoff, A.D., Mukherjee, A. and Mukhopadhyay, A. (2003). Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects. Journal of Consumer Psychology, 13(1-2), pp. 161–170. doi:10.1207/s15327663jcp13-1&2_14.

    [publisher’s website]

Other

  1. Stornelli, J., Mukhopadhyay, A. and Gershoff, A. (2010). Consumer Knowledge As a Moderator of Specificity-Based Product Selection.

Professional activities

Editorial activity (4)

  1. Journal of Consumer Psychology, Associate Editor, Jan 2024 – present.
  2. Journal of Consumer Psychology, Member, Editorial Review Board, Jan 2021 – present.
  3. Journal of Consumer Psychology, Editor-in-Chief, Jan 2018 – Dec 2020.
  4. Journal of Consumer Psychology, Co-Editor, Jan 2016 – Dec 2017.