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Anirban Mukhopadhyay


IEMS Research Areas

Areas of Expertise

Lay beliefs, Emotions and wellbeing, Self-regulation, Behavioral experimentation and Food psychology

Short Bio

Anirban Mukhopadhyay’s research examines the interplay between consumers’ lay beliefs, emotions, and self-regulatory decisions, and has been published in leading journals in Marketing, Psychology, Corporate Strategy, Economics, and Nutrition. His current substantive interests include food-related decision making, field experimentation with policy implications, and the interplay of consumption and subjective wellbeing, in societies around the world. Anirban is a former Editor-in-Chief of the Journal of Consumer Psychology, winner of the Early Career Award of the Society for Consumer Psychology, has co-chaired the Annual Conference of the Society for Consumer Psychology, and has been recognized as an MSI Scholar and a Young Scholar by the Marketing Science Institute.

Selected Papers & Publications

  • Wang, Tingting, Anirban Mukhopadhyay, and Vanessa M. Patrick (2017), “Getting Consumers to Recycle NOW!: When and Why Cuteness Appeals influence Prosocial and Sustainable Behavior,” Journal of Public Policy and Marketing, 36 (Fall), 269-283.
  • Chao, Melody M., Sujata Visaria, Anirban Mukhopadhyay, and Rajeev Dehejia (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 (October), 1402-1419.
  • Cheng, Yimin, Anirban Mukhopadhyay, and Rom Y. Schrift (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 (August), 636-649.
  • Visaria, Sujata, Rajeev Dehejia, Melody M. Chao, and Anirban Mukhopadhyay (2016), “Unintended Consequences of Rewards for Student Attendance: Results from a Field Experiment in Indian Classrooms,” Economics of Education Review, 54 (October), 173-184.
  • Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2016), “The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms,” Journal of the Association for Consumer Research, 1, 3 (July), 445-470.
  • Karnani, Aneel, Brent McFerran, and Anirban Mukhopadhyay (2014), “Leanwashing: A Hidden Factor in the Obesity Crisis,” California Management Review, 56, 4 (Summer), 1-26. Lead article.
  • Labroo, Aparna A., Anirban Mukhopadhyay, and Ping Dong (2014), “Not Always the Best Medicine: Why Frequent Smiling can Reduce Well-Being,” Journal of Experimental Social Psychology, 53 (July), 156-162.
  • McFerran, Brent and Anirban Mukhopadhyay (2013), “Lay Theories of Obesity Predict Actual Body Mass,” Psychological Science, 24, 8 (August), 1428-1436.
  • Wang, Chen and Anirban Mukhopadhyay (2012), “The Dynamics of Goal Revision: A Cybernetic Multi-Period Test-Operate-Test-Adjust-Loop (TOTAL) Model of Self-Regulation,” Journal of Consumer Research, 38, 5 (February), 815-833.
  • Mukhopadhyay, Anirban and Catherine W. M. Yeung (2010), “Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children,” Journal of Marketing Research, 47, 2 (April), 240-250.