(852) 2358 7714

Rashmi Adaval


IEMS Research Areas


Feelings and emotions; Conscious and non-conscious influences of visual, verbal and numerical information; Cross cultural differences in information processing 


Rashmi Adaval examines the conscious and non-conscious effects of feelings, visual, verbal and numerical information on judgments and decisions. 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. She is the winner of the Ferber Award given by the Journal of Consumer Research and has held faculty appointments at the University of Illinois at Urbana-Champaign.


  • Kwon, Mina, Geetanjali Saluja and Rashmi Adaval (2015), “Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness,” Journal of Consumer Psychology, 25 (July) 389-403.

  • Jiang, Yuwei, Rashmi Adaval, Yael Steinhart and Robert S. Wyer (2014), “Imagining Yourself in the Scene: The Interactive Effects of Goal Driven Self-Imagery and Visual Perspectives on Consumer Behavior,” Journal of Consumer Research, 41 (August) 418-435.

  • Adaval, Rashmi and Robert S. Wyer (2011), “Conscious and Non-conscious comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products,” Journal of Marketing Research, 48 (April), 355-365.

  • Shen, Hao, Yuwei Jiang and Rashmi Adaval (2010), “Contrast and Assimilation Effects of Processing Fluency” Journal of Consumer Research, 36 (February), 876-889.

  • Adaval, Rashmi, Linda M. Isbell and Robert S. Wyer (2007), “The Impact of Pictures on Narrative- and List-Based Impression Formation: A Process Interference Model,” Journal of Experimental Social Psychology, 43 (May) 352-364.

  • Adaval, Rashmi and Robert S. Wyer (2004), “Memory for Observed Social Interactions: The Influence of Processing Goals on the Mental Representation of Visual and Auditory Information,” Journal of Experimental Social Psychology, 40, (July), 450-465.

  • Adaval, Rashmi (2003), “How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands,” Journal of Consumer Research 30 (December), 352-367.

  • Adaval, Rashmi and Kent B. Monroe (2002), “Automatic Construction and Use of Contextual Information for Product and Price Evaluations,” Journal of Consumer Research, 28 (March), 572-588.

  • Adaval, Rashmi (2001), “Sometimes it Just Feels Right: The Differential Weighting of Affect-consistent and Affect-inconsistent Information,” Journal of Consumer Research, 28 (June) 1-17.

  • Adaval, Rashmi and Robert S. Wyer (1998), “The Role of Narratives in Consumer Information Processing,” Journal of Consumer Psychology, 7 (3), 207-245.