Rashmi Adaval

Headshot of Rashmi Adaval, PhD

Rashmi Adaval, PhD

Professor, Department of Marketing

2378 Carl H. Lindner Hall

513-556-8039

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.

Download vita.

Teaching Interest
Brand Management, Services Marketing, Advertising

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

Awards | Honors
Organization: Hong Kong University of Science & Technology (HKUST)
Name: Director, Behavioral Sciences Research Labs
Year Received: 2017

Organization: AMA-Sheth Doctoral Consortium, Iowa
Name: Faculty Fellow, AMA-Sheth Doctoral Consortium, Iowa
Year Received: 2017

Organization: HKUST
Name: Franklin Prize for Excellence in Teaching (2017), Finalist award. HKUST.
Year Received: 2017

Organization: Hong Kong University of Science & Technology
Name: Dean's award for Outstanding Service (2016), Hong Kong University of Science & Technology
Year Received: 2016

Organization: International Journal of Research in Marketing
Name: Editorial board member at International Journal of Research in Marketing
Year Received: 2016

Organization: Institute of Emerging Market Studies, HKUST
Name: Faculty Fellow and Executive Committee Member, Institute of Emerging Market Studies
Year Received: 2016

Organization: HKUST
Name: Dean’s list for Teaching Excellence in 2015 for Undergraduate and MBA teaching
Year Received: 2015

Organization:  Journal of Consumer Research
Name: Guest Associate Editor, Journal of Consumer Research
Year Received: 2015

Organization: HKUST
Name: Dean’s list for Teaching Excellence in 2014 for Undergraduate and MBA teaching
Year Received: 2014

Organization: HKUST Business School
Name: Franklin Prize for Excellence in Teaching (2014) Runner up, awarded by HKUST Business School
Year Received: 2014

Organization: HKUST
Name: HKUST Honor Roll MBA teaching 2014-2016
Year Received: 2014

Organization: HKUST
Name: Dean’s list for Teaching Excellence in 2013 for Undergraduate and MBA teaching
Year Received: 2013

Organization:  AMA-Sheth Doctoral Consortium, Ann Arbor, Michigan
Name: Faculty Fellow, AMA-Sheth Doctoral Consortium, Ann Arbor, Michigan
Year Received: 2013

Organization: ACR Annual doctoral symposium
Name: Faculty invitee at the ACR Annual doctoral symposium
Year Received: 2013

Organization: HKUST
Name: HKUST Honor Roll MBA teaching 2013-2014
Year Received: 2013

Organization: SCP conference, Las Vegas, Nevada
Name: Invited Speaker at the SCP conference, Las Vegas, Nevada
Year Received: 2012

Organization: Journal of Consumer Research
Name: Associate Editor, Journal of Consumer Research
Year Received: 2011

Organization: Basic and Applied Social Psychology
Name: Editorial board member at Basic and Applied Social Psychology
Year Received: 2011

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 2010
Year Received: 2010

Organization: Journal of Marketing Research
Name: Guest Editor, Journal of Marketing Research
Year Received: 2010

Organization: ACR preconference on Embodied Cognition, Jacksonville, Florida
Name: Invited speaker at the ACR preconference on Embodied Cognition, Jacksonville, Florida
Year Received: 2010

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Spring 2010
Year Received: 2010

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 2009
Year Received: 2009

Organization: University of Illinois
Name: James F. Towey Faculty Fellow at the University of Illinois
Year Received: 2009

Organization:  Journal of Consumer Research
Name: Outstanding reviewer award (2008-2009) from the Journal of Consumer Research
Year Received: 2008

Organization:  Journal of Consumer Psychology
Name: Reviewer of the year award (2008-2009) from the Journal of Consumer Psychology
Year Received: 2008

Organization: Media Psychology
Name: Editorial board member at Media Psychology
Year Received: 2005

Organization:  Journal of Consumer Research
Name: Editorial board member at the Journal of Consumer Research
Year Received: 2005

Organization: HKUST
Name: Franklin Prize for Excellence in Teaching (2005) awarded by the HKUST Business School.
Year Received: 2005

Organization: AUAP, University of Surabaya, Indonesia (2005)
Name: 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).
Year Received: 2005

Organization: HKUST
Name: Dean’s list for Teaching Excellence in years 2004 at the HKUST Business School
Year Received: 2004

Organization: ACR Annual doctoral symposium, Portland
Name: Invited Speaker at the ACR Annual doctoral symposium, Portland
Year Received: 2004

Organization: HKUST
Name: Nominated for the Franklin Prize for Excellence in Teaching in 2004
Year Received: 2004

Organization: HKUST
Name: University Teaching Innovation Award given by the Hong Kong University of Science & Technology
Year Received: 2004

Organization: HKUST
Name: Dean’s list for Teaching Excellence in years 2003 at the HKUST Business School
Year Received: 2003

Organization:  Journal of Consumer Psychology
Name: Editorial board member at the Journal of Consumer Psychology
Year Received: 2003

Organization: Society for Consumer Psychology
Name: Nominated for the Early Career Award in Consumer Psychology given by the Society for Consumer Psychology
Year Received: 2003

Organization: HKUST
Name: Nominated for the Franklin Prize for Excellence in Teaching in 2003
Year Received: 2003

Organization: HKUST
Name: Dean’s list for Teaching Excellence in years 2002 at the HKUST Business School
Year Received: 2002

Organization: ACR Annual doctoral symposium, Atlanta
Name: Invited Speaker at the ACR Annual doctoral symposium, Atlanta
Year Received: 2002

Organization: Journal of Consumer Research
Name: Winner of the Robert Ferber Award for best interdisciplinary article based on a dissertation appearing in the Journal of Consumer Research
Year Received: 2002

Organization: University of Illinois, Urbana-Champaign
Name: Irwin Foundation Scholarship awarded by the College of Commerce and Business Administration (1996), University of Illinois, Urbana-Champaign.
Year Received: 1996

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 1994
Year Received: 1994

Organization: Albert Haring Symposium, Indiana University
Name: Doctoral candidate representative for the University of Illinois at the Albert Haring Symposium, Indiana University
Year Received: 1994

Organization: American Marketing Association Doctoral Consortium
Name: Doctoral Student Fellow, American Marketing Association Doctoral Consortium
Year Received: 1994

Organization: University of Illinois, Urbana-Champaign
Name: J. M. Jones Fellowship in Business Administration, Department of Marketing, University of Illinois, Urbana-Champaign (1994-1995).
Year Received: 1994

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Summer 1994
Year Received: 1994

Organization: University of Illinois, Urbana-Champaign
Name: Stellner Fellowship in Business Administration, Department of Marketing, University of Illinois, Urbana-Champaign (1993-1994).
Year Received: 1993

Organization: University of Illinois, Urbana Champaign
Name: Listed in “The Incomplete List of Teachers Ranked Excellent” at the University of Illinois, Urbana Champaign Fall 1992
Year Received: 1992

Organization: Bangalore University, India
Name: P. R. Ramaiah Memorial Award; ranked first in the undergraduate program; Bangalore University, India
Year Received: 1986

Organization: Bangalore University, India
Name: University Scholarship for being among the top 100 scholars - ranked on GPA across all departments and programs; Bangalore University, India (1986).
Year Received: 1986

Organization: Bangalore University, India
Name: Susheela Lingaiah Gold Medal for best candidate in the Bachelor of Science program; Bangalore University, India (1985).
Year Received: 1985

Education
Institution: University of Illinois at Urbana-Champaign
Completed: 1996
Degree: Ph D

Institution: University of Illinois at Urbana-Champaign
Completed: 1991
Degree: MS

Institution: Bangalore University
Completed: 1986
Degree: BS

Published Contributions
Rashmi Adaval, Bryan Buechner, Nathanael Martin, (2019). Weaving Multiple Methodologies from Different Philosophical Approaches into a Single Consumption Story. Handbook of Research Methods in Consumer Psychology/Routledge, 458-482.

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

Rashmi Adaval,  (2018). From Doubt to Functionality: An Imagery Story. Foundations and Trends in Marketing, Now Publishers, 71-138.

Mina Kwon, Rashmi Adaval,  (2018). Going against the Flow: The Effects of Dynamic Sensorimotor Experiences on Consumer Choice. Journal of Consumer Research, 1358-1378.

Rashmi Adaval, Geetanjali Saluja, Yuwei Jiang, (2018). Seeing and Thinking in Pictures: A Review of Visual Information Processing. Consumer Psychology Review, 50-69.

Geetanjali Saluja, Rashmi Adaval, Robert Wyer,  (2017). Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed. Organizational Behavior and Human Decision Processes, 23-38.

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

Yuwei Jiang, Rashmi Adaval, Yael Steinhart, Robert 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 , 418-435.

Rashmi Adaval,  (2013). Numerosity and Consumer Behavior. Journal of Consumer Research, xi-xiv.

Rashmi Adaval,  (2013). The Utility of an Information Processing Approach to Behavioral Price Research. AMS Review, 130-134.

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

Rashmi Adaval, Robert Wyer,  (2011). Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products. Journal of Marketing Research, 355-365.

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

Yuwei Jiang, Angela Cho, Rashmi Adaval,  (2009). The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior. Journal of Consumer Psychology, 171-184.

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

Robert Wyer, Rashmi Adaval,  (2008). Social Psychology and Consumer Psychology: An Unexplored Interface. The Social Psychology of Consumer Behavior (Frontiers of Social Psychology).

Rashmi Adaval, Linda Isbell, Robert Wyer,  (2007). The Impact of Pictures on Narrative- and List Based Impression Formation. Journal of Experimental Social Psychology , 352-364.

Rashmi Adaval, Linda Isbell, Robert Wyer,  (2007). The impact of pictures on narrative- and list-based impression formation: A process interference model. Journal of Experimental Social Psychology, 352-364.

Rashmi Adaval,  (2007). The Role of Language and Images in the Creation and Use of Advertising Myths. Psycholinguistic Phenomena in Marketing Communications , 177-202.

Rashmi Adaval,  (2006). Culture and Cognition: The Case of Irrational Beliefs about Luck. Advances in Consumer Research, 623-627.

Aradhna Krishna, Mary Wagner, Carolyn  Yoon, Rashmi Adaval,  (2006). Effects of Extreme Priced Products on Consumer Reservation Prices. Journal of Consumer Psychology, 179-193.

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

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

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

Rashmi Adaval, Robert 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 , 450-465.

Robert Wyer, Rashmi Adaval,  (2004). Pictures, Words and Media Influence: The Interactive Effects of Verbal and Nonverbal Information on Memory and Judgments. The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion , 137-159.

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

Robert Wyer, Rashmi Adaval,  (2003). Message Reception Skills in Social Communication. Handbook of Communication and Social Interaction Skills , 291-355.

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

Robert Wyer, Rashmi Adaval, Stanley Colcombe,  (2002). Narrative-Based Representations of Social Knowledge: Their Construction and Use in Comprehension, Memory and Judgment. Advances in Experimental Social Psychology , 133-197.

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

Rashmi Adaval, Robert Wyer,  (1998). The Role of Narratives in Consumer Information Processing. Journal of Consumer Psychology, 207-245.

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

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

Research in progress
Title: Bigger of the same or more of the same:  Effects of magnitude priming on charitable giving
Status: Writing Results
Research Type: Scholarly

Title: Feeling warm and seeing cold:  How evaluations are affected when sensory inputs conflict
Status: On-Going
Research Type: Scholarly

Title: How changes in spatial magnitude affect estimations of time and quantity
Status: Writing Results
Research Type: Scholarly

Title: Seeing More in Less:  How Mindsets Affect the Process and Outcome of Product Customization
Status: Writing Results
Research Type: Scholarly

Title: The Effect of Culture-Based Social Orientations on Nonsocial Information Processing
Status: Writing Results
Research Type: Scholarly

Title: The Effect of Processing Fluency on Brand Switching
Status: Writing Results
Research Type: Scholarly

Title: When more than one negative emotion is elicited:  How suppressing or expressing one allows the other to raise it's ugly head
Status: Writing Results
Research Type: Scholarly

Presentations
Title: The moral imperative:  How malleability of moral standards affects judgments and behavior
Organization: European Marketing Academy
Location: Glasgow, Scotland
Year: 2018

Title: Seeing More in Less:  How Mindsets Influence the Process and Outcome of Product Customization
Organization: Society for Consumer Psychology
Location: Dallas, Texas
Year: 2018

Title: Seeing More in Less:  How Mindsets Influence the Process and Outcome of Product Customization
Organization: European Marketing Academy
Location: Groningen, The Netherlands
Year: 2017

Organization: Brandemonium, LLC
Location: Cincinnati, OH
Year: 2017

Title: Asymmetries in the impact of action and inaction regret:  When and why do they occur?
Organization: European Marketing Academy
Location: Oslo, Norway
Year: 2016

Title: Consumer responses to multi-sensory inputs
Organization: Association for Consumer Research
Location: Hong Kong, Hong Kong
Year: 2015

Title: The Effects of Anthropomorphization on Brand Personality Perceptions:  A Motivational Account
Organization: Association for Consumer Research
Location: Chicago, Illinois
Year: 2013

Title: New reviewer training session
Organization: Association for Consumer Research
Location: Chicago, Illinois
Year: 2013

Title: When more than one negative emotion is elicited:  How suppressing or expressing one allows the other to raise its ugly head
Organization: Association for Consumer Research
Location: Chicago, Illinois
Year: 2013

Title: “Going Against the Flow” The Metaphorical Effects of Sensorimotor Resistance
Organization: Association for Consumer Research
Location: Chicago, Illinois
Year: 2013

Title: Asymmetries in the Impact of Action and Inaction Regret
Organization: Association for Consumer Research
Location: Vancouver, Canada
Year: 2012

Title: It's Cold in Here - I Need a Bowl of Soup to Warm Me Up! The Effects of Incidental Sensory Frames on Conflicting Sensory Inputs
Organization: Association for Consumer Research
Location: Vancouver, Canada
Year: 2012

Title: Self-construal as a Cultural Mindset and its Relevance for Automatic Social Behavior
Organization: Association for Consumer Research
Location: Vancouver, Canada
Year: 2012

Title: Reviewing
Organization: Society of Consumer Psychology
Location: Las Vegas
Year: 2012

Title: “Creating We-ness” by Embracing the Brand:  A New Look at Self-brand Connections
Organization: Society of Consumer Psychology
Location: Las Vegas, Nevada
Year: 2012

Title: Don’t Throw Out the (Process) Baby with the (Representational) Bathwater:  Boundary Conditions on Embodiment
Organization: Association of Consumer Research
Location: St. Louis, Missouri
Year: 2011

Title: Do I Listen to You When You are Not Like Me? The Effects of Priming Self Construal on the Influence of Others
Organization: Association of Consumer Research
Location: St. Louis, Missouri
Year: 2011

Title: Physically short and conceptually lightweight? Effects of syllable length and eye movement on magnitude estimates
Organization: Association of Consumer Research
Location: Jacksonville, Florida
Year: 2010

Title: Perceptions of Agency and Valence of Affect:  on the Desire to Seek Something Different
Organization: Society of Consumer Psychology
Location: San Diego, California
Year: 2009

Title: Contrast and Assimilation Effects of Processing Fluency
Organization: Association of Consumer Research
Location: San Francisco
Year: 2008

Title: Contrast and Assimilation Effects of Processing Fluency
Organization: Society for Consumer Psychology
Location: San Diego, California
Year: 2008

Title: Priming Lucky Numbers:  Effects on Attributions and Performance
Organization: Association of Consumer Research
Location: San Antonio, Texas
Year: 2005

Title: The Power of a Narrative
Organization: Association of Universities of Asia and Pacific
Location: University of Surabaya, Indonesia.
Year: 2005

Title: Assimilation or Contrast:  The effect of anchoring on price perceptions
Organization: Association of Consumer Research
Location: Portland, Oregon
Year: 2004

Title: Ferber Award Research
Organization: Association of Consumer Research
Location: Portland, Oregon
Year: 2004

Title: Experiential processing
Organization: Association of Consumer Research
Location: Portland, Oregon
Year: 2004

Title: Ferber Award Research
Organization: Association of Consumer Research
Location: Atlanta
Year: 2002

Title: The Effects of Mood on Price Acceptability:  Minimizing Losses or Maximizing Gains?
Organization: Association of Consumer Research
Location: Hong Kong, Hong Kong
Year: 1998

Title: Context Effects in Pricing
Organization: University of Illinois, Urbana-Champaign
Location: Urbana-Champaign, Illinois
Year: 1997

Title: The Moderating Effects of Learning Goals and the Acquisition of Product Information on the Limits of Price Acceptability
Organization: Association of Consumer Research
Location: Boston, Massachusetts
Year: 1995

Title: The Effects of Mood and Learning Style of Price Information on the Acceptable Price Range Under Conditions of High and Low Perceived Risk
Organization: Indiana University
Location: Bloomington, Indiana
Year: 1994

Title: Direct Perceptual Mapping
Organization: TIMS
Location: Tucson, Arizona
Year: 1994