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									                                       Gita V. Johar
                              Meyer Feldberg Professor of Business
                                       Columbia University
                                           519 Uris Hall
                                       New York, NY 10027
                         Phone: (212) 854-3480; email: gvj1@columbia.edu

Educational Background
Ph.D. (Marketing) 1993                                     Leonard N. Stern School of Business
                                                           New York University

Post Graduate Diploma in Management (MBA), 1985            Indian Institute of Management
                                                           Calcutta

Bachelor of Commerce, 1983                                 Sydenham College of Commerce and
                                                           Economics, Bombay University

Professional Experience
Meyer Feldberg Professor of Business, Columbia University Graduate School of Business,
January 2007 to present
Visiting Professor, London Business School, Spring 2006
Professor, Columbia University Graduate School of Business, July 2002 to January 2007
Visiting Professor, INSEAD, Fall 2001.
Associate Professor, Columbia University Graduate School of Business, July 1995 to June 2002
Visiting Associate Professor, Hong Kong University of Science and Technology, Spring 1997
Assistant Professor, Columbia University Graduate School of Business, July 1992 to June 1995
Instructor, Stern School of Business, New York University, 1991-1992

Teaching Experience
Marketing Core Course, Columbia University, INSEAD (MBA, Executive MBA)
Introduction to Marketing, NYU and HKUST (Undergraduate)
Advertising and Integrated Communications, Columbia University (MBA and Executive MBA)
Consumer Behavior, Columbia University, London Business School (PhD)
Research Methods, Columbia University (PhD)




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Research Interests
Marketing communication and miscommunication: Consumer inferences regarding content and
source; Correction of faulty beliefs/Refutation; Attitude updating
Self regulation: Effects of lay theories/naïve beliefs; Goal setting and attainment; Dynamic
effects of response to temptations

Publications and Research
Journal Publications

1.    Gorn, Gerald, Yuwei Jiang, and Gita Venkataramani Johar, “Babyfaces, Trait Inferences,
and Company Evaluations in a PR Crisis,” forthcoming, Journal of Consumer Research.

2.    Johar, Gita Venkataramani and Anne Roggeveen, “Changing False Beliefs from
Repeated Advertising: The Role of Claim-Refutation Alignment,” Journal of Consumer
Psychology, 2007, 17(2), 118-127.

3.     Lehmann, Donald, Jennifer Ames Stuart, Gita Venkataramani Johar, and Anil Thozur,
“Spontaneous Visualization and Concept Evaluation,” Journal of the Academy of Marketing
Science, 2007, September, 309-316.

4.     Johar, Gita Venkataramani, Michel Pham and Kirk Wakefield , “How Event Sponsors are
Really Identified: A (Baseball) Field Study,” Journal of Advertising Research, 2006, June, 183-
198.

5.     Mukhopadhyay, Anirban and Gita Venkataramani Johar, “Tempted or Not: The Effect of
Recent Purchase History on Responses to Affective Advertising,” Journal of Consumer
Research, 2007, March, 445-453.

6.    Zemborain, Martin and Gita Venkataramani Johar, “Attitudinal Ambivalence and
Openness to Persuasion: A Framework for Interpersonal Influence,” Journal of Consumer
Research, 2007, March, 506-514.

7.     Gershoff, Andrew and Gita Venkataramani Johar, “Do you Know Me? Consumer
Calibration of Friends’ Knowledge,” Journal of Consumer Research, 2006, March, 496-503.

8.     Johar, Gita Venkataramani, D. Maheswaran, and Laura Peracchio, “MAPping the
Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion,”
Journal of Consumer Research, 2006, June, 139-149.

9.     Johar, Gita Venkataramani, Jaideep Sengupta, and Jennifer Aaker, “Two Roads to


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Updating Brand Personality Impressions: Trait versus Evaluative Inferencing,” Journal of
Marketing Research, 2005, November, 458-469.

10.    Mukhopadhyay, Anirban and Gita Venkataramani Johar, “Where there is a Will, Is there
a Way?: The Effects of Consumers’ Lay Theories of Self Control on Setting and Keeping
Resolutions,” Journal of Consumer Research, 2005, March, 779-786.

11.   Johar, Gita Venkataramani, “The Price of Friendship: When, Why and How Relational
Norms Guide Social Exchange Behavior,” Journal of Consumer Psychology, 2005, 15(1), 22-27.

12.    Roggeveen, Anne and Gita Venkataramani Johar, “Integration of Discrepant Sales
Forecasts: The Influence of Plausibility Inferences Based on an Evoked Range,” Journal of
Marketing Research, 2004, February, 19-30.

13.    Johar, Gita Venkataramani, C. Page Moreau, and Norbert Schwarz, “Gender Typed
Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility,”
Journal of Consumer Psychology, 2003, 13(3), 220-229.

14.    Johar, Gita Venkataramani and Jaideep Sengupta, “The Effects of Dissimulation on the
Accessibility and Predictive Power of Weakly Held Attitudes,” Social Cognition, 2002, 20(4),
257-293.

15.     Morrin, Maureen, Jacob Jacoby, Gita Venkataramani Johar, Alfred Kuss, and David
Mazursky, “Taking stock of Stockbrokers: Exploring Momentum vs. Contrarian Investor
Strategies and Profiles,” Journal of Consumer Research, 2002, 29(2), 188-198.

16.    Sengupta, Jaideep and Gita Venkataramani Johar, “Effects of Inconsistent Attribute
Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing
Perspectives,” Journal of Consumer Research, 2002, 29(1), 39-56.

17.   Roggeveen, Anne and Gita Venkataramani Johar, “Perceived Source Variability versus
Recognition: Testing Competing Explanations for the Truth Effect,” Journal of Consumer
Psychology, 2002, 12(2), 81-91.

18.    Jacoby, Jacob, Maureen Morrin, Gita Venkataramani Johar, Alfred Kuss, Zeynep
Gurhan, and David Mazursky, “Training Novice Investors to Become More Expert: The Role of
Information Accessing Strategy,” Journal of Psychology and Financial Markets, 2001, 2(2), 69-
79.

19.     Johar, Gita Venkataramani, Morris B. Holbrook, and Barbara B. Stern, “The Myth of
Creative Advertising Design: Theory, Process and Outcome,” The Journal of Advertising, 2001,
30(2), 1-25. (Lead article)



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20.   Sengupta, Jaideep and Gita Venkataramani Johar, “Contingent Effects of Anxiety on
Message Elaboration and Persuasion,” Personality and Social Psychology Bulletin, 2001, 27(2),
139-150. (Lead article)

21.    Pham, Michel Tuan and Gita Venkataramani Johar, “Market Prominence Biases in
Sponsor Identification: Processes and Consequentiality,” Psychology and Marketing: Special
Issue on Sponsorship, 2001, 18(2), 123-143. (Invited paper)

22.      Johar, Gita Venkataramani and Carolyn J. Simmons, “The Use of Concurrent Disclosures
to Correct Invalid Inferences,” Journal of Consumer Research, 2000, 26(4), 307-322. (Lead
article)

23.   Raghubir, Priya and Gita Venkataramani Johar, "Hong Kong 1997 in Context,” Public
Opinion Quarterly, 1999, 63(4), 543-565.

24.    Johar, Gita Venkataramani and Michel Tuan Pham, “Relatedness, Prominence, and
Constructive Sponsor Identification,” Journal of Marketing Research,1999, 36(3), 299-312.
(Lead article) Reprinted in Advertising and Society Review, 1(3).

25.   Jacoby, Jacob, Gita Venkataramani Johar and Maureen Morrin, “Consumer Psychology:
A Quadrennium,” Annual Review of Psychology, 1998, 49, 319-344.

26.     Pham, Michel Tuan and Gita Venkataramani Johar, “Contingent Processes of Source
Identification,” Journal of Consumer Research, 1997, 24(3), 249-265. (Lead article)

27.   Johar, Gita Venkataramani, Kamel Jedidi and Jacob Jacoby, “A Varying-Parameter
Model of On-line Brand Evaluations,” Journal of Consumer Research, 1997, 24(2), 232-247.

28.      Menon, Geeta and Gita Venkataramani Johar, “Antecedents of Positivity Effects in
Social and Nonsocial Judgments,” Journal of Consumer Psychology, 1997, 6(4), 313-337. (Lead
article)

29.     Johar, Gita Venkataramani, “Intended and Unintended Effects of Corrective Advertising
on Beliefs and Evaluations: An Exploratory Analysis,” Journal of Consumer Psychology, 1996,
5(3), 209-230. (Lead article)

30.     Krishna, Aradhna and Gita Venkataramani Johar, “Consumer Perceptions of Deals: The
Biasing Effects of Varying Deal Prices,” Journal of Experimental Psychology: Applied, 1996,
2(3), 187-206. (Lead article)

31.    Johar, Gita Venkataramani, “Consumer Involvement and Deception from Implied
Advertising Claims,” Journal of Marketing Research, 1995, 32 (3), 267-279.



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32.   Creyer, Elizabeth and Gita Venkataramani Johar, “Response Mode Bias and the
Formation of Preference: Boundary Conditions of the Prominence Effect,” Organizational
Behavior and Human Decision Processes, 1995, 62 (1), 14-22.

Book Chapters

Johnson, Eric E., Michel Tuan Pham, and Gita Venkataramani Johar, Consumer Behavior and
      Marketing, in Social Psychology, Second Edition, edited by Arie Kruglanski and E. Tory
      Higgins, 2007.

Papers under Review and Working Papers

1.     Mukhopadhyay, Anirban and Gita Venkataramani Johar, " Sanction to Indulge: Self-
rewards for Prior Restraint.”

2.     Ames, Daniel and Gita Venkataramani Johar, “The Impact of Affective Displays on
Impression Formation: I Know What You’re Like When I See How You Feel.”

3.     Goldenberg, Jacob, Lilach Sagiv, Gita Venkataramani Johar, and Amitava
Chattopadhyay, “Dimensions of Product Creativity.”

4.      Cho, Cecile and Gita Venkataramani Johar, “Low-balling on Goals to Regulate Future
Affect: A Functional Strategy?”

5.     Zemborain, Martin, Gita Venkataramani Johar and Asim Ansari, “Bolstering the Chosen
Brand: Evidence for Alterations in Attribute Importance Weights.”

Research in Progress

1.    Mukhopadhyay, Anirban and Gita Venkataramani Johar, "Never Give Up Givin' It Up:
How Lay Theories of Self-control and Recent Success or Failure Affect Goal-directed
Behavior."

2.     Einwiller, Sabine and Gita Venkataramani Johar, “Refutation Strategies.”

3.     Zemborain, Martin, Asim Ansari and Gita Venkataramani Johar, “Choice-Motivated
Source Attribution: Encoding and Retrieval Biases.”

4.     Johar, Gita Venkataramani, Anirban Mukhopadhyay, and Jaideep Sengupta, “Lay
Theories of Control and Ethical Decision Making.”




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5.      Sicilia, Maria, Salvador Ruiz, and Gita Venkataramani Johar, “Unintended Spillover
Effects of Internet Recommendations.” (funded by a 50,000 euro grant from the Spanish
Ministry for Education).

6.     Johar, Gita Venkataramani and Laura Castrillo, “Is your Enemy’s Enemy your Best
Friend? Switching Preferences when Favorite Sports Teams Fall Out of the Race.” One study
completed.

7.   Hammerman, Eric and Gita Venkataramani Johar, “Variety Seeking as an Affect
Management Strategy.” Conceptualization in progress.

8.    Hammerman, Eric and Gita Venkataramani Johar, “Can Superstition Trump Preference?”
Experiments in progress.

Conference Proceedings Publications

1.     Gershoff, Andrew D. and Gita V. Johar, “How Well Do You Know Me? Consumer
Calibration of Others’ Knowledge,” Advances in Consumer Research, 2005, 32, 313-314.

2.     Johar, Gita V. and Anirban Mukhopadhyay, “The World According to Garp: The
Influence of Lay Theories About Others on Consumer Judgment and Behavior,” Advances in
Consumer Research, 2004, 31, 396-399.

3.    Johar, Gita V. and Anne Roggeveen, “Perceptual Similarity and Belief Change,”
Proceedings of the Society for Consumer Psychology 2004 Winter Conference, 80-81.

4.     Johar, Gita V., Jaideep Sengupta, and Jennifer Aaker, ”Brand Personality Inferences from
Advertising Claims,” Proceedings of the Society for Consumer Psychology, 2003 Winter
Meeting, 174-175.

5.     Morrin, M., Jacoby, J., Johar, G., He, X., Kuss, A. and Mazursky, D., “Taking stock of
stock brokers: Exploring investor information accessing strategies via verbal protocols,”
Advances in Consumer Research, 2002, 29.

6.     Mukhopadhyay, Anirban and Gita Venkataramani Johar, "Miser or Optimizer? An
Exploration of Individual Awareness of Self-control," Proceedings of the Society for Consumer
Psychology, 2001 Winter Meeting.

7.     Johar, Gita Venkataramani and Jennifer Lynn Aaker, “I Yam What I Yam ... Or am I?
Impact of Changing Selfs on Information Processing and Decision Making,” Advances in
Consumer Research, 2000, 27, 153.

8.     Johar, Gita Venkataramani and C. Page Moreau, “Model Moms: Ads as Primes of

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Gender Stereotypes,” Proceedings of the Society for Consumer Psychology 1998 Winter
Meeting, 30-32.

9.     Johar, Gita Venkataramani and Jaideep Sengupta, “ I am too Worried to Think Straight:
The Effects of Anxiety and Topic Relatedness on Cognitive Performance,” Proceedings of the
Society for Consumer Psychology 1998 Winter Meeting, 142-143.

10.    Johar, Gita Venkataramani and Priya Raghubir, “Handover, Takeover, or Reunification?
Framing and Carryover Effects in Surveys on Hong Kong 1997,” Marketing Science Conference
1998, 193.

11.    Menon, Geeta and Gita Johar, “When You’re Happy and You Know It ...: Self
Referencing, Memory, and Affect,” Advances in Consumer Research, 1996, 23, 80.

12.    Simmons, Carolyn, J. and Gita Venkataramani Johar, “Knowing More Than We're Told:
Inferences from Advertising Claims,” with Carolyn J. Simmons, Advances in Consumer
Research, 1994, 21, 96.

13.   Johar, Gita V. and Elizabeth H. Creyer, “The Impact of Direction-Of-Comparison on The
Formation of Preference,” Advances in Consumer Research, 1993, 20, 284-287.

14.   Menon, Geeta and Gita Venkataramani Johar, “Yes I remember it well ... The Role of
Autobiographical Memory in Consumer Information Processing,” Advances in Consumer
Research, 1993, 20, 108.

Conference Presentations

“Low-balling on Goals to Manage Future Affect: A Functional Strategy?,” with Cecile Cho,
presented at the Association for Consumer Research conference, 2007.

“There is a Time and a Place and A Person to Vote For: Issues in Political Persuasion—
Discussion of Papers” presented at the Association for Consumer Research conference, 2007.

“Choice Motivated Changes in Consumers’ Preferences,” with Martin Zemborain and Asim
Ansari, presented at the Association for Consumer Research conference, 2007.

“Do You Know Me? Consumer Calibration of Friends’ Knowledge,” with Andrew Gershoff,
invited paper, presented at the Marketing in Israel conference, December 2005.

 “Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing,”
with Jaideep Sengupta and Jennifer Aaker, presented at the Association for Consumer Research
conference, 2005.



                                              7
“Designing Effective Refutations: Perceptual Similarity and Belief Change,” with Anne
Roggeveen, presented at the Association for Consumer Research conference, 2004.

“Unintended Purchase Opportunities: Goal Conflict, Mixed Emotions, and Intertemporal Effects
on Persuasion,” with Anirban Mukhopadhyay, presented at the Association for Consumer
Research conference, 2004.

“How Well do You Know Me? Consumer Calibration of Others’ Knowledge,” with Andrew
Gershoff, presented at the Association for Consumer Research conference, 2004.

“Perceptual Similarity and Belief Change,” with Anne Roggeveen, presented at the Society for
Consumer Psychology conference, 2004.

“Where There is a Will, Is there a Way? The Effect of Lay Theories of Self-Control on Goal
Setting and Achievement,” with Anirban Mukhopadhyay, presented at the Association for
Consumer Research conference, 2003.

“When Desire Conflicts with Willpower: The Role of Justification in a Theory of Unintended
Purchase,” with Anirban Mukhopadhyay, presented at the Association for Consumer Research
conference, 2003.

“Brand Personality Inferences from Advertising Claims,” with Jaideep Sengupta and Jennifer
Aaker, presented at the Annual Conference of the Society for Consumer Psychology, 2003.

“The Impact of Repetition on Perceived Truth of Advertising Claims: Implications, Assertions,
and Resistance to Attack,” with Anne Roggeveen, presented at the Association for Consumer
Research conference, 2002.

"Miser or Optimizer? An Exploration of Individual Awareness of Self-control," with Anirban
Mukhopadhyay, presented at the Annual Conference of the Society for Consumer Psychology
(poster session), 2001.

“Effects of Inconsistent Information on Attitudes,” with Jaideep Sengupta, presented at the
Association for Consumer Research conference, 2000.

“Who are our Customers? The Effect of Decision Comfort on Managerial Learning about
Customers,” with Anne Roggeveen, presented at the Association for Consumer Research
conference, 2000.

“Repetition and Enhanced Belief in Innuendo,” with Anne Roggeveen, presented at Marketing
Science, 2000.




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“Who are out Customers? The Effect of Decision Comfort on Managerial Learning about
Customers,” with Anne Roggeveen, presented at Marketing Science, 2000.

“Repetition and Enhanced Belief in Innuendo,” with Anne Roggeveen, presented at the Society
for Consumer Psychology conference, 2000.

“The Use of Concurrent Disclosures to Correct Invalid Inferences,” with Carolyn Simmons,
presented at the Association for Consumer Research conference, 1999.

“Number of Sources, Recognition, and the Truth Effect,” with Anne Roggeveen, presented at the
Association for Consumer Research conference, 1999.

“Hong Kong 1997 in Context,” with Priya Raghubir, presented at the Association for Consumer
Research conference, 1999.

“The Role of Self-Construal in Spontaneous Brand Personality Inferences,” with Jennifer Aaker,
presented at the Association for Consumer Research conference, 1999.

“Hong Kong 1997 in Context,” with Priya Raghubir, presented at the European Association for
Consumer Research conference, 1999.

“Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary
Accessibility,” with C. Page Moreau and Norbert Schwarz, presented at the 18th Annual
Advertising and Consumer Psychology Conference, 1999.

“Relatedness and Prominence in Sponsor Identification,” with Michel Pham, presented at the
Association for Consumer Research conference, 1998.

"Hong Kong 1997: Question Order and Framing Effects on Attitudes regarding the Transition,”
with Priya Raghubir, presented at Marketing Science, 1998.

“Ads as Primes of Gender Stereotypes,” with Page Moreau, presented at the Society for
Consumer Psychology conference, 1998.

“The Effects of Anxiety on Information Processing,” with Jaideep Sengupta, presented at the
Society for Consumer Psychology conference, 1998.

“Contingent Processes of Source Identification,” with Michel Pham, presented at the Association
for Consumer Research conference, 1997.

“Valence of Personal vs. Product Experiences: What do you remember when you’re feeling
blue?,” with Geeta Menon, presented at the Association for Consumer Research conference,
1995.

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“Inference Generation and Correction: Cognitive Capacity and the Use of Relevant Cues,” with
Carolyn J. Simmons, presented at the Association for Consumer Research conference, 1995.

“Cognitive Processes Underlying Advertising Design: How Do Creative Teams Think,” with
Asim Ansari and Hardeep V. Johar, presented at the Marketing Science conference, 1995.

“The Effects of Corrective Advertising on Brand Beliefs, Brand Judgments and Advertiser
Evaluations,” presented at the Marketing and Public Policy conference, 1994.

“Do Consumers Update Prior Beliefs about Brands and Advertisers?: The Case of Corrective
Advertising,” presented at the Association for Consumer Research conference, 1994.

“Knowing More (or Less) Than We Can Know: Involvement and Deceptive Inferencing from
Advertising,” presented at the Association for Consumer Research conference, 1993.

“Knowing More Than We Can Know: The Impact of Involvement on Deceptive Inferences in
Advertising,” presented at the Marketing and Public Policy Conference, 1992.

“The Impact of Direction-Of-Comparison on The Formation of Preference,” with Elizabeth
Creyer, paper presented at the Association for Consumer Research conference, 1992.

“Valence of Autobiographical versus Reported Memory for Products and Its Impact on Ad
Processing,” with Geeta Menon, presented at the Association for Consumer Research
conference, 1992.

“The Determinants of Brand Name Accessibility as Measured by Direct and Indirect Tests of
Memory,” with Carol Pluzinski, presented at the Association for Consumer Research conference,
1992.

Selected Research Presentations
University of British Columbia, October 2007
University of Minnesota, March 2007
New York University, February 2007
Yale University, September 2006
London Business School, April 2006
McGill University, November 2005
University of Michigan, October 2005
Northwestern University, May 2005
ACR Doctoral Consortium, October 2004
Boston University, October 2004
Tulane University, June 2004
University of California, Berkeley, February 2004
Stanford University, February 2004
University of Washington, Seattle, January 2004

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Teaching Materials

Case: The Ad Council Adoption Advertising Campaign: “You don’t have to be perfect…”

Research Brief: Brand Recovery--Communication in the Face of Crisis, with Matthias Birk and
Sabine Einwiller.

Current Executive Education

Columbia Essentials in Management Program, 2007
Columbia-IIMA Post Graduate Program for Executives, 2007

Professional Service at Columbia
University IRB:                                          Member, 2002 to 2005
University Faculty Quality of Life committee:            Member, 2006 on
University Housing Committee:                            Member, 2006 on
Business School P &T:                                    Member, 2006 on
Business School Behavioral Lab                           Director, Fall 2006 on
Business School: Marketing Division PhD committee        Chair, Fall 2007 on
Faculty Advisor                                          MBA Social Enterprise India trip
Doctoral Student Advisor:                                Anne Roggeveen, Babson College
                                                         Anirban Mukhopadhyay, HKUST
                                                         (now at the University of Michigan)
                                                         Martin Zemborain, IAE, Argentina
                                                         Cecile Cho, University of California,
                                                         Riverside

Other Professional Service

Associate Editor:                                 Journal of Consumer Research 2002-2005
                                                  International Journal of Research in
                                                  Marketing 2007-
Editorial Board:                                  Journal of Consumer Research
                                                  Journal of Marketing Research
                                                  Journal of Consumer Psychology
Conference Chair:                                 EMAC Doctoral Colloquium 2006,
                                                  Consumer Behavior Track
Invited Consortium Faculty:                       EMAC Doctoral Colloquium 2007, ACR
                                                  Doctoral Consortium 2004, 2007, AMA
                                                  Doctoral Consortium 2007

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Conference Organizing Committee:        ACR Conference, 1994, 2001, 2004, 2006,
                                        ACR Asia-Pacific Conference 2009
Ad hoc reviewer:                        Several journals including Journal of
                                        Experimental Psychology: Applied, Journal
                                        of Marketing, and Journal of Public Policy
                                        and Marketing.
Board Member:                           Advertising Educational Foundation 2002-
                                        2005
Panelist:                               Advertising Research Foundation,
                                        “Advertising, What’s Next?” New York
                                        Workshop, October 2005




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