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Faculty Directory

Nidhi Agrawal

Professor of Marketing
Michael G. Foster Endowed Professor

Education

PhD New York University (2006)
MBA Mudra Institute of Communications Ahmedabad (1999)
BBA Gujarat University, Ahmedabad, India (1997)

Academic Expertise

advertising
consumer behavior

Positions Held

At the University of Washington since 2011
Associate Professor of Marketing, Kellogg School, Northwestern University, 2009-present
Assistant Professor of Marketing, Kellogg School, Northwestern University, 2005-2009

Selected Publications

  1. Emotional agency appraisals influence responses to preference inconsistent information
    Journal Article: Agrawal, N., Han, D., & Duhachek, A., (2013). Organizational Behavior and Human Decision Processes, Vol. 120, pp. 87-97.
  2. Guilt Versus Shame: Coping, Fluency, and Framing in the Effectiveness of Responsible Drinking Messages
    Journal Article: Agrawal, N., Duhachek, A., & Han, D., (2012). Journal of Marketing Research, Vol. 49, pp. 928-941.
  3. Carry Over Effects of Self-Control in Decision-Making: A Construal Level Perspective
    Journal Article: Agrawal, N., & Wan, W., (2011). Journal of Consumer Research, Vol. 38, pp. 199-214.
  4. Emotional Compatibility and the Effectiveness of Anti-Drinking Messages: A Defensive Processing Perspective on Shame and Guilt
    Journal Article: Agrawal, N., & Duhachek, A., (2010). Journal of Marketing Research, Vol. 47, pp. 263-273.
  5. Biases in Social Comparisons: Optimism or Pessimism?
    Journal Article: Agrawal, N., & Menon, G., (2009). Organizational Behavior and Human Decision Processes, Vol. 108, pp. 39-52.
  6. Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages
    Journal Article: Agrawal, N., & Wan, W., (2009). Journal of Consumer Research, Vol. 36, pp. 448-462.
  7. Health Risk Perceptions and Consumer Psychology
    Book: Agrawal, N., Menon, G., & Raghubir, P., (2008). The Handbook of Consumer Psychology, pp. 981-1010.
  8. For Better or For Worse? Valenced Comparative Framing and Regulatory Focus
    Journal Article: Jain, S.P., Lindsey, C., Agrawal, N., & Maheswaran D., (2007). Journal of Consumer Research, Vol. 34(1), pp. 57-65.
  9. For Better, For Worse: Valenced Comparative Frames and Regulatory Focus
    Journal Article: Agrawal, N., Jain, S.P., Lindsey, C., & Maheswaran, D., (2007). Journal of Consumer Research, Vol. 35, pp. 57-65.
  10. Getting Emotional About Health
    Journal Article: Agrawal, N., Menon, G., & Aaker, J., (2007). Journal of Marketing Research, Vol. 34, pp. 100-113.
  11. When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
    Journal Article: Agrawal, N., Jain, S.P., Maheswaran, D., (2006). Journal of Consumer Research, Vol. 33, pp. 91-98.
  12. When More may be Less: The Impact of Regulatory Focus on Responses to Different Comparative Frames
    Journal Article: Jain, S.P., Agrawal, N., Maheswaran, D., (2006). Journal of Consumer Research, Vol. 33(1), pp. 91-98.
  13. Motivated Reasoning in Outcome-Bias Effects
    Journal Article: Agrawal, N., & Maheswaran, D., (2005). Journal of Consumer Research, Vol. 31, pp. 798-805.
  14. The Effects of Self-Construal and Commitment on Persuasion
    Journal Article: Agrawal, N., & Maheswaran, D., (2005). Journal of Consumer Research, Vol. 31, pp. 841-849.
  15. Motivational and Cultural Variations in Mortality Salience Effects: Contemplations on Terror Management Theory and Consumer Behavior
    Journal Article: Agrawal, N., & Maheswaran, D., (2004). Journal of Consumer Psychology, Vol. 14(3), pp. 213-218.

Honors and Awards

MSI Young Scholar (2011)
ACR Doctoral Consortium Faculty Fellow (2010)
AMA-Sheth Doctoral Consortium Faculty Fellow (2008)
Hong Kong Research Grants Council Competitive Grant, HK$ 412,500 (2008)
McManus Research Chair, Northwestern University (2006, 2009-2011)
Stern Doctoral Research Award, NYU (2006)

Academic Service

ACR Program Committee (2007, 2011, 2012)
ACR Program Associate Editor (2010)
SCP Conference Program Committee (2009, 2010)
ACR Presidents and Fellows Luncheon Organizer (2007)

Current Professional Affiliations

American Marketing Association
Association for Consumer Research
Society for Consumer Research

External Service and Assignments

Editorial Board:
Journal of Consumer Research, 2008 – present
Journal of Consumer Psychology, 2008 – present
Ad Hoc Reviewer:
Journal of Marketing
Journal of Marketing Research
Human Communications Research
Journal of Economic Psychology
Association for Consumer Research
Hong Kong Research Council
Journal of Experimental Social Psychology
Organizational Behavior and Human Decision Processes
Personality and Social Psychology Bulletin
MSI Doctoral Dissertation Competition
Canada Research Council