Faculty Directory

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

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. “Fear of Detection and Efficacy of Prevention: Using Construal Level to Encourage Health Behaviors“

   Journal Article:Achar, C., Nidhi Agrawal, and M. Hsieh, (2020). Journal of Marketing Research, Vol. 57(3), pp. 582-598.
2. “Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self Efficacy Enhancement“

   Journal Article:Han, D., A. Duhachek and Nidhi Agrawal, (2016). Journal of Consumer Research, Vol. 43(3), pp. 429-447.
3. “The Psychology of Appraisal: Specific Emotions and Decision-making“

   Journal Article:So, J., C. Achar, D. Han, Nidhi Agrawal, A. Duhachek, and D. Maheswaran, (2015). Journal of Consumer Psychology, Vol. 25(3), pp. 359-371.
4. “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.
5. “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.
6. “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.
7. “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.
8. “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.
9. “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.
10. “Health Risk Perceptions and Consumer Psychology“

    Book:Agrawal, N., Menon, G., & Raghubir, P., (2008). The Handbook of Consumer Psychology, pp. 981-1010.
11. “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.
12. “Getting Emotional About Health“

    Journal Article:Agrawal, N., Menon, G., & Aaker, J., (2007). Journal of Marketing Research, Vol. 34, pp. 100-113.
13. “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.
14. “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.
15. “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.
16. “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.
17. “Motivated Reasoning in Outcome-Bias Effects“

    Journal Article:Agrawal, N., & Maheswaran, D., (2005). Journal of Consumer Research, Vol. 31, pp. 798-805.
18. “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