Andrew Gershoff

University of Texas at Austin, McCombs School of Business, Department of Marketing

Associate Professor of Marketing

Austin, TX

United States

  • University of Texas at Austin, McCombs School of Business, Department of Marketing

SCHOLARLY PAPERS

5

DOWNLOADS

721

TOTAL CITATIONS
Rank 40,507

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Top 40,507

in Total Papers Citations

2

Scholarly Papers (5)

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1.

Safety First? The Role of Emotion in Safety Product Betrayal Aversion

Journal of Consumer Research, Inc., Forthcoming, Northwestern Public Law Research Paper No. 11-18
Number of pages: 11 Posted: 13 Feb 2011
Jonathan J. Koehler and Andrew Gershoff
Northwestern University - Pritzker School of Law and University of Texas at Austin, McCombs School of Business, Department of Marketing
Downloads 284 (225,699)
Citation 2

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Consumer protection, betrayal aversion

2.

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects

Journal of Consumer Psychology, Vol. 13, No. 1&2, pp. 161–170, 2003
Number of pages: 10 Posted: 29 Oct 2012
Andrew Gershoff, Ashesh Mukherjee and Anirban Mukhopadhyay
University of Texas at Austin, McCombs School of Business, Department of Marketing, McGill University and Hong Kong University of Science & Technology (HKUST)
Downloads 273 (234,946)

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agents, recommendations, extremity, positivity

3.

Few Ways to Love, But Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation

Journal of Consumer Research, Vol. 33, March 2007
Number of pages: 7 Posted: 29 Oct 2012
Andrew Gershoff, Ashesh Mukherjee and Anirban Mukhopadhyay
University of Texas at Austin, McCombs School of Business, Department of Marketing, McGill University and Hong Kong University of Science & Technology (HKUST)
Downloads 65 (716,433)

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preferences, agents, recommendations, word-of-mouth, positivity

4.

What's Not to Like? Preference Asymmetry in the False Consensus Effect

Journal of Consumer Research, Vol. 35, June 2008
Number of pages: 7 Posted: 29 Oct 2012
Andrew Gershoff, Ashesh Mukherjee and Anirban Mukhopadhyay
University of Texas at Austin, McCombs School of Business, Department of Marketing, McGill University and Hong Kong University of Science & Technology (HKUST)
Downloads 65 (716,433)

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false consensus, agents, positivity, preferences

5.

'I Love It' or 'I Hate It'? The Positivity Effect in Stated Preferences for Agent Evaluation

Marketing Letters, Vol. 17, pp. 103–117, 2006
Number of pages: 15 Posted: 29 Oct 2012
Andrew Gershoff, Ashesh Mukherjee and Anirban Mukhopadhyay
University of Texas at Austin, McCombs School of Business, Department of Marketing, McGill University and Hong Kong University of Science & Technology (HKUST)
Downloads 34 (949,125)

Abstract:

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agent, preference, similarity, word-of-mouth