Gita Johar

Columbia Business School - Marketing

Senior Vice Dean

New York, NY 10027

United States

SCHOLARLY PAPERS

18

DOWNLOADS

735

CITATIONS
Rank 17,676

SSRN RANKINGS

Top 17,676

in Total Papers Citations

39

Scholarly Papers (18)

1.

Conditioned Superstition: Desire for Control and Consumer Brand Preferences

Journal of Consumer Research, Forthcoming, Columbia Business School Research Paper No. 13-12
Number of pages: 56 Posted: 21 Mar 2013
Eric Hamerman and Gita Johar
Tulane University - A.B. Freeman School of Business and Columbia Business School - Marketing
Downloads 275 (110,028)

Abstract:

Loading...

2.

Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don’t)

Journal of Consumer Research, Forthcoming, Columbia Business School Research Paper No. 12-62
Number of pages: 61 Posted: 16 Nov 2012 Last Revised: 15 Jan 2013
Liad Weiss and Gita Johar
University of Wisconsin Madison and Columbia Business School - Marketing
Downloads 141 (204,311)

Abstract:

Loading...

3.

Consumer Desire for Control as a Barrier to New Product Adoption

Journal of Consumer Psychology, Forthcoming, Columbia Business School Research Paper No. 16-65
Number of pages: 24 Posted: 31 Aug 2016 Last Revised: 05 Oct 2016
Ali Faraji-Rad, Shiri Melumad and Gita Johar
affiliation not provided to SSRN, Columbia University, Columbia Business School, Marketing and Columbia Business School - Marketing
Downloads 98 (267,110)

Abstract:

Loading...

4.

Indulgence as Self Reward for Prior Shopping Restraint

Journal of Consumer Psychology, Vol. 19, pp. 334-345, 2009
Number of pages: 41 Posted: 16 Nov 2011
Gita Johar and Anirban Mukhopadhyay
Columbia Business School - Marketing and Hong Kong University of Science & Technology (HKUST)
Downloads 81 (301,154)

Abstract:

Loading...

5.

Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis

Journal of Consumer Research, Vol. 35, No. 3, 2008
Number of pages: 14 Posted: 08 Mar 2014
Gerald J. Gorn, Yuwei Jiang and Gita Johar
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Hong Kong Polytechnic University and Columbia Business School - Marketing
Downloads 59 (357,576)
Citation 1

Abstract:

Loading...

Brand, Public Relations, Trait Inferences, Babyface, Crisis

6.

Tempted or Not? - The Effect of Recent Purchase History on Responses to Affective Advertising

Journal of Consumer Research, Vol. 33, March 2007
Number of pages: 9 Posted: 30 Oct 2012
Anirban Mukhopadhyay and Gita Johar
Hong Kong University of Science & Technology (HKUST) and Columbia Business School - Marketing
Downloads 28 (474,576)

Abstract:

Loading...

specific emotions, mixed emotions, impulsivity, advertising

7.

Where there is a Will, is there a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions

Journal of Consumer Research, Vol. 31, March 2005
Number of pages: 8 Posted: 30 Oct 2012
Anirban Mukhopadhyay and Gita Johar
Hong Kong University of Science & Technology (HKUST) and Columbia Business School - Marketing
Downloads 23 (501,538)

Abstract:

Loading...

lay theories, implicit theories, goals, resolutions, goal-setting

8.

Consumer Perception of Deals: Biasing Effects of Varying Deal Prices

Journal of Experimental Psychology: Applied, 1996, Vol. 2, No. 3,187-206
Number of pages: 20 Posted: 21 Jan 2015
Aradhna Krishna and Gita Johar
University of Michigan, Stephen M. Ross School of Business and Columbia Business School - Marketing
Downloads 15 (548,132)

Abstract:

Loading...

9.

I'll Know What You're Like When I See How You Feel: How and When Affective Displays Adjust Behavior-Based Impressions

Psychological Science, Vol. 20, No. 5, pp. 586-593, 2009, Columbia Business School Research Paper
Number of pages: 8 Posted: 30 Oct 2011
Daniel Ames and Gita Johar
Columbia Business School - Management and Columbia Business School - Marketing
Downloads 15 (548,132)

Abstract:

Loading...

10.

Making Sense From (Apparent) Senselessness: The JCR Lens

Journal of Consumer Research, Vol. 44, No. 4, 2017, Columbia Business School Research Paper No. 18-28
Posted: 11 Mar 2018
University of British Columbia (UBC) - Sauder School of Business, York University - Schulich School of Business, Columbia Business School - Marketing and New York University (NYU) - Department of Marketing

Abstract:

Loading...

Politics, Optimism, Motivated Reasoning, Survey Biases, Affect, Truth

11.

The Seesaw Self: Possessions, Identity (De)Activation, and Task Performance

Journal of Marketing Research, Forthcoming , Columbia Business School Research Paper No. 18-27
Posted: 11 Mar 2018
Jaeyeon Chung and Gita Johar
Independent and Columbia Business School - Marketing

Abstract:

Loading...

Ownership, Identity Activation, Self-Concept Clarity, Task Performance, Possessions

12.

Perceived Social Presence Reduces Fact-Checking

Proceedings of the National Academy of Science (PNAS), May 2017, Columbia Business School Research Paper No. 17-57
Posted: 25 May 2017
Youjung Jun, Rachel Meng and Gita Johar
Columbia Business School, Columbia Business School and Columbia Business School - Marketing

Abstract:

Loading...

fact-checking, information processing, social influence

13.

How to Save Your Brand in the Face of Crisis

Sloan Management Review, Vol. 51, No.4, 57-64, 2010
Posted: 16 Jan 2017
Columbia Business School - Marketing, Independent and University of Vienna - Department of Communication

Abstract:

Loading...

Brand, Crisis

14.

Countering Accusations with Innoculation: The Moderating Role of Consumer-Company Identification

Public Relations Review 39 (2013) 198– 206, Columbia Business School Research Paper No. 17-10
Posted: 13 Jan 2017
Sabine Einwiller and Gita Johar
University of Vienna - Department of Communication and Columbia Business School - Marketing

Abstract:

Loading...

Inoculation theory; Identification; Disidentification; Involvement; Proactive crisis communication; Experiment

15.

Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment

Journal of Consumer Research, Vol. 42, No. 6, 2016, Columbia Business School Research Paper No. 17-11
Posted: 13 Jan 2017
Liad Weiss and Gita Johar
University of Wisconsin Madison and Columbia Business School - Marketing

Abstract:

Loading...

ownership, self-concept, self-evaluation, categorization, assimilation and contrast

16.

Mistaken Inferences from Advertising Conversations: A Modest Research Agenda

Columbia Business School Research Paper No. 17-9
Posted: 12 Jan 2017
Gita Johar
Columbia Business School - Marketing

Abstract:

Loading...

Advertising, Marketing research, consumer research

17.

Attaining Satisfaction

Journal of Consumer Research, Vol. 38, No. 4, 2011
Posted: 11 Jan 2017
Cecile Cho and Gita Johar
Korea University Business School (KUBS) and Columbia Business School - Marketing

Abstract:

Loading...

Satisfaction, Goals, Implicit Theories

18.

Two Roads to Updating Brand Personality Impressions

Journal of Marketing Research, pp. 458-469, November 2005
Posted: 06 Aug 2011
Columbia Business School - Marketing, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and Stanford University - Graduate School of Business

Abstract:

Loading...

inference updating, brand personality, brand perceptions, chronics, trait implications, evaluative implications