Professor, Marketing

Henry B. Tippie Research Fellow, Marketing

PhD in Marketing, University of Michigan

MS in Psychology, University of Michigan

MBA in Marketing, University of Madras

BE in Mechanical Engineering, Shivaji University

Marketing

Persuasion

Consumer Behavior

Attitude theory

Judgment and Decision Making

Wendell Smith Award for Research Excellence - Tippie College of Business, 2015

Nominee, Outstanding Teaching Assistant Award - Tippie College of Business, 2006

Henry B. Tippie Research Fellow - Tippie College of Business, 2005

Dean's Teaching Award - Tippie College of Business, 2005

Outstanding Reviewer Award - Journal of Consumer Research, 2005

Nominee, Dissertation Award - Society for Experimental Social Psychology, 2002

Nominee, Distinguished Dissertation Award - University of Michigan, 2002

Old Gold Fellowship - University of Iowa, 2001

Dissertation Award - SCP-Sheth Competition, 2000

Milton and Josephine Kendrick Award in Marketing - University of Michigan, 1999

Dongeun, K. & Nayakankuppam, D. (2023). When to present an extended warranty: Pre- vs. post-purchasing a product. Psychology and Marketing. pp. 1-9.

Liu, Y., Farris, K. B., Nayakankuppam, D., & Doucette, W. R. (2023). Establishing the approach of Norm Balance toward intention prediction across six behaviors under the Theory of Planned Behavior. Pharmacy. 11 (2) pp. 67.

Kim, D., Nayakankuppam, D., & Cole, C. (2023). How we compare areas: The underlying mechanism of the elongation bias. Journal of Vision. 23 (7). DOI: https://doi.org/10.1167/jov.23.8.7.

Murry, L., Viyurri, B., Chapman, C., Witry, M., Kennelty, K., Nayakankuppam, D., Doucette, W., & Urmie, J. (2023). Patient preferences and willingness-to-pay for community pharmacy-led Medicare Part D consultation services: A discrete choice experiment. Research in Social and Administrative Pharmacy. 19 (5) pp. 764-772. DOI: https://doi.org/10.1016/j.sapharm.2023.01.008.

Lu, F., Park, J., & Nayakankuppam, D. (2023). The influence of mindset abstraction on preference for mixed versus extreme approaches to multigoal pursuit. Journal of Consumer Psychology. 33 pp. 62-76.

Pyo, T. H., Kwon, J., Gruca, T., & Nayakankuppam, D. (2021). Contagious Endowment Effects Across Transactions. European Journal of Marketing. 55 (8) pp. 2122-2145.

Jain, G., Nayakankuppam, D., & Gaeth, G. (2021). Perceptual anchoring and adjustment. Journal of Behavioral Decision Making. 34 pp. 581-592.

Shrivastava, S., Jain, G., Kwon, J., & Nayakankuppam, D. (2021). Impact of embodiment on attitude strength. Journal of Consumer Marketing. 38 (5) pp. 495-513.

Jain, G., Gaeth, G., Nayakankuppam, D., & Levin, I. (2020). Revisiting attribute framing: The impact of number specificity on framing. Organizational Behavior and Human Decision Processes. 161 (Nov. 2020) pp. 109-119.

Jain, G., Nayakankuppam, D., & Gaeth, G. (2020). (The Lack of) Fluency and Perceptions of Decision-Making. Journal of Marketing Communications. 2020.

"Consumption as therapy: Dealing with sustained stress through consumption," Accepted Speaker at American Marketing Association, Las Vegas, Nevada, February 2022. (With Tamara Masters)

"Revisiting how the elongation bias affects consumer perceptions," Accepted Speaker at Association for Consumer Research Conference, Atlanta, Georgia, January 2019.

"Specificity of numbers in attribute framing," Accepted Speaker at Society for Consumer Psychology Annual Winter Conference, Dallas, Texas, January 2018.

"Impact of numerosity on allocation behavior," Accepted Speaker at Association for Consumer Research Conference, San Diego, California, January 2018.

"Your lay beliefs about your personality predict your political ideology," Accepted Speaker at Association for Consumer Research Conference, San Diego, California, January 2018.

"Data...the 'hard and soft' of it: Impact of embodied metaphors on attitude strength," Accepted Speaker at Association for Consumer Research Conference, Dallas, Texas, January 2018.

"Mindset and political ideology," Accepted Speaker at Association for Consumer Research Conference, Dallas, Texas, January 2018.

"Can’t switch off: The impact of an attentional bias on attitudes," Accepted Speaker at Association for Consumer Research Conference, San Diego, California, January 2017.

Guest/Invited Speaker at Judgment and Decision-making Winter Symposium, Park City, Utah, January 2016.

"Biased motivations in evaluative judgments and decisions," Guest/Invited Speaker at Society for Consumer Psychology Annual Winter Conference, Phoenix, Arizona, January 2015.

Nayakankuppam, D. & Priester, J. R. (2013). The influence of attitude strength on consideration set size: Strong liking results in smaller consideration sets.

Nayakankuppam, D. & Schwarz, N. (2013). Choice Under Conflict: The Asymmetric Dominance Effect Revisited.

Sinha, J., Russell, G. J., & Nayakankuppam, D. (2013). You May Have Influenced My Next Purchase: Neighbor's Influence on Food Purchase Behavior.

Nayakankuppam, D., Mishra, A., & Mishra, H. (2005). Why do good things happen to bad people: Likelihood assessments in social domains.

Department Executive Officer, Marketing, University of Iowa, 2017 - 2023

Editorial Board Member, Journal of Consumer Research, January 2014 - January 2019.

Referee/Reviewer, Journal of Experimental Psychology: General, 2020-21.

Editorial Board Member, Journal of Consumer Research, January 2004 - January 2005.