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Dhananjay Nayakankuppam

Henry B. Tippie Research Fellow and Professor

Current Positions

  • Professor, Marketing
  • Henry B. Tippie Research Fellow, Marketing

Education

  • PhD in Marketing, University of Michigan
  • MS in Psychology, University of Michigan
  • MBA in Marketing, University of Madras
  • BE in Mechanical Engineering, Shivaji University

Research Interests

  • Marketing
  • Persuasion
  • Consumer Behavior
  • Attitude theory
  • Judgment and Decision Making

Selected Awards & Honors

  • 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

Selected Publications

  • 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.

Selected Presentations

  • "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.

Working Papers

  • 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.

Employment History

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

Editorial & Review Activities

  • 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.