Select Publications

Journal articles

Jiang Z; Xu J; Gorlin M; Dhar R, 2021, 'Beautiful and Confident: How Boosting Self-Perceived Attractiveness Reduces Preference Uncertainty in Context-Dependent Choices', Journal of Marketing Research, vol. 58, pp. 908 - 924, http://dx.doi.org/10.1177/00222437211033179

Chaudhury S; Garg N; Jiang V, 2021, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion, http://dx.doi.org/10.1037/emo0000984

Xu J; Jiang ZV; Dhar R, 2013, 'Mental Representation and Perceived Similarity: How Abstract Mindset Aids Choice from Large Assortments', Journal of Marketing Research, vol. 51, pp. 548 - 559, http://dx.doi.org/10.1509/jmr.10.0390

Zhang Y; Xu J; Jiang Z; Huang S-C, 2011, 'Been There, Done That: The Impact of Effort Investment on Goal Value and Consumer Motivation', Journal of Consumer Research, vol. 38, pp. 78 - 93, http://dx.doi.org/10.1086/657605

Conference Papers

Jiang Z; Xu J; Dhar R, 2013, 'VARIETY PROMOTES FLEXIBILITY: THE EFFECT OF EXPOSURE TO HIGH VARIETY ON NEW PRODUCT EVALUATIONS', in Campbell C; Ma JJ (ed.), LOOKING FORWARD, LOOKING BACK: DRAWING ON THE PAST TO SHAPE THE FUTURE OF MARKETING, SPRINGER INT PUBLISHING AG, Melbourne, AUSTRALIA, pp. 380 - 380, presented at 16th Biennial World Marketing Congress on Looking Forward, Looking Back - Drawing on the Past to Shape the Future of Marketing, Melbourne, AUSTRALIA, 17 July 2013 - 20 July 2013, http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000378071400097&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=891bb5ab6ba270e68a29b250adbe88d1


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