Prof. Rashmi ADAVAL

Prof. Rashmi ADAVAL

Adjunct Professor

Academic qualification

  • PhD University of Illinois at Urbana Champaign, Marketing 
  • MS University of Illinois at Urbana Champaign, Advertising 
  • BS Bangalore University, Communications 
  • BS Bangalore University, Home Economics 


  • Associate Professor, Hong Kong University of Science and Technology (2006 - 14)
  • Assistant Professor, Hong Kong University of Science and Technology (2001 - 05)
  • Visiting Assistant Professor, Hong Kong University of Science and Technology (1998 - 00)
  • Visiting Assistant Professor and Research Associate, University of Illinois at Urbana-Champaign (1996 - 98)


  • Role of affect in consumer information processing
  • Effects of sensory information on memory, judgments and behavior
  • Numerical cognition


Adaval, Rashmi (forthcoming 2019), “Seeing and thinking in pictures: A review of how people process visuals and the tendency to think visually” Consumer Psychology Review, Vol 2., Ed. L. J. Shrum, Wiley.

Adaval, Rashmi (2018), “From Doubt to Functionality: An Imagery Story”, Foundations and Trends in Marketing, 11 (2), 73–142. DOI: 10.1561/1700000044.

Chen, Fangyuan, Jaideep Sengupta, and Rashmi Adaval (2018), “Does Endowing a Product with Life Make One Feel More Alive? The Effect of Product Anthropomorphism on Consumer Vitality,” Journal of the Association of Consumer Research, 3 (4).

Kwon, Mina and Rashmi Adaval (2018) “Going Against the Flow: The Effects of Dynamic Sensorimotor Experiences on Consumer Choice,” Journal of Consumer Research, 44 (April), 1358-1378.

Saluja, Geetanjali, Rashmi Adaval and Robert S. Wyer (2017), “Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed,” Organizational Behavior and Human Decision Processes, 143 (November) 23-38.

Kwon, Mina, Geetanjali Saluja and Rashmi Adaval (2015), "Who said what: The effects of cultural mindsets on perceptions of endorser-message relatedness," Journal of Consumer Psychology, 25 (3), 389-403 (Equal authorship).

Jiang, Yuwei, Rashmi Adaval, Yael Steinhart and Robert S. Wyer (2014), "Imagining Yourself in the Scene: The Interactive Effects of Goal Driven Self-Imagery and Visual Perspectives on Consumer Behavior," Journal of Consumer Research, 41 (August), 418-435.

Adaval, Rashmi (2013), "The Utility of an Information Processing Approach to Behavioral Price Research," AMS Review, Volume 3 (3), 130-134. (Invited commentary).

Adaval, Rashmi (2013), "Numerosity and Consumer Behavior” Journal of Consumer Research, 39 (February), xi-xiv. (Invited by the Journal of Consumer Research to curate and synthesize a collection of articles on Numerosity)

Adaval, Rashmi and Robert S. Wyer (2011), “Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products,” Journal of Marketing Research, 48 (April), 355-365.

Shen, Hao, Yuwei Jiang and Rashmi Adaval (2010), “Contrast and Assimilation Effects of Processing Fluency,” Journal of Consumer Research, 36 (February), 876-889.

Jiang, Yuwei, Cho Angela and Rashmi Adaval (2009), “The Unique Consequences of Feeling Lucky: Implications for Consumer Behavior,” Journal of Consumer Psychology, 19, 171-184.

Wyer, Robert S. and Rashmi Adaval (2008), “Social Psychology and Consumer Psychology: An Unexplored Interface,” in The Social Psychology of Consumer Behavior (Editor: Michaela Wänke, University of Basel, Switzerland). This is a volume that will appear within the series Frontiers of Social Psychology (Series Editors: Arie W. Kruglanski & Joseph P. Forgas). New York: Psychology Press.

Adaval, Rashmi, Linda M. Isbell and Robert S. Wyer (2007), “The Impact of Pictures on Narrative- and List-Based Impression Formation: A Process Interference Model,” Journal of Experimental Social Psychology, 43 (May) 352-364.

Adaval, Rashmi (2007), “The Role of Language and Images in the Creation and Use of Advertising Myths,” in Tina M. Lowrey (Ed.), Psycholinguistic Phenomena in Marketing Communications, Mahwah, NJ: Erlbaum, 177-202.

Aradhna, Krishna, Mary Wagner, Carolyn Yoon and Rashmi Adaval (2006), “Effects of Extreme-Priced Products on Consumer Reservation Prices,” Journal of Consumer Psychology, 16 (2) 176-190.

Adaval, Rashmi and Robert S. Wyer (2004), “Memory for Observed Social Interactions: The Influence of Processing Goals on the Mental Representation of Visual and Auditory Information,” Journal of Experimental Social Psychology, 40, (July), 450-465.

Wyer, Robert S. and Rashmi Adaval (2004), “Pictures, Words and Media Influence: The Interactive Effects of Verbal and Nonverbal Information on Memory and Judgments,” in L. J. Shrum (Ed.), Blurring the Lines Between Entertainment and Persuasion: The Psychology of Entertainment Media, Mahwah, NJ:Erlbaum, 137-159.

Adaval, Rashmi (2003), “How Good Gets Better and Bad Gets Worse: Understanding the Impact of Affect on Evaluations of Known Brands,” Journal of Consumer Research, 30 (December), 352-367.

Wyer, Robert S. and Rashmi Adaval (2003), “Message Reception Skills in Social Communication,” in John O. Greene and Brant R. Burleson (Eds.) Handbook of Communication and Social Interaction Skills, Mahwah, NJ: Erlbaum, 291-355.

Adaval, Rashmi and Kent B. Monroe (2002), “Automatic Construction and Use of Contextual Information for Product and Price Evaluations,” Journal of Consumer Research, 28 (March), 572-588.

Wyer, Robert S., Rashmi Adaval and Stanley J. Colcombe (2002), “Narrative-Based Representations of Social Knowledge: Their Construction and Use in Comprehension, Memory and Judgment,” in M. P. Zanna (Ed.), Advances in Experimental Social Psychology, Vol 35, San Diego: Academic Press, 133-197.

Adaval, Rashmi (2001), “Sometimes it Just Feels Right: The Differential Weighting of Affect-consistent and Affect-inconsistent Information,” Journal of Consumer Research, 28 (June) 1-17.

Adaval, Rashmi and Robert S. Wyer (1998), “The Role of Narratives in Consumer Information Processing,” Journal of Consumer Psychology, 7 (3), 207-245. 


Saluja, Geetanjali and Rashmi Adaval, “Going Beyong the Obvious: The Effects of Connecting and Separating Mindsets on the Process and Outcome of Customization,” manuscript complete.

Kulkarni, Atul and Rashmi Adaval, “The Consequences of Experienced Action or Inaction Regret for Risk Taking,” additional data being collected in response to reviews.

Adaval, Rashmi, Rod Duclos and Robert S. Wyer, “Bigger of the same or more of the same: Effects of magnitude priming on charitable giving," manuscript in preparation.

Shen, Hao and Rashmi Adaval, “How changes in spatial magnitude affect estimations of time and quantity,” manuscript in preparation.

Adaval, Rashmi, Brian Wansink and Pun San Fong, “How Perceptions of Agency and Valence of the Affective States Influence the Desire to Seek “Something Different,” manuscript in preparation.

Adaval, Rashmi, and Angela Cho, “Cultural Conflicts: How do Threats to Identity Influence Persuasion and Behavior?” manuscript in preparation.

Adaval, Rashmi, Maria Galli and Suresh Ramanathan, “When more than one negative emotion is elicited: How suppressing or expressing one allows the other to raise it’s ugly head,” manuscript in preparation.

Adaval, Rashmi, Maria Galli and Robert S. Wyer, “Creating a buzz vs. talking about your new product’s features: What works and when?” manuscript in preparation.


"Bringing out the animal in you: The effects of priming on stereotyping," data collected for three studies (Project collaborators: Erin Younhee Ha and Mina Kwon).

"Feeling warm and seeing cold: How evaluations are affected when sensory inputs conflict," data collected for three studies (Project collaborator: Sydney Boonthida Chinchanachoksai). 

"Goal-determined Stereotype Use and its Impact on Processing of Information," data collected for three studies (Project collaborator: Donnel Briley).

"When Fit between Processing Strategies and Chronic Tendencies lead to Poorer Performance," data collected for four studies (Project collaborator: Yuwei Jiang).

"Imagined Product Experiences and their Impact on Anticipated Satisfaction, Preference and Memory for the Actual Experience," data collected for three studies (Project collaborator: Joel Huber).

"Mood and creativity revisited," data collected for three studies (Project collaborator: Yael Steinhart).

"Effects of Goal and Music Compatibility on Evaluation of Ads and Memory," data collected for two studies (Project collaborator: Angela Cho).


Journal of Consumer Research (editorial board), Journal of Consumer Psychology (editorial board), Basic and Applied Social Psychology (editorial board), International Journal of Research in Marketing (editorial board), Journal of Marketing, Journal of Marketing Research, Journal of Experimental Psychology: General, Marketing Science, Journal of Economic Psychology, Journal of Retailing and Consumer Services, Journal of Advertising, Perspectives on Psychological Science, Psychology and Marketing.