Cambridge University / Columbia University / Northeastern university / Hong Kong University of Science and Technology / Hong Kong Research Grants Council / Graduate School / /
Person
Lee / Dawn Iacobucci / Heidi Grant / Gerald L. Clore / Daniel / Andy Gershoff / Bob Wyer / Baba Fedorikhin / Alexander Fedorikhin / Kent Nakamoto / Ziv Ariely / Klaus Wertenbroch / Allan Collins / E. Tory Higgins / Dan Ariely / Don Lehmann / Carmon / Tamara S. Swartz / George Loewenstein / Eldar Shafir / Elizabeth C. Hirschman / Deborah A. Small / Craig A. Smith / Patti Williams / Yi-Han Kung / Joseph / Ronald S. Friedman / Cynthia Wiest / Ran Kivetz / Dan H. Robertson / James Y. Shah / Gerry Gorn / Ambar Rao / GITA VENKATARAMANI JOHAR / Michael F. Scheier / Michel Pham / Agnes Chan / Carver / Martin Zemborain / Norbert Clore / Jennifer L. Aaker / Laura Hutzel / Arie W. Kruglanski / Matthew Rabin / Gita V. Johar / /
Position
editor / assistant professor of marketing / first author / Professor of Business / second author / editor for this article / /
ProvinceOrState
New York / /
PublishedMedium
JOURNAL OF CONSUMER RESEARCH / Journal of Personality and Social Psychology / Psychological Review / Journal of Experimental Social Psychology / /
Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising ANIRBAN MUKHOPADHYAY GITA VENKATARAMANI JOHAR* Three experiments investigate the emotions that arise from buying or not buying