Mahesh Gopinath

M.S. in Social Psychology, University of Michigan, (1996)

Ph.D. in Marketing, University of Michigan, (1996)

M.B.A. in Marketing, Institute of Rural Management, (1991)

Other in Electrical Engineering, College of Engineering Trivandrum, (1988)

Expertise

Research Interests

Consumer behavior, effects of emotions on decision making, persuasive communication, advertising, cognitive elaboration, regulatory focus, cross-cultural marketing, consumer bargaining behavior across cultures and research in theory development in social psychology and its applications in marketing.

Articles

Karande, K. and Gopinath, M. (2019). Protecting brands from product failure using extended warranties. 28 (7) , pp. 787-799.

Gopinath, M., Glassman, M. and Nyer, P. (2018). The Impact of Multilingual Product Packaging on Readability and Product Evaluation. Journal of Applied Marketing Theory 8 , pp. 1-20.

Tang, C., Guo, L. and Gopinath, M. (2016). A Social Cognitive Model of Consumer Well-Being: A Longitudinal Exploration of the Role of the Service Organization. Journal of Service Research 19 (3) , pp. 307-321.

Gopinath, M., Glassman, M. and Nyer, P. (2013). How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging. Psychology and Marketing 30 (6) , pp. 490-500.

Glassman, M., Gopinath, M. and Nyer, P. (2009). Targeting Effect of Society . Consumer Psychology (Division 23 of APA) Conference.

Gopinath, M. and Prashanth, N. (2009). The Effect of Public Commitment on Resistance to Persuasion: The Influence of Attitude Certainty, Issue Importance, Susceptibility to Normative Influence, Preference for Consistency and Source Proximity. International Journal of Research in Marketing 26 (1).

Glassman, M. and Gopinath, M. (2008). The Effect of Multiple Language Product Descriptions on Product Evaluations. Psychology and Marketing 25 (3) , pp. 233.

Gopinath, M., Singhapakdi, A., Marta, J. K. . and Carter, L. L.. (2008). Antecedents and Consequences of Perceived Importance of Ethics: A Study of Thai Business People. Journal of Business Ethics 81 (4) , pp. 887.

Gopinath, M., Dholakia, U. and Bagozzi , R. P. . (2007). How Formulating Implementation Plans and Remembering Past Actions Facilitate the Enactment of Effortful Decisions. Journal of Behavioral Decision Making 20 (4) , pp. 343.

Glassman, M. and Gopinath, M. (2006). Effect of Multiple Language Product Descriptions on Product Evaluations. Proceedings of Society for Consumer Psychology 25 (3) , pp. 233.

Presentations

Glassman, M., Gopinath, M. and Arndt, A. (February 19, 2017). Top Dog vs Underdog Positioning: Which should a small charity use? Paper American Marketing Association- Winter Orlando.

Gopinath, M., Glassman, M. and Nyer, P. (March , 2014). “Impact of Multi-Language Product Packaging on Readability and Product Evaluations Oral Presentation Academy of Business Research New Orleans.

Rahmani, V., Kordrostami, E. and Gopinath, M. (September , 2013). A Comprehensive Model for Glocalization- An Integration Framework and Extension Paper Academy of Business Research San Antonio.

Guldiken, O., Tupper, C., Yu, H. and Gopinath, M. (September , 2013). CEO Characteristics Determine SME Internationalization: Insights from Upper Echelon Theory Paper Academy of Business Research San Antonio.

Long, X. and Gopinath, M. (September , 2013). Relationship between Economic Freedom, National Culture and Emerging Markets Oral Presentation Academy of Business Research San Antonio.

Gopinath, M., Glassman, M. and Nyer, P. (May , 2012). Biased Evaluation of Products caused by Targeting Effect of Multilingual Product Packaging Paper Academy of Marketing Science New Orleans.

Xu, W., Nair, A., Gopinath, M. and Judge Jr., W. Q. ( 2011). The effects of guilt on strategic decision-making: A China-US cross-cultural experimental study Paper Academy of Management Meetings San Antonio, Texas.

Gopinath, M. ( 2010). Choosing Healthy Foods: The Consumer Behaviors that Lead to Healthy Selections when Eating Food Away From Home Academy of Market Science Conference Portland, OR.

Gopinath, M. ( 2010). The Motivational Effects of Recalling Unsuccesful Past Actions on the Enactment of Efforful Decisions Academy of Market Science Conference Portland, OR.

Gopinath, M. ( 2009). Emotions in Consumer Behavior Research Society for Consumer Psychology Conference Toronto, Canada.

Gopinath, M., Nyer, P. and Glassman, M. ( 2009). Targeting Effect of Multilingual Product Packaging Society for Consumer Psychology Conference Toronto, Ontario.

Gopinath, M. and Hochradel,, R. (January 3, 2009). Choosing Healthy Foods: The Consumer Behaviors. Hyderabad, India.

Gopinath, M. and Pongpatipat, C. (January 3, 2009). Interaction of banner ad and sponsorship in online advertising: The impact on attitudes and purchase intention. Hyderabad, India.

Gopinath, M. and Mady, S. (January 3, 2009). Personal Ethical Values and Corporate Ethical Values in Marketing of Services: Does Congruence Matter? Hyderabad, India.

Gopinath, M. and Nyer , P. (January 3, 2009). The Influence of Public Commitment on Resistance to Attitude Change: An Investigation into the Psychological Processes Hyderabad, India.

Gopinath, M. and Muller, M. (January 3, 2009). The Role of Emotions and Relationship quality in Service Failure and Recovery Hyderabad, India.

Gopinath, M. (February 21, 2008). Emotional Antecedents and Consequences of Organ Donation- A Two stage Motivational Approach New Orleans.

Gopinath, M. and Bagozzi , R. P. . (February 21, 2008). Emotional Responses and Action Tendencies as a Result of Appraisals of Consumer Service Failures New Orleans.

Gopinath, M. (February 21, 2008). Experimental study of Cross-Cultural Differences in Advertisement Effectiveness New Orleans.

Gopinath, M., Merchant, A. and Ford, J. B. ( 2007). How the emotions of personal nostalgia infleunce giving to charity: A Research Agenda International Colloquium on Non Profit, Social and Arts Marketing .

Gopinath, M., Tam, L. and Glassman, M. (October 23, 2007). Effect of Country-of -Targeting on Product Evaluations Association for Consumer Research Conference Memphis, Tennessee.

Gopinath, M. and Glassman, M. (October 23, 2007). Evaluations of Bilingual Product Descriptions on Boxes Association for Consumer Research Conference Memphis, Tennessee.

Gopinath, M. and Karande, K. (October 23, 2007). Product Failure and Warranty Purchase: Their Effects on Target-Specific Emotions and Attitude toward the Brand Association for Consumer Research Conference Memphis, Tennessee.

Gopinath, M. and Glassman, M. (August , 2006). Effect of Multiple Language Product Descriptions on Product Evaluations Society for Consumer Psychology Conference New Orleans, Louisiana.

Gopinath, M. and Nyer , P. (August , 2006). Resistance to Attitude Change: The Influence of Public Commitment Society for Consumer Psychology Conference New Orleans, Louisiana.

Gopinath, M. and Nyer, P. (January , 2006). The Influence of Public Commitment on Attitude Change Association for Consumer Research – Latin American Conference Monterrey, Mexico.

Gopinath, M. and Nyer , P. ( 2005). How Can We Get Them Back?” A Study of Comparative Dissatisfaction as a result of Complaining vs. Negative Word of Mouth Association for Consumer Research – North American Conference San Antonio.

Gopinath, M., Dholakia , U. and Bagozzi , R. P.. (October , 2005). The Role of Desires in Sequential Impulsive Choices within a Decision Making Episode CBPA Dean’s Research Seminar at ODU .

Gopinath, M. and Nyer, P. (October , 2004). Effects of Complaining vs. Negative Word-of-Mouth on Subsequent Changes in Satisfaction: The Role of Public Commitment CBPA Dean’s Research Seminar at ODU .

Gopinath, M. and Nyer , P. U. ( 2003). Effects of Complaining vs. Negative Word-of-Mouth on Subsequent Changes in Satisfaction: The Role of Public Commitment Consumer Satisfaction, Dissatisfaction & Complaining Behavior (CS/D&CB) conference Provo, Utah.

Gopinath, M. and Nyer , P. U. (May , 2003). Can Facilitating Complaining Behavior Result in Reduced Negative Word-of Mouth 32nd European Marketing Academy Conference (EMAC) Glasgow, Scotland.