Neeru Paharia
Neeru Paharia
Professor of Business, Arizona State University
Verified email at - Homepage
Cited by
Cited by
Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol
S Bellezza, N Paharia, A Keinan
Journal of Consumer Research 44 (1), 118-138, 2017
The underdog effect: The marketing of disadvantage and determination through brand biography
N Paharia, A Keinan, J Avery, JB Schor
Journal of Consumer Research 37 (5), 775-790, 2011
Dirty work, clean hands: The moral psychology of indirect agency
N Paharia, KS Kassam, JD Greene, MH Bazerman
Organizational behavior and human decision processes 109 (2), 134-141, 2009
Should your brand pick a side? How market share determines the impact of corporate political advocacy
C Hydock, N Paharia, S Blair
Journal of Marketing Research 57 (6), 1135-1151, 2020
Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning
N Paharia, KD Vohs, R Deshpandé
Organizational Behavior and Human Decision Processes 121 (1), 81-88, 2013
Positioning brands against large competitors to increase sales
N Paharia, J Avery, A Keinan
Journal of Marketing Research 51 (6), 647-656, 2014
Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption
JJ Sun, S Bellezza, N Paharia
Journal of Marketing 85 (3), 28-43, 2021
Who is wary of user design? The role of power-distance beliefs in preference for user-designed products
N Paharia, V Swaminathan
Journal of Marketing 83 (3), 91-107, 2019
The consumer response to corporate political advocacy: A review and future directions
C Hydock, N Paharia, TJ Weber
Customer needs and solutions 6, 76-83, 2019
Who receives credit or blame? The effects of made-to-order production on responses to unethical and ethical company production practices
N Paharia
Journal of Marketing 84 (1), 88-104, 2020
The strategic use of brand biographies
J Avery, N Paharia, A Keinan, JB Schor
Research in consumer behavior, 213-229, 2010
The symbolic value of time
A Keinan, S Bellezza, N Paharia
Current opinion in psychology 26, 58-61, 2019
Sweatshop labor is wrong unless the jeans are cute: Motivated moral disengagement
N Paharia, R Deshpandé
Harvard Business School, 2009
Shedding light on the dark side of firm lobbying: A customer perspective
GG Vadakkepatt, S Arora, KD Martin, N Paharia
Journal of Marketing 86 (3), 79-97, 2022
A Harvest Too Large?: A Framework for Educational Abundance
T Batson, N Paharia, MSV Kumar
Opening up education: The collective advancement of education through open …, 2008
Emotional marketing: How pride and compassion impact preferences for underdog and top dog brands
M Staton, N Paharia, C Oveis
Advances in Consumer Research 40 (6), 1045-1046, 2012
Capitalizing on the underdog effect
A Keinan, J Avery, N Paharia
Harvard Business Review 88 (11), 32-32, 2010
When underdog narratives backfire: The effect of perceived market advantage on brand status
N Paharia, DV Thompson
ACR North American Advances, 2014
Intermediation and diffusion of responsibility in negotiation: A case of bounded ethicality
N Paharia, LC Coffman, MH Bazerman
Sweatshop Labor Is Wrong Unless the Jeans Are Really Cute: Motivated Moral Disengagement.
N Paharia, R Deshpandé, K Vohs
ACR North American Advances, 2011
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