Anastasiya Pocheptsova Ghosh

Assistant Professor of Marketing


MA in Advertising, University of Texas, 2002
Ph.D. in Marketing, Yale University, 2008

Areas of Expertise

Consumer Self-control, Financial Decision Making, Online Reviews, Affect in Judgments


Winner of Thinking Forward Initiative Long-Term Research Grant ($20,000), 2019
Successful Scholars Faculty Program, University of Arizona, 2018-2019
Association for Consumer Research Conference Grant for The Effect of Numerical Markers in Consumer Judgments Conference, 2016
Faculty Representative at the Haring Symposium, Indiana University, 2015
Faculty Fellow at the AMA-Sheth Consortium, Northwestern University, 2014
Faculty Fellow at the Association for Consumer Research Doctoral Consortium, 2014
Winner SCP-Sheth Doctoral Dissertation Award, 2006

JOURNAL ARTICLES (Google Scholar Page)

Matherly, Ted, Pocheptsova Ghosh, Anastasiya, and Yogesh Joshi (2019), "The Freedom of Constraint: How Perceptions of Time Limitations Alleviate Guilt from Two-Phase Indulgent Consumption," forthcoming at Journal of Association for Consumer Research, 4(2)

Watson, Jared, Pocheptsova Ghosh, Anastasiya, and Michael Trusov (2018), “Swayed by the Numbers: The Consequences of Displaying Product Review Information,” Journal of Marketing82(6), 109-131

         UA News Interview

Etkin, Jordan and Anastasiya Pocheptsova Ghosh (2018), "When a Positive Mood Increases Choice Deferral," Journal of Consumer Research45(1), 208-225

Podcast of the interview on Sirius XM Channel 111, Business Radio Powered by The Wharton School

Vonach, Andrew, Vohs, Kathleen, Pocheptsova Ghosh, Anastasiya, and Roy F. Baumeister (2017)," Ego Depletion Induces Mental Passivity: Behavioral Effects Beyond Impulse Control," Motivation Science, 3(4), 321-336

Matherly, Ted and Anastasiya Pocheptsova Ghosh (2017), “Is What You Feel What They See? Prominent and Subtle Identity Signaling in Inter-group Interactions,” Journal of Behavioral Decision Making, 30 (4), 828-842

Labroo, Aparna and Anastasiya Pocheptsova (2016), “Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest,” Current Opinion in Psychology, 10 (August), 154-159

Pocheptsova, Anastasiya, Petersen, Francine and Jordan Etkin (2015), “Two Birds, One Stone? Positive Mood Makes Products Seem Less Useful for Multiple-goal Pursuit,” Journal of Consumer Psychology, 25(2), 296-303

Pocheptsova, Anastasiya, Aparna A. Labroo and Ravi Dhar (2010), “Making Products Feel Special: When Metacognitive Difficulty Improves Product Evaluation,” Journal of Marketing Research, 47 (6), 1059-1069

Pocheptsova, Anastasiya and Nathan Novemsky (2010), “When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects,” Journal of Consumer Research, 36 (April), 992-1001

Pocheptsova, Anastasiya, Amir, On, Dhar, Ravi, and Roy F. Baumeister (2009), “Deciding without Resources: Psychological Depletion and Choice in Context,” Journal of Marketing Research, 46(3), 344-355


Labroo, Aparna and Anastasiya Pocheptsova (2017), “What Makes Tomorrow’s Gain Worth Today’s Pain? Cognitive, Motivational, and Affective Influences in Consumers’ Self-control Dilemmas,” International Handbook of Consumer Psychology, Eds. C. Jansson-Boyd & M. Zawisza, Taylor & Francis, London, UK, 447-466