Gaurav Jain
Tippie College of Business
S347 Pappajohn Business Building
The University of Iowa, Iowa City, IA 52242-1994
(+1) 614-404-0326 | [email protected]
EDUCATION
PhD in Marketing
Tippie College of Business, University of Iowa, USA
2012 – 2017 (Expected)
Post Graduate Diploma in Management
Management Development Institute (MDI), Gurgaon, India
Bachelor of Engineering in Electronics and Communication
Manipal University, Karnataka, India
May 2011
May 2009
DISSERTATION
The Hitchhiker's Guide to Numerical Space: Of Anchors, Landmarks and Adjustment
(Winner of the Ballard and Seashore Dissertation Proposal Award)
Status: Proposal defended, seven of the ten studies completed.
Dissertation Committee: Dhananjay Nayakankuppam (Chair), Gary J Gaeth, Irvin P Levin, Catherine A
Cole, Paul D Windschitl
The anchoring and adjustment heuristic is one of the most robust demonstrations of how anchors
impact consumer judgment and decision making. However, the underlying mechanism through which
individuals arrive at the final judgment is riddled with disagreement. While some have argued for the
role of insufficient adjustment, others have questioned it with a selective accessibility based account.
None of these prevailing theories completely explain all the data. In light of this, my research presents
an exhaustive process account which resolves existing conflicts and generates new testable predictions.
By elucidating the underlying process, my work paves the way for more novel and widespread
applications of the anchoring phenomenon in consumer decision making. My research is unique in that I
surreptitiously observe how individuals arrive at the final estimate after being exposed to an anchor,
using psycho-physical techniques such as eye tracking. To do so, I look at this focal process not only in
the numeric domain but also in the domains of haptics, sound and color.
My work finds that individuals take steps, which systematically decrease in size, as their search for the
final estimate goes on. More importantly, my work presents evidence for the presence of numeric
landmarks on the mental number line. Just like physical landmarks, such as a dilapidated building or an
old church, assist our search in the physical space, I show that numeric landmarks bias our search
process in numeric space. I thus put forth the novel proposition that the search process is not only a
function of the anchor (as shown in past literature), but also a function of the characteristics of the
search space itself. My work finds that just like physical landmarks, numeric landmarks are more salient
in memory than other numbers, signify a change, are perceived to be much bigger than they actually
are, and, most importantly, act like decision nodes encouraging individuals to make decisions.
Last Updated: June 15th 2016
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RESEARCH INTERESTS
My research is primarily concerned with how numerical cognition impacts consumer judgment and
decision making. I also look at how computational limitations such as attention and working memory
capacity bias consumer evaluations and decisions. I use eye-tracking, facial expressions analysis and
other psycho-physical methods to investigate my research questions, in addition to traditional
experiments.
PAPERS IN REVIEW PROCESS (abstracts available in the Statement of Research Interest, papers available on
request)
Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth, “Adjustment in the Anchoring and Adjustment
Bias: New Methodologies and Non-Numeric Domains”. Manuscript under Review at Journal of
Experimental Psychology: General. *First Essay of Dissertation
Gaurav Jain, Gary J Gaeth, Dhananjay Nayakankuppam, Irwin P Levin, “Is 80% Fat-Free Yogurt Healthier
than 81.56% Fat-Free Yogurt: Impact of Specificity of Numbers in Message Frames On Consumer
Judgments”. Manuscript under review at Journal of Consumer Research
Sunaina Shrivastava, Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth, “Can’t Switch Off: The
Impact of an Attentional Bias on Attitudes”. Manuscript under review at Journal of Consumer Research
WORKING PAPERS (abstracts available in the Statement of Research Interest, papers available on request )
Gaurav Jain, Sunaina Shrivastava, Dhananjay Nayakankuppam, Gary J Gaeth, “When Parts Form the
Whole: Conservation of memory resources is hedonically marked”. Finalizing manuscript for submission
at Journal of Consumer Research
Sunaina Shrivastava, Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth, Irwin P Levin, “Correcting
for Too Much Allocation: How Numerosity Affects the Perception of ‘Enough’”. Finalizing manuscript for
submission at Journal of Experimental Psychology-General
Gary J Gaeth, Irwin P Levin, Gaurav Jain, Eleanor V Burke, “Using Decision Making Tasks and Individual
Difference Measures to Understand Adults on the Autism Spectrum”. Finalizing manuscript for
submission at Psychological Science
WORKS IN PROGRESS (briefs available in the Statement of Research Interest)
Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth. “Presence of Numerical Landmarks and Their
Effects on Judgments”. Three studies Completed. Target: Journal of Consumer Research
*Second Essay of Dissertation
Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth. “The Hedonic Marking of Hidden Numerical
Landmarks” Two studies Completed. Target: Journal of Consumer Research
Last Updated: June 15th 2016
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Gaurav Jain, John P Murry. “When Should Items (Not) Be Reversed?” Four studies Completed. Target:
Journal of Marketing Research
Gaurav Jain, Dhananjay Nayakankuppam, Gary J Gaeth. “(The Lack of) Processing Fluency and Attitude
Enhancement”. Four studies Completed. Target: Journal of Consumer Psychology
Sunaina Shrivastava, Gaurav Jain, JaeHwan Kwon, Dhananjay Nayakankuppam. “How Embodied States
Interfere with Attitude Strength”. Two studies Completed. Target: Journal of Consumer Research
CONFERENCE PRESENTATIONS
“Adjustment in the Anchoring and Adjustment Bias”, Haring Symposium, Indiana University,
Bloomington, IN, 2016
“My Heart Is Where My Eyes Are”, Mittelstaedt Symposium, University of Nebraska – Lincoln, Lincoln,
NE, 2016
“Landmarks on the Mental Number Line and Their Impact on Human Judgments”, Three Minute Thesis
Competition, The University of Iowa, 2016
“Effects of Specificity of Numbers on Attribute Framing”, Society for Judgment and Decision Making,
SJDM, Chicago, IL, 2015
“When Parts Form the Whole: Memory Conservation leads to Enhanced Attitude”, Society for Judgment
and Decision Making, SJDM, Chicago, IL, 2015
“Using Decision Making Tasks and Individual Difference Measures to Understand Adults on the Autism
Spectrum”, Society for Judgment and Decision Making, SJDM, Chicago, IL, 2015
“Framing Effects on Individuals' Allocation Behavior”, Advances in Consumer Research, ACR, New
Orleans, LA, 2014
“When Parts Form the Whole: Memory Conservation Leads to Enhanced Attitude”, Advances in
Consumer Research, ACR, New Orleans, LA, 2014
“Effects of Numerical Specificity and Intervals on Framing Effects”, Society for Judgment and Decision
Making, SJDM, Long Beach, CA, 2014
“Framing Effects in Individuals' Allocation Behavior”, Society for Consumer Psychology Conference,
Phoenix, AZ, 2015
“Framing Effects in Economic Games”, Society for Judgment and Decision Making, SJDM, Long Beach,
CA, 2014
“(The Lack Of) Processing Fluency and Attitude Enhancement”, Advances in Consumer Research, ACR,
Baltimore, MD, 2014 (served as session chair)
Last Updated: June 15th 2016
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TEACHING (Details in Statement of Teaching Philosophy)
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Recipient of M. Bhanu Murthy Memorial Prize for Excellence in Teaching, University of Iowa, 2016
Overall Teaching Evaluations: 5.5/6.0 (Spring 2014); 5.5/6.0 (Spring 2015); 5.0/6.0 (Spring 2016)
Head Instructor: Discussion Sections for Introduction to Marketing Strategy (Spring 2015, 2016).
Supervised team of eight Graduate Assistants who were responsible for a discussion section each
Instructor: Discussion Section for Introduction to Marketing Strategy, Honors Section (Fall 2014,
Spring 2016)
Instructor: Discussion Section for Introduction to Marketing Strategy (2013 – 2014)
Teaching Assistant: Introduction to Marketing Strategy (Summer 2014, 2015, Fall 2012), Strategic
Management and Policy (Spring 2014), Business Integration (Spring 2014), Professional Preparation
in Marketing (Spring 2013), Consumer Behavior (Spring 2013), Advertising Theory (Fall 2012)
HONORS AND AWARDS
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Ballard and Seashore Dissertation Award, (University-wide competitive award), University of Iowa,
Spring, 2017
AMA-Sheth Doctoral Consortium Fellow, 2016
M. Bhanu Murthy Memorial Prize for Excellence in Teaching, University of Iowa, 2016
Graduate College Post Comprehensive Summer Fellowship, (University-wide competitive award),
University of Iowa, 2016
Haring Symposium Fellow, Indiana University, 2016
Mittelstaedt Doctoral Symposium Fellow, University of Nebraska, 2016
Graduate College Post-Comprehensive Research Award, (University-wide competitive award),
University of Iowa, 2015
Ponder Summer Fellowship, University of Iowa, 2013 – 2015
SERVICE AND PROFESSIONAL AFFILIATIONS
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Trainee Reviewer, Journal of Consumer Research
Member: Association for Consumer Research; Society for Consumer Psychology; American
Marketing Association; Society of Judgment and Decision Making; American Psychological
Association
PRE DOCTORAL INDUSTRY INTERNSHIPS AND EXPERIENCE
Nanyang Business School, NTU
Researcher, Consumer Behavior, June 2011 – June 2012
Procter & Gamble Home Products
Summer Internship, April 2010 – June 2010
Live Projects with Microsoft Corporation, Nike Inc, and, Siemens
August 2010-December 2010
Last Updated: June 15th 2016
Singapore
Mumbai, India
New Delhi, India
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DOCTORAL COURSEWORK
Marketing
Psychology
Statistics
Economics
REFERENCES
Research in Consumer Behavior – I
Research in Consumer Behavior – II
Marketing Models – I
Marketing Models – II
Seminar: Social Psychology
Attitudes and Persuasion
Psychology Seminar: Numerical Thinking
Evolutionary Perspectives in Social Psychology
Foundations Learning, Memory and Cognition
Cognitive Experimental Methods
Introduction to Multivariate Statistics Methods
Meta-Analysis: Behavioral Social Sciences
Methods for Field Research
Intermediate Statistical Methods
Design of Experiments
Correlations and Regressions
Microeconomic Theory
Dr. Dhananjay (DJ) Nayakankuppam
Professor of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, W234
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 1981
Dr. Irwin P Levin
Professor of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, W304
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 3780
Nancy J Abram (Teaching Reference)
Lecturer of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, S379
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 0986
Last Updated: June 15th 2016
Dr. Dhananjay Nayakankuppam
Dr. Dhananjay Nayakankuppam
Dr. Gary J. Russell
Dr. Gary J. Russell
Dr. Paul Windschitl
Dr. Jason Clark
Dr. Susan Cook
Dr. Rebecca Neel
Dr. Edward Wasserman
Dr. Richard Hazeltine
Dr. Stephan Dunbar
Dr. Ernest H. O'Boyle
Dr. Maria Kraimer
Dr. Walter Vispoel
Dr. Timothy Ansley
Dr. Walter Vispoel
Dr. Forrest Nelson
Dr. Gary J Gaeth
Professor of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, S376
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 1019
Dr. Catherine J Cole
Professor of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, S252
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 0986
David E Collins (Teaching Reference)
Lecturer of Marketing
The University of Iowa
Henry B. Tippie College of Business
108 John Pappajohn Business Building, W304
Iowa City, IA 52242
Email: [email protected]
Phone: (319) 335 – 3780
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