Personal website

Petia K. Petrova

Assistant Professor of Business Administration

E-Mail: petia.k.petrova@tuck.dartmouth.edu Phone: 646-9080

BA/MSc, University of National and Global Economy, Sofia, Bulgaria, 1995; MA, Arizona State University, 2001; PhD, Arizona State University, 2006

Areas of expertise

Consumer behavior, social influence, persuasion

Current research topics

Fluency, experience, imagery, and persuasion; influence across cultures; counter persuasion; word of mouth; consumer welfare

Selected Publications

With R. Cialdini and N. Goldstein, “The Hidden Costs of Organizational Dishonesty,” MIT Sloan Management Review, 45(3), 2004; with D. Barrett, W. Wosinska, J. Butner, M. Gornik-Durose, and R. Cialdini, “Individual Differences in the Motivation to Comply Across Cultures: The Impact of Social Obligation,” Personality and Individual Differences, 37, 2004; with R. Cialdini, “Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals,” Journal of Consumer Research, 32(3), 2005; with N. Mandel and R. Cialdini, “Images of Success and the Preference for Luxury Brands,” Journal of Consumer Psychology, 16(1), 2006; with R. Cialdini and S. Sills, “Consistency-Based Compliance Across Cultures,” Journal of Experimental Social Psychology, 43, 2007; with R. Cialdini, “Evoking the Imagination as a Strategy of Influence,” The Handbook of Consumer Psychology, Psychology Press, 2008; with W. Wosinska, R. Cialdini, V. Griskevicius, D. Barrett, M. Gornik-Durose, and J. Butner, “Resistance to Deficient Organizational Authority: The Impact of Culture and Connectedness at the Workplace,” Journal of Applied Social Psychology, forthcoming; with D. Thompson and R. Hamilton, “When Mental Simulation Hinders Behavior: The Effects of Process-Oriented Thinking on Decision Difficulty and Performance,” Journal of Consumer Research, forthcoming

Working Papers

With N. Schwarz, “Fluency and Social Influence”; with R. Cialdini, N. Goldstein, and V. Griskevicius, “Protecting Consumers from Harmful Advertising: What Constitutes an Effective Counter Claim?”

Awards

Runner-up, Park Award for Outstanding Contribution to the Journal of Consumer Psychology; Research Service Award, National Institutes of Health; Best Student Paper, Society for Consumer Psychology

Professional Activities

Academic positions: Tuck School of Business, 2006–present; Adjunct Assistant Professor of Psychology, Dartmouth College, 2006–present

Nonacademic positions: Marketing Researcher, BBSS Gallup International, 1996– 97; Senior Analyst, msdbm/SourceLink, 1997–99; Consultant: American Express, Advertising Agency Kristi, United States Census Bureau

Editorial positions: Editorial Board, Social Influence; Reviewer, Journal of Consumer Research, Basic and Applied Social Psychology, Association for Consumer Research, Applied Psychology: An International Review