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Mahesh Gopinath

Associate Professor
Marketing
Old Dominion University
United States Virgin Islands

Biography

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) Bachelor of Technology in Electrical Engineering, College of Engineering, (1988)

Research Interest

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.

Publications

  • 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).

  • 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., 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),

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