DANIEL WADE BARRETT - Dartmouth College
PETIA K. PETROVA
Assistant Professor of Business Administration and Psychology
100 Tuck Hall
Hanover, NH 03755-9011
Petia.Petrova@Dartmouth.edu
Tel. (603) 646-9080
Fax. (603) 646-8711
EDUCATION
Ph.D. Social Psychology, Arizona State University, 2006
M.A. Social Psychology, Arizona State University, 2001
B.A. / M.Sc. Business, University of National and Global Economy, Bulgaria, 1995
ACADEMIC APPOINTMENTS
July 2006 – present Assistant Professor, Tuck School of Business at Dartmouth
July 2006 – present Adjunct Assistant Professor, Department of Psychological and Brain Sciences, Dartmouth College
AREAS OF EXPERTISE
Consumer Behavior, Social Influence, Persuasion
RESEARCH INTERESTS
Fluency experiences
Imagery and persuasion
Influence across cultures
Consumer welfare
AWARDS AND HONORS
National Institute of Health National Research Service Award, 2003 – 2005
Best Student Paper Award, Society for Consumer Psychology 2005 Winter Conference
Graduate Academic Fellowship, Arizona State University, 1999 – 2003
Graduate Academic Scholarship, Arizona State University, 1999 – 2000
Academic Excellence Scholarship, University of National and World Economy, 1991– 1995
PUBLICATIONS
1. Petrova, Petia K. and Robert B. Cialdini (forthcoming). “Resistance to Persuasion”, Handbook of Social Marketing, Eds. Hastings, Bryant, and Angus, Sage Publications.
2. Wosinska, Wilhelmina, Robert B. Cialdini, Petia K. Petrova, Vladas Griskevicius, Daniel Barrett, Malgorzata Gornik-Durose, Jonathan Butner (forthcoming), “Resistance to Deficient Organizational Authority: The Impact of Culture and Connectedness at the Workplace,“ Journal of Applied Social Psychology.
3. Petrova, Petia K. and Robert B. Cialdini (2008), “Evoking the Imagination as a Strategy of Influence”, Handbook of Consumer Psychology (eds, Curt Haugtvedt, Paul Herr, and Frank Kardes), Mahwah, NJ: Lawrence Earlbaum Associates, Publishers.
4. Petrova, Petia K., Robert B. Cialdini, and Stephen J. Sills (2007), “Consistency-based Compliance across Cultures,” Journal of Experimental Social Psychology, 43, 104-111.
5. Mandel, Naomi, Petia K. Petrova, and Robert B. Cialdini (2006), “Images of Success and the Preference for Luxury Brands,” Journal of Consumer Psychology, 16 (1), 57-69.
6. Petrova, Petia K. and Robert B. Cialdini (2005), “Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals,” Journal of Consumer Research, 32 (3), 442-452.
Reprinted in Advertising: Theory and Practice.
7. Cialdini, Robert B., Petia K. Petrova, and Noah Goldstein (2004), “The Hidden Costs of Organizational Dishonesty,” Sloan Management Review, 45(3), 67-73.
Reprinted in: Richardson, John E. (2005), Annual Editions: Business Ethics, 05/06 (17th ed), Geulford, CT: McGraw-Hill/Dushkin.
8. Barrett, Daniel W., Wilhelmina Wosinska, Jon Butner, Petia K. Petrova, Malgorzata Gornik-Durose, and Robert B. Cialdini (2004), “Individual Differences in the Motivation to Comply Across Cultures: The Impact of Social Obligation”, Personality and Individual Differences, 37, 19–31.
9. Brian, Angela and Petia K. Petrova (2001), Test Bank for Social Psychology: Unraveling the Mystery, Allyn and Bacon.
MANUSCRIPTS UNDER REVIEW
1. Petrova, Petia K., Robert B. Cialdini, Noah J. Goldstein, and Vladas Griskevicius, “Protecting Consumers from Harmful Advertising: What Constitutes an Effective Counter Claim?” preparing for 2nd round review, Journal of Consumer Research.
MANUSCRIPTS UNDER REVIEW (CONT.)
2. Thomas, Debora, Rebecca Hamilton, and Petia K. Petrova “When Imagination Hinders Behavior: The Effects of Outcome versus Process-Oriented Thinking on Decision Difficulty and Subsequent Performance,” preparing for 2nd round review, Journal of Consumer Research.
SELECTED ONGOING PROJECTS
1. “Imagery and Word of Mouth.” Petia K. Petrova
2. “Fluency Experiences Focus on the Self.” Petia K. Petrova, Caroline Goukens, Robert Cialdini
3. “Fluency Experiences Across Cultures.” Petia K. Petrova, Slawomir Spiewak, and Robert Cialdini
4. “Consequences of Self-focused Attention in Computer-mediated and Face-to-face Communications.” Petia K. Petrova, Rosanna Guadagno, and Bradley Oakdie
5. “The Poison Parasite Defense: Instilling Persistent Resistance to Persuasion.” Robert B. Cialdini, Petia K. Petrova, Linda J. Demaine, Daniel W. Barrett, Brad J. Sagarin, Kelton L. Rhoads, and Jon Maner.
CONFERENCE PRESENTATIONS
1. Okdie, Bradley M., Rosanna E. Guadagno, Petia K. Petrova (2008). “Gender Differences in Self-Focus in Computer-Mediated Persuasion,” Annual Meeting of the Society for Personality and Social Psychology, Albuquerque, NM.
2. Thomas, Debora, Rebecca Hamilton, and Petia K. Petrova (2007) “Process vs. Outcome Oriented Mental Simulation and Choice Difficulty,” Annual Conference of the Association for Consumer Research, Memphis, TN.
3. Sills, Stephen, Chunyan Song, and Petia K. Petrova (2007) “Report on Findings from the 2006 International Student Survey,” American Sociological Association Conference, New York, New York.
4. Petrova, Petia K., Robert B. Cialdini, Noah J. Goldstein, Vladas Griskevicius (2007), “Protecting Consumers from Harmful Advertising: What Constitutes an Effective Counter Claim?” Transformative Consumer Research Conference, Hanover, NH.
5. Petrova, Petia K. and Robert B. Cialdini (2005), “Imagery in Persuasion: An Imagery Accessibility Account,” Society for Consumer Psychology Winter Conference, St. Pete, Florida.
* Best Student Paper Award
CONFERENCE PRESENTATIONS (CONT.)
6. Petrova, Petia K. and Robert B. Cialdini (2004), “Fluency of Consumption Imagery Generation and the Reversed Effects of Imagery Appeals,” Annual Conference of the Association for Consumer Research, Portland, Oregon.
7. Mandel, Naomi, Petia K. Petrova, and Robert B. Cialdini (2003), “Inspiring the Good Life: The Effects of Social Comparison on Preference for Luxury Products,” Annual Conference of the Association for Consumer Research, Toronto, Canada.
8. Petrova, Petia K., Robert B. Cialdini, Daniel W. Barrett, and Jon Maner (2003), “Effective Counterpersuasion and the Persisting Effects of the Poison Parasite Defense,” Society for Consumer Psychology Winter Conference, New Orleans, LA.
9. Petrova, Petia K., Robert B. Cialdini, Daniel W. Barrett, Noah Goldstein, and Jon Maner (2003), “Fostering Resistance to Repeated Persuasive Messages,” Fourth Annual Meeting of the Society for Personality and Social Psychology, Los Angeles, CA.
10. Petrova, Petia K. and Robert B. Cialdini (2002), “Does Imagining Make It So? The Role of Ease of Imagining and Affect Intensity,” Annual Conference of the Association for Consumer Research, Atlanta, GA.
11. Petrova, Petia K. and Robert B. Cialdini (2002), “Imagery-Inviting Appeals Can Enhance or Undermine Persuasion: The Role of Vividness of the Message,” 13th General Meeting of the European Association for Experimental Social Psychology, San Sebastian, Spain.
12. Barrett, Daniel W., Wilhelmina Wosinska, Jon Butner, Malgoza Gornik-Durose, Petia K. Petrova, and Robert B. Cialdini (2002), “When Strangers Need Help: Social Obligation Across Cultures,” Third Annual Meeting of the Society for Personality and Social Psychology, Savannah, GA.
13. Petrova, Petia K. and Robert B. Cialdini (2002), "The Effects of Imagery and Vividness on Persuasion: To Use or Not to Use Imagery Appeals?” Society for Consumer Psychology conference, Austin, TX.
RESEARCH GRANTS
National Institute of Health, Individual National Research Service Award, 1 F31 MH0 68117-01, “Resisting Persuasion via Effective Counterarguments”, 2003-2005, Proposal ranking: top 3.2 percentile, Petia K. Petrova, Principle Investigator.
INVITED COLLOQUIA
Columbia Business School
Harvard Business School
Northwestern University, Kellogg School of Management
San Diego State University, Department of Marketing
Arizona State University, W.P. Carey School of Business
University of California, Los Angeles, Anderson School of Management
University of Minnesota, Carlson School of Management
University of Southern California, Marshall School of Business
University of Texas at San Antonio, Department of Marketing
University of Toronto, Rottman School of Business
TEACHING EXPERIENCE
Instructor, Tuck School of Business, Dartmouth College, 2006 - present
Consumer Behavior – MBA level
Instructor, Department of Psychological and Brain Sciences, Dartmouth College, 2006 - present
Independent Research – Undergraduate level
Guest Speaker, Department of Psychological and Brain Sciences, Dartmouth College, 2008
Attitude Change – Advanced Undergraduate Seminar
Guest Speaker, Tuck School of Business, Dartmouth College, LEAD Program, 2007
Marketing – Undergraduate level
Guest Speaker, Arizona State University, W.P. Carey School of Business MBA Program, 2006
Contrast Effects in Advertising
Guest Speaker, Arizona State University, Department of Psychology, 2000 – 2003
Effective Strategies of Persuasion, Influence Across Cultures, Fluency Effects,
Cognitive Dissonance, Self-Perception, Principles of Social Influence
Teaching Assistant, Arizona State University, 2000 – 2002
Social Psychology, Instructor: Robert Cialdini
CORPORATE EXPERIENCE
Influence at Work, Staff Writer, 2002 – 2003
MSDBM/Source Link, Senior Marketing Analyst, 1997 – 1999
BBSS Gallup International, Marketing Researcher, 1996 – 1997
MBMD Institute for Marketing and Polls, Interviewer, 1992 – 1995
PROFESSIONAL ACTIVITIES
Editorial Board Member, Social Influence, 2008
Reviewer, Journal of Consumer Research, 2008
Reviewer, Basic and Applied Social Psychology, 2008
Reviewer, Association for Consumer Research Conference, 2007
Reviewer, European Association for Consumer Research Conference, 2007
PROFESSIONAL AFFILIATIONS
Association for Consumer Research
Society for Consumer Psychology
American Psychological Association
Society for Personality and Social Psychology
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