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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