Anastasiya Pocheptsova Ghosh

Associate Professor of Marketing

Anastasiya Pocheptsova

McClelland Hall 320Y
1130 E. Helen St.
P.O. Box 210108
Tucson, Arizona 85721-0108

Areas of Expertise

  • Consumer self-control
  • Financial decision making
  • Online reviews
  • Affect in judgments


PhD in Marketing, Yale University, 2008

MA in Advertising, University of Texas, 2002

Anastasiya Pocheptsova joined the Eller College of Management in 2017. Before coming to Eller, she worked as an assistant professor of marketing at the University of Maryland and the University of South Carolina. Her areas of expertise include judgment and decision making, influence of motivations and affect on consumer choices.

Recent Awards

  • American Marketing Association Consumer Behavior Special Interest Group “Research in Practice” Award  (with Jared Watson and Michael Trusov), 2020
  • Association for Consumer Research Transformative Consumer Research Grant for Consumer Political Participation (with Gustavo Schneider and Pureum Kim), 2020-2021
  • Society for Consumer Psychology Boutique Conference Award for hosting The Effect of Numerical Markers in Consumer Judgments Conference (with Elise Ince and Rajesh Bagchi), 2021
  • Faculty Seed Grant, University of Arizona for Using Budgets to Improve Consumer Financial Decision Making, 2019-2020 
  • Thinking Forward Initiative (ING) Long-Term Research Grant  for Using Budgets to Improve Consumer Financial Decision Making (with Liang Huang), 2019-2020 
  • Society for Judgment and Decision Making Runner Up Poster Award (with Liang Huang), 2018

Published Journal Articles

  • Huang, Liang§, Ghosh Pocheptsova, Anastasiya, Li, Ruoou, and Elise Ince (2020),Pay Me with Venmo: Effect of Service Providers Decisions to Adopt P2P Payment Methods on Consumer Evaluations,” forthcoming at Journal of Association for Consumer Research, 5(3)

  • Schneider, Gustavo§ and Anastasiya Pocheptsova Ghosh (2020), “Should We Trust Front-of-Package Labels? How Food and Brand Categorization Influence Healthiness Perception and Preference,” forthcoming at Journal of Association for Consumer Research

  • Matherly, Ted, Ghosh Pocheptsova, Anastasiya and Yogesh Joshi (2019), “The Freedom of Constraint: How Perceptions of Time Limitations Alleviate Guilt from Two-Phase Indulgent Consumption,” Journal of Association of Consumer Research, 4(2), 147- 159

  • Watson, Jared, Ghosh Pocheptsova, Anastasiya, and Michael Trusov (2018), “Swayed by the Numbers: The Consequences of Displaying Product Review Attributes,” Journal of Marketing, 82(6), 109-131

  • Etkin, Jordan and Anastasiya Pocheptsova Ghosh (2018), “When Being in a Positive Mood Increases Choice Deferral,” Journal of Consumer Research, 45(1), 208-225

  • Vonach, Andrew, Vohs, Kathleen D., Ghosh Pocheptsova, Anastasiya, and Roy F. Baumeister (2017), “Ego Depletion Induces Mental Passivity: Behavioral Effects Beyond Impulse Control,” Motivation Science, 3(4), 321-336 (lead article)

  • Matherly, Ted and Anastasiya Pocheptsova Ghosh (2017), “Is What You Feel What They See? Prominent and Subtle Identity Signaling in InterGroup Interactions,” Journal of Behavioral Decision Making, 30 (4), 828-842

  • Labroo, Aparna A. and Anastasiya Pocheptsova (2016), “Metacognition and Consumer Judgment: Fluency is Pleasant but Disfluency Ignites Interest,” Current Opinion in Psychology, 10 (August), 154-159

  •  Pocheptsova, Anastasiya, Petersen, Francine and Jordan Etkin (2015), “Two Birds, One Stone? Positive Mood Makes Products Seem Less Useful for Multiple-goal Pursuit,” Journal of Consumer Psychology, 25(2), 296-303

  •  Pocheptsova, Anastasiya, Aparna A. Labroo and Ravi Dhar (2010), “Making Products Feel Special: When Metacognitive Difficulty Improves Product Evaluation,” Journal of Marketing Research, 47 (6), 1059-1069

  •  Pocheptsova, Anastasiya and Nathan Novemsky (2010), “When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects,” Journal of Consumer Research, 36 (2), 992-1001

  •  Pocheptsova, Anastasiya, Amir, On, Dhar, Ravi, and Roy F. Baumeister (2009), “Deciding without Resources: Psychological Depletion and Choice in Context,” Journal of Marketing Research, 46(3), 344-355

Book Chapter

  •  Labroo, Aparna A. and Anastasiya Pocheptsova (2017), “What Makes Tomorrow’s Gain Worth Today’s Pain? Cognitive, Motivational, and Affective Influences in Consumers’ Self-control Dilemmas,” International Handbook of Consumer Psychology, Eds. C. Jansson-Boyd & M. Zawisza, Taylor & Francis, London, UK, pp. 447-466