Adam Duhachek

Adam joined the department in fall 2004. Adam’s primary research interests emphasize two distinct themes. One research

Areas of Expertise

Marketing Research, Marketing Management, Advertising, Consumer Behavior, Marketing Strategy, Coping and Cognitive Appraisals and Emotions, Psychometric Issues

Academic Degrees

• PhD, Northwestern University
• MS, Northwestern University
• BA, University of Nebraska

Professional Experience

• Professor and Nestlé-Hustad Professor of Marketing, Indiana University, 2015 - present
• Associate Professor and Nestlé-Hustad Professor of Marketing, Indiana University, 2009 - 2015
• Associate Professor and Jack R. Wentworth Professor of Marketing, Indiana University, 2008 - 2009
• Assistant Professor, Indiana University, 2004-2008
• Lecturer, Kellogg School of Management, MBA program, Spring 2004

Awards, Honors & Certificates

• Society of Consumer Psychology Conference Co-Chair, 2010
• Nestlé-Hustad Professorship, 2009-2014
• Jack R. Wentworth Professorship, 2008 - 2009
• Gallup World Poll Research Scholar, 2008 - present
• AMA Doctoral Consortium Faculty Fellow, 2008
• Kelley Life Sciences Research Fellow, 2007 - present
• Trustees Teaching Award Nominee, 2007
• Outstanding Reviewer Award, Journal of Consumer Research 2005
• 3M Research Fellowship, Indiana University, 2005-2007

Selected Publications

• Han, DaHee, Adam Duhachek and Nidhi Agrawal (2016), “Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self Efficacy Enhancement,” Journal of Consumer Research, 43: 429-447.

• Achar, Chethana, Jane So, Nidhi Agrawal and Adam Duhachek (2016), “What We Feel and Why We Buy: The Influence of Emotions on Consumer Decision Making,” Current Opinion in Psychology, Vol. 10, August 2016, pp. 166-170.

• So, Jane, Chethana Achar, DaHee Han, Nidhi Agrawal, Adam Duhachek, and Durairaj Maheswaran (2015), "The Psychology of Appraisal: Specific Emotions and Decision-Making," Journal of Consumer Psychology, 25(3): 359-371.

Abstract A growing stream of research has examined emotions and decision-making based on the appraisal tendencies associated with emotions. This paper outlines two general approaches that can lead to further our understanding of the variety of ways emotions affect decision-making and information processing. Specifically, future research can examine the nature of emotional appraisals or investigate the nature of decision contexts and underlying psychological processes influenced by emotions. To understand the nature of emotional appraisals, scholars could examine the interaction of two appraisal dimensions or identify novel appraisal tendencies. To understand the decision-making contexts and psychological processes influenced by emotions, scholars could examine how emotions interact with contextual influences to shape judgments through a variety of processes such as providing information, priming goals, or activating mindsets. These approaches to the study of emotions and decision-making will contribute to more nuanced theory development around emotions, nurture new empirical work, and encourage interest in exploring a broader set of emotions.

• Han, Da Hee, Adam Duhachek and Nidhi Agrawal (2014), “When Emotions Shape Construal Level: The Case of Guilt and Shame," Journal of Consumer Research,
  41(4): 1047-1064.
• Agrawal, Nidhi, DaHee Han, and Adam Duhachek (2013), “Emotional Agency Appraisals Influence Responses to Preference Inconsistent Information,” Organizational Behavior and Human Decision Processes, vol. 120, issue 1, pages 87-97.
• Poor, Morgan, Adam Duhachek and H. Shanker Krishnan (2013), "How Images of Other Consumers Influence Subsequent Taste Perceptions," Journal of Marketing, vol. 77, issue 6, pages124-139.
• Duhachek, Adam, Nidhi Agrawal, and DaHee Han (2012), “Guilt Versus Shame: Coping, Fluency, and Framing in the Effectiveness of Responsible Drinking Messages,” Journal of Marketing Research, Vol. 49, No. 6, pp. 928-941.
• Poor, Morgan, Adam Duhachek and H. Shanker Krishnan (2012), “The Moderating Role of Emotional Differentiation on Satiation,” Journal of Consumer Psychology, Vol. 22, No. 4, pp. 507-519.
• Agrawal, Nidhi and Adam Duhachek (2010), "Emotional Compatibility and the Effectiveness of Anti-Drinking Messages," Journal of Marketing Research, Vol. 47, No. 2, pp. 263-273.

Abstract Five studies examine how the two distinct emotional states of shame and guilt influence the effectiveness of messages that highlight socially undesirable consequences of alcohol consumption. Appeals that frame others as observing versus suffering the negative consequences of binge drinking differentially activate shame and guilt. Given these emotional consequences of message framing, the authors examine the interaction between incidental shame or guilt and message framing on drinking intentions and behavior. Compatible appeals (i.e., appeals that elicit the same emotion as being incidentally experienced by the consumer) are less effective in influencing behavioral intentions and beverage consumption because of a process in which consumers discount the notion that they may cause the negative consequences outlined in the message. Such defensive processing of compatible messages is driven by a desire to reduce the existing negative emotion.

• Duhachek, Adam and Katie Kelting (2009), “Coping Repertoire: Integrating a New Conceptualization of Coping with Transactional Theory,” Journal of Consumer Psychology, Vol. 19, No. 3, pp. 473-485.

Abstract This research develops the construct of coping repertoire, a new trait-based conceptualization of coping based on the number of strategies consumers use in coping with consumer stress. We posit that the number of strategies consumers use is an important determinant of consumers'' coping confidence appraisals, a key determinant of consumers'' ability to effectively manage stress. In five studies, we establish the importance of this construct and the mechanism through which it influences appraisal. These studies establish the theoretical importance of coping repertoire as an important moderator, and we conclude with a discussion of future research related to this coping perspective.

• Duhachek, Adam  (2008), “Summing up the State of Coping Research: Prescriptions and Prospects for Consumer Research,” in Curt P. Haugtvedt, Paul M. Herr, and Frank R. Kardes (eds.), Handbook of Consumer Psychology, New York, NY: Psychology Press, pp. 1057-1077.
• Oakley, James, Adam Duhachek, Bala Balachander, and S. Sriram (2008), "Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation," Journal of Consumer Research, Vol. 34, No. 5, pp. 706-712.

Abstract The current research proposes that order of entry moderates the impact of fit on brand extension evaluation. We conceptualize a model in which new brands enter the market dynamically, driving consumers to engage in differential processing as a function of pioneer and follower evaluation scenarios. We posit that consumers rely on singular evaluative processing in pioneer contexts and comparative evaluation in follower contexts, producing unique moderating effects based on the existence of comparison brands. Experimental results indicate that follower brands can actually benefit from comparison with pioneering brands that have a relatively lower fit with the extension category.

• Duhachek, Adam and James L. Oakley (2007), “Mapping the Hierarchical Structure of Coping: Unifying Empirical and Theoretical Perspectives,” Journal of Consumer Psychology, Vol. 17, No. 3, pp. 218-233.

Abstract Consumer researchers have become increasingly interested in the study of coping. This research contributes to this emerging paradigm by investigating structural theories of coping using a hierarchical modeling approach to better understand the basic dimensional properties of this multifaceted construct. This research makes gains along several fronts. First, the authors empirically examine a new lower order theory of coping based on a comprehensive synthesis of the literature, reconciling nomenclatural and conceptual redundancies found in the structure of coping literature. Analyses across 2 studies using different methods offer support for a 2-dimensional higher order model of coping. Finally, a third study using an experimental approach validates these findings by showing unique effects relating an approach—avoidance based higher order model to theoretically predicted emotional antecedents. By examining the mapping of lower order coping strategies onto several higher order coping theories, this research addresses the extant disjuncture between coping theory and measurement found in the literature and offers reconciliation between these 2 perspectives. The findings suggest the need for future coping research to focus on other 2-dimensional theories beyond problem-focused versus emotion-focused coping. The findings build on the synergies among the many coping perspectives, and the implications of a better understanding of coping''s hierarchical structure for consumer researchers is discussed.

• Duhachek, Adam, Shuoyang Zhang, and H. Shanker Krishnan (2007), "Anticipated Group Interaction: Coping with Valence Asymmetries in Attitude Shift," Journal of Consumer Research, Vol. 34, No. 3, pp. 395-405.

Abstract Many consumer decisions are influenced by social interaction with other consumers. This research proposes that negative group information induces asymmetric effects on individual attitudes toward a product, depending on anticipated group interaction as a moderating variable. More specifically, negative group information is expected to induce more attitude change on consumers who hold positive attitudes. However, an opposite pattern of results is predicted when consumers anticipate discussing their product attitude with a group. Namely, negative group information should stimulate more attitude change on consumers who hold negative attitudes. In two experiments, we show reliable support for this interaction between individual attitude valence, group attitude valence, and anticipated group interaction. We also provide evidence in support of the theoretically predicted mechanism responsible for these effects. Implications for the emerging consumer literatures on valence asymmetry and anticipated group interaction are discussed.

• Oakley, James L., Dawn Iacobucci and Adam Duhachek (2006), “Multi-level Hierarchical Linear Models and Marketing: This is not Your Advisor’s OLS Model,” in Review of Marketing Research, New York: Wiley.
• Duhachek, Adam (2005), “Coping: A Multidimensional, Hierarchical Framework of Responses to Stressful Consumption Episodes," Journal of Consumer Research, Vol. 32, No. 1, pp. 41-53.

Abstract This research explores a phenomenon that pervades many realms of consumer behavior--the various ways that consumers cope with stress and negative emotions. In study 1, I generate and test a multidimensional scale to measure the coping construct, revealing a more diverse set of strategies than accounted for in the consumer literature on coping. I test competing theories about the hierarchical structure of the coping construct. Study 2 validates these findings and begins to establish theoretical links between the coping dimensions and their antecedent relationships with discrete emotions. In contrast to extant research linking emotions and coping, which has only investigated main effect hypotheses, I conceptualize and find empirical evidence for a model in which emotions interact with appraisals jointly to enact coping strategies. This research contributes to the emerging consumer coping literature by enriching existing theoretical conceptualizations of consumer coping processes and by validating a scale that should prove useful in consumer research.

• Duhachek, Adam, Anne T. Coughlan and Dawn Iacobucci (2005), “Results on the Standard Error of the Coefficient Alpha Index of Reliability,” Marketing Science, Vol. 24, No. 2, pp. 294-301.

Abstract In this research, we investigate the behavior of Cronbach''s coefficient alpha and its new standard error. We systematically analyze the effects of sample size, scale length, strength of item intercorrelations, and scale dimensionality. We demonstrate the beneficial effects of sample size on alpha''s standard error and of scale length and the strengths of item intercorrelations (effects that are substitutes in their benefits) on both alpha and its standard error. Our findings also speak to this adage: Heterogeneity within the item covariance matrix (e.g., through multidimensionality or poor items) negatively impacts reliability by decreasing the precision of the estimation. We also examined the question of "equilibrium" scale length, showing the conditions for which it is optimal to add no items, or one, or multiple items to a scale. In terms of "best practices," we recommend that researchers report a confidence interval or standard error along with the coefficient alpha point estimate.

• Duhachek, Adam and Dawn Iacobucci (2005), "Consumer Personality and Coping: Testing Rival Theories of Process," Journal of Consumer Psychology, Vol. 15, No. 1, pp. 52-63.

Abstract This research examines the effect of consumer dispositions on the relationships between stress-related appraisals, consumption emotions, and the coping process. We comparatively tested rival models of these relationships. Our data show that the consumer personality traits of consumer assertiveness and marketing maven and the general personality trait of extraversion interact with cognitive appraisals to influence consumers'' choice of coping strategies. The research contributes to existing knowledge of how these consumer personality traits motivate consumer behavior, and it enriches existing models of the relationship between personality influences and coping.