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Indiana University Bloomington


30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

Adam Duhachek

Contact Information

(812) 855-1099
aduhache [at] indiana [dot] edu (E-mail)
Business School

Download Vita

  • Associate Professor of Marketing
  • Nestlé-Hustad Professor of Marketing


  • Bloomington


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

Professional Experience

  • Associate Professor and Nestlé-Hustad Professor of Marketing, Indiana University, 2009 - present
  • 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 & Certifications

  • 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

Professional Interests

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


Adam joined the department in fall 2004. Adam’s primary research interests emphasize two distinct themes. One research stream focuses on understanding the nature of consumer coping processes, including specifying the role of consumption emotions and identifying a diverse set of consumer coping strategies and studying their effects on consumer behavior. The other addresses various issues of consumer health and welfare, including improving the effectiveness of health messaging. His research has been published in a number of leading scientific journals, including Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Applied Psychology, Journal of Consumer Psychology, Journal of Retailing, Journal of Service Research and Journal of Contemporary Ethnography.

Selected Publications

  • Han, Da Hee, Adam Duhachek and Nidhi Agrawal, “When Emotions Shape Construal Level: The Case of Guilt and Shame," Journal of Consumer Research,
    41(4): 1047-1064.

  • 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.

  • 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 (2012), “The Moderating Role of Emotional Differentiation on Satiation,” Journal of Consumer Psychology, Vol. 22, No. 4, pp. 507-519.

  • 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.

  • 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. Read Abstract ››

  • 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. Read Abstract ››

  • 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. Read Abstract ››

  • 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.

  • 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. Read Abstract ››

  • 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. Read Abstract ››

  • 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, 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. Read Abstract ››

  • 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. Read Abstract ››

  • 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. Read Abstract ››