Neeru Paharia
Neeru Paharia
Associate Professor of Business, Georgetown University
Verified email at
Cited by
Cited by
Opening up education: The collective advancement of education through open technology, open content, and open knowledge
T Iiyoshi, MSV Kumar
The MIT Press, 2010
The underdog effect: The marketing of disadvantage and determination through brand biography
N Paharia, A Keinan, J Avery, JB Schor
Journal of Consumer Research 37 (5), 775-790, 2011
Dirty work, clean hands: The moral psychology of indirect agency
N Paharia, KS Kassam, JD Greene, MH Bazerman
Organizational behavior and human decision processes 109 (2), 134-141, 2009
Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol
S Bellezza, N Paharia, A Keinan
Journal of Consumer Research 44 (1), 118-138, 2017
Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning
N Paharia, KD Vohs, R Deshpandé
Organizational Behavior and Human Decision Processes 121 (1), 81-88, 2013
Positioning brands against large competitors to increase sales
N Paharia, J Avery, A Keinan
Journal of Marketing Research 51 (6), 647-656, 2014
The strategic use of brand biographies
J Avery, N Paharia, A Keinan, JB Schor
Research in consumer behavior 12, 213-229, 2010
Sweatshop labor is wrong unless the jeans are cute: Motivated moral disengagement
N Paharia, R Deshpandé
Harvard Business School, 2009
A Harvest Too Large?: A Framework for Educational Abundance
T Batson, N Paharia, MSV Kumar
Opening up education: The collective advancement of education through open …, 2008
Capitalizing on the underdog effect
A Keinan, N Paharia, J Avery
Who is wary of user design? The role of power-distance beliefs in preference for user-designed products
N Paharia, V Swaminathan
Journal of Marketing 83 (3), 91-107, 2019
Emotional marketing: How pride and compassion impact preferences for underdog and top dog brands
M Staton, N Paharia, C Oveis
ACR North American Advances, 2012
The symbolic value of time
A Keinan, S Bellezza, N Paharia
Current opinion in psychology 26, 58-61, 2019
When Underdog Narratives Backfire: the Effect of Perceived Market Advantage on Brand Status
N Paharia, DV Thompson
ACR North American Advances, 2014
Opening Up Education: The Collective Advancement of Education through Open Technology, Open Content, and Open Knowledge
RG Baraniuk, T Iiyoshi, MSV Kumar
MIT Press. Challenges and Opportunities for the Open Education Movement: A …, 2007
Underdog branding: Why underdogs win in recessions
N Paharia, A Keinan, J Avery
The consumer response to corporate political advocacy: a review and future directions
C Hydock, N Paharia, TJ Weber
Customer Needs and Solutions 6 (3), 76-83, 2019
Who receives credit or blame? The effects of made-to-order production on responses to unethical and ethical company production practices
N Paharia
Journal of Marketing 84 (1), 88-104, 2020
The Complex Role of Brand Meanings in Shaping Consumers’ Responses to Brands
JL Stoner, CJ Torelli, AS Monga, E Sayin, NZ Aydinoglu, Z Gürhan-Canli, ...
Volume XLII 42, 194, 2014
Intermediation and diffusion of responsibility in negotiation: A case of bounded ethicality
N Paharia, LC Coffman, M Bazerman
The system can't perform the operation now. Try again later.
Articles 1–20