Michel Tuan Pham

Kravis Professor of Business

Marketing

License in Applied Economics, Catholic University of Mons, Belgium, 1987; MA, University of Florida, 1992; PhD, 1994

Joined CBS in 1994

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Michel Tuan Pham

Office
515 Uris

Phone
212-854-3472

E-mail
tdp4@columbia.edu

Fax
212-316-9214

Teaching and research interest

Professor Pham’s business expertise covers the areas of marketing strategy and management, branding, customer and consumer psychology, trademark psychology, marketing communication, and executive decision making. His most recent research focuses on the role of feelings, emotions and motivation in consumers’ and managers’ judgments and decisions. His numerous publications are widely cited and have appeared in many leading scholarly journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, Psychological Science, Organizational Behavior and Human Decision Processes, Personality and Social Psychology Review, and the Review of General Psychology. He is the President of the Society for Consumer Psychology, the leading professional organization for the advancement of the psychological science of the consumer. He teaches in the MBA,EMBA, PhD and Executive Education Programs and is the faculty director of the flagship Strategic Marketing Management Program for business executives.

Chapters

The Lexicon and Grammar of Affect-as-Information in Consumer Decision Making: The GAIM In Social Psychology of Consumer Behavior (2009)
Author(s): Michel Tuan Pham

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The Nature and Role of Affect in Consumer Behavior In Handbook of Consumer Psychology (2008)
Author(s): Michel Tuan Pham, Eduardo Andrade

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Consumer Behavior and Marketing In Social Psychology: Handbook of Basic Principles (2007)
Author(s): Eric Johnson, Michel Tuan Pham, Gita Johar

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Promotion and Prevention in Consumer Decision-Making: The State of the Art and Theoretical Propositions In Inside Consumption: Consumer Motives, Goals, and Desires (2005)
Author(s): Michel Tuan Pham, E. Tory Higgins

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Journal articles

The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More Than 1,000 TV Commercials In International Journal of Research in Marketing (2013)
Author(s): Michel Tuan Pham, Maggie Geuens, Patrick De Pelsmaker

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The Seven Sins of Consumer Psychology In Journal of Consumer Psychology (2013)
Author(s): Michel Tuan Pham

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Affect as a Decision-Making System of the Present In Journal of Consumer Research (2013)
Author(s): Hannah Chang, Michel Tuan Pham

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Consumers' Trust in Feelings as Information In Journal of Consumer Research (2012)
Author(s): Tamar Avnet, Michel Tuan Pham, Andrew Stephen, Andrew T. Stephen

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Feeling the Future: The Emotional Oracle Effect In Journal of Consumer Research (2012)
Author(s): Michel Tuan Pham, Leonard Lee, Andrew Stephen, Andrew T. Stephen

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Relaxation Increases Monetary Valuations In Journal of Marketing Research (2011)
Author(s): Michel Tuan Pham, Iris Hung, Gerald Gorn

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When Do People Rely on Affective and Cognitive Feelings in Judgment? A Review In Personality and Social Psychology Review (2011)
Author(s): Rainer Greifeneder, Herbert Bless, Michel Tuan Pham

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Regulatory Focus, Regulatory Fit, and the Search and Consideration of Choice Alternatives In Journal of Consumer Research (2010)
Author(s): Michel Tuan Pham, Hannah Chang

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Shaping Customer Satisfaction through Self-Awareness Cues In Journal of Marketing Research (2010)
Author(s): Michel Tuan Pham, Caroline Goukens, Donald Lehmann, Jennifer Stuart

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Contingent Reliance on the Affect Heuristic as a Function of Regulatory Focus In Organizational Behavior and Human Decision Processes (2009)
Author(s): Michel Tuan Pham

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Rethinking Regulatory Engagement Theory In Journal of Consumer Psychology (2009)
Author(s): Michel Tuan Pham

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On Feelings as a Heuristic for Making Offers in Ultimatum Negotiations In Psychological Science (2008)
Author(s): Michel Tuan Pham

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Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence In Review of General Psychology (2007)
Author(s): Michel Tuan Pham

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How Event Sponsors Are Really Identified: A (Baseball) Field Analysis In Journal of Advertising Research (2006)
Author(s): Gita Johar, Michel Tuan Pham, Kirk Wakefield

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Informational Properties of Anxiety and Sadness, and Displaced Coping In Journal of Consumer Research (2006)
Author(s): Rajagopal Raghunathan, Michel Tuan Pham, Kim Corfman

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The Logic of Feeling In Journal of Consumer Psychology (2004)
Author(s): Michel Tuan Pham

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Promotion and Prevention Across Mental Accounts: How Financial Products Dictate Consumers' Investment Goals In Journal of Consumer Research (2004)
Author(s): Rongrong Zhou, Michel Tuan Pham

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Ideals and Oughts and the Reliance on Affect Versus Substance in Persuasion In Journal of Consumer Research (2004)
Author(s): Michel Tuan Pham, Tamar Avnet

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Search and Alignment in Judgment Revision: Implications for Brand Positioning In Journal of Marketing Research (2002)
Author(s): Michel Tuan Pham, A. Muthukirishnan

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Affect Monitoring and the Primacy of Feelings in Judgment In Journal of Consumer Research (2001)
Author(s): Michel Tuan Pham, John Pracejus, G. Hughes

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Does Greater Amount of Information Always Bolster Attitudinal Resistance? In Marketing Letters (2001)
Author(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan

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Beyond the Obvious: Chronic Imagery Vividness and Decision Making In Organizational Behavior and Human Decision Processes (2001)
Author(s): Michel Tuan Pham, Tom Meyvis, Rongrong Zhou

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Market Prominence Biases in Sponsor Identification: Processes and Consequentiality In Psychology and Marketing (2001)
Author(s): Michel Tuan Pham, Gita Johar

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When Arousal Influences Ad Evaluation and Valence Does Not (and Vice Versa) In Journal of Consumer Psychology (2001)
Author(s): Gerald Gorn, Michel Tuan Pham, Leo Sin

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Comparison Opportunity and Judgment Revision In Organizational Behavior and Human Decision Processes (1999)
Author(s): A. Muthukirishnan, Michel Tuan Pham, Anat Keinan

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Relatedness, Prominence, and Constructive Sponsor Identification In Journal of Marketing Research (1999)
Author(s): Gita Johar, Michel Tuan Pham

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All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness in Decision Making In Organizational Behavior and Human Decision Processes (1999)
Author(s): Rajagopal Raghunathan, Michel Tuan Pham

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Representativeness, Relevance, and the Use of Feelings in Decision Making In Journal of Consumer Research (1998)
Author(s): Michel Tuan Pham

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Contingent Processes of Source Identification In Journal of Consumer Research (1997)
Author(s): Michel Tuan Pham, Gita Johar

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Analyzing the Memory Impact of Advertising Fragments In Marketing Letters (1997)
Author(s): Michel Tuan Pham, Marc Vanhuele

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Cue Representation and Selection Effects of Arousal in Persuasion In Journal of Consumer Research (1996)
Author(s): Michel Tuan Pham

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Heuristiques et Biais Decisionnels en Marketing In Recherche et Applications en Marketing (1996)
Author(s): Michel Tuan Pham

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Affective Reactions to Consumption Situations: A Pilot Investigation In Journal of Economic Psychology (1991)
Author(s): Christian Derbaix, Michel Tuan Pham

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Pour un Developpement des Mesures de l'Affectif en Marketing: Synthese des Prerequis In Recherche et Applications en Marketing (1989)
Author(s): Christian Derbaix, Michel Tuan Pham

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CaseWorks

GM Brands: Too much of a Good Thing?: Spring 2011
Author(s): Trevor Harris, Michel Tuan Pham

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How Much are adidas's Three Stripes Worth? adidas vs. Payless and its $300 Million Verdict: Fall 2009
Author(s): Michel Tuan Pham

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The U.S. 2004 Presidential Election: Politics or Marketing?: Spring 2008
Author(s): Michel Tuan Pham

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Working Papers

Affect as an Ordinal System of Utility Assessment (2014)
Author(s): Michel Tuan Pham, Ali Faraji Rad, Olivier Toubia, Leonard Lee

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Scope Insensitive Today but Not Tomorrow (or Yesterday): Further Evidence of Affect as a Decision System of the Present (2014)
Author(s): Hannah Chang, Michel Tuan Pham

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States of Uncertainty Increase the Reliance on Affect in Decisions (2014)
Author(s): Ali Faraji Rad, Michel Tuan Pham

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The Lure of Larger Assortments in Feeling-based Decisions (2014)
Author(s): Aylin Aydinli, Yangjie Gu, Michel Tuan Pham

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