Amna Kirmani

About

Amna Kirmani is the Ralph J. Tyser Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. Her research interests include morality, persuasion knowledge, online communication, and branding. Her work has been published in several journals, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Consumer Psychology. She has served as Co-Editor of the Journal of Consumer Research and Editor-in-Chief of the Journal of Consumer Psychology. Her contributions to the field include examining consumer responses to marketing strategies, the effects of corporate activism on unethical consumer behavior, and the role of self and brand in consumer psychology.

Research topics

• Computer Science
• Political Science
• Business
• Marketing
• Social Science
• Sociology
• Psychology
• Advertising
• World Wide Web
• Economics

Selected publications

• A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them

  International Journal of Advertising · 2015-01-01 · 276 citations

  review

  This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology. Although researchers in these subfields have shown a substantial interest in (consumer) resistance, these streams of literature are poorly connected. This article aims to facilitate the exchange of kno…

  PublisherDOI

• In Times of Trouble: A Framework for Understanding Consumers’ Responses to Threats

  Journal of Consumer Research · 2020 · 252 citations

  Abstract The COVID-19 pandemic and the accompanying economic downturn have dramatically impacted the lives of consumers around the world. From a conceptual perspective, such health and economic threats can severely disrupt consumers’ sense of ontological security and elicit adaptive responses by both consumers and marketers. Given the opportune timing, this issue of the Journal of Consumer Research is focused on articles that address questions of consumers’ responses to external threats. The pur…

  PublisherOA PDFDOI

• Doing Well versus Doing Good: The Differential Effect of Underdog Positioning on Moral and Competent Service Providers

  Journal of Marketing · 2016-07-08 · 194 citations

  article1st authorCorresponding

  This research examines how consumers make trade-offs between highly competent, less moral service providers and highly moral, less competent service providers. Counter to research on general impression formation, which shows that moral traits dominate competence traits, the authors demonstrate that when choosing between service providers, consumers systematically value competence more than morality. However, underdog positioning moderates this effect. When a moral service provider is positioned…

  PublisherDOI

• Our Vision for the Journal of Consumer Research: It’s All about the Consumer

  Journal of Consumer Research · 2018-01-11 · 66 citations

  articleOpen access
  PublisherOA PDFDOI

• Not Too Far to Help: Residential Mobility, Global Identity, and Donations to Distant Beneficiaries

  Journal of Consumer Research · 2020 · 44 citations

  Abstract Extant research shows that consumers are more likely to donate to close than distant others, making donations to geographically distant beneficiaries a challenge. This article introduces residential mobility as a novel variable that can lead to increased donations toward distant beneficiaries. This article proposes that residential mobility (vs. stability) leads consumers to have a stronger global identity, whereby they see themselves as world citizens. This global identity results in h…

  PublisherOA PDFDOI

Frequent coauthors

• Rosellina Ferraro

  6 shared

• Margaret C. Campbell

  6 shared

• Ted Matherly

  4 shared

• Sanjay Sood

  Anderson University - South Carolina

  3 shared

• Linda L. Price

  University of Wyoming

  3 shared

• Yajin Wang

  China Europe International Business School

  3 shared

• J. Jeffrey Inman

  3 shared

• Peter Wright

  Murdoch University

  3 shared

Awards & honors

• Paul Green Award in the Journal of Marketing Research
• Maynard Award in the Journal of Marketing
• Best Paper Award in the Journal of Advertising
• 2012 Article of the Year Award from the AMA TechSIG
• Outstanding Reviewer, Journal of Consumer Research

Similar researchers at University of Maryland, College Park

• Cathy Y. Chenh-171
• Michel Wedelh-85
• Roland Rusth-76