Anastasiya Pocheptsova

Assistant Professor

3313 Van Munching Hall
(301) 405-8342
Ph.D., Yale School of Management

Joined University of Maryland in 2008.

Anastasiya Pocheptsova received her Ph.D. in Marketing from the Yale School of Management in 2008. She also holds an M.A. degree in advertising from the University of Texas. Her research explores decision making and focuses on the influence of goals, emotions and memory biases on consumer choices. Her recent work is published in the Journal of Marketing Research, Journal of Consumer Research and was presented at the Association of Consumer Research, Judgment and Decision Making and Society for Consumer Psychology conferences. Her dissertation on the influence of context on memory-based consumer judgments has won the SCP-Sheth Doctoral Dissertation Award.

Selected Publications

Pocheptsova, Anastasiya, Aparna A. Labroo and Ravi Dhar (2010), “Making Products Feel Special: When Metacognitive Difficulty Improves Product Evaluation”, Journal of Marketing Research, 47 (6), 1059-1069.Pocheptsova, Anastasiya and Nathan Novemsky (2010), “When Do Incidental Mood Effects Last? Lay Beliefs versus Actual Effects”, Journal of Consumer Research, 36 (April), 992-1001.Pocheptsova, Anastasiya, Amir, On, Dhar, Ravi, and Roy F. Baumeister (2009), “Deciding without Resources: Psychological Depletion and Choice in Context”, Journal of Marketing Research, 46(3), 344-355.