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 mindsets on consumer choices.

Google Scholar               SSRN page

Awards & Honors:

Faculty Fellow at the AMA-Sheth Consortium, Northwestern University, June 2014

Yale Center for Consumer Insights 2014 Conference, May 2014

Invited participant at Decision Making Symposium, 2011-2014

European School of Management Visiting Faculty, Berlin, Germany, November 2011

Kilts Visiting Faculty Fellow, University of Chicago, May-June 2011

Winner SCP-Sheth Doctoral Dissertation Award, 2006


Pocheptsova, Anastasiya, Francine Petersen, and Jordan Etkin (2014), “Using Products to Pursue Multiple Goals: The Effect of Positive Mood on Perceived Means Instrumentality.” Journal of Consumer Psychology, forthcoming. 

Pocheptsova, Anastasiya (2012), “Cellphish Effects of Cell Phone Use,” Rotman Magazine, 12(Fall), 111-113 (Invited article) 

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, 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, 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 

Papers under review: 


Pocheptsova, Anastasiya, Ran Kivetz and Ravi Dhar (2014), “Consumer Decision to Rent vs. Buy.” Invited 3rd round revision at Journal of Marketing Research.