Amna Kirmani Directory Page

Amna Kirmani

Amna Kirmani

Area Chair

Ralph J. Tyser Professor of Marketing

Ph.D. Marketing, Stanford University

  • Marketing
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    3467 Van Munching Hall

    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. Her papers have won the Paul Green Award in the Journal of Marketing Research, the Maynard Award in the Journal of Marketing, and the Best Paper Award in the Journal of Advertising. She has served as Co-Editor of the Journal of Consumer Research and Editor-in-Chief of the Journal of Consumer Psychology.

    Selected Publications

    Wang, Yajin, Amna Kirmani, and Xiaolin Li (2021), “Not Too Far to Help: Residential Mobility, Global Identity and Donations to Distant Others,” the Journal of Consumer Research, 47 (6), 878-889.

    Campbell, Margaret C., J. Jeffrey Inman, Amna Kirmani and Linda L. Price (2020), “In Times of Trouble: A Framework for Understanding Consumers’ Response to Threats,” Journal of Consumer Research, 47 (3), 311-326.

    Kirmani, A., Rebecca Hamilton, Debora Thompson, and Shannon Lantzy (2017), “Doing Well vs. Doing Good: The Differential Effect of Underdog Positioning on Moral and Competent Service Providers,” Journal of Marketing, 81 (2), 103-117.

    Chen, Yu-jen and Amna Kirmani (2015), “Posting Strategically: The Consumer as an Online Media Planner,” Journal of Consumer Psychology, 25 (4) 609-621.

    Ferraro, Rosie, Amna Kirmani and Ted Matherly (2013), “Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution,” Journal of Marketing Research, 50 (4), 477-488.

    Koukova, Nevena, P. K. Kannan, and Amna Kirmani (2012), “Multi-Format Digital Products: How Design Attributes Interact with Usage Situations to Determine Choice,” Journal of Marketing Research, 49 (1), 100-114.
    (Won 2012 Article of the Year Award from the American Marketing Association TechSIG)

    Kirmani, Amna (2009), “The Self and the Brand,” Journal of Consumer Psychology, 19 (3). 271-275.

    Kirmani, Amna and Juliet Zhu (2007), "Vigilant Against Manipulation:  The Effects of Regulatory Focus on the Use of Persuasion Knowledge," Journal of Marketing Research, XLIV (November).

    Kirmani, Amna and Meg Campbell (2004), "Goal Seeker and Persuasion Sentry: How Consumer Targets Respond to Interpersonal Marketing Persuasion," Journal of Consumer Research, 31 (3).20

    Dillon, William R., Thomas J. Madden, Amna Kirmani and Soumen Mukherjee (2001), "Understanding What's in a Brand Rating: A Model for Assessing Brand and Attitude Effects and Their Relationship to Brand Equity," Journal of Marketing Research, November.
    *Won the Paul Green Award.

    Campbell, Margaret and A. Kirmani (2000), "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, 27 (1), 69-83.

    Kirmani, Amna and Akshay R. Rao (2000) "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality," Journal of Marketing, 64 (2), 66-79.
    *Won the Maynard Award.

    Kirmani, Amna, Sanjay Sood and Sheri Bridges (1999), "The Ownership Effect in Consumer Responses to Brand Line Stretches," Journal of Marketing, 63 (1), 88-101.

    Kirmani, Amna and Baba Shiv (1998), "The Effects of Source Congruity on Brand Attitudes and Beliefs: The Moderating Role of Issue-Relevant Elaboration," Journal of Consumer Psychology, 7 (1), 25-47.

    Boulding, William and Amna Kirmani (1993), "A Consumer-Side Experimental Examination of Signalling Theory," The Journal of Consumer Research, (20) 1, 111-123.

    Kirmani, Amna (1990), "The Effect of Perceived Advertising Costs on Brand Perceptions," The Journal of Consumer Research, 17(September), 160-171.

    Kirmani, Amna and Peter Wright (1989), "Money Talks: Perceived Advertising Expense and Expected Product Quality," The Journal of Consumer Research, 16 (December), 344-353.

    Honors & Awards

    Best Paper, CBSig Conference (2019)

    Naresh K. Malhotra Long-term Contribution Award, Review of Marketing Research (2018)

    Best Paper, International Journal of Advertising (2015)

    Article of the Year, AMA Techsig (2012)

    Outstanding Reviewer, Journal of Consumer Research (2012)

    Journal of Marketing Research, Paul Green Award, 2002

    Journal of Marketing, Maynard Award 2000

    Journal of Advertising, Best Paper Award, 1997 

    News

    In Fashion, If It's Hot, Let It Drop

    SMITH BRAIN TRUST – When a hot designer wants a blast of interest in a new product line, there's a single strategy that has recently…

    Read News Story : In Fashion, If It's Hot, Let It Drop
    Fearless Idea 13: Play the Underdog Card

    SMITH BRAIN TRUST — Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger,…

    Read News Story : Fearless Idea 13: Play the Underdog Card
    Is This Trump's Next Campaign?

    SMITH BRAIN TRUST — Donald Trump has a problem that the opinion polls aren't capturing. It's his brand. If the polls hold and Hillary…

    Read News Story : Is This Trump's Next Campaign?

    Research

    How Moving Helps Global Charities

    People Who Move More Give More to Global Causes

    Read the article : How Moving Helps Global Charities
    How Consumers Responded to COVID-19

    Understanding how consumers react amid threats

    Read the article : How Consumers Responded to COVID-19

    Insights

    Why 2021’s Labor Day Sales Are Likely to Disappoint

    Read the article : Why 2021’s Labor Day Sales Are Likely to Disappoint
    Gamifying Fashion

    With the Latest Industry Adoption, Maryland Smith Expert Explains the Pros and Cons of Gamifying Customer Experience

    Read the article : Gamifying Fashion
    Big Brands Take Aim Over Georgia Voting Laws

    And Why Corporations Are Increasingly Speaking Up

    Read the article : Big Brands Take Aim Over Georgia Voting Laws
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