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Laura Smarandescu
Assistant Professor of Marketing
College of Business
3254 Gerdin Business Building
Ames, IA 50011-1350
(515) 294-3065
smarand@iastate.edu
Academic History
Ph.D., University of South Carolina, 2007
B.A., University of British Columbia, 2002
Expertise
Context Effects in Decision Making
Branding
Affect & Cognition Interplay in Judgment
Mental Accounting
Professional Activities
Laura Smarandescu's research interest is in the aspects of consumer
judgment and decision making and branding. Her primary line of work
explores how consumers make inferences of brands when they are exposed
to cross-category brand alliances and explores the boundary conditions
when such alliances may help or hurt brand positioning. Laura also
investigates the interplay between affect and cognition and looks at how
consumers integrate utilitarian and hedonic information in preference
judgments.
Selected Publications
Wedell, Douglas H., Susanne M. Karpick & Laura Smarandescu (2007),
"Contrasting models of assimilation & contrast," in D. Stapel & J. Suls
(eds.), Assimilation and Contrast in Social Psychology, New York:
Psychology Press.
Shimp, Terence A., Stacy Wood & Laura Smarandescu (2005), "Consumer
Testimonials as Self-Generated Advertisements: Evaluative Reconstruction
Following Product Usage," Marketing Science Institute Working Papers.
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