Vikas Mittal

Biographic Data

ID104400
NAMEVikas Mittal
GIVEN NAMESVikas
FAMILY NAMEMittal
SIGNATUREMITTAL V
AFFILIATIONSRice University
ORCID0000-0003-3808-5057
VERIFIEDYes
TOTAL WORKS8
TOTAL CITATIONS88
AUTHOR COUNT8
EDITOR COUNT0
FIRST PUBLICATION YEAR2000
LATEST PUBLICATION YEAR2014
H-INDEX5

  • How Males and Females Differ in Their Likelihood of Transmitting Negative Word of Mouth

    Yinlong Zhang, Lawrence Feick et al.ARTICLEJournal of Consumer Research2014Cited by: 7References: 44

    This article shows that the joint effect of tie strength and image-impairment concern on negative word-of-mouth (NWOM) transmission is different for males and females and argues that this effect occurs because of differences in their relative concern for self versus others. For males, there was not a significant interaction between image-impairment concern and tie strength on NWOM transmission likelihood. In contrast, for females the effect of im…

  • When moral identity symbolization motivates prosocial behavior

    Karen Page Winterich, Karl Aquino et al.ARTICLEJournal of Applied Psychology2013

    This article examines the role of moral identity symbolization in motivating prosocial behaviors. We propose a 3-way interaction of moral identity symbolization, internalization, and recognition to predict prosocial behavior. When moral identity internalization is low, we hypothesize that high moral identity symbolization motivates recognized prosocial behavior due to the opportunity to present one's moral characteristics to others. In contrast, …

  • Donation Behavior toward In-Groups and Out-Groups

    Karen Page Winterich, Vikas Mittal et al.ARTICLEJournal of Consumer Research2009Cited by: 32References: 39

    Journal Article Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity Get access Karen Page Winterich, Karen Page Winterich Search for other works by this author on: Oxford Academic PubMed Google Scholar Vikas Mittal, Vikas Mittal Search for other works by this author on: Oxford Academic PubMed Google Scholar William T. Ross, Jr. William T. Ross, Jr. Search for other works by this author on: Oxford Academic PubM…

  • Decision Difficulty

    Yinlong Zhang, Vikas MittalARTICLEJournal of Consumer Research2005Cited by: 5

    We propose that accountability type moderates the perceived difficulty of choosing from worse than reference or better than reference options. Study 1 demonstrates that the difference in perceived difficulty for deciding between such options is attenuated under procedural accountability but enhanced under outcome accountability. Study 2 shows that the differential effect accountability type is stronger under low attractiveness than under high att…

  • Incidental and Task-Related Affect

    Nitika Garg, J Jeffrey Inman et al.ARTICLEJournal of Consumer Research2005Cited by: 8References: 19

    We examine the interplay between incidental affect and task-related affect in the context of consumer choice. Specifically, we examine the differential impact of two discrete negative affective states—anger and sadness—vis-à-vis a neutral affective state. We replicate Luce's (1998) finding that people are more likely to rely on a status quo option when they have to make emotionally difficult trade-offs. However, incidental affect moderates this e…

  • The Role of Attributions in Customer Satisfaction

    Michael Tsiros, Vikas Mittal et al.ARTICLEJournal of Consumer Research2004Cited by: 5References: 18

    We investigate the role of disconfirmation, responsibility, and stability attributions in the formation of satisfaction judgments. Building on the valence-expectancy framework, we find that disconfirmation and attributions impact satisfaction in a complex manner. Besides its main effect, responsibility moderates disconfirmation's effect on satisfaction, manifested as a two-way interaction between the two. Disconfirmation and responsibility jointl…

  • Satisfaction, Repurchase Intent, and Repurchase Behavior

    Open AccessVikas Mittal, Wagner A KamakuraARTICLEJournal of Marketing Research2001

    Despite the claim that satisfaction ratings are linked to repurchase behavior, few attempts can be found that relate satisfaction ratings to actual repurchase behavior. This article fills this void by presenting a conceptual model for relating satisfaction ratings and repurchase behavior. The model is based on the premise that ratings observed in a typical customer satisfaction survey are error-prone measures of the customer's true satisfaction, …

  • Regret

    Michael Tsiros, Vikas MittalARTICLEJournal of Consumer Research2000Cited by: 31

    The article develops a model of regret and tests it via four studies. Study 1 develops a multi-item measure of regret and distinguishes it from satisfaction. It also shows that, while satisfaction directly influences both repurchase and complaint intentions, regret directly influences only repurchase intentions, and its effect on complaint intentions is fully mediated via satisfaction. Study 2 examines the antecedents and moderators of regret. It…