Nidhi Agrawal
Biographic Data
| ID | 109923 |
|---|---|
| NAME | Nidhi Agrawal |
| GIVEN NAMES | Nidhi |
| FAMILY NAME | Agrawal |
| SIGNATURE | AGRAWAL N |
| AFFILIATIONS | University of Washington |
| ORCID | 0000-0002-9168-8669 |
| VERIFIED | Yes |
| TOTAL WORKS | 18 |
| TOTAL CITATIONS | 90 |
| AUTHOR COUNT | 18 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 7 |
More-than-human infrapolitics in an Indian tech-entrepreneurial sustainability program
Alternate wetting and drying of rice fields—aimed at mitigating emissions by killing methanogenic soil bacteria—has gained traction among tech-entrepreneurs as a scalable sustainability solution in contemporary agriculture. Drawing on institutional ethnography conducted at a sustainability-promising agricultural technology (agtech) start-up in India, this article demonstrates how the company’s field staff—rural youth hired on a contractual, incen…
Fixing Rice Stubble Burning for Delhi's Air: Technological Solutionism and Agrarian Governance in Haryana
Every winter, Delhi's polluted air draws national attention to the burning of rice stubble in neighbouring states. Drawing on ethnographic fieldwork in Haryana in north India, this article shows how bureaucrats and scientists attempt to enact certainty around technological solutions to stubble burning even while privately acknowledging their ineffectiveness. They do so by ignoring inconsistencies, explaining failures as aberrations or making emot…
Absence x Presence
I fall into silence,Remembering how his eyeswent from hazel to blue, yellow and greenWhen we talkedHow a barber would lop off his tressesUnder a Banyan tree andWe would go on a date to a fancy caff
X-Ray
We are born with muscles and bones,Padding the spaces between our spines,Here and there,transcending toIntoxication,steamy & ferocious,Attacking the cerebral inconsistencies.Fragrance blooms from t
Confluence
On the riverfront stepsCream of the lotus’ top petals departedShapeless anatomy,Opaque sepal,Free-floating stamens,Rhodonite stigmas crushedUnder the snooty buckskin,Death.On the cemented holy scaf
On seeing the self as a scarce resource: How time and money scarcity differentially shape consumers' self‐value and preferences
Despite the growing interest in studying the psychology of scarcity and its effect on consumers, little research has investigated whether the effect of resource scarcity depends on the type of scarce resource. Across six studies, we identify the distinct psychological and decision‐making consequences of two types of resource scarcity: time and money. We hypothesize that time and money scarcity can differentially influence consumer preferences by …
From Stigma to Support: “Black-Owned” Labels and Expertise Stereotypes in Cannabis and Psychedelics Markets
We examine the effect of “Black-owned” labeling on cannabis and psychedelic brands, in context of the stigmatized and risky nature of the drugs category. Building on prior studies examining social justice or discrimination, we introduce an expertise stereotype framework. As study 1, we surveyed 37 Black professionals in the drugs industry about expectations regarding “Black-owned” labels, as juxtaposition to consumer responses in the following st…
Violent sustainability: Blitzscale and counteraccounting in an Indian agtech start-up
In recent years, there has been rapid digitalization in agriculture, with India seeing a significant rise in agricultural technology (agtech) start-ups. Many of these start-ups promise to address the climate crisis by promoting the economic and ecological sustainability of agriculture through market-driven business models. Using institutional ethnography and counteraccounting at an Indian agtech start-up, this article illuminates social, economic…
The hidden power of shame: How feeling ashamed enhances advertisement recall and positive attitude
This study investigates the effect of shame on subsequent advertisement processing. Consumers often experience shame in various advertising contexts, such as digital media contexts, TV advertisements, or even daily lives. However, it remains unclear how feeling shame affects consumers’ processing of subsequent advertisements that are unrelated to the shame-inducing situations. In three experiments, we find that consumers who feel shame show incre…
Higher Impulsivity and HIV-Risk Taking Behaviour in Males with Alcohol Dependence Compared to Bipolar Mania: A Pilot Study
Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self-Efficacy Enhancement
Five experiments examine the nature of different coping strategies and their subsequent effects on the effectiveness of health messages. We theorize that the two strategies of problem-focused versus emotion-focused coping are systematically associated with distinct construal levels (lower vs. higher), and thus messages cast at different levels of construal are differentially effective when a particular coping strategy is being activated. Specific…
Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame
Four experiments show that emotions systematically influence judgments and persuasion by altering construal levels. Guilt-laden consumers, relative to those who were shame-laden, adopted lower levels of construal. In subsequent unrelated judgments, guilt increased reliance on feasibility over desirability attributes and emphasized secondary rather than primary features. Shame led to the opposite pattern. Guilt's tendency to draw behavior-specific…
Carryover Effects of Self-Control on Decision Making: A Construal-Level Perspective
Six experiments examine how exerting self-control systematically influences subsequent decision making. Exerting self-control led individuals to rely on feasibility over desirability attributes, favor secondary over primary attributes, and choose products framed in a proximal rather than distal perspective. Process measures suggest that these effects occur because depletion from self-control heightens one’s focus on resources and prompts a lower …
Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages
The depletion effect occurs when individuals who exert self-control in a previous task (i.e., depleted individuals) exhibit less self-control on a subsequent task relative to individuals who did not previously exert self-control. This article presents two experiments that implicate construal levels to understand the processes underlying depletion effects in the context of consumer health. At low-level construals, individuals rely on resource acce…
For Better or For Worse? Valenced Comparative Frames and Regulatory Focus
Three experiments examine how prevention-focused and promotion-focused consumers evaluate the comparison brand and what information they anchor on in direct comparative ads framed positively or negatively. Negative (vs. positive) frames lead prevention-focused respondents to exhibit higher evaluations for the advertised brand and lower evaluations for the comparison brand. Under promotion focus, positive (vs. negative) frames lead to more favorab…
When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames—a maximal claim (“brand A is superior to brand B”) and a minimal claim (“brand A is equivalent or similar to brand B”)—in three experiments. In experiment 1, we manipulated these frames, basing the sponsor brand's claim on comparison with an existing brand. In experiment 2, we operationalized the frames using a comparison featuring a sponso…
The Effects of Self-Construal and Commitment on Persuasion
Past research examining the effect of self-construal on persuasion has shown that advertising appeals that are consistent with consumers' chronically accessible (chronic) self-construal as well as appeals that are consistent with the temporarily accessible (latent) self-construal are both persuasive. In two studies, we identify brand commitment as a moderating variable that determines the effectiveness of appeals consistent with the consumers' ch…
Motivated Reasoning in Outcome-Bias Effects
In this research, we examine the conditions under which outcomes bias judgments, and we provide insights on the processes underlying such bias effects. A series of three studies identified motivated reasoning as a major determinant of when outcomes would bias judgments. The processes underlying outcome bias effects also varied depending on the motivational goal. Accuracy goals minimized outcome bias based on objective elaboration. Defense goals e…
Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages
The depletion effect occurs when individuals who exert self-control in a previous task (i.e., depleted individuals) exhibit less self-control on a subsequent task relative to individuals who did not previously exert self-control. This article presents two experiments that implicate construal levels to understand the processes underlying depletion effects in the context of consumer health. At low-level construals, individuals rely on resource acce…
Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame
Four experiments show that emotions systematically influence judgments and persuasion by altering construal levels. Guilt-laden consumers, relative to those who were shame-laden, adopted lower levels of construal. In subsequent unrelated judgments, guilt increased reliance on feasibility over desirability attributes and emphasized secondary rather than primary features. Shame led to the opposite pattern. Guilt's tendency to draw behavior-specific…
The Effects of Self-Construal and Commitment on Persuasion
Past research examining the effect of self-construal on persuasion has shown that advertising appeals that are consistent with consumers' chronically accessible (chronic) self-construal as well as appeals that are consistent with the temporarily accessible (latent) self-construal are both persuasive. In two studies, we identify brand commitment as a moderating variable that determines the effectiveness of appeals consistent with the consumers' ch…
Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self-Efficacy Enhancement
Five experiments examine the nature of different coping strategies and their subsequent effects on the effectiveness of health messages. We theorize that the two strategies of problem-focused versus emotion-focused coping are systematically associated with distinct construal levels (lower vs. higher), and thus messages cast at different levels of construal are differentially effective when a particular coping strategy is being activated. Specific…
Carryover Effects of Self-Control on Decision Making: A Construal-Level Perspective
Six experiments examine how exerting self-control systematically influences subsequent decision making. Exerting self-control led individuals to rely on feasibility over desirability attributes, favor secondary over primary attributes, and choose products framed in a proximal rather than distal perspective. Process measures suggest that these effects occur because depletion from self-control heightens one’s focus on resources and prompts a lower …
For Better or For Worse? Valenced Comparative Frames and Regulatory Focus
Three experiments examine how prevention-focused and promotion-focused consumers evaluate the comparison brand and what information they anchor on in direct comparative ads framed positively or negatively. Negative (vs. positive) frames lead prevention-focused respondents to exhibit higher evaluations for the advertised brand and lower evaluations for the comparison brand. Under promotion focus, positive (vs. negative) frames lead to more favorab…
When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames—a maximal claim (“brand A is superior to brand B”) and a minimal claim (“brand A is equivalent or similar to brand B”)—in three experiments. In experiment 1, we manipulated these frames, basing the sponsor brand's claim on comparison with an existing brand. In experiment 2, we operationalized the frames using a comparison featuring a sponso…
Motivated Reasoning in Outcome-Bias Effects
In this research, we examine the conditions under which outcomes bias judgments, and we provide insights on the processes underlying such bias effects. A series of three studies identified motivated reasoning as a major determinant of when outcomes would bias judgments. The processes underlying outcome bias effects also varied depending on the motivational goal. Accuracy goals minimized outcome bias based on objective elaboration. Defense goals e…
The Effects of Self-Construal and Commitment on Persuasion
Past research examining the effect of self-construal on persuasion has shown that advertising appeals that are consistent with consumers' chronically accessible (chronic) self-construal as well as appeals that are consistent with the temporarily accessible (latent) self-construal are both persuasive. In two studies, we identify brand commitment as a moderating variable that determines the effectiveness of appeals consistent with the consumers' ch…
Motivated Reasoning in Outcome-Bias Effects
In this research, we examine the conditions under which outcomes bias judgments, and we provide insights on the processes underlying such bias effects. A series of three studies identified motivated reasoning as a major determinant of when outcomes would bias judgments. The processes underlying outcome bias effects also varied depending on the motivational goal. Accuracy goals minimized outcome bias based on objective elaboration. Defense goals e…
When More May Be Less: The Effects of Regulatory Focus on Responses to Different Comparative Frames
We examined the consequences of regulatory focus on exposure to two types of comparative advertising frames—a maximal claim (“brand A is superior to brand B”) and a minimal claim (“brand A is equivalent or similar to brand B”)—in three experiments. In experiment 1, we manipulated these frames, basing the sponsor brand's claim on comparison with an existing brand. In experiment 2, we operationalized the frames using a comparison featuring a sponso…
For Better or For Worse? Valenced Comparative Frames and Regulatory Focus
Three experiments examine how prevention-focused and promotion-focused consumers evaluate the comparison brand and what information they anchor on in direct comparative ads framed positively or negatively. Negative (vs. positive) frames lead prevention-focused respondents to exhibit higher evaluations for the advertised brand and lower evaluations for the comparison brand. Under promotion focus, positive (vs. negative) frames lead to more favorab…
Regulating Risk or Risking Regulation? Construal Levels and Depletion Effects in the Processing of Health Messages
The depletion effect occurs when individuals who exert self-control in a previous task (i.e., depleted individuals) exhibit less self-control on a subsequent task relative to individuals who did not previously exert self-control. This article presents two experiments that implicate construal levels to understand the processes underlying depletion effects in the context of consumer health. At low-level construals, individuals rely on resource acce…
Carryover Effects of Self-Control on Decision Making: A Construal-Level Perspective
Six experiments examine how exerting self-control systematically influences subsequent decision making. Exerting self-control led individuals to rely on feasibility over desirability attributes, favor secondary over primary attributes, and choose products framed in a proximal rather than distal perspective. Process measures suggest that these effects occur because depletion from self-control heightens one’s focus on resources and prompts a lower …
Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame
Four experiments show that emotions systematically influence judgments and persuasion by altering construal levels. Guilt-laden consumers, relative to those who were shame-laden, adopted lower levels of construal. In subsequent unrelated judgments, guilt increased reliance on feasibility over desirability attributes and emphasized secondary rather than primary features. Shame led to the opposite pattern. Guilt's tendency to draw behavior-specific…
Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self-Efficacy Enhancement
Five experiments examine the nature of different coping strategies and their subsequent effects on the effectiveness of health messages. We theorize that the two strategies of problem-focused versus emotion-focused coping are systematically associated with distinct construal levels (lower vs. higher), and thus messages cast at different levels of construal are differentially effective when a particular coping strategy is being activated. Specific…
Higher Impulsivity and HIV-Risk Taking Behaviour in Males with Alcohol Dependence Compared to Bipolar Mania: A Pilot Study
The hidden power of shame: How feeling ashamed enhances advertisement recall and positive attitude
This study investigates the effect of shame on subsequent advertisement processing. Consumers often experience shame in various advertising contexts, such as digital media contexts, TV advertisements, or even daily lives. However, it remains unclear how feeling shame affects consumers’ processing of subsequent advertisements that are unrelated to the shame-inducing situations. In three experiments, we find that consumers who feel shame show incre…
Absence x Presence
I fall into silence,Remembering how his eyeswent from hazel to blue, yellow and greenWhen we talkedHow a barber would lop off his tressesUnder a Banyan tree andWe would go on a date to a fancy caff
X-Ray
We are born with muscles and bones,Padding the spaces between our spines,Here and there,transcending toIntoxication,steamy & ferocious,Attacking the cerebral inconsistencies.Fragrance blooms from t
Confluence
On the riverfront stepsCream of the lotus’ top petals departedShapeless anatomy,Opaque sepal,Free-floating stamens,Rhodonite stigmas crushedUnder the snooty buckskin,Death.On the cemented holy scaf
On seeing the self as a scarce resource: How time and money scarcity differentially shape consumers' self‐value and preferences
Despite the growing interest in studying the psychology of scarcity and its effect on consumers, little research has investigated whether the effect of resource scarcity depends on the type of scarce resource. Across six studies, we identify the distinct psychological and decision‐making consequences of two types of resource scarcity: time and money. We hypothesize that time and money scarcity can differentially influence consumer preferences by …
From Stigma to Support: “Black-Owned” Labels and Expertise Stereotypes in Cannabis and Psychedelics Markets
We examine the effect of “Black-owned” labeling on cannabis and psychedelic brands, in context of the stigmatized and risky nature of the drugs category. Building on prior studies examining social justice or discrimination, we introduce an expertise stereotype framework. As study 1, we surveyed 37 Black professionals in the drugs industry about expectations regarding “Black-owned” labels, as juxtaposition to consumer responses in the following st…
Violent sustainability: Blitzscale and counteraccounting in an Indian agtech start-up
In recent years, there has been rapid digitalization in agriculture, with India seeing a significant rise in agricultural technology (agtech) start-ups. Many of these start-ups promise to address the climate crisis by promoting the economic and ecological sustainability of agriculture through market-driven business models. Using institutional ethnography and counteraccounting at an Indian agtech start-up, this article illuminates social, economic…
More-than-human infrapolitics in an Indian tech-entrepreneurial sustainability program
Alternate wetting and drying of rice fields—aimed at mitigating emissions by killing methanogenic soil bacteria—has gained traction among tech-entrepreneurs as a scalable sustainability solution in contemporary agriculture. Drawing on institutional ethnography conducted at a sustainability-promising agricultural technology (agtech) start-up in India, this article demonstrates how the company’s field staff—rural youth hired on a contractual, incen…
Fixing Rice Stubble Burning for Delhi's Air: Technological Solutionism and Agrarian Governance in Haryana
Every winter, Delhi's polluted air draws national attention to the burning of rice stubble in neighbouring states. Drawing on ethnographic fieldwork in Haryana in north India, this article shows how bureaucrats and scientists attempt to enact certainty around technological solutions to stubble burning even while privately acknowledging their ineffectiveness. They do so by ignoring inconsistencies, explaining failures as aberrations or making emot…
Psychology (13 works) · Social Psychology (9 works) · Behavioral Health and Interventions (5 works) · Computer Science (5 works) · Construal level theory (5 works) · Advertising (4 works) · Business (4 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Cultural Differences and Values (4 works) · Self construal (4 works)