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Photo of Duhachek, Adam

Adam Duhachek


Department of Marketing


Building & Room:

UH 2522


601 S. Morgan St., Chicago, IL 60607


CV Link:

Adam Duhachek

Related Sites:


Teaching Interests:

  • Consumer Behavior
  • Marketing Research
  • Marketing Analytics

Research Interests:

  • Coping
  • Emotions
  • Artificial Intelligence
  • Consumer Ideology

Selected Grants

Marketing Science Institute, Research Priorities Grant, "Artificial Intelligence and Persuasion"

Selected Publications

Casidy, Riza, Adam Duhachek, Vishal Singh and Ali Tammadoni (2021), “Religious Belief, Religious Priming and Negative Word of Mouth,” Journal of Marketing Research.

Kim, Tae Woo, Adam Duhachek, Pablo Briñol and Richard E. Petty (2020), “How Posting Online Reviews Can Influence the Poster’s Evaluations,” Personality and Social Psychology Bulletin, 1-13.

Kim, Tae Woo and Adam Duhachek (2020), “Artificial Intelligence and Persuasion: A Construal Level Account,” Psychological Science, 31 (4) 363-380.

Kim, Claire, Dahee Han, Adam Duhachek and Zakary Tormala (2018), “Political Identity, Preference, and Persuasion,” Social Influence, 13 (4) 177-191.

Kelting, Katie, Adam Duhachek and Kimberly Whitler (2017), “Copycat Private Labels Improve the Consumer Shopping Experience: A Fluency Explanation,” Journal of Academy of Marketing Science, 45 (4) 569-585.

Han, DaHee, Ashok K. Lalwani and Adam Duhachek (2017) “Power Distance Belief, Power and Charitable Giving,” Journal of Consumer Research, 44 (1) 182-195.

Han, DaHee, Adam Duhachek and Nidhi Agrawal (2016), “Coping and Construal Level Matching Drives Health Message Effectiveness via Response Efficacy or Self Efficacy Enhancement,” Journal of Consumer Research, 43 (October), 429-447.

Achar, Chethana, Jane So, Nidhi Agrawal and Adam Duhachek (2016), “What We Feel and Why We Buy: The Influence of Emotions on Consumer Decision Making,” Current Opinion in Psychology, 10 166-170.


M.S., PhD, Northwestern University
B.A., University of Nebraska-Lincoln