Petia Petrova

University Dartmouth College
Department Business

Research details

Petia Petrova is an assistant professor at the Tuck School of Business and at the Department of Psychological and Brain Sciences at Dartmouth College. Her research investigates the functioning of the social influence and persuasion processes in consumer settings. This work is focused on topics such as the effects of imagery on behavior, consumers' metacognitive experiences of fluency, resistance to persuasion, and the study of social influence across cultures. Dr. Petrova's research appears in leading journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Experimental Social Psychology, and Sloan Management Review. For her work on resistance to persuasion, she has received the Individual Research Service Award from the National Institute of Health.