Nader Tavassoli
Professor of Marketing
BA MBA (Syracuse) MPhil PhD (Columbia)
Dr Nader Tavassoli joined us from the MIT Sloan School of Management in 2002, where he was faculty director of the Entrepreneurship Programme and founding faculty director of the e-Business Programme. At London Business School, he is an Academic Director of the Leadership Institute, Academic Director of The Hive, and Faculty Advisor of LBS Publishing. Nader founded our Behavioural Research Lab and Walpole Luxury Management Programme, and is a recipient of our prestigious Excellence in Teaching Award.
For the past 30 years, Nader has advised and taught executives from Internet and high-tech start-ups to over 30 Global Fortune 500 companies. He has been non-executive chairman of The Brand Inside – “inspiring brand-led change” – since 2006, and he is the UK Director of The CMO Survey © .
- ntavassoli@london.edu
- +44 (0)20 7000 8616
- Nader Tavassoli CV
- Branding
- Internal branding
- Consumer cognition
2022
To Buy or How Much to Buy? Partition Dependence in Purchase-Quantity Decisions
Tavassoli N T; Visentin
Marketing Letters 2022 Vol 33:2 p 177-188
Case study: when it’s time to expand beyond the base
Bertini M; Tavassoli N T
Harvard Business Review 2017 Vol 95:5 p 143-147
Case study: when you have to choose between core and new customers
Bertini M; Tavassoli N T
Harvard Business Review 2017 Vol 95:5 p 143-147
False profits and the folly of gift card expiry dates
Tavassoli N T
London Business School Review 2017
How a Hong Kong gas company went from bland to brand
Tavassoli N T
London Business School Review 2016
Brand impact – it’s greater for CEOs than customers
Tavassoli N T; Sorescu A; Chandy R
London Business School Review 2015
Can one business unit have two revenue models?
Bertini M; Tavassoli N T
Harvard Business Review 2015 Vol 93:3 p 121-123
New 4Ps of branding: people, people, people and people
Tavassoli N T
in Bartsch S and Blumelhuber C eds., Always ahead in marketing, Springer Gabler, 2015
2014
Employee-based brand equity: why firms with strong brands pay their executives less
Tavassoli N T; Sorescu A; Chandy R
Journal of Marketing Research 2014 Vol 51:6 p 676-690
2013
Firing up your neurons of choice
Janiszweski C; Kuo A; Tavassoli N T
Business Strategy Review 2013 Vol 24:2 p 78
Nokia Siemens Network: Branding a merger from the inside out
Hermann G; Botti S; Tavassoli N T
European Case Clearing House 2013
The influence of selective attention and inattention to products on subsequent choice
Janiszewski C; Kuo A; Tavassoli N T
Journal of Consumer Research 2013 Vol 39:6 p 1258-1274
2011
Gender identity and breast cancer campaigns
Puntoni S; Sweldens S; Tavassoli N
RSM insight 2011 3rd Quarter:7 p 4-6
Gender identity salience and perceived vulnerability to breast cancer
Tavassoli N T; Puntoni S; Sweldens S
Journal of Marketing Research 2011 June Vol 48:3 p 413-424
So you think you know your customers
Tavassoli N T
International Commerce Review 2011 Vol 10:1 p 56-69
2010
Categorisation by groups
Hamilton R W; Puntoni S; Tavassoli N T
Organizational Behavior and Human Decision Processes 2010 Vol 112:1 p 70-81
2009
Climate, psychological homeostasis and individual behaviors across cultures
Tavassoli N T
Understanding Culture: Theory, Research and Application 2009 p 211-221
Consumer cognition across cultures
Schmitt B H; Tavassoli N T
SAGE Handbook of International Marketing 2009 p 73-90
Effects of attending information on information ignored
Tavassoli N T
in Wedel M and Pieters R eds., Visual marketing: from attention to action, Erlbaum Associates, 2006
The effect of selecting and ignoring on liking
Tavassoli N T
In Wedel M and Pieters R eds., Visual marketing: from attention to action, Lawrence Elbaum Associates, 2008 p 73-89
Effect of social context on advertising reception
Puntoni S; Tavassoli N T
Journal of Marketing Research 2007 May:44 p 284-296
Social context and advertising memory
Puntoni S; Tavassoli N T
Journal of Marketing Research 2007 May Vol 44:2 p 284-296
That which we call a rose in Chinese would smell as sweet?
Tavassoli N T
Advertising & Society Review 2007 Vol 8:1
Spoken and typed expressions of repeated attitudes: matching response modes leads to attitude retrieval versus construction
Tavassoli N T; Fitzsimons G J
Journal of Consumer Research 2006 September Vol 33:2 p 179-187
2004
The effect of attribute order on judgement in Chinese and English
Tavassoli N T; Lee Y H
Journal of Experimental Psychology: Applied 2004 Dec Vol 10:4 p 258-266
2003
Differential interaction of auditory and visual advertising elements with Chinese and English
Tavassoli N T; Lee Y H
Journal of Marketing Research 2003 Nov Vol 40:4 p 468-480
Scripted thought
Tavassoli N T
in Scott L M and Batra R eds., Persuasive imagery: a consumer response perspective, p 141-152, Lawrence Erlbaum Associates, 2003
Visual attention determines emotional responses to novel stimuli
Raymond J E; Fenske M; Tavassoli N T
Psychological Science 2003 Vol 14:6 p 537-542
2002
Auditory and visual brand identifiers in Chinese and English
Tavassoli N T; Han J K
Journal of International Marketing 2002 Vol 10:2 p 13-28
Non-conscious influences on consumer choice
Fitzsimons G J; Tavassoli N T et al.
Marketing Letters 2002 Aug Vol 13:3 p 269-279
Spatial memory for Chinese and English
Tavassoli N T
Journal of Cross Cultural Psychology 2002 Vol 33:4 p 415-430
2001
Color memory and evaluations for alphabetic and logographic brand names
Tavassoli N T
Journal of Experimental Psychology: Applied 2001 Jun Vol 7:2 p 104-111
Scripted thought: processing Korean Hancha and Hangul in a multimedia context
Tavassoli N T; Han J
Journal of Consumer Research 2001 Dec Vol 28:3 p 482-493
2000
Homeostasis and consumer behavior across cultures
Parker P; Tavassoli N T
International Journal of Research in Marketing 2000 Vol 17:1 p 33-53
1999
Temporal and associative memory in Chinese and English
Tavassoli N T
Journal of Consumer Research 1999 Sep Vol 26:2 p 170-181
1998
Language in multimedia: interaction of spoken and written information
Tavassoli N T
Journal of Consumer Research 1998 Jun Vol 25:1 p 26-37
1995
Program involvement: are moderate levels best for memory and attitudes?
Tavassoli N T; Shultz II C J; Fitzsimons G J
Journal of Advertising Research 1995 Vol 35:5 p 61-72
1994
Language and consumer memory: the impact of linguistic differences between Chinese and English
Schmitt B H; Yigang P; Tavassoli N T
Journal of Consumer Research 1994 Dec Vol 21:3 p 419-431
1993
Memory for print advertisements: understanding relations among brand name, copy and picture
Schmitt B H; Tavassoli N T; Millard R T
Journal of Consumer Psychology 1993 Vol 2:1 p 55-81
Perceptions of western products in transforming socialist countries: the moderating role of political orientation
Tavassoli N T; Goldberg-Block L I et al.
European Advances in Consumer Research 1993 Vol 1 p 226-232
Dollar Shaving Club: Disrupting the Shaving Industry (Spanish)
Tavassoli N; Anderson J; Kollenz-Quetard K
2013
Nokia Siemens Networks: Branding a Global Merger from the Inside Out
Botti S; Tavassoli N; Herrmann G
2004
Brand consolidation: re-positioning Unilever's European ice cream business
Svetlicic Z; Tavassoli N T
Teaching portfolio
Our teaching offering is updated annually. Faculty and programme material are subject to change.