Ravi Mehta


PhD Candidate, Marketing

Sauder School of Business

University of British Columbia


Email: ravi.mehta@sauder.ubc.ca

Tel:     778-881-7790  


Exploring the Role of External Rewards in Creative Cognition


    Committee:   Rui (Juliet) Zhu (Co-chair)

                          Darren Dahl (Co-chair)

                          Karl Aquino

    Proposal Defended: March 2010

Refereed Journal Publication

Mehta, Ravi and Rui (Juliet) Zhu (2009), "Blue or Red? Exploring the Effect of Color on Cognitive Task Performances," Science, 323, 1226-29.

Research Under Review

Mehta, Ravi, JoAndrea Hoegg and Amitav Chakravarti, “Knowing Too Much: False Recall Effects in Product Comparison,” revise and resubmit, revising for second round review,

Journal of Consumer Research


Mehta, Ravi, Rui (Juliet) Zhu and Joan Meyers-Levy, “Resolving the Myopia versus Hyperopia Puzzle,” reject and resubmit, revising for resubmission, Journal of Consumer


Research in progress

Mehta, Ravi, Rui (Juliet) Zhu, and Amar Cheema, “Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition,” Manuscript in preparation for submission to Journal of Consumer Research.


Mehta, Ravi, Karl Aquino and Rui (Juliet) Zhu, “Explaining the Licensing Effect in Moral Behavior,” Manuscript in preparation for submission to Journal of Personality and Social Psychology.


Sellier, Anne-Laure, Ravi Mehta, and Darren W. Dahl, “Exploring the Role of Playfulness

in Creative Performance,” Manuscript in preparation for submission to Psychological



Meyers-Levy Joan, Rui (Juliet) Zhu and Ravi Mehta, “Sit Up Or You Will Indulge: The Role of Body Posture in Self-Control Behavior,” Manuscript in preparation for submission to Journal of Consumer Research.


Mehta, Ravi, Rui (Juliet) Zhu, Dilip Soman and Boyoun Chae, “Can Warm Color Make You Behave More Warmly?” Three studies completed.


Wang, Chen, Ravi Mehta, Rui (Juliet) Zhu and Jennifer Argo, “Brighter or Darker? Investigating the Effect of Illuminance on Consumer Creativity,” Two studies completed.


Chae, Boyoun, Ravi Mehta and Rui (Juliet) Zhu, “Color and Fairness,” Two studies completed.

Industry Experience

Manager Service Sales

GE Medical Systems South Asia, New Delhi, India

Feb 2002 – Feb 2004


Assistant Manager – Sales

United Technologies, OTIS Elevators, New Delhi, India

May 1997 – Feb 2002


Executive - Sales & Application Development

ITW Signode India, New Delhi, India

Feb 1996 - April 1997

University of British Columbia | Sauder School of Business | Marketing Division


Last updated on June, 2010


Copyright ® 2010

Media Coverage (Research)

The New York Times, The Independent, NPR, CBC News, ABC News, Science Daily, Vancouver Sun.

Research Interests

Consumer cognition and information processing

Consumer creativity



  Opening Worlds