In progress Two essays on the application of dual-process theory



I propose two essays on the application of dual-process theory. The first essay is aimed at investigating how bilingualism can shift cheating behavior. Based on a dual-process framework,  I expect that when the cheating magnitude is small (large), people tend to cheat less (more) frequently in their second language than they do in their first language. The argument is supported by an online experiment in China. Further studies are proposed to test the dual-process framework.

In the second essay, I will examine the uniqueness of affective responses in brand evaluation. Different brand learning procedures can lead to indirect change of attitude or establish direct associations between brands and affects. A laboratory experiment is proposed to examine whether affective responses of specific categories, such as amusement, can be both indirectly and directly transferred from positive stimuli toward neutral brands. The study will contribute to a better understanding of whether emotional categories are natural or psychologically constructed. Implications on branding are also considered.


Dual-process theories, bilingualism, dishonesty, evaluative conditioning, emotion

Time frame

2015 - 2019


Supervisory Team

Stefano Puntoni
Professor of Marketing
  • Promotor
Steven Sweldens
Endowed Professor of Consumer Behavior and Marketing and ERIM Director of Doctoral Education
  • Daily Supervisor