December 30, 2004  
 
RAVI DHAR
 
135 Prospect Street
 
Yale University
 
New Haven, CT 06511
 
(203) 432-5947
 
Employment  
  Professor of Marketing, 2000 – Present
  Professor of Psychology (by courtesy) 2003 - Present
  Co-Director, Center for Customer Insights 2004 - Present
  Associate Professor of Marketing, 1997 - 2000
  Assistant Professor of Marketing, 1992 - 1997
   Yale School of Management  
     
Other Appointments    
  Visiting Faculty, HEC Paris Summer 1996
  Visiting Associate Professor, Stanford University Summer 1998
  Visiting Professor, Erasmus University Summer 2000, 2001
Education    
  Haas School of Business, UC Berkeley  
  Ph. D. (Business Administration) 1988-1992
  M.S. (Business Administration) 1990
  Indian Institute of Management  
  M.B.A. 1987
  Indian Institute of Technology  
  B.Technology 1985
Academic Honors and Fellowships    
  Winner, O’Dell Award, 2004  
  Finalist, O'Dell Award, 2003  
  Finalist, Paul Green Award, 2004  
  AMA Consortium Faculty Fellow, 2003, 2004, 2005  
  INFORMS Doctoral Consortium Faculty, 2002, 2003  
  John A. Howard Doctoral Dissertation Award (Honorable Mention), 1993  
  AMA Doctoral Consortium Fellow, 1991  
     
Research Interests    
  Consumer Behavior Marketing Strategy
  Judgment and Decision Making Branding
  E-Commerce Behavioral Finance
     
Teaching Interests    
  Marketing Management Consumer Behavior
  Marketing Strategy Behavioral Decision Theory
  Financial Services E-Commerce Marketing
     
Professional Affiliation (Member)    
  American Marketing Association  
  Association for Consumer Research  
  Society of Judgment and Decision Making  
     
Professional Activities    
  Editorial Board, Journal of Consumer Research, 1997 - Present
    Journal of Consumer Psychology, 1997 - 2002
    Journal of Marketing Research, 2001 - Present
    Marketing Letters, 2000 - Present
    Marketing Science, 2002- Present, Area Editor 2003 - Present
  Occasional Reviewer, Journal of Marketing, Management Science, Psychology Journals
   
Publications in Journals (Number of cites in published / forthcoming articles in parentheses)  
 
  1. Goals as excuses or guides: The liberating effect of perceived goal progress on choice,” (with A. Fishbach), Journal of Consumer Research, forthcoming.
  2. "Goal Fulfillment and Goal Targets in Sequential Choice," (with N. Novemsky), Journal of Consumer Research, forthcoming.
  3. "Towards extending the Compromise Effect to Complex Buying Contexts," (with Anil Menon and Bryan Maach), Journal of Marketing Research, 2004.
  4. "To Buy or Not to Buy: Response Mode Effects on Consumer Choice," (with S. Nowlis), Journal of Marketing Research, 2004.
  5. "Hedging Customers," (with R. Glazer), Harvard Business Review, 2003 (# of cites: 2).
  6. "The Effect of Forced Choice on Choice," (with I. Simonson), Journal of Marketing Research, 2003 (# of cites: 7).
  7. "Coping with Ambivalence: The Effect of removing a "fence sitting" option on Consumer Attitude and Preference Judgments (with B. Kahn and S. Nowlis), Journal of Consumer Research, 2002 (# of cites: 2).
  8. "Consumer Psychology: In Search of Identity," (with Z. Carmon, A. Drolet, S. Nowlis, and I. Simonson), Annual Review of Psychology, 2001 (# of cites: 13).
  9. "An Empirical Analysis of the Determinants of Category Expenditure," (with W. Putsis), Journal of Business Research, 2001 (# of cites: 1).
  10. "Trying Hard or Hardly Trying: An Analysis of Context Effects in Choice" (with S. Nowlis and S. Sherman), Journal of Consumer Psychology, September 2000 (# of cites: 7).
  11. "Consumer Choice between Hedonic and Utilitarian Goods," (with K. Wertenbroch), Journal of Marketing Research, February 2000 (# of cites: 28).
  12. "Assessing the Competitve Interaction Between Private Labels and National Brands," (with R. Cotterill and W. Putsis), Journal of Business, January 2000 (# of cites: 21).
  13. Comparison Effects on Preference Construction," (with S. Nowlis and S. Sherman), Journal of Consumer Research, December 1999 (# of cites: 14).
  14. "The Effect of Time Pressure on Consumer Choice Deferral," (with S. Nowlis), Journal of Consumer Research, March, 1999 (# of cites: 15).
  15. "Consumption Context Effects in Choice: Highlighting Versus Balancing," (with I. Simonson), Journal of Marketing Research, February, 1999 (# of cites: 10).
  16. "The Many Faces of Competition," (with W. Putsis), Marketing Letters, July, 1998 (# of cites: 12).
  17. "Consumer Preference for a No-Choice Option," Journal of Consumer Research, September, 1997 (# of cites: 47).
  18. "Context and Task Effects on Choice Deferral," Marketing Letters, January, 1997 (# of cites: 6).
  19. "The Effect of Decision Strategy on the Decision to Defer Choice," Journal of Behavioral Decision Making, December, 1996 (# of cites: 10).
  20. "The Effect of Common and Unique features in Consumer Choice," (with S. J. Sherman), Journal of Consumer Research, December, 1996 (# of cites: 16).
  21. "Similarity in Context: Cognitive Representation and the Violation of Preference Invariance in Consumer Choice," (with R. Glazer), Organizational Behavior and Human Decision Processes, September, 1996 (# of cites: 9).
  22. "The Effect of the focus of comparison on consumer preferences," (with I. Simonson), Journal of Marketing Research, November, 1992 (# of cites: 30).
   
Publications in Book Chapters  
 
  1. "A Behavioral Decision Thoretic Perspective on Hedonic and Utilitarian Choice," (With U. Khan and K. Wertenbroch) in Inside Consumption: frontiers of Research on Consumer Motives, Goas, and Desires, (eds. S. Ratneshwar and David Glen Mick), London: Routledge, forthcoming.
  2. “Customer Relations Online,” In Wiley Next Generation of Business Thinkers, (ed. Subir Chowdhury), 2004.
  3. Defining Customers’ Needs and Values for Marketing Success,” In Inside the Minds: Textbook Marketing, Aspatore Press, 2003.
  4. “The Online Store,” (with D. R. Wittink), In Managing Customer Relationships (eds. Martha Rogers and Don Peppers), Wiley, 2003.
  5. 4. "Choice Deferral," In The Elgar Companion to Consumer Research and Economic Psychology (ed. P. Earl and S. Kemp), 1999
   
Working Papers / Papers Under Review  
 
  1. “Up Close and Personal: A Cross Sectional Study of the Disposition Effect” (with N. Zhu), under review, Management Science.
  2. “The Impact of Clientele Changes: Evidence from Stock Splits” (with W. Goetzmann and N. Zhu), under review.
  3. “The Shopping Momentum Effect,” (with J. Huber and U. Khan), under third review, Journal of Marketing Research.
  4. "Category Expenditure and Promotion: Can Private Labels Expand the Pie," (with W. Putsis), under review, Marketing Science.
  5. "A Non-random walk down the main street: Impact of Price Trends on Trading Decisions of Individual Investors," (with A. Kumar), being revised for re-submission.
  6. “Choice in Sequence: Licensing Effect of Prior Decisions,” (with U. Khan), under second review, Journal of Marketing research.
  7. “The Effect of Preference Fluency on Consumer Decision Making,” (with N. Novemsky, N. Schwarz, and I. Simonson), under second review, Journal of Marketing research.
  8. “When the Going Gets Good the Good Stop Going: The Disengaging Effect of Breaking a Goal into Sub-Goals,” (with A. Fishbach and Y. Zhang), under review, Journal of Personality & Social Psychology.
  9. “The Effect of Preference Fluency on Consumer Decision Making,” (with N. Novemsky, N. Schwarz, and I. Simonson), under review.
   
Conference Proceedings Publications  
 
  1. Constructing preferences: The role of comparisons in consumer judgment and choice,” (with S. Zhang) Proceedings of the Association for Consumer Research, University of Chicago Press (1999).
  2. Sequential Choices and Uncertain Preferences," Proceedings of the Association for Consumer Research, University of Chicago Press (1997).
  3. Causes and Effects of Reference Effects in Choice," Proceedings of the Association for Consumer Research, University of Chicago Press (1997).
  4. "New Directions in Mental Accounting," Proceedings of the Association for Consumer Research, University of Chicago Press (1995).
  5. "Decision Difficulty and Uncertain Preferences: Implications for Consumer Choice," Proceedings of the Association for Consumer Research, University of Chicago Press (1994).
  6. "Behavioral Decision Research: Theory and Applications," Proceedings of the Association for Consumer Research, University of Chicago Press (1993).
   
Selected Research Projects in Progress  
 
  1. "Cancellation and Focus Effects For Alignable and Non-Alignable Features," (with S. Nowlis).
  2. "The Effect of Generating Options on Purchase Intent for Hedonic and Utilitarian Options," (with S. Nowlis and S. J. Sherman).
  3. “Choice Set Effects on Consumption Utility,” (with K. Wertenbroch).
  4. "Context Effects in Consumer Choice Among Menus," (with D. Prelec).
  5. “Several projects on behavioral decision making,” (with G. Antonides).
  6. “Frontier Technology and New Products,” (with T. Chan and W. Putsis).
  7. “Effects of Anticipating Adaptation on Choice,” (with T. Wilson and N. Novemsky).
  8. “Depletion Effects on Choice,” (with N. Novemsky, J. Wang and R. Baumeister).
  9. “Goals and Choices,” (with A. Fishbach).
  10. “Solutions Marketing,” (with A. Menon).
   
Invited and Conference Presentations  
Invited Academic Presentations (* denotes multiple presentations and forthcoming talks)  
Columbia University
Cornell University*
Duke University
Hong Kong University of Science and Technology
INSEAD*
London Business School*
MIT*
National University of Singapore
New York University
Northwestern University
Stanford University
Tulane University
University of California, Berkeley*
University of California, Los Angeles
University of Chicago*
University of Colorado
University of Florida
University of Maryland
University of Michigan
University of North Carolina
University of Pennsylvania
University of Rotterdam
University of Toronto
Washington University, St. Louis*
   
Conference Presentations (Over 95 presentations at conferences, consortiums, symposiums, workshops, etc.) Recent presentations (including those by co-authors) include:  

Conference on Competition and Marketing, Boston
Choice Symposium, 2004
CEO Roundtable, New York and New Haven
CMO Roundtable, Miami 2003
ACR 2003
Informs 2003
Judgment and Decision Making
Behavioral Decision Research in Management
Society of Consumer Psychology