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Raj Raghunathan

Raj Raghunathan
CBA 7.232 (512-471-2987)
CBA 7.232




Raj Raghunathan earned his PhD from the Stern School of Business at New York University and is currently employed as a professor of marketing at the McCombs School of Business, the University of Texas at Austin. Raj’s work juxtaposes theories from psychology, behavioral sciences, decision theory and marketing to document and explain interrelationships between affect and consumption behavior. Raj’s work has been published in top marketing and psychology journals such as, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Organizational Behavior and Human Decision Processes, Motivation and Emotion, and the Journal of Personality and Social Psychology. His work has also been cited in the popular press, such as The New York Times, the Austin American Statesman, and Self magazine. Raj was recognized as a Marketing Science Young Scholar in 2005 for his contributions to the field of Marketing, and was recently awarded the prestigious NSF Career Award (for $440,000).


Jeffrey Loewenstein, Rajagopal Raghunathan, and Heath, Chip. 2011. The Repetition-Break Plot Structure Makes Effective Television Advertisements. Journal of Marketing 75(5), 105-119.
Michael Luchs, Rebecca Naylor, Julie R. Irwin, and Rajagopal Raghunathan. 2010. The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference. Journal of Marketing 74(5), 18-31.
Ravi Chiturri, Rajagopal Raghunathan, and Viijay Mahajan. 2008. Delight By Design: The Role of Hedonic Vs. Utilitarian Benefits. Journal of Marketing 72, 48-63.
Rajagopal Raghunathan. 2008. Tracing the Evolution of the Experience Economy: It's Past, Present and Future, in Brandbook on Brand and Experience Management, Bernd Schmitt, ed.
Ravi Chitturi, Rajagopal Raghunathan, and Mahajan, Vijay. 2007. Form Versus Function: How the Intensities of Specific Emotions Evoked in Functional Versus Hedonic Tradeoffs Mediate Product Preferences. Journal of Marketing Research 44, 702-14.
Rajagopal Raghunathan, Michel T. Pham, and Kim P. Corfman. 2006. Informational Properties of Anxiety and Sadness, and Displaced Coping. Journal of Consumer Research 32, 596-602.
Rajagopal Raghunathan and Kim P. Corfman. 2006. Is Happiness Shared Doubled and Sadness Shared Halved?: Social Influence on the Enjoyment of Hedonic Experiences. Journal of Marketing Research 43, 386-394.
Rebecca W. Naylor, Rajagopal Raghunathan, and Suresh Ramanathan. 2006. Promotions Spontaneously induce a Positive Evaluative Response. Journal of Consumer Psychology 16, 295-305.
Rajagopal Raghunathan and Wayne D. Hoyer. 2006. The Unhealthy = Tasty Intuition and Its Effects on Taste Inferences, Enjoyment and Choice of Food Products. Journal of Marketing 70, 170-184.
Sridhar Balasubramanian, Rajagopal Raghunathan, and Vijay Mahajan. 2005. Consumers in Multiple Channel Environment: Product Utility, Process Utility and Channel Choice. Journal of Interactive Marketing 19(2), 12-30.
Rebecca E. Walker and Rajagopal Raghunathan. 2004. Competitive Paper Session: Sales and Service Issues. Advances in Consumer Research 31, 198-214.
Rajagopal Raghunathan and Kim P. Corfman. 2004. Sadness as Pleasure-Seeking Prime, Anxiety as Attentiveness Prime: The “Different Affect Different Effect (DADE) Model. Motivation and Emotion 28(1), 23-41.
Mark I. Alpert and Rajagopal Raghunathan. 2003. Psychometrics of Hotel Service Quality: Comparative Factor Structures of Alternative Market Segments. International Business and Economics Research Journal 2(9), 33-40.
Aaron Rochlen, Christopher Blazina, and Rajagopal Raghunathan. 2002. Gender Role Conflict, Attitudes Toward Career Counseling, Career Decision-Making and Perceptions of Career Counseling Advertising Brochures. Psychology of Men and Masculinity 3(3), 122-134.
Rajagopal Raghunathan and Yaacov Trope. 2002. Walking the Tightrope Between Feeling Good and Being Accurate: Mood as a Resource in Processing Persuasive Messages. Journal of Personality and Social Psychology 83(3) Sept, 510-525.
Yaacov Trope, Melissa Ferguson, and Rajagopal Raghunathan. 2001. Mood as a Resource in Processing Self-relevant Information, in Handbook of Affect and Social Cognition, J. P. Forgas, ed. Mahwah, NJ: Erlbaum, 257-272.
Rajagopal Raghunathan and Julie R. Irwin. 2001. Walking the Hedonic Product Treadmill: Default Contrast and Mood-Based Assimilation Effects in Judgments of Predicted Happiness with Target Product. Journal of Consumer Research 28(3), 355-368.
Rajagopal Raghunathan and Michel Tuan Pham. 1999. All Negative Moods Are Not Equal: Motivational Influences of Anxiety and Sadness on Decision Making. Organizational Behavior and Human Decision Processes 71(1), 56-77.
Rajagopal Raghunathan, Luchs, Michael, Naylor, Walker, Rebecca, and Irwin, Julie R.. Is There an Expected Trade-off Between a Product's Ethical Value and Its Effectiveness? Exposing Latent Intuitions and Ethical Products, in 34, North American Conference Proceedings, 357-358.

Professional Awards

NSF Career Grant Award ($440, 302)2007
McCombs Research Excellence Grants2005
McCombs Research Excellence Grants 2005
Outstanding Reviewer Award, Journal of Consumer Research2010
The CBA Foundation Research Excellence Award for Assistant Professors2006
Marketing Science Young Scholar2005
AMA Doctoral Consortium Fellow, Atlanta, Georgia1998

Teaching Awards

Professor of the Month, University-wide Teaching Award, October2009
Undergraduate Business Council Best Marketing Teacher Award, 2005-2006
Undergraduate Business Council Best Marketing Teacher Award, 2004-2005

Page last updated: 4/18/2014