University of Texas at Austin
McCombs School of Business McCombs School of Business

Raghunath Rao

Associate Professor

Department: Marketing

Contact Information

CBA 7.210

Raghunath S Rao, Madhu Viswanathan, George John, and Sunil Kishore . 2021. Do Activity-Based Incentives Work? Evidence from a Large-Scale Field Intervention. Journal of Marketing Research 58(4), 686-704.
Raghunath S Rao, Julie R. Irwin, and Liu, Zhuping. 2020. Flying with a Net and Without: Preventative Devices and Self-Control. International Journal of Research in Marketing 37(3), 521-543.
Jianqiang Zhang, Zhuping Liu, and Raghunath S Rao. 2018. Flirting with the Enemy: Online Competitor Referral and Entry-Deterrence. Quantitative Marketing and Economics 16(2), 209-249.
Richard Schaefer, Raghunath S Rao, and Vijay Mahajan. 2018. Marketing Self-Improvement Programs for Self-Signaling Consumers. Marketing Science 37(6), 912-929.
William M. Hedgcock, Raghunath S Rao, and Haipeng (Allan) Chen. 2016. Choosing to Choose: The Effects of Decoys and Prior Choice on Deferral. Management Science 62(10), 2952-2976.
Sunil Kishore, Raghunath S Rao, Om Narasimhan, and George John. 2013. Bonuses vs. Commissions: A Field Study. Journal of Marketing Research 50(3), 317-333.
Raghunath S Rao and Richard Schaefer. 2013. Conspicuous Consumption and Dynamic Pricing. Marketing Science 32(5), 786-804.
Jungkeun Kim, Raghunath S Rao, Kyeongheui Kim, and Akshay Rao. 2011. More or Less: A Model and Empirical Evidence on Preferences for Under and Over Payment in Trade-in Transactions. Journal of Marketing Research 48(1), 157-171.
Ritesh Saini, Raghunath S Rao, and Ashwani Monga. 2010. Is that Deal Worth My Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain. Journal of Marketing 74(1).
Raghunath S Rao, Om Narasimhan, and George John. 2009. Understanding the Role of Trade-ins in Durable Goods Markets: Theory and Evidence. Marketing Science 28(5).
Raghunath S Rao, Rajesh K. Chandy, and Jaideep C. Prabhu. 2008. The Fruits of Legitimacy: Why Some New Ventures Gain More from Innovation Than Others. Journal of Marketing 72, 58-75.
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Academic Leadership and Awards
Professional Awards
Marketing Science Institute (MSI) Scholar2020
AMA Entrepreneurial Marketing SIG Best Paper Award2018
AMA Sales SIG Excellence in Research Best Paper Award2014
Marketing Science Institute (MSI) Young Scholar2011
McCombs Research Excellence Grant2008
Doctoral Dissertation Fellowship, University of Minnesota2006
Fellow, AMA-Sheth Doctoral Consortium2005
Henrickson Fellowship, University of Minnesota2005
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