 | Ravi Dhar |
Ravi Dhar, who is the new George Rogers Clark Professor of Marketing and Management at the School of Management (SOM), is an expert in consumer behavior, branding, marketing management and marketing strategy.
Dhar is director of the Center for Customer Insights, which he founded in 2004 at SOM with the late Dick Wittink, the previous incumbent of the Clark chair. The Yale center, which studies the behavior of customers and marketplace dynamics, has a number of corporate affiliates, including CarMax, Hewlitt Packard, IBM, PepsiCo, Procter & Gamble, Samsung and Webster Bank.
In his research, Dhar uses psychological and economic principles to investigate fundamental aspects about the manner in which preferences are formed and constructed in order to understand and predict consumer behavior in the marketplace. He is also interested in the processes of self-regulation and specifically in the simultaneous pursuit of multiple goals -- that is, how in real-life situations, people can hold several different, even conflicting, goals that they intend to pursue (for example, enjoying different culinary delights while also wanting a slim figure, or pursuing career objectives while also wanting to spend time with family and friends). His ongoing research explores the regulation of multiple goals in multiple goal systems. Dhar's work has been mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today and other popular media.
A native of India, Dhar earned a Bachelor of Technology degree from the Indian Institute of Technology, an M.B.A. from the Indian Institute of Management, and M.S. and Ph.D. degrees in business administration from the Haas School of Business at the University of California at Berkeley. He came to Yale SOM in 1992 as assistant professor of marketing and was named associate professor in 1997 and professor in 2000. He has also held an affiliated post as professor of psychology since 2003.
Dhar has written more than 25 articles and serves on the editorial boards of leading marketing journals, such as Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science. He has been a consultant to companies in a wide variety of industries, including financial services, high tech and luxury goods, and has held marketing seminars for senior executives in Asia, Europe, and North and South America. He has also held visiting posts at the HEC Graduate School of Management in Paris, Erasmus University in the Netherlands and at the business schools at Stanford and New York universities.
Dhar's research was honored in 2005 with marketing's prestigious William O'Dell Award. He is a member of the American Marketing Association, the Association for Consumer Research and the Society of Judgment and Decision Making.
T H I S
Ravi Dhar is appointed the
George Rogers Clark Professor
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