Expert Eyes

Prof. of Marketing, Stern School of Business, NYU

The interplay between logic and emotion is key to understanding how consumers conceptualize value and Professor Raghubir‘s research is honed in at this nexus. With an eye on communicating value both short and long term, Raghubir’s work touches on how reference points and consumer expectations can affect the possibility of purchase – both positively and negatively. In this interview, she delves into the relationship between sales and brand loyalty, how to cater to budget-conscious consumers without brand dilution and the problem with round pizza.