Rajesh Bagchi
- R.B. Pamplin Professor of Marketing
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Location:
2016 Pamplin (0236)880 West Campus Drive
Blacksburg, VA 24061
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Biography
Rajesh Bagchi is the R.B. Pamplin Professor of Marketing and Associate Dean for Research, Graduate Programs, and Centers at the Pamplin College of Business, Virginia Tech. Rajesh studies how consumers can be nudged into making better decisions for themselves and for societal well-being. His research lies at the intersection of several fields, including marketing, psychology, economics, finance, and education. Rajesh’s research encompasses the entire gamut of consumer decision-making—from information processing, to making a purchase, to postpurchase evaluations.
Rajesh’s research has been published in several journals such as the Journal of Consumer Psychology, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research. Rajesh serves as Co-Editor for the Journal of Consumer Psychology and has served as an Associate Editor for several journals, including the Journal of Consumer Research. Rajesh is consistently ranked among the Top 30 most productive scholars worldwide and is the recipient of several prestigious awards, including the Society for Consumer Psychology’s Early Career Award in 2015, and was named as a Marketing Science Institute Young Scholar in 2013 and Scholar in 2021.
Rajesh teaches Marketing Analytics, Marketing Research, and Judgment and Decision-making.
Publications
Books
Monga, Ashwani and Rajesh Bagchi (2019), Becoming a Consumer Psychologist, New York, NY: Routledge.
Selected Journal Articles
Johnson, Alicia, Daniel Villanova, Julio Sevilla, Mathew S. Isaac, and Rajesh Bagchi, “First In, First Out? How Debt Age Affects Debt Prepayment Decisions,” forthcoming, Journal of Marketing.
Villanova, Daniel and Rajesh Bagchi (2025), “Multiple Unit Offers and Rate Calculations: How Rates Influence Price and Promotion Sensitivity,” Journal of Marketing, online first, published August 25, 2025, DOI: 10.1177/00222429251375403.
Zhang, Kuangjie, Thomas Allard, Nidhi Agrawal, and Rajesh Bagchi (2025), “The Token-Effort Effect: Trivial Redemption Effort Increases Price Promotion Effectiveness,” 62 (6), Journal of Marketing Research, 1125–1141, DOI: 10.1177/00222437251338050.
Goenka, Shreyans and Rajesh Bagchi (2025), “Price Partitioning of Socio-Moral Surcharges,” 51 (5), Journal of Consumer Research, 873-895.
- Editors’ Choice Lead Article
- Winner, Best Competitive Paper, SCP Conference, 2023
Xie, Vivian (Jieru), Fengyan Cai, and Rajesh Bagchi (2025), “The Rank Length Effect,” 62 (1), Journal of Marketing Research, 61-76.