Virginia Tech® home

Rajesh Bagchi

Department Head
  • R.B. Pamplin Professor of Marketing
Rajech Bagchi
2016 Pamplin (0236)
880 West Campus Drive
Blacksburg, VA 24061


Rajesh Bagchi is the R.B. Pamplin Professor of Marketing at the Pamplin College of Business, Virginia Tech. Rajesh received his Bachelors degree from the Indian Institute of Technology (IIT), Mumbai in Civil Engineering in 1998 and his Masters degree from the University of Cincinnati in Environmental Engineering in 2000. Rajesh worked in several high technology start-ups before obtaining his Doctoral degree in Marketing from the University of Colorado, Boulder in 2008.

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 post-purchase evaluations. He identifies important gaps in how consumers process numerical information and delineates interventions to mitigate such gaps. He also studies how different market mechanisms (e.g., auctions, negotiations) affect purchase behaviors. Finally, he investigates how post-purchase evaluations impact disposal decisions, which has important societal and environmental implications. 

Rajesh’s research has been published in several journals such as the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research. Rajesh serves as an Associate Editor for the Journal of Consumer Research and the Journal of Consumer Psychology, and is on the Editorial Review Boards of several other journals. Rajesh is consistently ranked among the Top 30 most productive scholars worldwide based on publications in Marketing’s premier journals. Marketing Science Institute selected Rajesh as a Young Scholar in 2013 and as a Scholar in 2020. Rajesh also received an Early Career Award from the Society for Consumer Psychology in 2016. 

Rajesh teaches Marketing Analytics and Marketing Research at the Undergraduate level and Judgment and Decision-making at the doctoral level.


B.Tech, Civil Engineering, Indian Institute of Technology (IIT), Mumbai,1998

MS, Environmental Engineering, University of Cincinnati, 2000

PhD, Marketing, University of Colorado, Boulder, 2008

Teaching Interests

Marketing Research, Marketing Analytics, Consumer Behavior, Judgement and Decision-Making

Research Interests

Pricing, Numerosity, Goals, and Loyalty Rewards 



Monga, Ashwani and Rajesh Bagchi (2019), Becoming a Consumer Psychologist, New York, NY: Routledge.

Selected Journal Articles

Bagchi, Rajesh, Sung Ham, and Chuan He, “Strategic Implications of Confirmation Bias Inducing Advertising,” forthcoming, Production and Operations Management.

Hock, Stefan, Rajesh Bagchi, and Thomas M. Anderson, “Promotional Games Increase Consumer Conversion Rate and Spending,” forthcoming, Journal of Consumer Research.

Villanova, Daniel, Elise Chandon Ince, and Rajesh Bagchi (2020), “To Explain or Not: How Process Explanations Impact Assessments of Predictors,” Journal of Experimental Psychology: Applied, 26 (1), 144-57.

Moran, Nora and Rajesh Bagchi (2019), “The Power of Emotional Benefits: Examining the Role of Benefit Focus on Donation Behavior,” Journal of Advertising, 48 (3), 284-291.

Sinha, Jayati and Rajesh Bagchi (2019), "Role of Ambient Temperature in Influencing Willingness-ToPay in Auctions and Negotiations," Journal of Marketing, 83 (4), 121-138. 

Zhu, Meng, Rajesh Bagchi, and Stefan Hock (2019), “The Mere Deadline Effect: Why More Time Might Sabotage Goal Pursuit,” Journal of Consumer Research, 45 (5), 1068–1084.

Davis, Derick F. and Rajesh Bagchi (2018), “How Evaluations of Multiple Percentage Price Changes are Influenced by Presentation Mode and Percentage Ordering: The Role of Anchoring and Surprise,” Journal of Marketing Research, 55 (5), 655-666.

Hock, Stefan and Rajesh Bagchi (2018), “The Impact of Crowding on Calorie Consumption,” Journal of Consumer Research, 44 (5), 1123-1140.

Sevilla, Julio, Mathew Isaac, and Rajesh Bagchi (2018), “Format Neglect: How the Use of Numerical Versus Percent Rank Claims Influences Consumer Judgments,” Journal of Marketing, 82 (6), 150-164.

Additional Information

  • Associate Editor
    • Journal of Consumer Research
  • Journal Editorial Review Boards
    • Customer Needs and Solutions
    • Journal of Consumer Psychology
    • Journal of Marketing
    • Journal of Marketing Research
    • Journal of Retailing