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Rajesh Bagchi

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

Teaching Interests: Marketing Research, Marketing Analytics, Consumer Behavior, Judgement and Decision-Making

Research Interests: Pricing, Numerosity, Goals, and Loyalty Rewards 

Dr. Rajesh Bagchi is a 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 the psychological processes that underlie consumer and managerial decision-making. His research primarily focuses on two areas: a) how numerical markers influence consumer judgments and behaviors, and b) how consumers form pricing judgments. Rajesh often draws from and contributes to several literatures, such as those on numerical cognitions, numerosity, goals, consumer financial decision-making, and pricing.

Rajesh’s research has been published in several journals such as the Journal of Consumer Research, the Journal of Marketing, the Journal of Marketing Research, the Journal of Public Policy and Marketing, the Journal or Retailing, andMarketing Letters. Rajesh serves as an Associate Editor for the Journal of Consumer Research and is on the Editorial Review Boards of several other journals. Rajesh was ranked among the Top 30 most productive scholars worldwide based on publications in Marketing’s premier journals over a 10 year period (2009-2018). He was also selected as a Young Scholar by the Marketing Science Institute in 2013 and 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


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.

  • 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