Rajesh Bagchi

Richard E. Sorensen Jr. Fellow, Graduate Program Director and Professor of Marketing

Teaching Interest

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

Research Interests

Pricing, numerosity, goals, and loyalty rewards.

Selected Publications

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

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,” forthcoming, Journal of Marketing Research.

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

Monga, Ashwani, Frank May, and Rajesh Bagchi (2017), “Eliciting Time versus Money: Time Scarcity Underlies Asymmetric Wage Rates,” Journal of Consumer Research, 44 (4), 833–852.

Bagchi, Rajesh, Lauren Block, Rebecca Hamilton, and Julie L. Ozanne (2017), “A Field Guide for the Review Process: Writing and Responding to Peer Reviews, Tutorial for the Journal of Consumer Research, Journal of Consumer Research, 43 (5), 860-872.

Bagchi, Rajesh and Derick F. Davis (2016), “Numerosity and Consumer Decision Making,” Current Opinion in Psychology, 10, 89-93.

Bagchi, Rajesh and Elise Chandon Ince (2016), “Is a 70% Prediction More Accurate than a 30% Prediction? How Level of a Forecast Affects Inferences About Forecasts and Forecasters,” Journal of Marketing Research, 53 (1), 31-45.

Bagchi, Rajesh, Nevena Koukova, Shweta Oza, Haresh Gurnani, and Mahesh Nagarajan (2016), “Walking in My Shoes: How Expectations of Role Reversals in Future Transactions Impacts Willingness-to-Pay in Present Transactions,” Journal of Marketing Research, 53 (3), 381-95.

Cai, Fengyan, Rajesh Bagchi, and Dinesh Gauri (2016), “Boomerang Effects of Low Price Discounts: How Low Price Discounts Affect Purchase Propensity,” Journal of Consumer Research, 42 (5), 804-16.

Davis, Derick F., Rajesh Bagchi, and Lauren G. Block (2016), “Alliteration Alters: Phonetic Overlap in Promotional Messages Influences Evaluations and Choice,” Journal of Retailing, 92 (1), 1-16 (lead article).

Bagchi, Rajesh and Amar Cheema (2013), “The Effect of Red Background Color on Willingness-to-pay: The Moderating Role of Selling Mechanism,” Journal of Consumer Research, 39 (5), 947-60.

Bagchi, Rajesh and Derick F. Davis (2012), “$29 for 70 items or 70 items for $29? How Presentation Order Affects Package Perceptions,” Journal of Consumer Research, 39 (1), 62-73. 

Monga, Ashwani and Rajesh Bagchi (2012), “Years, Months, and Days Versus 1, 12, and 365: The Influence of Units Versus Numbers,” Journal of Consumer Research, 39 (1), 185-98.

Bagchi, Rajesh and Lauren G. Block (2011), "Chocolate Cake Please! Why Do Consumers Indulge More When It Feels More Expensive?" Journal of Public Policy and Marketing, 30 (2), 292-304.

Bagchi, Rajesh and Xingbo Li (2011), “Illusionary Progress in Loyalty Programs: Magnitudes, Reward Distances, and Step-Size Ambiguity,” Journal of Consumer Research, 37 (February), 888-901.

Cheema, Amar and Rajesh Bagchi (2011), “Goal Visualization and Goal Pursuit: Implications for Individuals and Managers,” Journal of Marketing, 75 (March), 109-23.

Cheema, Amar, Peter T. L. Popkowski-Leszczyc, Rajesh Bagchi, Richard P. Bagozzi, James C. Cox, Utpal M. Dholakia, Eric A. Greenleaf, Amit Pazgal, Michael H. Rothkopf, Michael Shen, Shyam Sunder, and Robert Zeithammer (2005), “Economics, Psychology, and Social Dynamics of Consumer Bidding in Auctions,” Marketing Letters, 16, 3/4, 401-03.

Additional Information

Associate Editor
Journal of Consumer Research

Journal Editorial Review Boards
Customer Needs and Solutions
Journal of Consumer Psychology

Journal of Retailing
Marketing Letters

Rajech Bagchi


  • 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

Curriculum Vitae

Download R. Bagchi's CV