Dipankar Chakravarti
- Robert H. Digges Professor of Entrepreneurial Studies
Innovation Center ICAB1, Room 4704
3635 Potomac Avenue
Alexandria, VA 22305
dchakra1@vt.edu
720-938-753
703-538-8418
Secondary Contact:
Department of Marketing
880 West Campus Drive
Blacksburg, VA 24061
Biography
Dipankar Chakravarti is Eminent Scholar and Professor of Marketing, and the Robert H. Digges Professor of Entrepreneurial Studies. He holds a B.Sc. with Honors in Physics (1969) from Presidency College, University of Calcutta, India, and an M.S. (1976) and a Ph.D. (1979) in Industrial Administration from Carnegie-Mellon University. Dr. Chakravarti has taught previously at Johns Hopkins Carey Business School as Professor of Marketing (2009-15); University of Colorado, Boulder as The Ortloff Professor of Business (1995-2008), University of Arizona, Tucson as Professor of Marketing & Psychology, and Thomas Faculty Fellow (1986-95); and University of Florida as an Associate and Assistant Professor (1978-86). He is also a Professor Emeritus at CU-Boulder.
Dr. Chakravarti has served as visiting faculty at Duke University, the Indian School of Business (ISB), Hyderabad, and the Indian Institute of Management (IIM), Calcutta, where he also held an honorary appointment as Distinguished Institute Professor (1995-2000). He was Vice-Dean (Programs) at the JHU’s Carey Business School, Interim Dean at Colorado’s Leeds School, and Head, Dept. of Marketing at Arizona’s Eller School. Prior to his academic positions, he was with DCM, India (1969-74) starting as a Senior Management Trainee, and eventually hold marketing planning and control responsibilities for a national line of consumer products.
Dr. Chakravarti has published extensively on managerial and consumer decision making. His papers are widely cited and appear in major scholarly journals, such as Journal of Consumer Psychology (JCP), Journal of Consumer Research (JCR), Journal of Marketing Research (JMR), Journal of Marketing (JM), Journal of the Association of Consumer Research (JACR), Journal of the Academy of Marketing Science (JAMS), Marketing Letters, Marketing Science, Management Science, Organizational Behavior & Human Decision Processes (OBHDP), Experimental Economics, as well as scholarly books such as the Annual Review of Psychology.
His research has been featured in the Harvard Business Review and has received multiple awards from the American Marketing Association (AMA) and the Association for Consumer Research (ACR), including the ACR/JCR award for the best JCR article during 1991-93. He is a lifetime fellow of the Society for Consumer Psychology (SCP), and a current or former editorial board member of JCP, JCR, JMR, JM, Journal of Retailing, and Psychology & Marketing. He served on JCP’s founding editorial team, as Associate Editor (1991-93), and Editor (1993-96).
Over more than 45 years as an educator, Dr. Chakravarti has held a broad portfolio of undergraduate and graduate teaching responsibilities. His recent MBA courses include Marketing Management, Managerial Decision Behavior, and Social Entrepreneurship. His Ph.D. courses focus on advanced marketing research methods, marketing strategy/management, and managerial/consumer decision making.
At Virginia Tech, he was the founding director of the Ph.D. program in Executive Business Research (2015-2022) and recognized as an outstanding faculty in doctoral education. He has previously directed Ph.D. programs at Colorado, Arizona and Florida, At JHU, Dr. Chakravarti led the design and successful 2010 launch of the Carey School’s full-time Global MBA Program. He also created and directed its signature Innovation for Humanity course that was cited in the national business press for curriculum innovation. He was a faculty affiliate in the International Development Program at JHU’s Nitze School of Advanced International Studies, and served on the boards of the JHU Energy, Environment, Sustainability and Health Institute, and the JHU Center for Global Health. At CU, Dr. Chakravarti was founding director of the Leeds School’s Program in International Management, and board member for the Deming Center for Entrepreneurship and the Center for Asian Studies.
Active in faculty governance, Dr. Chakravarti has served on the Commission on Research at Virginia Tech and chaired several key committees of the CU-Boulder Faculty Assembly and the Arizona Faculty Senate. He has held elected office as SCP President; ACR Director (Academic); and appointments on JCR’s policy board, as well as on research councils at the AMA and the Marketing Science Institute. He has worked with major global corporations (e.g., IBM, P&G, HP), agencies (e.g., FTC, UNDP) and several entrepreneurial ventures as a consultant and executive educator. A charter member of The Indus Entrepreneurs (TiE–Rockies), he has also served on its board of directors.
Selected Publications
Chakravarti, Dipankar, Andrew A. Mitchell and Richard Staelin (1979), "Judgment Based Marketing Decision Models: An Experimental Investigation of the Decision Calculus Approach." Management Science, 25, 3, March, 251- 263.
Chakravarti, Dipankar, Andrew A. Mitchell and Richard Staelin (1981), "Judgment Based Marketing Decision Models: Problems and Possible Solutions." Journal of Marketing, 45, 4, Fall, 13-21. (Lead article)
Biehal, Gabriel J. and Dipankar Chakravarti (1982), "Information Presentation Format and Learning Goals as Determinants of Consumers' Memory Retrieval and Choice Processes." Journal of Consumer Research, 8, 4, March, 431-441.
Biehal, Gabriel J. and Dipankar Chakravarti (1983), "Information Accessibility as a Moderator of Consumer Choice." Journal of Consumer Research, 10, 4, March, 1-14. (Lead article)
Biehal, Gabriel J. and Dipankar Chakravarti (1986), "Consumers' Use of Memory and External Information in Choice: Macro and Micro Perspectives." Journal of Consumer Research, 12, 4, March, 382-405. (Nominee: 1987 ACR/JCR award for the best paper in Journal of Consumer Research during 1984-86).
Biehal, Gabriel J. and Dipankar Chakravarti (1989), "The Effects of Concurrent Verbalization on Choice Processing." Journal of Marketing Research, 26, 1, February, 84-96.
Dick, Alan S., Dipankar Chakravarti and Gabriel Biehal (1990), "Memory Based Inferences During Consumer Choice." Journal of Consumer Research, 17, 1, June, 82-93.
Cohen, Joel B. and Dipankar Chakravarti (1990), "Consumer Psychology." in Lyman W. Porter and Mark R. Rosenzweig, eds. Annual Review of Psychology, 41, Palo Alto, CA, 243-288.
Lynch, John G. Jr., Dipankar Chakravarti and Anusree Mitra (1991), "Contrast Effects in Consumer Judgments: Changes in Mental Representation or in the Anchoring of Rating Scales." Journal of Consumer Research, 18, 3, December, 284-297. (Winner, 1994 ACR/JCR award for the best paper in Journal of Consumer Research during 1991-93).
Hoffman, Elizabeth, Dale Menkhaus, Dipankar Chakravarti, Ray Field and Glen Whipple (1993), "Using Laboratory Experimental Auctions in Marketing Research: A Case Study of New Packaging for Fresh Beef." Marketing Science, 12, 3, Summer, 318-338.
Krishnan, H. Shankar and Dipankar Chakravarti (1999), "Memory Measures for Pretesting Advertisements: An Integrative Conceptual Framework and a Diagnostic Template." Journal of Consumer Psychology. 8, 1, 1-37. (Lead Article).
Srivastava, Joydeep, Dipankar Chakravarti, and Amnon Rapoport (2000), "Price and Margin Negotiations in Marketing Channels: An Experimental Study of Sequential Bargaining Under One-Sided Uncertainty and Opportunity Cost of Delay." Marketing Science, 19, 2, Spring, 163-184.
Chakravarti, Dipankar (2006), “Voices Unheard: The Psychology of Consumption in Poverty and Development.” Journal of Consumer Psychology, 16, 4, 363-376.
Srivastava, Joydeep and Dipankar Chakravarti (2009), “Channel Negotiations with Information Asymmetries: Contingent Influences of Communication and Trustworthiness Reputations.” Journal of Marketing Research, 46. 4, August, 557-572.
Srivastava, Joydeep and Dipankar Chakravarti (2011), “Price Presentation Effects in Purchases Involving Trade-ins.” Journal of Marketing Research, 48, 5, October, 557-572.
Cheema, Amar, Dipankar Chakravarti and Atanu Sinha, (2012) “Bidding Behavior in Descending and Ascending Auctions.” Marketing Science, 31, 5, September-October, 779-800.
Stamatogiannakis, Antonios, Amitava Chattopadhyay and Dipankar Chakravarti, (2018) “Attainment Versus Maintenance Goals: Perceived Difficulty and Effects on Goal Choice.” Organizational Behavior and Human Decision Processes, 149, November. 17-34.
Chakravarti, Dipankar and Rowena Crabbe (2019), “Qualitative Research in Consumer Psychology.” In F. R. Kardes, P. M. Herr and N. Schwarz (eds.), Handbook of Research Methods in Consumer Psychology, London: Routledge, 61-92.
Zhu, Meng, Dipankar Chakravarti and Jian Ni (2022), “Emerging Market Research on Healthcare and Medical Decision Making: Toward a Consumer-Centric and Pluralistic Methodological Perspective.” Journal of the Association for Consumer Research, 7, 2, April, 132-141.
Yang, Haiyang and Dipankar Chakravarti (2024), “The Discount Consolidation Effect: How Brands Can Present Quantity Discounts More Effectively.” Journal of Consumer Psychology, 34, 4), 620-631.
Ratchford, Mark, Dipankar Chakravarti and Atanu Sinha (2025), “Status Quo Bias and Poaching Avoidance in Selecting Strategic Alliance Partners.” Experimental Economics, doi: 10.1017/eec.2025.4, in press.
Awards & Honors
2018 Outstanding Faculty in Doctoral Education, Pamplin College of Business, Virginia Tech
2016 Invited faculty, American Marketing Association - Sheth Foundation Doctoral Consortium
Also 2009, 2006, 2005, 2003, 1999, 1997, 1996, 1995, 1993, 1992, 1990, 1986, 1985:
2013 JHU “Green Blue Jay” award for the “Innovation for Humanity” (I4H) course for creativity and innovation in involving Carey Business School MBA students in hands-on learning opportunities emphasizing humanity and social responsibility.
2011 Nominee, Editor, Journal of Marketing Research (declined). Also 2002, 1992
2010 “Innovation for Humanity” - Forbes list of 10 most innovative new courses in B-school curricula.
2007 Invited faculty, Association for Consumer Research Doctoral Symposium. Also 2002
2004 Nominee, President Association for Consumer Research. Also 2002, 1992 (declined)
2003: Elected President, Society for Consumer Psychology (2003-04)
2002: Lifetime Fellow, Society for Consumer Psychology
1999 Listed among 106 most published authors (unranked) in leading consumer behavior journals (JCP, JCR, JMR, JM) during 1977-96 (Eaton et al., "Structural Analysis of Co-author Relationships and Productivity in Consumer Behavior Research,” Journal of Consumer Psychology, 8, 1, 1999, 39-60).
1995 Distinguished Institute Professor (Honorary), Indian Inst. of Management, Calcutta (Term: 1995-2000)
1995 Nominee, Editor, Journal of Consumer Research. Also 1992 (declined)
1994 Winner, ACR/JCR award for best paper in the Journal of Consumer Research during 1991-93
1994 Elected Director (Academic), Association for Consumer Research, 1994-97
1993 Listed among 42 most published authors (unranked) in the Journal of Consumer Research during 1974-94. (Hoffman and Holbrook, "The Intellectual Structure of Consumer Research," Journal of Consumer Research, 19, 1993, 505-517)
1993 Editor, Journal of Consumer Psychology (1993-96); Co-Editor (1993); Associate Editor (1991-93)
1990 Invited coauthor, quadrennial chapter on Consumer Psychology, Annual Review of Psychology
1987 Nominee, ACR/JCR award for best paper in the Journal of Consumer Research during 1984-86
1984 Runner-up, best paper, AMA Summer Educators' Conference
