Dipankar Chakravarti

Prof. of Marketing, Sonny Merryman Inc. Prof. in Business, Director of Ph.D. in Exec. Business Research

Teaching Interests

Marketing Management & Strategy
Customer Relationship Management
Social Entrepreneurship in Emerging Markets
Managerial Decision Behavior
Advanced Marketing Research Methods

Research Interests

Judgment & Decision Making in Marketing Contexts
The Psychology of Consumption in Poverty


Curriculum Vitae


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.

Dipankar Chakravarti
  • (703) 538-8418
  • dchakra1@vt.edu
  • 354 Northern Virginia Center
    7054 Haycock Road, Falls Church, VA 22043
    Fax: (703) 538-8415
  • Secondary Contact:
    (540) 231-7006
    2040 Pamplin (0236)


  • Presidency College, University of Calcutta, India
  • B.Sc. Honors (Physics) 1969
  • Carnegie-Mellon University, Pittsburgh, PA
  • MS (Industrial Administration) 1976
  • Ph.D.  Industrial Administration 1979