Ravi Dhar

George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights

Yale School of Management

Areas of Expertise:

Brand Management, Consumer Behavior, Marketing

Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and Director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as Professor of Psychology in the Department of Psychology, Yale University.

He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace.

Selected Books

Marketing Management
R. Dhar and R. S. Winer
Pearson Hall

Selected Articles

Apples, Oranges and Erasers: The Effect of Considering Similar versus Dissimilar Alternatives on Purchase Decisions
R. Dhar, L. Friedman, and J. Savary
Journal of Consumer Research

Seeing Stars: How the Binary Bias Distorts the Interpretation of Customer Ratings
R. Dhar, M. Fisher, and G. Newman
Journal of Consumer Research

Effect of Intelligence on Consumers’ Responsiveness to a Pro-Environmental Tax: Evidence from Large-Scale Data on Car Acquisitions of Male Consumers
R. Dhar, J. Aspara, and X. Luo
Journal of Consumer Psychology

Mental Representation Changes the Evaluation of Green Product Benefits
R. Dhar, K. Goldsmith, and G. Newman
Nature Climate Change

Closer to the Creator: Temporal Contagion Explains The Preference for Earlier Serial Numbers
R. Dhar, R. Smith, and G. Newman
Journal of Consumer Research

  • Distinguished Scientific Contribution Award, Society of Consumer Psychology, 2012
  • Yale SOM Alumni Association Teaching Award, Yale School of Management Alumni Association, 2012
  • Finalist, William O’Dell Award, 2012, 2008, 2004
  • Winner, William O’Dell Award, 2005
  • Finalist, Paul Green Award, 2004
  • INFORMS Consortium Faculty Fellow
  • AMA Consortium Faculty Fellow
  • John A. Howard AMA Doctoral Dissertation Award, 1992-1993 (Honorable Mention)
  • AMA Doctoral Consortium Fellow, 1991