Pradeep K. Chintagunta

About

Pradeep K. Chintagunta is the Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at The University of Chicago Booth School of Business. His research primarily focuses on the analysis of household purchase behavior, pharmaceutical markets, and technology products. Early in his career, Chintagunta conducted extensive research using scanner panel data to understand consumer responses to various marketing activities such as pricing, promotions, and advertising. More recently, his research has expanded into the field of development marketing, which involves applying marketing tools to improve outcomes for small businesses, healthcare, agriculture, and other sectors in emerging markets. Additionally, he is interested in exploring the broader effects of marketing on the ecosystem beyond just consumers and firms, aiming to develop a more holistic understanding of marketing's role in society. Chintagunta serves on the advisory editorial boards of several prestigious journals including Quantitative Marketing and Economics, the Journal of Marketing, and the Journal of Marketing Research. His scholarly work has been published in leading academic journals such as the Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, the Journal of the American Statistical Association, and the Journal of Econometrics.

Research topics

• Business
• Marketing
• Computer Science
• Advertising
• Economics
• World Wide Web
• Psychology
• Environmental health
• Microeconomics
• Family medicine

Selected publications

• Social Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China

  Journal of Marketing · 2021 · 144 citations

  Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world? The authors investigate the role of online social media tools in alleviating customer (farmer) uncertainty and promoting the adoption of a new eco-friendly pesticide in rural China via a randomized controlled field experiment. The key finding is that even for a new product such as a pesticide, a low-cost social media support platform can effectively promote adoption. A combinati…

  DOI

• Search Duration

  Marketing Science · 2020 · 64 citations

  Senior authorCorresponding

  This paper develops and estimates a model of sequential search that accounts for the full set of decisions consumers make while searching (which products to search, search longevity, sequence of purchases, and whether to purchase).

  DOI

• Consumer Tax Credits for EVs: Some Quasi-Experimental Evidence on Consumer Demand, Product Substitution, and Carbon Emissions

  Management Science · 2023-05-04 · 51 citations

  articleSenior author

  Governments worldwide have spent billions of dollars on monetary incentives for consumers to encourage the adoption of eco-friendly (“green”) products. However, there is little consensus on the effectiveness of delayed monetary incentives with complex structures, such as tax credits in increasing green product adoption and reducing carbon emissions. The literature is also limited on the mechanisms through which monetary incentives work in general. We address these issues by studying the impact o…

  PublisherDOI

• It’s About Time: A Call for More Longitudinal Consumer Research Insights

  Journal of the Association for Consumer Research · 2020 · 26 citations

  1st authorCorresponding

  Previous articleNext article FreeLongitudinal Effects and ConsumptionIt’s About Time: A Call for More Longitudinal Consumer Research InsightsPradeep Chintagunta and Aparna A. LabrooPradeep Chintagunta Search for more articles by this author and Aparna A. Labroo Search for more articles by this author PDFPDF PLUSFull Text Add to favoritesDownload CitationTrack CitationsPermissionsReprints Share onFacebookTwitterLinked InRedditEmailQR Code SectionsMoreThe most consequential of influences on, and i…

  PublisherOA PDFDOI

• Virtual Collaboration Technology and International Business Coaching: Examining the Impact on Marketing Strategies and Sales

  Marketing Science · 2023-11-10 · 17 citations

  article

  This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs.

  PublisherDOI

Frequent coauthors

• Naufel J. Vilcassim

  London School of Economics and Political Science

  69 shared

• Stephen J. Anderson

  Texas A&M University

  50 shared

• Mario Macis

  William Carey University

  48 shared

• Jessica Goldberg

  39 shared

• Jean‐Pierre Dubé

  28 shared

• Puneet Manchanda

  27 shared

• S. Sriram

  Ross School

  19 shared

• Sandipan Dhar

  Institute of Child Health

  17 shared

Education

• B.S.

  Banaras Hindu University

  1984

• M.D.

  Indian Institute of Management

  1986

• Ph.D., Marketing

  Northwestern University

  1990

Awards & honors

• O'Dell award finalist (1996)
• O'Dell award finalist (2001)
• Hillel J. Einhorn Award for Excellence in Teaching
• Chicago Booth's top professors by BusinessWeek

Similar researchers at University of Chicago

• Daniel Bartelsh-30
• Berkeley J. Dietvorsth-10