Pragya Mathur

Pragya Mathur

Professor

Zicklin School of Business

Department: Allen Aaronson Dept of Mkt/IB

Areas of expertise:

Email Address: pragya.mathur@baruch.cuny.edu

Pragya Mathur, PhD, is Associate Professor of Marketing and International Business at Baruch College. She currently serves as the Deputy Chair and is also the Director for Outreach and Strategic Partnerships for the Department. Her research focuses on gaining a better understanding of factors that affect how consumers process information and form judgments about marketing activity and communication. Her efforts have resulted in two programmatic streams of research: one focusing on the effects of consumers’ individual differences on information processing, an area in which she has made significant theoretical contributions; and the other centered on examining consumers’ information processing strategies in response to different internal motivations and external cues. More recently, Dr. Mathur has been exploring pro-social consumer behaviors in the context of charitable donations and consumers’ response to climate change. Dr. Mathur has successfully merged these streams in several of her published papers and ongoing projects, in which she has extended theory and explored marketing activity related to brand strategy, communication, and consumer actions. Her work has been published in leading academic journals in her field, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of the Association for Consumer Research, among others. Dr. Mathur serves on the Editorial Review Board of the Journal of Consumer Psychology. At Baruch, Dr. Mathur teaches courses on marketing foundations, healthcare marketing, consumer behavior, among other marketing and business courses. Prior to academia, she worked in marketing and distribution management in industry-leading global consumer products companies. She received her PhD in marketing from New York University’s Stern School of Business.

Education

Ph.D., Marketing, Stern School of Business, New York University

MPhil, Marketing, Stern School of Business, New York University

M.B.A., Marketing, Faculty of Management Studies, University of Delhi

B.A., Economics, St. Stephen's College, University of Delhi

Journal Articles

Seo, Y., Septianto, F., Mathur, P., & Sen, S. (2024). Consumer mindset and impact expectancy of corporate social responsibility contribution types. Journal of Marketing,

Malika, M., Ghoshal, T., Mathur, P., & Maheswaran, D. (2023). Does Scarcity Increase or Decrease Donation Behaviors? An Investigation Considering Resource-specific Scarcity and Individual Person-Thing Orientation. Journal of the Academy of Marketing Science,

Jain, S., Mathur, P., Isaac, M., Mao, H., & Maheswaran, D. (2023). Brand extension failure and parent brand penalty: The role of implicit theories. Journal of Consumer Psychology,

Mathur, P., Malika, M., Agrawal, N., & Maheswaran, D. (2023). The Context (In)Dependence of Low Fit Extensions. Journal of Marketing, 87(1). 114-132.

Mathur, P., Block, L., Yucel-Aybat, O., & Eisenstein, E. M. (2022). The Effect of Consumers' Implicit Theory of Personality and Product Feedback in Self-Directed Consumer Contexts. Personality and Individual Differences, 190(111526).

(2021). Personality Matters During a Pandemic: The Role of Implicit Theories on Pandemic Readiness Behaviors. Journal of the Association for Consumer Research, 6(1). 168-177.

Mathur, P., & Jain, S. S. (2020). Not all that Glitters is Golden: The Impact of Procedural Fairness Perceptions on Firm Evaluations and Consumer Satisfaction with Favorable Outcomes. Journal of Business Research, 117. 357-367.

Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1). 142-152.

(2014). The Effects of Goal Progress Cues: An Implicit Theory Perspective. Journal of Consumer Psychology, 24(4). 484-496.

Chen, C. Y., Mathur, P., & Maheswaran, D. (2014). The Impact of Country-Related Affect on Product Evaluations. Journal of Consumer Research, 41.4. 1033-1046.

(2013). Influence Of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses. Review of Managerial Science, 7(4).

(2013). The influence of implicit theories and message frame on the persuasiveness of disease prevention and detection advocacies. Organizational Behavior and Human Decision Processes, 122(2). 141-151.

Mathur, P., Jain, S., & Maheswaran, D. (2012). The Influence of Consumers' Implicit Theories and Brand Extensions on Brand Personality Impressions and Overall Brand Evaluations. Journal of Consumer Psychology, 22(4). 545-557.

Jain, S., Mathur, P., & Maheswaran, D. (2009). The Influence of Consumers' Lay Theories on Approach/Avoidance Motivation. Journal of Marketing Research, 46(1). 56-65.

Book Chapters

Mathur, P., Madan, S., & Basar, B. (2017). Consumer's Implicit Mindsets. In Maheswaran, D., & Puliyel, T. (Eds.), Understanding Indian Consumers Oxford Press.

Kruger, J., Wirtz, D., Miller, D. T., & Mathur, P. (2010). On First versus False Instincts. In Arkin, R. M., Oleson, K. C., & Carroll, P. J. (Eds.), The Uncertain Self: A Handbook of Perspectives from Social and Personality Psychology

Presentations

Mathur, P., Lindrud, K., Groth, O., & Madan, S. (2024, July 1). Saving the Environment Through Individual or Collective Action? – An Implicit Mindset Perspective. American Marketing Association CBSIG 2024 Conference. Vienna, Austria: American Marketing Association.

Seo, Y., Septianto, F., Sen, S., & Mathur, P. (2023, October 27). Consumer mindset and impact expectancy of corporate social responsibility contribution types. Association for Consumer Research Annual Conference. Seattle, WA, US: Association for Consumer Research.

Jain, S. P., Mathur, P., Mao, H., Maheswaran, D., & Isaac, M. (2022, October 22). Multi-Product Brand Extensions Evaluations Vary with Consumers’ Implicit Theories of Personality. Association for Consumer Research Annual Conference. Denver, CO, USA: Association for Consumer Research.

Mathur, P., Block, L., Aybat, O. Y., & Eisenstein, E. M. (2019, February 22). Self-Directed Learning in Education: A Motivational Perspective. AMA Educators' Winter Conference. Austin, Texas: AMA.

Mathur, P. (2019, January 11). Programmatic Research. ACR Asia-Pacific 2019 Conference. Ahmedabad, India: Association for Consumer Research.

Mathur, P. (2017, October 24). Programmatic Research for Doctoral Students. Association for Consumer Research Annual Conference. San Diego, CA, USA: Association for Consumer Research.

Bawa, K., Grein, A., Mathur, P., Mohan, K., & Sajeesh, S. (2013, April 5). Using the iPad to Support Faculty Teaching, Research and Service. Teaching and Technology Conference. Baruch College, New York: CUNY.

Mathur, P., & Maheswaran, D. (2013, July 1). The Context (In)dependence of Brand Extensions. European Association for Consumer Research. Barcelona, Spain

Mathur, P., & Block, L. (2013, October 31). The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: An Implicit Theory Perspective. Association for Consumer Research. Chicago, IL

Mathur, P., & Schaffner, D. (2012, February 28). Accuracy versus Feelings: The Influence Motivated Reasoning on the Valuation of Multiple Gains and Losses. Annual Conference for the Association for Consumer Research. Las Vegas, Nevada, USA: Association for Consumer Research.

Rogers, Z., & Mathur, P. (2011, October 31). Effects of Negative Labeling on ProSocial Behavior. Annual Conference of the Association for Consumer Research. St. Louis, MO: Association for Consumer Research.

Mathur, P., Jain, S. P., & Hsieh, M. E. (2011, November 30). Framing Health Messages: Implications of Detection vs. Prevention. Society for Judgment and Decision Making Conference. Seattle, WA: Society for Judgment and Decision Making.

Yucel, O., Mathur, P., & Block, L. (2011, February 28). From Anna Karenina to Avatar: The Effects of Subgoal Accomplishment on Satisfaction. Annual Winter Conference for the Society for Consumer Psychology. Atlanta, GA: Society for Consumer Psychology.

Mathur, P., & Rogers, Z. (2011, February 28). Effects of Negative Labeling on ProSocial Behavior. Annual Winter Conference for the Society for Consumer Psychology. Atlanta, GA: Society for Consumer Psychology.

Mathur, P., & Trabold, L. (2010, February 28). The Impact of Brand Personality Traits on Post-Consumption Behavior. Annual Winter Conference of the Society for Consumer Psychology. St. Petersburg, FL: Society for Consumer Psychology.

Mathur, P., & Bagchi, R. (2010, February 28). Implicit Theories and the Face Effect. Annual Winter Conference of the Society for Consumer Psychology. St. Petersburg, FL: Society for Consumer Psychology.

Mathur, P., Yucel, O., & Block, L. (2010, June 30). From Anna Karenina to Avatar: The Effects of Subgoal Accomplishment on Satisfaction. Annual Conference of the European Association for Consumer Research. : European Association for Consumer Research.

Mathur, P., Saldanha, N., & Greenleaf, E. (2009, October 31). When Brands Go Wrong - The Impact of Perception and Fairness on Brand Attitudes. Annual Conference of the Association for Consumer Research. Pittsburgh: Association for Consumer Research.

Mathur, P., Saldanha, N., & Greenleaf, E. (2008, February 28). When Brands Go Wrong - The Impact of Perception and Fairness on Brand Attitudes. Society For Consumer Psychology. New Orleans

Mathur, P., Shaffner, D., Herman, A., & Matheswaran, D. (2007, February 28). Influence of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses. Society for Consumer Psychology. Las Vegas

Shaffner, D., Mathur, P., Herman, A., & Matheswaran, D. (2007, October 31). Influence of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses. Memphis: Association for Consumer Research.

Mathur, P., & Maheswaran, D. (2006, June 30). Multiple Source Effect in Brand Alliances. Association for Consumer Research Asia-Pacific. Sydney, Australia

Mathur, P., & Maheswaran, D. (2006, February 28). The Context (In)Dependence of Brand Feedback Effects. Society For Consumer Psychology. Florida

Mathur, P., & Maheswaran, D. (2005, October 31). The Impact of Cognitive Style on Brand Extension Evaluations. Association for Consumer Research. San Antonio, Texas

Mathur, P., & Maheswaran, D. (2005, May 31). The Impact of Cultural Cognitive Style on Brand Extension Evaluations. Transitional Economics Conference. Washington, DC

Research Currently in Progess

Mathur, P., Hseih, M., & Jain, S. P.(n.d.). Goal Framing versus Attribute Framing – The Influence of Implicit Theories on Comparative Advertisements. In Progress.

Hada, M., & Mathur, P.(n.d.). Effectiveness of Pre-Roll Advertising. In Progress.

Research Paper

Ghoshal, T., Mathur, P., Boatwright, P., & Cagan, J.(n.d.). External Packaging Aesthetics- Boon or Bane? It’s Mixed, from a Consumer Wastefulness Perspective. In Progress.

Presented at Marketing Science, June 2019. Additional studies run in Spring - Fall 2021.

Mathur, P., & Bagchi, R.(n.d.). The Impact of Context on Face Effects.

Mathur, P., & Hildebrand, D.(n.d.). Multiple Source Effects in Brand Alliances - An Information Processing Perspective. In Progress.

Groth, O., Mathur, P., Lindrud, K., & Madan, S.(n.d.). Implicit Mindsets and Pro-Environmental Behavior. In Progress.

Research Paper

Sen, S., Mathur, P., & Papajohn, I.(n.d.). My Uber Rating is my Life! - How Mutual Review Brands Influence Consumer Preferences. In Progress.