Pradeep K. Chintagunta

Pradeep Chinagunta

Pradeep K. Chintagunta conducts research into the analysis of household purchase behavior, pharmaceutical markets, and technology products. "A lot of my early research was with scanner panel data trying to understand how consumers respond to different marketing activities of firms - prices, promotions, advertising, etc.," explained Chintagunta. "My research has expanded in two directions - one was to expand the domain beyond CPG products to pharmaceuticals and technology products and the other was to go beyond the consumer to other players in the broader 'ecosystem' to obtain a more holistic view of the effects of marketing."

Chintagunta is on the advisory editorial board of Marketing Science, and is the Editor of Quantitative Marketing and Economics. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research Marketing, the Journal of the American Statistical Association, and the Journal of Econometrics.

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What's in a Name: Assessing the Value of Rebranding in the Hospitality Industry (with Yi-Lin Tsai and Chekitan Dev), Journal of Marketing Research, forthcoming

Impact of Competition on Product Quality Decisions: Movie Choices of Exhibitors (with Yesim Orhun and Sriram Venkataraman), Marketing Science, forthcoming

Service Quality Variability and Termination Behavior (with S Sriram and PuneetManchanda), Management Science, forthcoming

Wireless Carriers' Exclusive Handset Arrangements: An Empirical Look at the iPhone (with Ting Zhu & Hongju Liu), Customer Needs and Solutions, forthcoming

Structural models of complementary choices (with Berry et al), Marketing Letters, 25, 245-256, 2014