 
 | General Mills Professor of Marketing
CSOM Marketing & Log Mgmt, CSOM Res in Mkt Institute for
3-211 CarlSMgmt
321 19th Ave S
Minneapolis, MN 55455
Phone: 612/624-8049
Fax: 612/626-8328
arao@umn.edu
Personal URL
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EducationBA, 1978, Economics (Honors), Madras Univ. MBA, 1980, Xavier Institute PhD, 1986, Marketing, Virginia Tech Expertise
Advertising
Branding
Gas Prices
Pricing
Judgement and Decision Making
Cultural issues in marketing
More Information Current Research
Information economics implications for pricing strategy, brand management
Behavioral Decision Theory based examinations of managerial and consumer decision making
Cognitive Neuroscience based examinations of decision making
Persuasion and Choice in Political Markets Major Publications - "When Two and Two is Not Equal to Four: Errors in Processing Sequential Percentage Changes" with H. Chen, Journal of Consumer Research, (forthcoming) 2007
- "Domain Based Asymmetry in Expectations of the Future," with A. Monga, Organizational Behavior and Human Decision Processes, 100 (May), 35-46, 2006
- "The Quality of Price as a Quality Cue" Journal of Marketing Research (November), 2005
- "Cross Cultural Differences in Consumer Impatience" with H. Chen and S. Ng, Journal of Marketing Research (August) 2005
- "The Price of Launching A New Product: Empirical Evidence On Factors Affecting the Relative Magnitude of Slotting Allowances," with H. Mahi, Marketing Science (Spring), 2003
- "Close Encounters of Two Kinds: False Alarms and Dashed Hopes," with H. Chen, Marketing Science (Spring), 2002
- "No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality" with A. Kirmani, Journal of Marketing (April), 2000.
- "How to Fight a Price War," with M. Bergen and S. Davis, Harvard Business Review, (March/April), 2000.
- "Signaling Unobservable Quality through a Brand Ally," with Lu Qu and Robert W. Ruekert, Journal of Marketing Research, 36 (2), 1999
- "Causes and Consequences of Price Premiums," with K. Monroe, Journal of Business, (October) 1996
- "Brand Alliances as Signals of Product Quality," with R. Ruekert, Sloan Management Review, (Fall), 1994
- "Price Premium Variations As A Consequence of Buyers Lack of Information," with M. Bergen, Journal of Consumer Research, (December) 1992.
- "The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," with T. Childers, Journal of Consumer Research, 19 (September), 1992
- "The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined," with W. Sieben, Journal of Consumer Research, 19 (September), 1992
- "The Effect of Price, Brand Name, and Store Name on Buyers Perceptions of Product Quality: An Integrative Review", with K. Monroe, Journal of Marketing Research, 26 (August), 1989
- "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," with K. Monroe, Journal of Consumer Research, 15 (September), 1988
Books - Advances in Consumer Research, Volume 32, with Geeta Menon
Other Publications Current Administrative Appointments Current Editorial Appointments - Editorial Board, Journal of Consumer Psychology
- Editorial Review Board, Journal of Marketing Research
Scholarly Service and Honors - Distinguished Teaching Award, 1992, 1993
- Outstanding Faculty, Business Week Guide
- Robert Ferber Award, best interdisciplinary article on consumer behavior based on a dissertation, 1987
- Faculty, American Marketing Association Doctoral Consortium, 1993, 2002, 2003, 2004
- Harold Maynard Award for contribution to Marketing theory, Journal of Marketing, 2000
- Co-chair, American Marketing Association Doctoral Consortium, 2003
- Co-chair, Association for Consumer Research Conference, Portland OR, 2004
Community Relationships - Consultant for Abbott Laboratories (Germany), Ambrosetti (Italy), Boston Scientific, the Carlson Companies, Jostens, McQuay International, The NutraSweet Company, Osservatorio Asia (Italy), Qwest, and many others
- Advisory Board Member, PACER.org
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