- Associate Professor
- Allen G. Aaronson Department of Marketing & International Business
- (646) 312-3301
Pragya Mathur, PhD, is Associate Professor of Marketing and International Business at Baruch College. Her research interests focus 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. 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 branding and advertising. Her work has been published in leading academic journals in her field, including the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Organizational Behavior and Human Decision Processes. At Baruch, Mathur teaches courses on consumer behavior, among other marketing and business courses. Prior to academia, she worked in marketing and sales in industry-leading global consumer products companies. She received her PhD in marketing from New York University’s Stern School of Business.
Mathur, P., Chun, H.H. and Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1), pp.142-152.
Chen, C. Y., Mathur, P., Maheswaran, D. (2014). The Impact of Country-Related Affect on Product Evaluations. Journal of Consumer Research, 41(4), 1033-46.
Mathur, P., Block, L., Ozge, Y.-A. (2014). The Effects of Goal Progress Cues: An Implicit Theory Perspective. Journal of Consumer Psychology, 24(4), 46.
Mathur, P., Jain, S. P., Hsieh, M.-H., Maheswaran, D., Lindsey, C. D. (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.
Schaffner, D., Mathur, P., Maheswaran, D., Herman, A. (2013). Influence Of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses. Review of Managerial Science, 7(4).
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), 41.
Jain, S., Mathur, P., Maheswaran, D. (2009). The Influence of Consumers’ Lay Theories on Approach/Avoidance Motivation. Journal of Marketing Research, 46(1), 43.
Baruch College Faculty Recognition Award for Outstanding Research Performance During Previous Year. (2012, 2011, 2010).
Teaching Excellence, Stern Award. (2008).
Milton Reynolds Fellowship, Stern School-wide competition funding grant. (2007).
Robert W. Shoemaker Fellowship, NYU. (2006).