Pragya Mathur - Zicklin School of Business

About

Pragya Mathur, PhD, is Associate Professor of Marketing and International Business at Baruch College. 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.

Publications

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

Jain, S.P., Mathur, P., Isaac, M., Mao, H., and Maheswaran, D. (2023), Brand Extension Failure and Parent Brand Penalty: The Role of Implicit Theories. Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1343

Malika, M., Ghoshal, T., Mathur, P., and 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. https://doi.org/10.1007/s11747-023-00938-2

Mathur, P., Yucel-Aybat, O., Block, L., & 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.

Zhang, Y., Mathur, P., & Block, L. (2021). Personality Matters during a Pandemic: Implicit Theory Beliefs Influence Preparedness and Prevention Behaviors. Journal of the Association for Consumer Research, 6(1), 168-177.

Mathur, P. and 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, pp. 357-367.

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.

Book Chapters:

Mathur, P., Madan, S., & Basar, B. (2017). Consumer’s Implicit Mindsets. In Understanding Indian Consumers. Oxford Press.

Kruger, J., Wirtz, D., Miller, D. T., Mathur, P. (2010). The First Instinct Fallacy In Robert M. Arkin, Kathryn C. Oleson and Patrick J. Carroll (Ed.). The Uncertain Self: A Handbook of Perspectives from Social and Personality Psychology.

Awards