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 ResearchJournal of Marketing ResearchJournal 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.