Pragya Mathur

ACADEMIC EXPERIENCE

• 2019-Present    Associate Professor and Deputy Chair, Baruch College, CUNY, NY


• 2016-2019  Associate Professor of Marketing with Tenure, Baruch College, CUNY, NY


• 2008-2016  Assistant Professor of Marketing, Baruch College, CUNY, NY

EDUCATION

• PhD in Marketing   Stern School of Business, New York University, 2008


• MPhil in Marketing   Stern School of Business, New York University, 2007


• MBA (Marketing)   Faculty of Management Studies, University of Delhi, India, 1997


• BA (Honors)      Economics, St. Stephen’s College, University of Delhi, India, 1995

JOURNAL PUBLICATIONS:

• 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. Conditionally accepted, Journal of the Academy of Marketing Science.


• 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, forthcoming.


• Mathur, P., Malika, M., Agrawal, N., & Maheswaran, D. (2022). The Context (In) Dependence of Low-Fit Brand Extensions. Journal of Marketing, forthcoming.


• 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.

OTHER PUBLICATIONS

• 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.

PAPERS UNDER REVIEW:

• Seo, Y., Septianto F., Sen, S., Mathur, P. Consumer mindset and impact expectancy of corporate social responsibility contribution types. Invited for resubmission to the Journal of Marketing.

WORKING PAPERS AND RESEARCH IN PROGRESS:

• Mathur, P., Maheswaran, D., Hildebrand, D. Multiple Source Effects in Brand Alliances - An Information Processing Perspective.


• Mathur, Pragya, Shailendra P. Jain, Huifang Mao, "Construal Level and Implicit Theories."


• Hada, Mahima, Mathur, Pragya, "Effectiveness of Pre-Roll Advertising."


• Mathur, Pragya, D. Maheswaran, "The Context (In)dependence of Brand Extensions.”


• Lteif, Lama, Mathur, Pragya, L. Block, "Implicit Mindsets and Everyday Product Learning.”


• Lteif, Lama, Mathur, Pragya, Block, L., “Implicit Consumer Mindsets and Digital Recommendations.”

CONFERENCES AND PROCEEDINGS

• Seo, Y., Septianto, F., Sen, S., & Mathur, P. (2023, October). Consumer mindset and impact expectancy of corporate social responsibility contribution types. Association for Consumer Research Annual Conference. Seattle, WA, US: Association for Consumer Research.


• Jain, S. P., Mathur, P., Mao, H., Maheswaran, D., & Isaac, M. (2022, October). Multi-Product Brand Extensions Evaluations Vary with Consumers’ Implicit Theories of Personality. Association for Consumer Research Annual Conference. Denver, CO, USA: Association for Consumer Research.


• Mathur, P., & Ghoshal, T. (2019, June). External Packaging Aesthetics: Boon or Bane? Marketing Science. Rome, Italy: INFORMS.


• Mathur, P., Block, L., Aybat, O. Y., & Eisenstein, E. M. (2019, February). Self-Directed Learning in Education: A Motivational Perspective. AMA Educators’ Winter Conference. Austin, Texas: AMA. Mathur, P., Block, L., Association for Consumer Research, Chicago, IL, "The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: An Implicit Theory Perspective", International, Yes, Accepted. (October 2013).


• Mathur, P., Block, L., Association for Consumer Research, Chicago, IL, "The Effect of Goal Progress Salience Cues in Effortful Consumer Domains: An Implicit Theory Perspective", International, Yes, Accepted. (October 2013).


• Mathur, P., & Maheswaran, D. (2013, July). The Context (In)dependence of Brand Extensions. European Association for Consumer Research. Barcelona, Spain.


• Mathur, P., Maheswaran, D., European Association for Consumer Research, Barcelona, Spain, "The Context (In)dependence of Brand Extensions", published in proceedings. (July 2013).


• Bawa, K., Grein, A., Mathur, P., Mohan, K., Sajeesh, S., Teaching and Technology Conference, CUNY, Baruch College, New York, "Using the iPad to Support Faculty Teaching, Research and Service". (April 5, 2013).


• Mathur, P., Schaffner, D., Annual Conference for the Association for Consumer Research, Association for Consumer Research, Las Vegas, Nevada, USA, "Accuracy versus Feelings: The Influence Motivated Reasoning on the Valuation of Multiple Gains and Losses", published in proceedings. (February 2012).


• Mathur, P., Jain, S. P., Hsieh, M.-H. E., Society for Judgment and Decision Making Conference, Society for Judgment and Decision Making, Seattle, WA, "Framing Health Messages: Implications of Detection vs. Prevention", published in proceedings. (November 2011).


• Rogers, Z., Mathur, P., Annual Conference of the Association for Consumer Research, Association for Consumer Research, St. Louis, MO, "Effects of Negative Labeling on ProSocial Behavior", published in proceedings. (October 2011).


• Mathur, P., Rogers, Z., Annual Winter Conference for the Society for Consumer Psychology, Society for Consumer Psychology, Atlanta, GA, "Effects of Negative Labeling on ProSocial Behavior", published in proceedings. (February 2011).


• Yucel, O., Mathur, P., Block, L., Annual Winter Conference for the Society for Consumer Psychology, Society for Consumer Psychology, Atlanta, GA, "From Anna Karenina to Avatar: The Effects of Subgoal Accomplishment on Satisfaction", published in proceedings. (February 2011).


• Mathur, P., Yucel, O., Block, L., Annual Conference of the European Association for Consumer Research, European Association for Consumer Research, "From Anna Karenina to Avatar: The Effects of Subgoal Accomplishment on Satisfaction", published in proceedings. (June 2010).


• Mathur, P., Bagchi, R., Annual Winter Conference of the Society for Consumer Psychology, Society for Consumer Psychology, St. Petersburg, FL, "Implicit Theories and the Face Effect", published in proceedings. (February 2010).


• Mathur, P., Trabold, L., Annual Winter Conference of the Society for Consumer Psychology, Society for Consumer Psychology, St. Petersburg, FL, "The Impact of Brand Personality Traits on Post-Consumption Behavior", published in proceedings. (February 2010).


• Mathur, P., Saldanha, N., Greenleaf, E., Annual Conference of the Association for Consumer Research, Association for Consumer Research, Pittsburgh, "When Brands Go Wrong - The Impact of Perception and Fairness on Brand Attitudes", published in proceedings. (October 2009).


• Mathur, P., Saldanha, N., Greenleaf, E., Society For Consumer Psychology, New Orleans, "When Brands Go Wrong - The Impact of Perception and Fairness on Brand Attitudes", published in proceedings. (February 2008).


• Shaffner, D., Mathur, P., Herman, A., Matheswaran, D., Association for Consumer Research, Memphis, "Influence of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses", published in proceedings. (October 2007).


• Mathur, P., Shaffner, D., Herman, A., Matheswaran, D., Society for Consumer Psychology, Las Vegas, "Influence of Accuracy Motivated Information Processing on the Evaluation of Multiple Gains and Losses", published in proceedings. (February 2007).


• Mathur, P., Maheswaran, D., Association for Consumer Research Asia-Pacific, Sydney, Australia, "Multiple Source Effect in Brand Alliances", published in proceedings. (June 2006).


• Mathur, P., Maheswaran, D., Society For Consumer Psychology, Florida, "The Context (In)Dependence of Brand Feedback Effects", published in proceedings. (February 2006).


• Mathur, P., Maheswaran, D., Association for Consumer Research, San Antonio, Texas, "The Impact of Cognitive Style on Brand Extension Evaluations", published in proceedings. (October 2005).


• Mathur, P., Maheswaran, D., Transitional Economics Conference, Washington, DC, "The Impact of Cultural Cognitive Style on Brand Extension Evaluations", published in proceedings. (May 2005).

PROFESSIONAL HONORS, PRIZES, FELLOWSHIPS

• Dean’s Teaching Excellence Award (2015)


• Faculty Recognition Award for Outstanding Research Performance During Previous Year. (2010-2012).


• Teaching Excellence, Stern Award for PhD Teaching. (2008).


• Milton Reynolds Fellowship, Stern School-wide competition funding grant. (2007).


• Robert W. Shoemaker Fellowship, NYU. (2006).


• Stern Award for PhD Teaching Excellence. (2006).


• Teaching Excellence, Stern Award for PhD Teaching, Teaching. (2006).


• Doctoral Fellowship in Marketing, NYU. (2003).


• Reckitt Benckiser Managing Director's Team Award for "Best Brand Management". (2002).


• Unilever India's Director's Award. (2000).


• University of Delhi Academic Rank. (1993).


• National Merit Scholarship - Ministry of Education, Govt. of India. (1992).

RESEARCH GRANTS

• Mathur, P., Grant, PSC-CUNY, $3,498.78. (start: 2014, end: 2015).


• Mathur, P., Grant, PSC-CUNY, $3,497.71. (start: 2013, end: 2014).


• Mathur, P., Grant, PSC-CUNY, $3,494.28. (start: 2012, end: 2013).


• Hada, M. (Co-Principal), Mathur, P. (Co-Principal), Grant, "Effectiveness of Pre-Roll Advertising", Interpublic, Baruch College - CUNY, $2,650.00, Funded. (start: July 2, 2012, end: June 30, 2013).


• Mathur, P. (Principal), Grant, "Cross-Cultural Success of Low Fit Extensions: The Impact of Information Type", InterPublic, Private, $2,600.00. (start: 2011, end: 2012).


• Mathur, P. (Co-Principal), Grant, "Deceptive Perceptions: The Effects Of Positive And Negative Labeling On Charitable Behavior", Aaronson Foundation, Private, $1,300.00, Funded. (start: 2011, end: 2012).


• Mathur, P. (Principal), Grant, "The Impact Of Implicit Theory Orientation On Facial Trustworthiness Judgments", Aaronson Foundation, Private, $1,200.00, Funded. (start: 2011, end: 2012).


• Mathur, P. (Principal), Grant, "The Impact of Implicit Theory Orientation on Facial Trustworthiness Judgments", Aaronson Grant Award, Baruch College - CUNY, $1,200.00, Funded. (start: 2011, end: 2012).


• Mathur, P. (Principal), Grant, "The Impact of Prevention vs. Detection Advocacies on the Effectiveness of Framed Health Messages", Aaronson Grant Award, Baruch College - CUNY, $1,500.00, Funded. (start: 2011, end: 2012).


• Mathur, P., Grant, PSC-CUNY, $4,300.00. (start: 2010, end: 2011).


• Mathur, P., Block, L., Yucel, O., Grant, "From Anna Karenina to Avatar: The Effect of Subgoal Accomplishment on Satisfaction", InterPublic Digital Grant Award, $2,000.00. (start: 2010, end: 2011).


• Mathur, P., Sajeesh, S., Grant, "Network Externalities and Consumer Motives", InterPublic Digital Grant Award, $3,000.00. (start: 2010, end: 2011).


• Mathur, P., Grant, PSC-CUNY, $3,900.00. (start: 2009, end: 2010).


• Mathur, P., Grant, "Stern school-wide competitive funding grant", Milton Reynolds Fellowship. (start: 2007, end: 2008).

INSTUTIONAL SERVICE

• Department Executive Committee Member (2015-2018)


• Continuous Assessment Committee (2015-2017)


• Paid Parental Leave Committee for Baruch College (2016)


• Chair, Lecturer Recruitment Committee (2014, 2015)


• Faculty Recruitment Committee Member, Committee Member. (2012)


• Marketing Department Coordinator for MKT3000. (September 2010 - December 2010).


• Zicklin School Representative to the Weissman School of Arts and Sciences, CUNY, Committee Member. (2014 - 2015).


• Undergraduate Curriculum Committee, Committee Member. (2013 - 2014)


• Zicklin School Representative to the Weissman School of Arts and Sciences, CUNY, Committee Member. (2012 - 2014)


• Excel (SAM) Assignments Committee for BUS1000. (2013 - 2014)


• Writing Workshop for BUS1000, Attendee, Meeting. (2013)


• Doctoral Dissertation Committee Member Ozge Yucel-Ayabat (2012)


• Doctoral Dissertation Committee Member Chrissy Mitakakis (2010 - 2012)

OTHER PROFESSIONAL ACTIVITIES AND PUBLIC SERVICE:

• Journal of Consumer Research, Reviewer, Journal Article. (2012 - 2016)


• Journal of Marketing Research, Reviewer, Journal Article. (2009 - 2016)


• Journal of Consumer Psychology, Reviewer, Journal Article. (2009 - 2016)


• International Journal of Research in Marketing, Reviewer, Journal Article.(2016)


• Society for Consumer Psychology, Reviewer, Dissertation Award. (2016)


• Journal of Retailing, Reviewer, Journal Article. (2012, 2015)


• Society for Consumer Psychology, Reviewer, Conference Paper. (2008-2016)


• Association of Consumer Research, Reviewer, Conference Paper. (2008-2016)


• Tourism Management Review, Reviewer, Journal Article. (2010)


• Society for Consumer Psychology, Special Sessions Organizer. (2006)


• Transitional Economics Conference, Special Sessions Organizer. (2005).

TEACHING EXPERIENCE

• Marketing Foundations (Undergraduate, Executive MBA)


• Consumer Behavior (Undergraduate)


• Introduction to Business (Undergraduate)

INDUSTRY EXPERIENCE

• Brand Management, Reckitt Benckiser.


• Brand Management, Unilever.



• Consumer Behavior (Undergraduate)


• Introduction to Business (Undergraduate)



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