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Professor Ravi Dhar

Ravi Dhar

George Rogers Clark Professor of Management and Marketing & Director of the Yale Center for Customer Insights

Professor Dhar has been involved in pioneering work in understanding the different factors that influence how consumers think and decide. He has also served as a consultant to dozens of Fortune 100 companies in a wide variety of industries, including CPG, health care, high tech, financial services and luxury goods on developing best practices for generating and using customer insights.

Ravi has published more than 70 articles and serves on the editorial boards of several of the leading marketing journals. His research and teaching has been honored with various awards including the Distinguished Scientific Contribution Award of the Society for Consumer Psychology, the Distinguished Alumnus Award from the Indian Institute of Management, and the Yale School of Management Alumni Association Teaching Award. His work has been frequently mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today, and other popular media.


  • PhD, University of California, Berkeley, 1992
  • MS, University of California, Berkeley, 1990
  • MBA, Indian Institute of Management, 1987
  • BTech, Indian Institute of Technology, 1986


Attractive and Confident: How Boosting Self-perceived Attractiveness Reduces the Context Effects of All-average, Default, and Compromise options

R. Dhar, Z. Jiang, J. Xu, and M. Gorlin
Journal of Marketing Research


Working Papers

A New Framework for Behavioral Change

Z. Chance, R. Dhar, and S. Frederick

Authenticity is Contagious: Magical Thinking and Preference for the Original Source of Production

G. E. Newman & R. Dhar

It’s the Thought that Counts: Causality and Compensatory Reasoning in Consumer Choice

G. E. Newman, R. Dhar & M. Gorlin

When More Is Less: Construal Level and the Effects of Secondary Benefits on Pro-social Motivations

K. Goldsmith, G. E. Newman & R.Dhar


  • Distinguished Scientific Contribution Award, Society of Consumer Psychology, 2012
  • Yale SOM Alumni Association Teaching Award, Yale School of Management Alumni Association, 2012
  • Finalist, William O'Dell Award, 2012, 2008, 2004
  • Winner, William O'Dell Award, 2005
  • Finalist, Paul Green Award, 2004
  • INFORMS Consortium Faculty Fellow
  • AMA Consortium Faculty Fellow
  • John A. Howard AMA Doctoral Dissertation Award, 1992-1993 (Honorable Mention)
  • AMA Doctoral Consortium Fellow, 1991