Ravi Dhar

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

Faculty Directory

Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as professor of psychology in the Department of Psychology, Yale University.

He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace. 

Over the years, he has addressed questions such as the following: How do consumers make a choice as the number of options multiply? How do people make tradeoffs between what’s fun and what’s practical? Can engaging in a selfless act lead to more selfish choices? Does making an initial purchase have an impact on their willingness to spend on additional purchase? His other research focuses on understanding consumer motivation to pursue their goals in various situations as well managing the simultaneous pursuit of multiple goals. In real-life situations, people hold several different, even conflicting goals that they intend to accomplish and his research explores the regulation of multiple goals in multiple goal systems. His work has been mentioned in Business Week, the New York Times, the Financial Times, the Wall Street Journal, the Economist, USA Today, and other popular media.

He has been a visiting professor at HEC Graduate School of Management in Paris, at Erasmus University in the Netherlands, and at the Business Schools at Stanford and New York University. In addition, he has consulted to companies in a wide variety of industries, including health care, financial services, high tech, CPG and luxury goods.

He has published more than 50 articles and has received several awards for his research. He also serves or has served on the editorial boards of leading marketing journals, such as Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. He has led seminars on various marketing topics for senior executives in Asia, Europe, and North and South America.


Community Profile

When consumers make decisions, they take fairly limited time, and yet the factors that influence their choices can be quite complex.


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


  • Customer Insights and Applications MGT 650
  • Strategic Marketing Leadership: The Role of a Chief Marketing Officer MGT 859

Managerial Summary of Recent Research

"Making the Price of Indulgence Right" (with U. Khan), Sloan Management Review, March 30, 2011

"Column: The Persuasive Power of Opportunity Costs" by Shane Frederick, Harvard Business Review, January - February, 2011

"The Power of Customers’ Mindset" (with K. Goldsmith and J. Xu), Sloan Management Review, October 1, 2010

"Giving Consumers License to Enjoy Luxury" (with U. Khan and S. Schmidt), Sloan Management Review, April 1, 2010

"A Mind for Brand Extensions" by By Larry Yu, Sloan Management Review, July 1, 2008

Selected Books

Selected Articles

Positive Consequences Of Conflict On Decision Making

R. Dhar, J. Savary, T. Kleiman, and R. Hassin
Journal of Experimental Psychology: General

When Going Green Backfires: How firm Intentions Shape the Evaluation of Socially Beneficial Product Enhancements

R. Dhar, G. Newman and M. Gorlin
Journal of Consumer Research

Giving Against the Odds: When Tempting Alternatives Increase Willingness to Donate

R. Dhar, J. Savary and K. Goldsmith
Journal of Marketing Research

Authenticity is Contagious: Brand Essence and the Original Source of Production

R. Dhar and G. Newman
Journal of Marketing Research

A Dual System Framework to Understand Preference Construction Processes in Choice

R. Dhar and M. Gorlin
Journal of Consumer Psychology


  • 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


  • Google
  • IBM
  • AT&T
  • United Healthcare
  • Pepsico
  • Praxair
  • Procter & Gamble
  • Visa
  • General Mills
  • Expert witness and consultant in legal cases


  • Journal of Consumer Psychology Editorial Board
  • Journal of Marketing Editorial Board
  • Journal of Marketing Research Associate Editor
  • Marketing Letters Editorial Board
  • Marketing Science Past Associate Editor
  • Journal of Consumer Research Past Associate Editor