Dr. Ravi Dhar

Biography

Professor Ravi Dhar is an expert in consumer behavior and branding, marketing management, and marketing strategy. His research involves the application of psychological and economic principles to investigate fundamental aspects of how preferences are formed and constructed, in order to understand and predict consumer behavior in the marketplace. He has a specific interest in the processes of self-regulation and the simultaneous pursuit of multiple goals. In real-life situations, individuals often hold conflicting goals that they intend to pursue, such as wanting to enjoy culinary delights while also wanting to maintain a slim figure or pursuing career objectives while wishing to spend time with family and friends. His ongoing research explores the regulation of multiple goals within multiple goal systems.

Research Interests