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Amar Cheema
The Frank S. Kaulback, Jr. Professor of Commerce; Professor of Commerce
Marketing
Phone: 434-924-3034 (office)
Office Location: 318
Education
Ph.D., Marketing, University of Colorado at Boulder
M.B.A., Marketing, Indian Institute of Management Calcutta
B.E., Electronics and Communication Engineering, Delhi University, India
Areas of Expertise
Marketing, Behavioral decision making, Pricing and promotion effects, Auctions and online purchase behavior, Word-of-mouth influences
Professional Activities
Professor Cheema’s research interests include behavioral decision theory, pricing and promotion effects, auctions and online purchase behavior, and word-of-mouth influences.
 
Professor Cheema worked as a sales executive with Asian Paints (India) Ltd. in 1996 and 1997. During his doctoral program at the University of Colorado at Boulder, he was a graduate instructor, and taught product strategy from 1999 to 2002. From 2003 through June 2009, Professor Cheema was an Assistant Professor of Marketing at the Olin Business School at Washington University in St. Louis. While there, Professor Cheema taught consumer behavior to undergraduate and M.B.A. students and taught a Ph.D. seminar on decision making. He presently serves on the editorial review boards for Journal of Consumer Research and Journal of Consumer Psychology. He has published in Journal of Marketing Research; Journal of Consumer Research; Journal of Marketing; Marketing Science; and Journal of Consumer Psychology.
Selected Publications
"The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, 2013 (with R. Bagchi).
“Bidding Behavior in Descending and Ascending Auctions,” Marketing Science, 2012 (with D. Chakravarti and A. R. Sinha).
“Influence of Warm versus Cool Temperatures on Consumer Choice: A Resource Depletion Account,” Journal of Consumer Research, 2012 (with V. M. Patrick).
“Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition,” Journal of Marketing Research, 2012 (with R. Mehta and J. R. Zhu).
“Framing Goals to Influence Personal Savings: The Role of Specificity and Construal Level,” Journal of Marketing Research, 2011 (with G. Ülkümen).
“Goal Visualization and Goal Pursuit: Implications for Consumers and Managers,” Journal of Marketing, 2011 (with R. Bagchi).
“Earmarking and Partitioning: Increasing Saving by Low-income Households,” Journal of Marketing Research, 2011 (with D. Soman).