Professor Cheema’s research interests include behavioral decision theory, consumer saving and spending, 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 as an associate editor for Journal of Consumer Research and on the editorial review boards for Journal of Consumer Psychology; Journal of Marketing; and Journal of Marketing Research. He has published in Journal of Marketing Research; Journal of Consumer Research; Marketing Science; Journal of Marketing; Journal of Consumer Psychology; and Psychological Science.