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Amar Cheema

William F. O'Dell Professor of Commerce

+1 434-924-4350
PDF icon Curriculum vitae (110.57 KB)
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: 
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, 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.

Selected Publications:

"Do Evaluations Rise with Experience?" Psychological Science, 2018 (with K. O’Connor).

"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).