Praveen Aggarwal, Ph.D.

Praveen Aggarwal
Professional Title
Interim Dean


  • Ph.D. in Marketing from Syracuse University (1998)

Research Interests

  • Consumer decision-making
  • Choice modeling

This faculty member is interested in working with students on research.


  • Vaidyanathan, Rajiv and Praveen Aggarwal (2022), “Asymmetric Brand Alliances: When Joint Promotions with Strong Brands Hurt,” Journal of Business Research, Vol. 141 (March), pp. 213-228.
  • Vaidyanathan, Rajiv and Praveen Aggarwal (2020), “Does MSRP Impact Women Differently? Exploring Gender-Based Differences in the Effectiveness of Retailer-Provided Reference Prices,” Journal of Retailing and Consumer Services, Vol. 54, pp. 24-39.
  • Vaidyanathan, Rajiv,  Praveen Aggarwal, and Marat Bakpayev (2018), “A Functional Motivation Framework for Examining Superstitious Behavior,” Journal of the Association for Consumer Research, Vol. 3, No. 4, pp. 454-465.
  • Kim, Chang Soo and Praveen Aggarwal (2016), “The Customer is King: Culture-based Unintended Consequences of Modern Marketing,” Journal of Consumer Marketing, Vol. 33, No. 3, pp. 193-201.
  • Aggarwal, Praveen and Amiya K. Basu (2014), "Value Co-Creation: Factors Affecting Discretionary Effort Exertion," Services Marketing Quarterly, Vol. 35, No. 4, pp. 321-336.
  • Aggarwal, Praveen, Chang Soo Kim, and Taihoon Cha (2013), "Preference-Inconsistent Information and Cognitive Discomfort: A Cross-Cultural Investigation," Journal of Consumer Marketing, Vol. 30, No. 5, pp. 392-399.

Courses Taught

  • Principles of Marketing
  • International Marketing
  • Marketing Management (MBA)
  • The Global Marketplace (MBA)
  • Behavioral Biases in Decision-Making (MBA)


Additional Information

  • LSBE Faculty Service Excellence Award for "exemplary academic, professional and community service."(2011)
  • Horace T. Morse-University of Minnesota Alumni Association Award for outstanding contributions to undergraduate education (2007)