Professor of Marketing; and Faculty Co-Director, Wharton Customer Analytics Initiative
Professor Raghu Iyengar’s research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. The success of such pricing mechanisms to extract consumer surplus depends on how consumers respond to different components. Methodologically, Iyengar has developed novel consumer demand models that capture the effect of multi-part pricing tariffs in a theoretically meaningful way and include contextual factors such as consumers’ uncertainty about usage. Substantively, he has shown that accounting for consumers’ uncertainty is important for firm profits especially when multi-part prices are employed. In the area of social networks, Iyengar has done work that has investigated how and why such influence may be at work. Across several studies, Iyengar has identified the underlying mechanism(s) such as awareness, social learning or social normative pressure that may be at work in different contexts. Understanding the mechanism(s) is important not only theoretically but also managerially, because which customers to target and which ties to activate using what message depends on what mechanism is at work.
Professor Iyengar’s other current research projects focus on the impact of referral coupons on consumer behavior and how changes in loyalty program requirements may change future customer behavior. His research has been published or forthcoming in Journal of Marketing Research, Marketing Science, Psychometrika, Quantitative and Marketing Economics and Experimental Economics. He serves on the Editorial Boards of Journal of Marketing Research, Marketing Science and the International Journal of Research in Marketing.
Professor Iyengar’s teaching interests are in the area of Marketing Research and Analytics. He earned his PhD and MPhil from Columbia University and his B. Tech. from IIT Kanpur, India.