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Utpal Dholakia
View CV
Healthcare
Marketing

Utpal Dholakia

George R. Brown Professor of Marketing

Faculty
McNair Hall 329
713-348-5376 dholakia@rice.edu
Utpal Dholakia
View CV
Healthcare
Marketing

Utpal Dholakia is the George R. Brown Professor of Marketing at the Jesse H. Jones Graduate School of Business, Rice University in Houston, Texas. He has a master's degree in psychology, and a Ph.D. in marketing from the University of Michigan, a master's degree in operations research from the Ohio State University, and a bachelor's degree in industrial engineering from the University of Bombay.

His research interests lie in studying motivational psychology of consumers and online marketing issues such as virtual communities and online auctions. He also studies relational aspects of consumer behavior. He has published in a number of marketing and management journals, and consults with firms in financial services, energy, health-care and other industries.

PODCAST FEATURING PROFESSOR UTPAL DHOLAKIA

Unmarketing: A Guide To Not Buying Anything

A conversation with Professor Utpal Dholakia, a marketing expert who encourages people to buy and consume prudently to maximize pleasure.

Affiliations

  • Jones Graduate School of Business
  • Alpha Pi Mu (Industrial Engg Honor Society) 
  • American Marketing Association
  • Association for Consumer Research
  • MENSA

Grants

  • Exploring sustainability of Connexions William & Flora Hewlett Foundation 
  • Understanding the Open Source Business Model: Application to Connexions Computer and Information Technology Institute, Rice University (CITI)

Education

  • B.E (1993) University of Bombay 
  • M.S. (1994) Ohio State University
  • M.S. (1997) University of Michigan 
  • Ph.D. (1998) University of Michigan

Teaching Interests 

  • Marketing
  • Pricing strategies

Research Interests 

  • Financial decision making
  • Social consumer behavior
  • Online marketing
  • SME Marketing strategy

Rice Business Wisdom

""
Marketing | Peer-Reviewed Research

Reflection Connection

Is it possible to redirect the craving to shop?
Dog sitting around a mess they created
Ethics | Peer-Reviewed Research

Bad Behavior

Is breaking the rules always wrong?
Little girl pushing younger sibling in a grocery cart.
Marketing | Peer-Reviewed Research

Shop 'Til You Drop

Where do you shop in a multichannel, multimedia world — and why?
Cat peering out from behind a curtain
Marketing | Peer-Reviewed Research

Behind The Curtain

The secret power of customer surveys.
""
Organizational Behavior | Peer-Reviewed Research

Far And Away

How do you know what motivates your virtual work team?
Photo of hardhats taken from above.
Management | Peer-Reviewed Research

We Work

How do you make an assortment of fractious individuals into a team?
Stay In Your Lane
Marketing | Expert Opinion

Stay In Your Lane

Why most companies should avoid taking political stances.
Front of an expensive care
Pricing | Commentary

Big Spender

When high prices attract consumers and low prices repel them.
Group of circuit breaker boxes
Technology | Expert Opinion

Short Circuit

Businesses like technology as a way to reach audiences quickly and nimbly. What could go wrong?
What is undisciplined spending?
Spending | Expert Opinion

The Price Is Right

How much is too much to spend on a piece of avocado toast?
""
Pricing | Peer-Reviewed Research

Home Is Where The Heart Is

For longtime homeowners, emotion has a price of its own.
""
Human Behavior | Peer-Reviewed Research

Guilty Pleasures

Not all self-control is created equal.

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