Jagdish N. Sheth, Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University. He is globally known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy, and geopolitical analysis. Over 50 years of experience in teaching and research at University of Southern California, University of Illinois at Urbana-Champaign, Columbia University, MIT, and Emory.
Dr. Sheth is a recipient of the 2020 Padma Bhushan Award for literature and education, one of the highest civilian awards given by the Government of India. He is a Fellow of the Academy of International Business (AIB); the Association of Consumer Research (ACR); the American Psychological Association (APA); and the American Marketing Association (AMA). He is a Distinguished Fellow of the Academy of Marketing Science (AMS) and the International Engineering Consortium. He is the recipient of all four top awards given by the American Marketing Association (AMA). Additionally, he received the Global Innovation Award and Marion Creekmore Award, both from Emory University.
Dr. Sheth has been advisor to numerous corporations all over the world. He has authored or coauthored more than 350 papers and numerous books. He is the Founder of Center for Telecommunications Management (CTM) at University of Southern California (USC), Founder and Chairman of India, China, and America (ICA) Institute which analyzes the trilateral relationship and its impact on geopolitics, security, trade, and investment, and the Founder and Chairman of the Academy of Indian Marketing (AIM) which supports research and scholarship among Indian scholars in marketing and management.
PhD in Behavioral SciencesUniversity of Pittsburgh
MBA in Business AdministrationUniversity of Pittsburgh
BCom in CommerceUniversity of Madras
New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright
Impact of Covid-19 on consumer behavior: Will the old habits return or die?
Developing a model of antecedents to consumers' perceptions and evaluations of price unfairness
Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense the firm is acting in an immoral or unethical manner. Survey data were collected from 969 consumers to understand their perceptions of price unfairness. In the survey, respondents were asked to provide their perceptions of pricing practices for fifteen products or services. A content analysis of consumers' comments confirms a wide array of drivers of price unfairness discussed by researchers and uncovers a few under-researched antecedents.
The call center couple: India's new middle class
Purpose: The purpose of this paper is to explain the concept of the “call center couple” (CCC) as a symbol of the new middle class (NMC) and how it will influence markets, work, and family in India.
Design/methodology/approach: The paper focuses on the demographic shifts taking place in India's urban centres.
Findings: The rise of the NMC will forever democratize the family and employment markets.
Originality/value: The paper provides insights into the emerging middle class through the experiences of “CCCs”.
A Generic Concept of Customer Behavior
In recent years radical changes have stimulated a debate about the scope and nature of customer behaviour. In developing a conceptual model of this phenomenon three fundamental roles are distinguished – the customer as user, payer and buyer. In the author's view a conceptual framework based on role specialisation makes it possible to transcend and integrate at least six different disparate traditions of research and theory discovered or advocated in different domains of customer understanding. The model also suggest, future opportunities for research in new and unexplored domains of customer behaviour