Faculty Directory A to Z

Marketing

Research Summary

With Bibek Banerjee "Plot Extension in Advertising: Behind Parodies and Sequels" http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2757553
With Devanath Tirupati, "The Paradox of Comparative Advertising: Competing head-on while (Burning) less Money" http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2756345
"Deflections in Ad Messages: Diagnosing Noise in Advertisements"
With Manaswini Bhalla and Sreelata Jonnalagedda, "Heard You but Don't Know You: Targeting Using WOM"
"Smart Predictions via Smart-Tagging - Introducing a Revenue Forecasting Model for Products with Short shelf life"
"Consumption and Altruism – Purchase Decisions in Context of Products that are Directly Attributed to a Social Cause"

Research Interests

Conference Presentations

Bidding Behavior: Impact of Recommendations (with Manaswini Bhalla and Sreelata Jonnalagedda). Presented in INFORMS Marketing Science Conference, Istanbul, 2013
Tirupati, D., Banerjee, B., and Chakrabarty, P. (2009) "Assessment of the Optimal Decision on Advertising Format", Paper presented at the INFORMS Marketing Science Conference, held at Ross School of Business, Ann Arbor, MI, June 3-4, 2009
Chakrabarty, P. (2009) "Impacts of Sequel Comparative Advertising on Consumers and Competitors", Paper presented at the IIMA Doctoral Colloquium 2009 held at IIM Ahmedabad during January 5-6, 2009.
Banerjee, B., Chakravarty, S., Bandyopadhyay, T., and Chakrabarty, P. (2008) "An Enquiry into Consumer Behaviour to Assess Optimal Advertising Format" Paper presented at the International Conference on Experimental Economics 2008 held at Jadavpur University during December 29-30, 2008.
Banerjee, B. and Chakrabarty, P. (2008) "Sequel Comparative Advertising – A Strategic Alliance toward Competitive Advantage". Paper presented at the SMS Special Conference, held during December 12-14, 2008 at Indian School of Business, Hyderabad, India.

Experience