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Faculty

Patrali  Chakrabarty
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Patrali Chakrabarty
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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
  • Cognitive Consumer Psychology
  • Competitive Advertising Strategies in the Marketplace
  • Noise in Advertising
  • Cause Marketing
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
  • Assistant Professor - June 2016- present Amrita School of Business.
  • Assistant Professor - August 2010-March 2016 IIM Bangalore.