Expertise

• Brand Commitment

• Attitude Strength

• Advertising Effects

• Food choice

• Low-income consumers

Selected Publications

• Priyanka Jayashankar and Sekar Raju (2020-01-01) "Factors affecting perceived food availability: Does social cohesion help increase favorable perceptions of food availability?", Journal of Business Research, 108:316-323.

• Nicole Montgomery Sekar Raju Kalpesh Desai H. Rao Unnava (2018-01-01) "When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships", Journal of Consumer Psychology, 28 (3):437-449. Link to Paper

• Sekar Raju (2017-01-01) "Positive and negative effects of affective and continuance brand commitment in a service context", Journal of Indian Business Research, 9 (2):133-148. Link to Paper

• Sekar Raju, Priyali Rajagopal, and Timothy Gilbride (2010-01-01) "Marketing Healthful Eating to Children: The Effectiveness of Incentives, Pledges and Competitions", Journal of Marketing, 74:93-106. Link to Paper

• Sekar Raju, H. Rao Unnava, and Nicole Votolato Montgomery (2009-01-01) "The Effect of Brand Commitment on the Evaluation of Non-Preferred Brands: A Disconfirmation Process", Journal of Consumer Research, 35:851-863. Link to Paper

• Rajagopal, Priyali, Sekar Raju, and H. Rao Unnava (2006-01-01) "Differences in the Cognitive Accessibility of Action and Inaction Regrets", Journal of Experimental Social Psychology, 42:302-313. Link to Paper

• Raju, Sekar and H. Rao Unnava (2006-01-01) "The Role of Arousal in Commitment: An Explanation for the Amount of Counterarguments", Journal of Consumer Research, 33:173-178. Link to Paper