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Sekar Raju

Title: Gary and Margaret Pint Faculty Fellow and Chair, Department of Marketing / Associate Professor
Department: Marketing / Administration
Office: 2351 Gerdin

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Academic History

  • Ph.D., Marketing, The Ohio State University, 2002
  • M.A., Business Administration, The Ohio State University, 2001
  • M.B.A., Marketing, Bharathidasan Institute of Management, India, 1993
  • B.Engineering, Electronics and Communication, Bharathiar University, India, 1990


  • Brand Commitment
  • Attitude Strength
  • Advertising Effects
  • Food choice
  • Low-income consumers

Selected Publications

  • Su, L., Laczniak, R. N., Walker, D., & Raju, S. (2023) "Is strong more vulnerable? An empirical investigation of psychological contract formation, violation, and customer reactions", Journal of Business Research, 168:114223. Link to Paper
  • Priyanka Jayashankar and Sekar Raju (2020) "Factors affecting perceived food availability: Does social cohesion help increase favorable perceptions of food availability?", Journal of Business Research, 108:316-323.
  • Sekar Raju (2017) "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
  • Nicole Montgomery Sekar Raju Kalpesh Desai H. Rao Unnava (2018) "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, Priyali Rajagopal, and Timothy Gilbride (2010) "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) "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
  • Raju, Sekar and H. Rao Unnava (2006) "The Role of Arousal in Commitment: An Explanation for the Amount of Counterarguments", Journal of Consumer Research, 33:173-178. Link to Paper
  • Rajagopal, Priyali, Sekar Raju, and H. Rao Unnava (2006) "Differences in the Cognitive Accessibility of Action and Inaction Regrets", Journal of Experimental Social Psychology, 42:302-313. Link to Paper