Image: S. (Ratti) Ratneshwar

S. (Ratti) Ratneshwar

Professor Emeritus

Professor Ratneshwar held faculty positions at the University of Connecticut and the University of Florida before joining the University of Missouri as the Bailey K. Howard World Book Chair of Marketing and Chair of the Department of Marketing in 2003. His current research interests include brand management, advertising, and persuasion; consumer behavior; and marketing strategy. He has published over 35 peer-reviewed articles in academic journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Advertising, International Journal of Research in Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Business Research, Marketing Letters, Journal of Interactive Marketing, Journal of Strategic Marketing, Journal of Services Marketing, Psychology & Marketing, and miscellaneous other journals. He is the lead editor of two books of scholarly research on consumer motives, goals, and desires, The Why of Consumption (2000) and Inside Consumption (2005). He served on the editorial review boards of Journal of Consumer Research (1999-2009), Journal of Marketing (2008-2015), Journal of Consumer Psychology (2006-2015), Journal of the Academy of Marketing Science (2000-2009), and Journal of Interactive Marketing (1997-2009). He co-chaired the 1st ACR Doctoral Symposium in 2000 and the 43rd AMA Sheth Foundation Doctoral Consortium in 2008. He served as a visiting professor at the University of Mannheim (2005-2010). He has also served as a consultant, executive trainer, and expert witness for various companies.


PhD, Management-Marketing, Vanderbilt University, 1987; MA, Psychology, Vanderbilt University, 1986; MBA, Indian Institute of Management (Ahmedabad), 1973; BTech, Indian Institute of Technology (Madras), 1971


Kwon, Eunseon (Penny), S. Ratneshwar, and Esther Thorson (2017), "Consumers’ Social Media Advocacy Behaviors of Luxury Brands: An Exploratory Framework,"  Journal of Interactive Advertising, forthcoming.

E. Kwon, S. Ratneshwar, and E. Kim (2016), “Brand Image Congruence Through Sponsorship of Sporting Events: A Reinquiry of Gwinner and Eaton (1999),” Journal of Advertising.

Bickart, B., M. Morrin, and S. Ratneshwar (2015), “Does it Pay to Beat Around the Bush? The Case of the Obfuscating Salesperson,” Journal of Consumer Psychology, forthcoming.

Mohanty, P., and S. Ratneshwar (2015), “Did You Get It? Factors Influencing Subjective Comprehension of Visual Metaphors in Advertising,” Journal of Advertising, forthcoming.

Kim, E., S. Ratneshwar, E. Roesler, and T. G. Chowdhury (2015), “Attention to Social Comparison Information and Brand Avoidance Behaviors,” Marketing Letters, forthcoming.