Ratneshwar, S. and A.D. Shocker (1991), "Substitution In Use and the Role of Usage Context in Product Category Structures," Journal of Marketing Research, 28 (August), 281-295.
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.
Education
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
Publications
Ratneshwar, S. and S. Chaiken (1991), "Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues," Journal of Consumer Research, 18 (June), 52-62.
Ratneshwar, S., D.G. Mick and G. Reitinger (1990), "Selective Attention in Consumer Information Processing: The Role of Chronically Accessible Attributes," Advances in Consumer Research, 17, 547-553.
Ratneshwar, S., D.W. Stewart (1989), “Non-Response in Mail Surveys: An Integrative Review,” Applied Marketing Research, 29 (3), 37-46.
Ratneshwar, S. & A.D. Shocker (1988), "The Application of Prototypes and Categorization Theory in Marketing: Some Problems and Alternative Perspectives," Advances in Consumer Research, 15, 280-285.