Robert J. Trulaske Sr., College of Business, University of Missouri

People Directory

S. (Ratti) Ratneshwar

Professor Emeritus
Marketing
Building: 
Cornell Hall
Phone: 
(573) 882-3748

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: 

B.Tech. Indian Institute of Technology (Madras), 1971; M.B.A., Indian Institute of Management (Ahmedabad), 1973; M.A. (Psychology), Vanderbilt University, 1986; Ph.D. (Management-Marketing), Vanderbilt University, 1987.

Publications

Book

Ratneshwar, S. and D.G. Mick (2005), Book Editors, Inside Consumption: Consumer Motives, Goals, and Desires, London and New York: Routledge

Ratneshwar, S., D.G. Mick, and C. Huffman (2000), Book Editors, The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, London and New York: Routledge

Book Chapters

Ratneshwar, S. and D.G. Mick (2005), “Inside Consumption: New Insights on What We Buy and Consume,” in Inside Consumption: Consumer Motives, Goals and Desires, eds. S. Ratneshwar and D. G. Mick, London and New York: Routledge, 1-7.

Cotte, J. and S. Ratneshwar (2000), “Timestyle and Consuming Time: Why We Do What We Do With Our Time,” in The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires , eds. S. Ratneshwar, D. G. Mick, and C. Huffman, London and New York: Routledge, 216-236.

Huffman, C., S. Ratneshwar, and D.G. Mick (2000), “Consumer Goal Structures and Goal Determination Processes: An Integrative Framework,” in The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, eds. S. Ratneshwar, D.G. Mick, and C. Huffman, London and New York: Routledge, 9-35.

Ratneshwar, S., D.G. Mick, and C. Huffman (2000), “Introduction: The Why of Consumption,” in The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires, eds. S. Ratneshwar, D. G. Mick, and C. Huffman, London and New York:  Routledge, 1-8.

Journal Articles

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.

Mohanty, P., M. Naveh-Benjamin, and S. Ratneshwar (2016), “Beneficial Effects of Semantic Memory Support on Older Adults’ Episodic Memory: Differential Patterns of Support of Item and Associative Information,” Psychology and Aging.

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.

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.

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.

Chowdhury, T. G., S. Madhavaram, S. Ratneshwar, and R. Standifer (2014), “The Appropriateness of Different Modes of Strategy from a Product-Market Perspective,” Journal of Strategic Marketing, 22 (5), 442-468.

Moore, M. L., S. Ratneshwar, and R. S. Moore (2012), “Understanding Loyalty Bonds and Their Impact on Relationship Strength: A Service Firm Perspective,” Journal of Services Marketing, 26 (4), 253-264.

Stokburger-Sauer, N., S. Ratneshwar, and S. Sen (2012), “Drivers of Consumer-Brand Identification,” International Journal of Research in Marketing, (29), 406-418.  Download

Houston, M. B., S. Ratneshwar, L. Ricci, and A. J. Malter (2010), “Dynamic Strategic Goal-Setting: Theory and Initial Evidence,” Review of Marketing Research, 7, 19-62.

Chowdhury, T. G., S. Ratneshwar, and P. Mohanty (2009), “The Time-Harried Shopper:  Exploring the Differences between Maximizers and Satisficers,” Marketing Letters, 20(2), 155-167.

Chowdhury, T. G., S. Ratneshwar, and K. K. Desai (2009), “The Role of Exploratory Buying Behavior Tendencies in Choices Made for Others,” Journal of Consumer Psychology, 19(3), 517-525.

Cotte, J., T. G. Chowdhury, S. Ratneshwar, and L. Ricci (2006),“Pleasure or Utility? Time Planning Style and Web Usage Behaviors,” Journal of Interactive Marketing, 20 (1), 45-57.

Warlop, L., S. Ratneshwar, and S. van Osselaer (2005), "Distinctive Brand Cues and Memory for Product Consumption Experiences,” International Journal of Research in Marketing, 22 (March), 27-44.

Cotte, J., S. Ratneshwar, and D. G. Mick (2004), "The Times of Their Lives: Phenomenological and Metaphorical Characteristics of Consumer Timestyles," Journal of Consumer Research, 31 (September), 333-345.

Desai, K. K. and S. Ratneshwar (2003), “Consumer Perceptions of Product Variants Positioned on Atypical Attributes,” Journal of the Academy of Marketing Science, 31 (1), 22-35.

Morrin, M. and S. Ratneshwar (2003), “Does it Make Sense to Use Scents to Enhance Brand Memory?” Journal of Marketing Research, 40 (February), 10-25.

Ziamou, P. and S. Ratneshwar (2003), “Innovations in Product Functionality: When and Why are Explicit Comparisons Effective?” Journal of Marketing, 67 (April), 49-61.

Cotte, J. and S. Ratneshwar (2003), “Choosing Leisure Services: The Effects of ConsumerTimestyle,” Journal of Services Marketing, 17 (6), 558-572. (Lead Article)

Ziamou, P. and S. Ratneshwar (2002), "Promoting Consumer Adoption of High Technology Products: Is More Information Always Better?" Journal of Consumer Psychology, 12 (4), 341-352.

Ratneshwar, S. , L.W. Barsalou, C. Pechmann, and M. Moore (2001), "Goal-Derived Categories:  The Role of Personal and Situational Goals in Category Representations," Journal of Consumer Psychology, 10 (3), 147-157.

Cotte, J. and S. Ratneshwar (2001), "Timestyle and Leisure Decisions," Journal of Leisure Research , 33 (4), 396-409.

Morrin, M. and S. Ratneshwar (2000), "The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands," Journal of Business Research, 49(August), 157-165.

Cotte, J. and S. Ratneshwar (1999), "Juggling and Hopping: What Does it Mean to Work Polychronically?" Journal of Managerial Psychology, 14 (3/4), 184-204.

Russell, G.J., S. Ratneshwar, A.D. Shocker, D. Bell, A. Bodapati, A. Degeratu, L. Hildebrandt, N.Kim, S. Ramaswami, and V. Shankar (1999), "Multiple-Category Decision-Making:  Review and Synthesis," Marketing Letters, 10 (3), 319-332.

Ratneshwar, S., A.D. Shocker, J. Cotte, and R.K. Srivastava (1999), "Product, Person, and Purpose: Putting the Consumer Back into Theories of Dynamic Market Behavior," Journal of Strategic Marketing, 7 (September), 191-208.

Ratneshwar, S., L. Warlop, D.G. Mick, and G. Seeger (1997), "Benefit Salience and Consumers' Selective Attention to Product Features," International Journal of Research in Marketing, 14 (July), 245-260.

Ratneshwar, S., C. Pechmann, and A.D. Shocker (1996), "Goal-Derived Categories and the 4 Antecedents of Across-Category Consideration," Journal of Consumer Research, 23 (December), 240-250.

Pechmann, C. and S. Ratneshwar (1994), "The Effects of Anti-Smoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke," Journal of Consumer Research, 21 (September), 236-251

Pechmann, C. and S. Ratneshwar (1992), "Consumer Covariation Judgments: Theory or Data Driven?" Journal of Consumer Research, 19 (December), 373-386.

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. 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.

Pechmann, C. and S. Ratneshwar (1991), "The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation," Journal of Consumer Research, 18 (September), 145-160.

“Non-Response in Mail Surveys: An Integrative Review,” with D.W. Stewart, Applied Marketing Research, 29 (3), 37-46, 1989.

Ratneshwar, S., A.D. Shocker, and D.W. Stewart (1987), "Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiarity," Journal of Consumer Research, 13 (March), 520-533.

"Methodological and Theoretical Foundations of Advertising Copy Testing: A Review," with D.W. Stewart, C. Pechmann, J. Stroud, and B. Bryant, Current Issues and Research in Advertising, 2, 1-75, 1985.

Conference Proceedings

"Consumption Decisions Involving Goal Tradeoffs: The Impact of One Choice on Another," with Y. Jiang and R. Coulter, Advances in Consumer Research, 32, 206-211, 2005.

“Consumer Decisions on Leisure Time: A Sociocognitive Perspective,” with J. Cotte, Advances in Consumer Research, 25, 268-275, 1998.

Society for Consumer Psychology 1997 Annual Conference Proceedings, with C. Pechmann, (editors) 1997

"The Role of Usage Context in Consumer Choice: A Problem Solving Perspective," with L. Warlop, Advances in Consumer Research, 20, 377-382, 1993.

"The Use of Multiple Methods to Explore Three-Way Person, Brand, and Usage Context Interactions," with N. Dawar and A.G. Sawyer, Advances in Consumer Research, 19, 116-122, 1992.

"Selective Attention in Consumer Information Processing: The Role of Chronically Accessible Attributes," with D.G. Mick and G. Reitinger, Advances in Consumer Research, 17, 547-553, 1990.

"The Application of Prototypes and Categorization Theory in Marketing: Some Problems and Alternative Perspectives," with A.D. Shocker, Advances in Consumer Research, 15, 280-285, 1988.

"Information Search and Decision Strategies Among Health Care Consumers," with D.W. Stewart, G.B. Hickson, C. Pechmann, and W. Altmeier, Advances in Consumer Research, 12, 252-257, 1985.