FACULTY PROFILE
I
joined Governors State University in the fall of 2011 as a marketing faculty in
the College of Business. This was after my Ph.D. in Marketing from the Trulaske College of Business,
University of Missouri. Before transitioning into academia, I worked in top
multinational companies in marketing research (Nielsen, India) and advertising
(MullenLowe Lintas, India).
It is gratifying to finally
find the job I like and can do for the rest of my life. Academia affords us a
platform where one can disseminate and exchange ideas, establish new ideas in people’s
minds, and have the creative liberty to challenge and create new ideas through
research.
I have published
in reputed, peer-reviewed journals, such as the Journal of Advertising, the
Journal of Memory and Language, Psychology and Aging, Marketing Letters, etc.
My research interests include advertising, visual persuasion, consumer
information processing, memory, digital marketing, prosocial behavior, and
aging.
What
is Marketing?
When I ask my students what
marketing is, they often say marketing is about advertising and promotions. In
another classic discussion on whether marketing creates needs or makes us aware
of our needs, most students say marketing creates needs. In general, I get the
impression that people think marketing is about selling things to them that
they do not need. I would argue that this may not be true. Marketing is a
consumer-centric approach to doing business that ends up creating value for the
consumers and profits for the business.
If we look at the products
and services that surround us today and compare those with what we had, let’s
say, twenty years back, the benefits of this consumer-centric approach will
become very apparent to us. However, the availability and deluge of these
wonderful products and services can tempt us into a spending spiral that would
need to be restrained. The power invariably lies in the hands of the consumer,
and we should not relinquish that.
Teaching
I find teaching at Governors
State University to be a rewarding experience. I love the discipline of
marketing and would like my students to love it, too. Hence, my approach has
been to provide theoretical rigor while interestingly presenting the materials
through real-life examples and classroom discussions. One can easily get lost
in the overwhelming number of theories and concepts the discipline has
generated.
At the end of the day, I
think it is essential that students get the bigger picture of how marketing is
applicable to achieving different company objectives, such as successful new
product introductions, brand repositioning, etc. To this end, I like to assign
projects and case studies in my courses that provide a more holistic view of
the discipline. The assignments are non-linear, ambiguous, and complex, and
even if a student cannot fathom all the puzzle pieces, it is the closest to
what one might face at work.
Undergraduate
MKTG 2100 Introduction to
Marketing
MKTG 3200 Consumer Behavior
MKTG-3500 Digital Marketing
MKTG 4200 Promotional
Strategies
MKTG 4400 Marketing Channel
Management
MBA
MKTG 7100 Strategic
Management
REFEREED JOURNAL
ARTICLES AND MANUSCRIPTS
Mohanty, Praggyan (Pam),
and Moshe Naveh-Benjamin (2018), "Mitigating the adverse effects of
response deadline on recognition memory: Differential effects of semantic
memory support on item and associative memory," Journal of Memory and Language, 102, 182-194, doi:
10.1016/j.jml.2018.05.010
The Journal of Memory and Language is a premier
journal in psychology and a top-ranking journal in the area of language and
linguists. It contributes to the formulation of scientific issues and theories
in the broad areas of memory and language (learning, comprehension and
production). Journal Quality Indicators:
2021 Impact Factor - 4.521, 2021 CiteScore - 5.6
Mohanty,
Praggyan and S. Ratneshwar (2016), “Visual Metaphors in Ads: The Inverted-U Effects
of Incongruity on Processing Pleasure and Ad Effectiveness,” Journal of Promotion Management,
22 (3), 443-460, doi: 10.1080/10496491.2016.1154924
The Journal of Promotion Management is
a peer-reviewed publication committed to publishing scholarly research findings
that have a high impact on the field of promotion management. Journal Quality Indicator: 2021 CiteScore
- 4.0
Mohanty,
Praggyan, Moshe Naveh-Benjamin, and S. Ratneshwar (2016), “Beneficial Effects of
Schematic Support on Older Adults' Memory: Differential Patterns of Support of
Item and Associative Information,” Psychology
and Aging, 31 (1), 25-36, doi:
10.1037/pag0000059
Psychology and Aging is published
by the American Psychological Association (APA). It publishes original articles
on adult development and aging. Journal
Quality Indicators: 2021 Impact Factor - 4.201, Ranking in Gerontology - 9 of
37
Mohanty,
Praggyan and S. Ratneshwar (2015), “Did You Get It? Factors Influencing Subjective
Comprehension of Visual Metaphors in Advertising,” Journal of Advertising, 44 (3), 232-242,
doi:10.1080/00913367.2014.967424
The Journal of Advertising (JA) is
the premier academic publication covering significant intellectual development
pertaining to advertising theories and their relationship with
practice. Journal of Advertising is the Official Journal of the American
Academy of Advertising. Journal Quality
Indicators: 2021 Impact Factor - 6.528, 2021 CiteScore - 8.5,
Rankings: 1/92
in Communication; 12/152 in Business
Chowdhury, Tilottama G., S. Ratneshwar,
and Praggyan Mohanty (2009), “The
Time-Harried Shopper: Exploring the Differences between Maximizers and
Satisficers,” Marketing Letters, 20 (2), 155-167, doi:
10.1007/s11002-008-9063-0
Marketing Letters: A Journal of Research in Marketing publishes
high-quality, shorter papers on marketing, the emphasis being on immediacy and
current interest. Journal Quality
Indicator: 2021 Impact Factor - 3.426
PUBLICATIONS: CONFERENCE PROCEEDINGS
Mohanty, Praggyan (2008) “The Use of Visual Metaphors in Ads: Incongruity, the Aha Effect and
Affect,” AMA Winter Educators’ Conference: Marketing Theory and Applications,
Austin, TX, 1-9.
Mohanty, Praggyan (2007) “My Jaguar is a Dog: Role
of Incongruity and ‘Aha’ Effect in Pleasure of the Text,” Sixteenth Annual
Robert Mittelstaedt Doctoral Symposium Doctoral Research in Marketing, (5-7)
April.
CONFERENCE PRESENTATIONS
Mohanty, Praggyan (2021), Understanding the Role of Visual Anchoring With Product Image in Ad Effectiveness of Replacement
Visual Rhetorics, Marketing Management Association Fall Conference. (National, peer-reviewed conference, online)
Mohanty, Praggyan (2020), Gestalt Image Ads: A New
Style of Advertising in the Digital Age, Marketing Management Association
Spring Conference, online. (National,
peer-reviewed conference, online)
Mohanty, Praggyan & Moshe Naveh-Benjamin (2018),
Mitigating Time-Pressure Based Decline in Brand Recognition: Distinctive
Effects of Semantic Memory Support, Marketing Management Association Spring
Conference, Chicago, Illinois. (National,
peer-reviewed conference)
Mohanty, Praggyan, S. Ratneshwar, and Moshe
Naveh-Benjamin (2013), Effects of Different Types of Schematic Support on Item
and Associative Memory for Brands in Older Consumers, Association for Consumer Research
Annual North American Conference,
Chicago, IL. (National, peer-reviewed
conference)
Mohanty, Praggyan, S. Ratneshwar, and Moshe
Naveh-Benjamin (2012), Improving Associative and Item Memory for Brands Among
Elderly Consumers, Association
for Consumer Research Annual North American Conference, Vancouver, Canada. (National,
peer-reviewed conference)
Mohanty, Praggyan, S. Ratneshwar, and Moshe
Naveh-Benjamin (2012), “Making Brand Associations and Brand Elements Memorable
in Elderly Consumers,” Summer Marketing Educators Conference, American
Marketing Association, Chicago IL. (National,
peer-reviewed conference)
Mohanty, Praggyan, S. Ratneshwar, and Moshe
Naveh-Benjamin (2012), “Effect Of Age And Prior Knowledge On Associative And
Item Memory For Brands,” Society for Consumer Psychology Annual 2012 Summer
Conference, Orlando FL. (National,
peer-reviewed conference)
Symposium/
Special Session (2011), “Visual Advertising: Paths to Persuasion,” Society for
Consumer Psychology Winter Conference, Atlanta, GA (National, peer-reviewed
conference). Session Chair: Praggyan Mohanty, Discussion Leader:
Laura A. Peracchio.
Mohanty,
Praggyan (2008), “The Use of Visual Metaphors in Ads: Incongruity, the Aha Effect and
Affect,” American Marketing Association Winter Educators’ Conference: Marketing Theory
and Applications, Austin, TX, 1-9. (National, peer-reviewed conference)
Mohanty,
Praggyan (2007), “The Use of Visual Metaphors in Ads: Incongruity, Aha Effect
and Affect,” Poster Presentation at the Association for Consumer Research
Annual North American Conference, Memphis, TN. (National, peer-reviewed
conference)
Mohanty,
Praggyan (2007), “My Jaguar is
a Dog: Role of Incongruity and ‘Aha’ Effect in Pleasure of the Text,” Sixteenth
Annual Robert Mittelstaedt Doctoral Symposium Doctoral Research in Marketing,
(5-7) April. (Regional,
peer-reviewed symposium)
ACADEMIC AWARDS, FELLOWSHIPS, SCHOLARSHIPS, AND GRANTS
- Best Refereed Paper Award,
2021 Marketing Management Association Fall Educators’ Conference, for
paper titled “Understanding the Role
of Visual Anchoring With Product Image in Ad Effectiveness of Replacement
Visual Rhetorics.”
- Spring 2021 College of Business Faculty Mini-Grant $595
- Spring 2019 College of Business Faculty Mini-Grant $500
- Fall 2018 COB College of Business Faculty Mini-Grant $238
- $2000, Governors State University Research Grant (2018-19),
Principal Investigator – Praggyan Mohanty
- 2017-18 College of Business Faculty Mini-Grant$600
- 2017-18 College of Business Faculty Research Award Winner
- 2016-17 College of Business Faculty Research Award Winner
- 2016-17 University Faculty Excellence Award Nominee
- $2350, Governors State University Research Grant (2011-12),
Principal Investigator – Praggyan Mohanty
- $4860, Robert J Trulaske Sr. College of Business Large Grant
Program (2009), University of Missouri, Principal Investigators – Praggyan
Mohanty and S. Ratneshwar
- $1500, Transformative Consumer Research Grant (2008),
Association of Consumer Research, Principal Investigators – Praggyan
Mohanty, S. Ratneshwar, and Moshe Naveh-Benjamin
- $4,000
per year, Ponder Scholarship Award (2005, 2006, 2007, and 2008), Trulaske
College of Business, University of Missouri
- Robert A.
Mittelstaedt Doctoral Symposium Fellow (2007), University of Nebraska
- Summer Research Fellowship (2006), Department of Marketing,
University of Missouri
- Praggyan (Pam) Mohanty, Ph.D
LinkedIn | Curriculum Vitae