Rajneesh Suri

Candid photo of Rajneesh Suri

Rajneesh Suri is the Vice Dean for Research & Strategic Partnerships and a Professor of Marketing at the LeBow College of Business at Drexel University. Raj has authored several research publications, presentations and book chapters. His research has been presented before various international associations in Asia, Europe and North America and his teaching and research have received national awards. Raj has worked in managerial roles with global firms including McKinsey & Company, Unilever and Suzuki Motors.

Raj’s work focuses on how consumers form value using price and brand drivers. His work examines consumer experiences, and the effects of price and other marketing communications on consumer decision making. In addition to traditional methods, his current interdisciplinary research involves neuroimaging (fNIR: functional near infrared spectroscopy, and EEG) and other physiological tools to test predictions. His work has been cited by national and local media outlets. He co-authored a book and has articles in publications that include Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Business Research, and Psychology & Marketing. His research has been awarded one of the highest citations (2014-16) in the Journal of Retailing and has received the Literati Award of Excellence from Emerald Publishing. He was the Research Fellow at the Center for Hospitality Research at Cornell University (2001-2002) and with the Center for Research Excellence at LeBow (2005-2007).

Raj teaches consumer behavior and behavioral pricing. His teaching has been recognized with the 2015 Lamb-Hair-McDaniel AMS Outstanding Marketing Teacher from the Academy of Marketing Science and the 2009 Hormel Meritorious Teaching Award from the Marketing Management Association. He has been a teaching fellow twice (2006-08; 2014-16) at the Center for Teaching Excellence at LeBow.

His academic credentials include a Bachelor of Engineering (Mechanical) from the Delhi College of Engineering (University of Delhi), an MBA from the Indian Institute of Management, Calcutta, and a Ph.D. in Marketing from the University of Illinois at Urbana-Champaign.

Areas of Expertise

  • Consumer Behavior
  • Pricing and Promotions

Selected Works

Articles

Bhatt, Siddharth, Lee, Jeonggyu, Deutsch, Jonathan, Ayaz, Hasan, Fulton, Benjamin, and Suri, Rajneesh, From Food Waste to Value Added Surplus Products (VASP): Consumer Acceptance of a Novel Food Product Category. Journal of Consumer Behaviour (Forthcoming)

Lee, Jeonggyu, Bhatt, Siddharth, and Suri, Rajneesh, When Consumers Penalize Not So Green Products. Psychology & Marketing (Forthcoming)

Feng, Shan, Suri, Rajneesh, Chao, Mike Chen-Ho, and Koc, Umit, Presenting Comparative Prices Vertically or Horizontally: Does it Matter?. Journal of Business Research 76 (Jul 2017): 209-218.

Bhatt, Siddharth, and Suri, Rajneesh, Website testing enters a new era. CIO Magazine (May 2017): 9-12.

Motyka, Scott, Suri, Rajneesh, grewal, dhruv, and Kohli, Chiranjeev S., Disfluent Vs. Fluent Price Offers: Paradoxical Role of Processing Disfluency. Journal of the Academy of Marketing Science 44 (Sep 2016): 627-638.

Kohli, Chiranjeev S., Suri, Rajneesh, and Kapoor, Anuj, Will Social Media Kill Branding?. Business Horizons 58 (Feb 2015): 35-44.

Long-Tolbert, Sylvia, Kohli, Chiranjeev S., and Suri, Rajneesh, Who Pays the Price for Loyalty? The Role of Self-Consciousness. Journal of Product & Brand Management Vol. 23 (Sep 2014): 362 - 371.

Feng, Shan, Suri, Rajneesh, and Bell, Monique, Does Classical Music Relieve Math Anxiety? Role of Tempo on Price Computation Avoidance. Psychology & Marketing 31 (Jul 2014): 489-99.

Xia, Lan, and Suri, Rajneesh, Trading Effort for Money:Co-creation Motivation and the Pricing of Service Options. Journal of Service Research 17 (May 2014): 229-242.

Puccinelli, Nancy, Chandrashekran, Rajesh, grewal, dhruv, and Suri, Rajneesh, Are Men Seduced by Red? The Effect of Red vs. Black Prices on Price Perceptions. Journal of Retailing 89 (Jun 2013): 115-125.

Suri, Rajneesh, Monroe, Kent B., and Koc, Umit, Math Anxiety and its Effects on Consumers’ Preference for Price Promotion Formats. Journal of the Academy of Marketing Science 41 (May 2013): 271-282.

Suri, Rajneesh, and Thakor, Mrugank, Made in Country Versus Made in County: Effects of Local Manufacturing Origins on Price Perceptions. Psychology & Marketing 30 (Feb 2013): 121-132.

Kohli, Chiranjeev S., Thomas, Sunil, and Suri, Rajneesh, Are You in Good Hands? Slogan Recall: What Really Matters. Journal of Advertising Research 53 (Feb 2013): 31-42.

Chandrashekran, Rajesh, and Suri, Rajneesh, Effects of Gender and Price Knowledge on Offer Evaluation and Channel Transition in Retail and e-Tail Environments. Journal of Product & Brand Management 21 (May 2012): 215-225.

Suri, Rajneesh, Cai, zhen, Monroe, Kent B., and Thakor, Mrugank, Retailers Merchandise Organization and Price Perceptions. Journal of Retailing 88 (Mar 2012): 168-79.

Kohli, Chiranjeev S., and Suri, Rajneesh, Price is Right? Guidelines for Pricing to Enhance Profitability. Business Horizons 54 (Nov 2011): 563&#-775232;573.

Thakor, Mrugank, Suri, Rajneesh, and Saleh, Katayoun, Effects of Service Setting and Other Consumers’ Age on the Service Perceptions of Young Consumers. Journal of Retailing 84 (Jun 2008): 137-149.

Kohli, Chiranjeev S., Leuthesser, Lance, and Suri, Rajneesh, Got Slogan? Guidelines for Creating Effective Slogans. Business Horizons 50 (Sep 2007): 415-422.

Suri, Rajneesh, Kohli, Chiranjeev S., and Monroe, Kent B., The Effects of Perceived Scarcity on the Evaluation of Prices. Journal of the Academy of Marketing Science 35 (Mar 2007): 89-100.

Books

Marn, Michael, Roegner, Eric V., Suri, Rajneesh, and Zawada, Craig C., Pricing Advantage Workbook. (2004):

Chapters

Bhatt, Siddharth, Agrali, Atahan, Suri, Rajneesh, and Ayaz, Hasan, “Web Usability Testing with Concurrent fNIRS and Eye Tracking.” Neuroergonomics: The Brain at Work and in Everyday Life, San Diego, CA: Elsevier, (Forthcoming)

Suri, Rajneesh, Swaminathan, Srinivasan, and Monroe, Kent B., “Price Communications in Online and Print Coupons: An Empirical Analysis.” Legends in Marketing: Kent B. Monroe, Ed. Jagdish N Sheth. USA: Sage, (2011):

Kohli, Chiranjeev S., Leuthesser, Lance, and Suri, Rajneesh, “2 + 2 = 5? A Framework for Using Co-Branding to Leverage Your Brand.” Creating Strategic Brand Alliances, Ed. Henrik Uggala. Sweden: Brand Management Publishing Group, (2005): 35-47.

Suri, Rajneesh, and Monroe, Kent B., “Consumers’ Prior Purchase Intentions and Their Evaluation of Savings on Product Bundles.” Optimal Bundling: Market Strategies for Improving Economic Performance, Ed. Ralph Fuerderer, Andreas Hermann & Georg Wuebker. New York: Springer-Verlag, (1999):

Proceedings

Ye, Hongjun, Bhatt, Siddharth, Ayaz, Hasan, Srivastava, Prashant, and Suri, Rajneesh, Neuroergonomic Analysis of Dynamic Vs. Flat Rate Pricing on Consumers, International Neuroergonomics Conference 2nd May 2018.

Agrali, Atahan, Ayaz, Hasan, Izzetoglu, Kurtulus, Onaral, Banu, Bhatt, Siddharth, and Suri, Rajneesh, Audience Preference Prediction for Commercials using fNIRS, International Neuroergonomics Conference 2nd May 2018.

Ye, Hongjun, Watson, Jan, Sargent, Amanda, Bhatt, Siddharth, Suri, Rajneesh, and Ayaz, Hasan, Effects of Machine Usability on Final Product Preferences, International Neuroergonomics Conference 2nd May 2018.

Bhatt, Siddharth, Deutsch, Jonathan, Fulton, Benjamin, Lee, Jeonggyu, Suri, Rajneesh, and Ayaz, Hasan, Upcycled vs. Conventional: Food product preference assessment using optical brain monitoring, International Neuroergonomics Conference 2nd May 2018.

Bhatt, Siddharth, Agrali, Atahan, Ayaz, Hasan, and Suri, Rajneesh, How Good is the Wealth Management Portal? User Performance on the Portal as a Usability Metric, International Neuroergonomics Conference 2nd May 2018.

Bhatt, Siddharth, Agrali, Atahan, Suri, Rajneesh, and Ayaz, Hasan, Assessing Usability of Wealth Management Portals using Neurophysiological Tools: Eye-tracking and fNIRS Study, International Neuroergonomics Conference 2nd May 2018.

Sargent, Amanda, Watson, Jan, Ye, Hongjun, Suri, Rajneesh, and Ayaz, Hasan, Caffeine and Cognitive Task Performance: EEG and EDA Study, International Neuroergonomics Conference 2nd May 2018.

Sargent, Amanda, Agrali, Atahan, Bhatt, Siddharth, Ye, Hongjun, Izzetoglu, Kurtulus, Onaral, Banu, Ayaz, Hasan, and Suri, Rajneesh, Neural Correlates of Math Anxiety and Ability on Price Promotions and Consumer Decisions, International Neuroergonomics Conference 2nd May 2018.

Watson, Jan, Sargent, Amanda, Ye, Hongjun, Suri, Rajneesh, and Ayaz, Hasan, Neuroergonomic Evaluation of Hot Beverage Products: A multi-modal EEG and EDA Study, International Neuroergonomics Conference 2nd May 2018.

Sargent, Amanda, Agrali, Atahan, Bhatt, Siddharth, Ye, Hongjun, Izzetoglu, Kurtulus, Onaral, Banu, Ayaz, Hasan, and Suri, Rajneesh, Neural Correlates of Math Anxiety on Consumer Choices of Price Promotions, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Agrali, Atahan, Sargent, Amanda, Bhatt, Siddharth, Ye, Hongjun, Izzetoglu, Kurtulus, Onaral, Banu, Ayaz, Hasan, and Suri, Rajneesh, Recall of Spatial Locations of Price: Neural Correlates Of Math Anxiety, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Agrali, Atahan, Bhatt, Siddharth, Ayaz, Hasan, and Suri, Rajneesh, All Super Bowl Advertisements are not Created Equal: Neural Correlates Unearthing Consumer Preferences, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Ye, Hongjun, Watson, Jan, Sargent, Amanda, Ayaz, Hasan, and Suri, Rajneesh, Coffee Machine Usability Effects on Hot Drink Preference and Product Evaluation, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Bhatt, Siddharth, Agrali, Atahan, Ayaz, Hasan, and Suri, Rajneesh, Does Comfort with Technology Affect Use of Wealth Management Platforms? Usability Testing with fNIRS and Eye-Tracking, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Lee, Jeonggyu, Bhatt, Siddharth, Fulton, Benjamin, Ayaz, Hasan, Deutsch, Jonathan, and Suri, Rajneesh, Neuromarketing Approaches to Evaluate Value Added Surplus Products, Applied Human Factors and Ergonomics Jan 2018. Springer

Watson, Jan, Sargent, Amanda, Ye, Hongjun, Suri, Rajneesh, and Ayaz, Hasan, Using Wireless EEG and EDA To Investigate Body and Brain Dynamics During Preparation and Consumption of Coffee, Applied Human Factors and Ergonomics Conference Jan 2018. Springer

Watson, Jan, Sargent, Amanda, Ye, Hongjun, Suri, Rajneesh, and Ayaz, Hasan, Neuroergonomic Evaluation of Hot Beverage Products: A multi-modal EEG and EDA Study, International Neuroergonomics Conference 2nd Nov 00-1.

Education

BE Mechanical Engineering - Delhi University 1985
MBA Marketing and Finance - Indian Institute of Management-Calcutta 1988
PhD Marketing - University of Illinois at Urbana-Champaign 1996

Awards

2015 Lamb-Hair-McDaniel AMS Outstanding Marketing Teacher (Academy of Marketing Science)
2009 2009 Hormel Meritorious Teaching Award (Marketing Management Association)

Media Mentions

Labor Day by the Numbers

via WalletHub

LeBow’s Associate Dean for Research Rajneesh Suri is quoted in an article about the biggest threats to today’s workforce.

College News

Leaders from SEI, Pfizer and Mars Drinks addressed Drexel alumni at an event focused on leveraging Drexel’s research and innovation capabilities to solve business challenges.

A new Drexel University study found strong potential for consumer acceptance of a new category of foods created from discarded ingredients.

Professor Suri has been chosen as a winner of the Academy of Marketing Science’s 2015 Lamb-Hair-McDaniel Outstanding Marketing Teacher Award.