Rate My Professor Jagrook Dawra

Dawra's research focuses on marketing management, encompassing consumer choice behavior, including the decoy effect and attraction effect, pricing promotions, customer engagement, brand equity, and decision-making styles. He has authored numerous publications in reputable journals. Key works include 'An integrative review of the decoy effect on choice behavior' (2024), 'From Trait to Choice: How Regulatory Focus Shapes Store Promotion Usage' (2024), 'Maximization, internal reference price and consumers' response to promotions' (2023), 'The impact of regulatory focus on store promotions: The role of shopping enjoyment' (2023), 'Deliberation does not make the attraction effect disappear: The role of induced cognitive reflection' (2023), 'Decoding price promotions: a moderated mediation model of fairness, trust, and deal proneness' (2022), 'The role of customer engagement in travel services' (2020), 'The impact of range extension on the attraction effect' (2019), 'Judgments of acquisition value and transaction value: A consumer decision-making styles perspective' (2019), 'Range effect on extremeness aversion' (2018), 'Capturing Heterogeneity in Preference for a Real Estate Offering Using a Hierarchical Bayesian Regression Model' (2016), 'Perturbation Model for a Product of Joint Consumption' (2012), and 'Evaluating Aaker's sources of brand equity and the mediating role of brand image' (2010). His publications total 17 items from 2010 to 2025, with over 300 citations and an h-index of 7.