Kalpesh Kaushik Desai  
Assistant Professor, Binghamton University
Area: Marketing
Marvin Herb Scholar, Center for Relationship Marketing, SUNY-Buffalo
Office: AA-212
Office phone: (607) 777-2306
Cell phone: (716) 697-2362
Fax Number: (607) 777-4422
E-mail: kdesai@binghamton.edu
 

EDUCATIONAL BACKGROUND

Ph.D. in Marketing
  • College of Business Administration, University of Texas at Austin.
     
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    MBA, Major in Marketing
  • Jamnalal Bajaj Institute of Mgmt. Studies, Bombay, India.
     
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    TEACHING

    Years at Binghamton University: Fall 2006 –
  • Undergraduate Consumer Behavior, Strategic Brand Management .
     
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  • Graduate & Undergraduate: Consumer Behavior, International Marketing.
     
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    RESEARCH

    RESEARCH INTERESTS
  • My research applies the principles of context effects, memory, categorization, and self-construal to managerial problems in branding, product level competition, retail judgments, variety seeking, food consumption, money spending habits, and network externality effects. I have also initiated projects in my areas of interests with choice modelers using the rich scanner data available at The University at Buffalo.
     
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    PUBLICATIONS

  • Trivedi Minakshi, Michael Morgan, and Kalpesh Kaushik Desai (2008), “Consumer’s Value for Informational Role of Agents in Service Industry,” Forthcoming, Journal of Services Marketing. All authors contributed equally and order of authorship is reverse alphabetical.
     
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  • Michael A. Merz, Dana L. Alden, Wayne D. Hoyer, and Kalpesh Kaushik Desai (2008), Brand Extension Research: A Cross-Cultural Perspective, Forthcoming, Review of Research in Marketing
     
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  • Desai, Kalpesh Kaushik and Sekar Raju (2007), “Adverse Influence of Brand Commitment on Consideration of and Preference for Competing Brands,” Psychology and Marketing, July, 595-614. Both authors contributed equally and order of authorship is alphabetical.
     
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  • Jain, Shailendra Pratap, Kalpesh Kaushik Desai, and Mao Huifang (2007), “The Influence of Chronic and Situational Self-Construal on Categorization,” Journal of Consumer Research, June, 66-76. All authors contributed equally and order of authorship was decided through flipping a coin.
     
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  • Basuroy, Suman, Kalpesh Kaushik Desai, and Debabrata Talukdar (2006), “An Empirical Investigation of Signaling in the Motion Picture Industry,” All authors contributed equally and order of authorship is alphabetical, Journal of Marketing Research, May, 287-95.
     
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  • Desai, Kalpesh Kaushik and Suman Basuroy (2005), “Interactive Influences of Genre Familiarity, Star Power, and Critics’ Reviews: The Case of Motion Picture Industry,” Psychology and Marketing, March, 203-223. Lead article.
     
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  • Desai, Kalpesh Kaushik and Debabrata Talukdar (2003), “Relationship between Category Price Perceptions, Shopper’s Basket Size, and Overall Store Price Image: An Analysis of the Grocery Market,” Both authors contributed equally and are listed alphabetically. Psychology and Marketing, October, 903-33.
     
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  • Desai, Kalpesh Kaushik and S. Ratneshwar (2003), “Consumer Perceptions of Product Variants That Are Positioned on Atypical Attributes: The Joint Effects of Benefit Segmentation, Brand Familiarity, and Shelf Display,” Journal of Academy of Marketing Science, Winter, 22-35.
     
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  • Desai, Kalpesh Kaushik and Kevin Lane Keller (2002), “The Effects of Ingredient Branding Strategies on Host Brand Extendibility,” Journal of Marketing, January, 73-93.
     
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  • Desai, Kalpesh Kaushik and Wayne D. Hoyer (2000), “The Descriptive Characteristics of Memory- Based Consideration Sets: Influence of Usage Occasion Frequency and Usage Location Familiarity,” Journal of Consumer Research, December, 309-23.
     
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  • Desai, Kalpesh Kaushik and Vijay Mahajan (1998), “Strategic Role of Affect-Based Attitudes in the Acquisition, Development, and Retention of Customers,” Journal of Business Research, July, 309-24.
     
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  • Desai, Kalpesh Kaushik and Wayne D. Hoyer (1993), “Line Extensions: A Categorization and an Information Processing
     

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    PAPERS UNDER REVIEW & REVISION
  • Mao Huifang, Shailendra Pratap Jain, and Desai, Kalpesh Kaushik, “Self Construal and Use of Defining vs. Characteristic Features in Product Categorization,” Under First Review: Journal of Consumer Research. All authors contributed equally and order of authorship was decided through flipping a coin.
     
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  • Desai, Kalpesh Kaushik and Minakshi Trivedi, “Variety Seeking and Objective Measures of Choice Variety: Do Subjective Perceptions Matter?” Under First Review: Journal of Marketing Research. Both authors contributed equally and order of authorship is alphabetical.
     
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  • Desai, Kalpesh Kaushik, Kevin Keller, and Wayne D. Hoyer, “Abstract vs. Concrete Challenge Strategies in the Face of Competitive Entry of Extensions from Mega Brands,” Under First Review, Journal of Marketing Research.
     
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  • Chowdhury Tilottama, S. Ratneshwar, and Kalpesh Kaushik Desai, “The Role of the Variety- Seeking Trait in Consideration Sets and Choices Made for Others,” Under First Revision, Journal of Consumer Psychology
     
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    WORKING PAPER
  • Desai, Kalpesh Kaushik, Dinesh Gauri, Yu Ma, and S. Ratneshwar, “Influence of the Functional Relationship between Partner Brands on the Choice of the Ingredient Product and on the Spillover Choices of Host and Ingredient Brands,” All authors contributed equally and order of authorship is alphabetical. Target: Journal of Marketing Research

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    SELECTIVE RESEARCH-IN-PROGRESS
  • Chatterjee Subimal, Kalpesh Kaushik Desai, and Suman Basuroy, “The Effects of Critical Disagreement on a Film’s Performance in Primary and Secondary (or Sequential) Channels and on Its Release Time in the Secondary Channel,” All authors contributed equally and order of authorship was decided through coin flipping. Data Analyses Underway
     

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  • Desai, Kalpesh, Debabrata Talukdar, Ram Bezwada, Karthik Sridhar, and Andrei Strijnev, “Context- Specific Positive Influence of Walmart on Value-Priced Grocery Stores,” All authors contributed equally and order of authorship was decided through flipping a coin. Data Analyses Underway
     

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  • Desai, Kalpesh Kaushik, Ashwin Malshe, and Vijay Hariharan, “Influence of Self-Construal on Spending Categories,” Data Analyses Underway
     

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  • Desai Kalpesh Kaushik, Jan Hofmeyr, Jeffrey Inman, and Debabrata Talukdar, “A Field Examination of the Influence of Brand Equity on Behavioral Loyalty and Factors that Moderate this Relationship,” All authors contributed equally and order of authorship is alphabetical. Data Analyses Underway
     

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  • Desai Kalpesh Kaushik and Kevin Lane Keller, “Reciprocal Influences of Store and Brand Images on Brand and Store Fit, Beliefs, and Evaluations,” Data Analyses Underway
     

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  • Desai, Kalpesh Kaushik, Minakshsi Trivedi, and Karthik Sridhar, “Influence of Consumer’s Health Orientation on Her Behavioral Response to Price-Based Food Promotions,” Data Analyses Underway
     

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  • Chowdhury Tilottama and Kalpesh Kaushik Desai, “The Influence of Temporal Construal on Buying of Utilitarian vs. Hedonic Products,” Both authors contributed equally and order of authorship is reverse alphabetical. Data Collected for Two Studies
     

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  • Jiraporn Napatsorn and Kalpesh Kaushik Desai, “Adoption of Network Externality Products: The Interactive Influence of Self-Construal, Technology Compatibility and Differentiation,” Both authors contributed equally and order of authorship is reverse alphabetical. Data Collected for Two Studies
     

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  • Chatterjee Subimal, Kalpesh Kaushik Desai, and David Taylor, “Fortune Wants Solitude, Misery Seeks Company: The Role of Comparative Optimism and Self-Construal,” All authors contributed equally and order of authorship is alphabetical. Data Collection for Second Study Underway
     

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    Honors & Awards

  • Grant-in-Kind (Funding Surveys), Customer Equity Corporation, South Africa, $10,000, 2005
     
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  • Competitive Summer Research Grant, School of Management, SUNY-Buffalo, 1998-2002; 2004-2005
     
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  • Competitive Small Research Grant, School of Management, SUNY-Buffalo, 2003-2004
     

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    External Recognition
  • The local NPR and WBEN radio stations interviewed me on JAMS paper on low fat snacks.
     
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  • My JAMS paper on low fat snacks was quoted in Good Housekeeping.
     

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    Reviewing
  • Editorial Review Board Member, Journal of the Academy of Marketing Science, 2006 –
     
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  • Ad Hoc Reviewer, Journal of Consumer Research, 2002–2005
     
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  • Ad Hoc Reviewer, Marketing Science, 2003–2006
     
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  • Ad Hoc Reviewer, Journal of Marketing, 2003–2006
     
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  • Ad Hoc Reviewer, Journal of Marketing Research, 1995–1999, 2005
     
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  • Ad Hoc Reviewer, Journal of Retailing, 2004–2005
     
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  • Reviewer, Association for Consumer Research Conference, 1996, 2001, 2002, 2004–2006
     
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  • Reviewer, Society for Consumer Psychology Conference, 2000, 2003–2005
     
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    INDUSTRY EXPERIENCE

  • Product Manager - Detergents & Bar Soaps, Tata Oil Mills, Bombay, India.
     
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  • Product Executive - OTC Products, Burroughs Wellcome, Bombay, India.
     
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    School of Management at Binghamton University, State University of New York
    PO Box 6000, Binghamton, New York 13902-6000

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