About
Pragya Mathur is an Associate Professor in the Allen G. Aaronson Department of Marketing & International Business at the Zicklin School of Business, Baruch College, City University of New York (CUNY). She holds a PhD in Marketing from New York University's Stern School of Business and has a professional background in marketing and distribution management in global consumer products companies.
Education
- BA in Economics from St. Stephen's College, University of Delhi
- MBA in Marketing from Faculty of Management Studies, University of Delhi
- PhD and MPhil in Marketing from Stern School of Business, New York University
Research Focus
Dr. Mathur's research explores two primary streams: (1) how consumers' individual differences affect information processing, and (2) how internal motivations and external cues shape consumer strategies. Her recent work examines pro-social behaviors in charitable donations and climate change responses, with theoretical extensions in brand strategy and communication.
Publication Trends
Her publications span top-tier journals like Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. Key themes include implicit theories, brand evaluation, consumer motivation, fairness perception, and pandemic/CSR behavioral studies.
Professional Roles
She currently serves as Deputy Chair and Director for Outreach and Strategic Partnerships for her department, while also teaching courses on marketing foundations, healthcare marketing, and consumer behavior.
