معرفی
Amar Cheema serves as the William F. O'Dell Eminent Professor of Commerce and Senior Associate Dean for Faculty & Research at the McIntire School of Commerce, University of Virginia. His academic leadership spans strategic faculty development and research initiatives within one of the nation's premier business schools.
His educational trajectory includes:
- Ph.D. in Marketing from the University of Colorado at Boulder
- M.B.A. in Marketing from Indian Institute of Management Calcutta
- B.E. in Electronics and Communication Engineering from Delhi University, India
Professor Cheema's research explores behavioral decision theory, consumer financial behavior, and contextual influences on purchasing. His work bridges marketing science and psychological mechanisms to explain phenomena like auction bidding dynamics, temperature effects on choice, and online customer journey patterns. This interdisciplinary approach has yielded significant contributions to understanding how environmental factors and cognitive processes shape consumer decisions across digital and physical domains.
Analysis of his publication record reveals consistent focus on contextual moderators in consumer behavior, with recent work examining student loan debt impacts, ambient noise effects on cognition, and hedonic/utilitarian purchase distinctions in e-commerce. His research methodology spans controlled experiments, field studies, and computational analysis of online behavior.
Professor Cheema maintains influential editorial positions including past associate editorship at Journal of Consumer Research and current service on review boards for Journal of Consumer Psychology, Journal of Marketing, and Journal of Marketing Research.
Prior to his Virginia appointment, he taught Consumer Behavior and Judgment & Decision Making at Washington University in St. Louis (2003-2009) following doctoral studies at Colorado. His industry experience includes sales executive roles at Asian Paints (India) Ltd. during 1996-1997.
