Rajiv Vaidyanathan

Rajiv Vaidyanathan is a Professor of Marketing at the University of Minnesota Duluth’s Labovitz School of Business and Economics, where he has held the role since 2001. Previously, he served as Director of Graduate Studies (2001–2014) and spent two years as Vice President of Marketing at Active Learning Technologies (2000–2002). He is also Executive Director of the Association for Consumer Research, the largest scholarly organization of consumer researchers globally, and co-chaired its Asia-Pacific conference in Hyderabad, India (2009).

Education:

• Ph.D. in Marketing, Washington State University (1993)
• MBA, University of Idaho (1989)
• B.Com (Honours), Delhi University, India (1987)

Rajiv’s research focuses on consumer decision-making processes, specifically how individuals perceive prices, process information, and respond to marketing interventions in pharmaceutical and cross-cultural contexts. He has explored superstitious consumer behavior, brand alliances with artists, and incentive programs in healthcare.

Scientific Awards:

• Outstanding Article of the Year (Journal of Marketing Education)
• Hormel Meritorious Teaching Award (national)
• University of Minnesota President's Award for Outstanding Service
• Adviser of the Year
• Above and Beyond Award
• Faculty Service Excellence Award

Rajiv has mentored students in marketing research and consumer behavior at undergraduate and MBA levels and remains open to collaborative research opportunities. His work bridges theoretical frameworks with practical applications in pricing, branding, and healthcare marketing.

Contact: rvaidyan@d.umn.edu | Office Hours: By appointment via booking link