Home > About Sasin > Faculty > Pavitra Jindahra, Ph.D.
Pavitra Jindahra, Ph.D.


Pavitra Jindahra, Ph.D.

At Sasin: Faculty, Marketing
Concurrent:
   -
     
Expertise:
   Dr. Jindahra’s research interests are consumer response models, choice models, consumer decision-making, revenue management, pricing strategy, and database marketing.  Her recent work focus on developing choice models based on different consumer decision rules to recommend optimal pricing schemes, age related loyalty behavior and new product introduction, consumer learning and adaptive criteria and optimal promotion scheduling.
     
Selected Publications:
  

Jindahra, P. (2007), Mental Accounting and Marketing Implications, Sasin Journal of
Management, Vol 13, No 2, p 106-114.

Working Papers:
  • “Maximization vs. Elimination: A Cross-National Investigation into Decision Rules” (with Frenkel ter Hofstede and Ronald Goettler)
  • “The Myths and Realities of 18-49: Investigating of the Relationship between Consumer Age, Brand Loyalties, and New Product Trial” (with Vishal Singh and Michael Lewis)
  • “Nation Equity and Decision Rules: Effects of Emotions” (with Durairaj Maheswaran)
  • “The Influence of Variable Message Sign Design on Route Diversion” (with Kasem Choocharukul)
Other:
   Awards: King Anandamahidol Scholarship, William Larrimer Mellon Fellowship, and Fulbright Scholarship.
     
Credentials:
   Ph.D., M.S. in Marketing from Carnegie Mellon University, U.S.A., M.S. in Business Economics from University of California, Los Angeles, U.S.A., MBA (Financial Management Track) from Massachusetts Institute of Technology, U.S.A., and B.S. in Accounting (First Class Honors) from Thammasat University, Thailand.
     
Contact:
   pavitraj@sasin.edu

 

 
Sasin Graduate Institute of Business Administration of Chulalongkorn University
Sasa Patasala Building, Soi Chula 12, Phyathai Road, Bangkok 10330, Thailand
Email: webmaster@sasin.edu

International Accreditation InInternational Partners