About Ravi Dhar

Ravi Dhar is the George Rogers Clark Professor of Management and Marketing, Professor of Psychology in the Department of Psychology, and the Director of the Center for Customer Insights, all at Yale University. He has been involved in pioneering work in understanding the different factors that influence how consumers think and decide. He has also served as a consultant to dozens of Fortune 500 companies in a wide variety of industries, including financial services, health care, high tech and luxury goods on developing best practices for generating and using customer insights. Ravi has published more than 60 articles and serves on the editorial boards of several of leading marketing journals. The American Marketing Association recently ranked Professor Dhar as the most productive scholar publishing in premier marketing journals from 2009 through 2013. His research and teaching has been honored with various awards including the Distinguished Scientific Accomplishment Award of the Society for Consumer Psychology, the Distinguished Alumnus Award from the Indian Institute of Management, and the Yale School of Management Alumni Association Teaching Award. His work has been frequently mentioned in Business Week, The New York Times, The Financial Times, The Wall Street Journal, The Economist, USA Today, and other popular media.

The Battle for Consumers Is Often about Beliefs, Not Consumer Experience

Marketers increasingly mold their work around the customer experience. They manufacture rich, immersive interactions, carefully crafted to resonate with consumers. A 1998 Harvard Business Review article on the ‘experience economy’ noted that “experiences are a distinct economic offering.” Quite simply, the argument runs that delightful customer experiences add value and build loyalty. And yet many companies find that objective improvements to products and services, which are central to experience, don’t translate into customers or revenue. The fact is, renovating experience is insufficient, because how we perceive an experience depends deeply on our beliefs and intuitions.

By | 2018-02-09T11:39:57+00:00 September 25th, 2015|

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