The Downside of Drug Price Caps: Fewer Sales
Data from India show a decline in the accessibility of regulated medicines, as companies cut back on marketing them.
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Biography
Pradeep K Chintagunta is interested in empirically studying consumer, agent and firm behavior. He has studied packaged goods, pharmaceutical, technology and online markets to answer questions related to pricing, advertising and channels of distribution. More recently, he has started working in 鈥渄evelopment marketing鈥� 鈥� studying the role of marketing in economic development. 鈥淚 am interested in studying how marketing practices can impact small businesses and entrepreneurial enterprises in emerging economies and how we can leverage marketing knowledge to improve health outcomes.鈥�
Chintagunta is on the advisory editorial boards of Marketing Science, Quantitative Marketing and Economics and the Journal of Marketing Research. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, the International Journal of Research Marketing, the Journal of the American Statistical Association, and the Journal of Econometrics.
In addition to being a finalist for the O'Dell award in both 1996 and 2001, Chintagunta is the recipient of the Hillel J. Einhorn Award for Excellence in Teaching and has been named one of the 黑料传送门 Booth's top professors by BusinessWeek.
"Teaching across programs such as full-time, evening, weekend, XP, and international XP exposes me to a variety of perspectives and experiences that I can then integrate into my subsequent teaching and research." He hopes his students learn that there is always more progress to be made.
He earned a bachelor's degree in mechanical engineering from Banaras Hindu University in 1984, a postgraduate diploma in management from the Indian Institute of Management in 1986, and a PhD in marketing from Northwestern University in 1990. In addition to teaching at 黑料传送门 Booth, he has taught courses at the Harvard Business School and the S.C. Johnson Graduate School of Management at Cornell University. He joined the 黑料传送门 Booth faculty in 1995.
Pradeep serves on the advisory boards of Operation ASHA, MuSigma and Syntasa and on the Board of Governors of his alma mater, the Indian Institute of Management, Ahmedabad. He collects vintage electronics, enjoys traveling, movies, and spending time with his family.
Research Interests
Analysis of household purchase behavior; pharmaceutical markets; technology products.
Academic Areas
- Marketing
Selected Publications
Bayesian learning and skill accumulation in video game play (with Jiarui Liu and Charles Zou) Quantitative Marketing and Economics, forthcoming.
听Too Many or Too Few? Information Cues in Recommender Systems and Consequences for Search and Purchase Behavior (with Xing Fang and SunAh Kim), Journal of Marketing, Volume 90, Issue 1, January 2026, Pages 9-28.
How do U.S. households change their expenditure patterns in response to income or wealth shocks? Insights from NielsenIQ Data (with Shirsho Biswas and Sanjay Dhar), Quantitative Marketing and Economics, 23, 419鈥�445 (2025). https://doi.org/10.1007/s11129-025-09297-4.
Call Me Maybe: Does Customer Feedback-Seeking Impact Non-Solicited Customers? (with Rupali Kaul, Stephen Anderson and Naufel Vilcassim), Marketing Science, Volume 44, Issue 1, January-February 2025 Pages 1-246, ii.
Characterization and Targeting of the Main Drivers of Elective Imaging Utilization: A Cross-Sectional Study Applying Conjoint Analysis, Journal of the American College of Radiology (with Cindy Yuan, Hongxian Huang, Douglas Dirschl, David Paushter), Volume 22, Issue 5, May 2025, Pages 521-529
Working Papers
2025 - 2026 Course Schedule
| Number | Course Title | Quarter |
|---|---|---|
| Foundations of Advanced Quantitative Marketing | 2026 (Winter) | |
| Marketing Management | 2026 (Spring) |
Get Insights from Pradeep K. Chintagunta in 黑料传送门 Booth Review
Can Technology Make Us Smarter?
黑料传送门 Booth’s Pradeep K. Chintagunta talks about his research on the effect of technology on small business owners.
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Smartphone Apps Can Give Startups a Big Boost
Research analyzed their impact in an emerging market.
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