Shailendra Pratap Jain

Professor of Marketing
James D. Currie Professor of Marketing
Chair, Department of Marketing and International Business

Ph D, New York University, 1995
M Phil, New York University, 1992
MBA, Indian Institute of Management, Ahmedabad, India, 1984
BE, Birla Institute of Technology & Science, Pilani, India, (with honors) 1982

Branding, consumer psychology, advertising, culture

Positions Held
At the University of Washington since 2008
Professor, University of Washington (2011)
Associate Professor, University of Washington (2008-2011)

Indiana University (2002-2008)
Associate Professor with tenure (2008)
Assistant Professor and 3M Research Scholar (2002-2008)

Visiting Assistant Professor, Indian School of Business (ISB), (Winter 2008, Winter 2007)
Visiting Assistant Professor, Johnson Graduate School of Management, Cornell University (2001-2002)
Assistant Professor, University of Rochester (1994-2001)
Instructor, New York University (1993-1994)
Branch Manager, Mudra Communications Ltd., India, an affiliate of DDB Needham Worldwide, an Omnicom Group agency (1987-1990)
Manager, Business Development, Strategy, and Research, Ulka Advertising, India, an affiliate of FCB (1985-1987)
Assistant Brand Manager, McDowell & Co. Ltd., India (1984-1985)

Current Research
Branding, categorization, comparative advertising, economics of information, individual differences (self-regulation, culture, self-construal, implicit theories) in responses to marketing, stimuli, motivated reasoning, warranties

Honors and Awards
Research related:
Dean's Faculty Research Award, Foster School of Business (2010)
Co-Chair, Society for Consumer Psychology (SCP) Conference, San Diego (2009)
Kelley School of Business Research Productivity Award (2007)
3M University Relations Faculty Research Grant (2006-2008)
Co-Chair, American Psychological Association Division 23 Conference (2005)

Teaching related:
At the University of Washington:
Daniel Siegel Award for Outstanding Contribution and Service to MBA Community (2010)
EMBA Professor of the Year, North America option (2010)
EMBA Professor of the Year, Regional option (2010, 2011)
PACCAR Award for Excellence in Teaching (2009)
MBA Core Professor of the Year (2009)
MBA Core Professor of the Quarter for Winter (2009)

At Indiana University:
Member of the Kelley School MBA core faculty ranked # 1 for core teaching in the 2004 Business Week B-School Rankings and Profiles Finalist, Trustees Teaching Award, Kelley School (2005, 2006, 2007)
MBA Teaching Excellence Award, Kelley School (2004, 2005, 2008)
Nominated for graduate (doctoral) faculty mentor award, Kelley School (2005)

At University of Rochester:
MBA Teaching Excellence Award, Simon School (1997, 1998, 2001)
MBA Teaching Honor Roll, Simon School (Winter 1996 and Spring 1997, 1998, 1999)
Listed as a four-star teacher at Simon School in the 1998 Business Week B-Schools Rankings and Profiles

At New York University:
Undergraduate Teaching Excellence Award, Stern School (Spring 1994)

Academic Service
Guest Associate Editor: Journal of Consumer Psychology (2008)
Editorial Review Board: Journal of Consumer Psychology (2005-present)
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Research
Journal of Retailing
Journal of Advertising
Advances in Consumer Research
American Marketing Association
Society for Consumer Psychology dissertation competition

Selected Publications

“Comparative Advertising Research: A Review and Research Agenda,” in Cracking the Code: How Managers Can Drive Profits by Leveraging Consumer Psychology,  (Ed. Steven Posavac), with Meng-Hua Evelyn Hsieh, Kyra Blower, Xingbo Li, & Steven S. Posavac, 2011.

“Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation,” with Michael Wiles, Saurabh Mishra, & Charles D. Lindsey, Marketing Science, Vol. 19 No. 5, 2010, pp. 828-845.

“Consumer Responses to Brand Elimination: An Attributional Perspective,” with Huifang Mao & Xueming Luo, Journal of Consumer Psychology, Vol. 19, No. 3, 2009, pp. 280-289.

“On Assuaging Positive Bias in Environmental Value Elicitation,” with Steve Posavac, Josko Brakus, & Maria Cronley, Journal of Economic Psychology, Vol. 30, No. 3, 2009, pp. 482-489.

“The Influence of Consumers’ Lay Theories on Approach/Avoidance Motivation,” with Pragya Mathur & Durairaj Maheswaran, Journal of Marketing Research, Vol. 46, No. 1, 2009, pp. 56-65.

"For Better or For Worse? Valenced Comparative Framing and Regulatory Focus," with Charles Lindsey, Nidhi Agrawal, & Durairaj Maheswaran, Journal of Consumer Research, Vol. 34, No. 1, 2007, pp. 57-65.

"The Influence of Chronic and Situational Self-Construal on Categorization," with Kalpesh Desai, and Huifang Mao, Journal of Consumer Research, Vol. 34, No. 1, 2007, pp. 66-76.

"Towards Dimensionalizing Warranty Information: The Role of Warranty Redemption Costs," with Rebecca J. Slotegraaf &Charles D. Lindsey, Journal of Consumer Psychology, Vol. 17, No. 1, 2007, pp. 70-80.

"When More may be Less: The Impact of Regulatory Focus on Responses to Different Comparative Frames," with Nidhi Agrawal & Durairaj Maheswaran, Journal of Consumer Research, Vol. 33, No. 1, 2006, pp. 91-98,

"Selective Assessment and Positivity Bias in Environmental Evaluations," with Steve Posavac, J. Josko Brakus, & Maria Cronley, Journal of Experimental Psychology: Applied, Vol. 12, No. 1, 2006, pp. 43-49.

"Valenced Comparisons," with Steve Posavac, Journal of Marketing Research, Vol. 41, No. 1, 2004, pp. 46-58.

"Preference Consistency and Preference Strength: Processing and Judgmental Issues," Journal of Applied Social Psychology, Vol. 33, No. 5, 2003, pp. 1088-1109.

"Pre-purchase Attribute Verifiability, Source Credibility, and Persuasion," with Steve Posavac, Journal of Consumer Psychology, Vol. 11, No. 3, 2001, pp. 169-180.

"Motivated Reasoning: A Depth-of-Processing Perspective," with Durairaj Maheswaran, Journal of Consumer Research, Vol. 27, No. 4, 2000, pp. 358-371.

Selected Consulting Experience
3M, Ingersoll Rand, Kodak, Microsoft, Ogilvy & Mather, Philip Morris, POSCO, Xerox

Contact Information

Office:457 Paccar Hall

Mailing Address

Foster School of Business
University of Washington
Box 353226
Seattle, WA 98195-32026

"In a rapidly changing market landscape, understanding consumers and how they may be changing is more critical than ever. Businesses usually head downhill when they lose sight of their consumers."