Framing a product feature as an unexpected benefit may stoke consumer desire.
Amitava Chattopadhyay is Professor of Marketing and The GlaxoSmithKline Chaired Professor in Corporate Innovation at INSEAD. He is co-author of The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands. Amitava's research has appeared in leading journals including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing, Marketing Science,Management Science, International Journal of Research in Marketing, and Long Range Planning.
Amitava is an Associate Editor at the Journal of Consumer Psychology, and an Area Editor at the International Journal of Research in Marketing. He is also on the editorial review boards of the Journal of Consumer Research, Journal of the Academy of Marketing Science, Long Range Planning, Social Science Research Network,International Journal of Internet Marketing and Advertising, and the International Journal of Marketing Education. He has been a member of the Advisory Board of the Association for Consumer Research, and is currently serving on the Board of the Association. For his research, he has been the recipient of several awards, including the Robert Ferber Award. He is a Fellow of the Institute on Asian Consumer Insight.
Amitava has developed and taught courses on branding, marketing strategy, communication strategy, consumer behaviour, marketing in emerging economies and international marketing for MBA and PhD students. He has taught in executive programs in Europe, The Americas, Asia, Australia and Africa. He is on the advisory boards of several companies and a consultant to multinational firms.
He holds a PhD from the University of Florida, a PGDM from the Indian Institute of Management, Ahmedabad, and a B.Sc. (Honours) degree from Jadavpur University, India.
Read case studies by Amitava here.
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