Rajesh Bhargave is a quantitative and qualitative marketing expert who focuses on behavioral economics, consumer behavior, psychology, and decision-making. Professor Bhargave evaluates how social context influences consumer evaluations and product preferences, both online and offline. He also examines the role of online tools and technology in consumers’ product choices and their willingness to purchase.
As an expert witness, Professor Bhargave has testified in the UK High Court on a matter alleging business interruption. His testimony on consumer behavior issues in that matter contributed to a favorable outcome for the defendants. He has also consulted on market research and consumer behavior topics to clients in the airline and property investment industries, among others.
Professor Bhargave researches the technological, cognitive, and social drivers of consumer choice and evaluations. In a study of what he calls the “cue-of-the-cloud effect,” he examines how reminding consumers about online information availability in an offline setting can affect their purchase intentions. He has analyzed how consumers interpret numerical information, such as whether rounded numbers affect the perceived length of product benefits. In other work, Professor Bhargave has contrasted product consumption that takes place alone versus with other consumers in a shared consumption context.
An accomplished scholar, Professor Bhargave has a distinguished publication record in leading peer-reviewed journals, including the Journal of Marketing Research, the Journal of Consumer Psychology, and the Journal of Consumer Research. He serves on the editorial review board of the Journal of Business Research. Professor Bhargave also presents his work at industry and academic conferences, as well as universities in the U.S., U.K., and Europe.
At Imperial Business School, Professor Bhargave teaches courses in consumer behavior, design thinking, marketing strategy, and international marketing. He has also taught at the London School of Economics and Political Science, the Indian School of Business, and New York University.
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