Areas of Expertise

The Role of Cultural Values in Consumer Behavior, Behavioral Aspects of Pricing

Academic Degrees

• Ph.D. in Business Administration (Marketing), University of Illinois, Urbana-Champaign, 2006
• M.S. in Marketing, University of Florida, Gainesville, 2002
• M.S. in Management (Marketing), National University of Singapore, Singapore, 1999
• B. Tech., Indian Institute of Technology (I.I.T.), New Delhi, 1994

Professional Experience

• Professor of Marketing, Indiana University, Bloomington, 2022-present
• Associate Professor of Marketing, Indiana University, Bloomington, 2011-2022
• Assistant Professor of Marketing, University of Texas, San Antonio, 2006-2011
• Instructor of Marketing, University of Illinois, Urbana-Champaign, 2005
• Lecturer of Marketing, Temasek Business School, Temasek Polytechnic, Singapore, 1998-2000
• Marketing Officer, Vardhman Spinning Mills Ltd., New Delhi, India, 1994-1996

Awards, Honors & Certificates

• Area Editor, International Journal of Research in Marketing
• Best Reviewer Award, Journal of Consumer Psychology (2021)
• Named one of ten leading “Indian Business Gurus” worldwide by Outlook magazine of India
• Kelley School of Business 2018 Associate Professor research award (2019)
• 2019 JCR article titled “How Do Consumers’ Cultural Backgrounds and Values Influence Their Coupon Proneness? A Multi-Method Investigation” was identified by the Marketing Science Institute as one of the most impactful, “must-read” articles in Marketing
• Named John M. Jones Distinguished Seminar Speaker, University of Illinois, Urbana-Champaign
• Associate Editor, Journal of Business Research
• Editorial Review Boards: Journal of Consumer Psychology, Journal of Retailing, International Journal of Research in Marketing
• Co-chair, Association for Consumer Research (ACR) Latin America Conference, Quito, Ecuador (July 6-9, 2021)
• Co-chair, Society for Consumer Psychology (SCP) Boutique Conference on “The Global Consumer: Insights from Cross-Cultural Research,” Singapore (July 9-10, 2020)
• Individual Research Award, Institute for Advanced Study, Indiana University, Bloomington, 2016-2018
• Collaborative Fellowship Award, Institute for Advanced Study, Indiana University, Bloomington, 2016-2018
• Listed in "Who's Who in Academia," 2016 (honorable mention)
• Eli Lilly and Company Faculty Fellow, Kelley School of Business, Indiana University, Bloomington, 2014-2015
• A paper co-authored by Ashok Lalwani titled "You Get What You Pay For?: Self-Construal Influences Price-Quality Judgments" was identified by the Marketing Science Institute as one of eleven most impactful, "must-read" articles in Marketing, 2014
• Trustees Teaching Award, Indiana University, Bloomington, 2014 (winner)
• Trustees Teaching Award, Indiana University, Bloomington, 2013 (finalist)
• Listed in "Who's Who of Professionals and Executives," 2013
• Innovative Teaching Award, Indiana University, Bloomington, 2012 (nominee)
• A paper co-authored by Ashok Lalwani titled "The Horizontal/Vertical Distinction in Cross-Cultural Consumer Research" was the top 20 most cited articles in Journal of Consumer Psychology, 2006-2011
• Listed in "Who's Who in America," 2007, 2008, 2009, 2011.
• President's Distinguished Award for Research Achievement, University of Texas, San Antonio, 2010
• Dean's Research Excellence Award, College of Business, University of Texas, San Antonio, 2010
• Summer Grant, University of Texas, San Antonio, 2006, 2007, 2008, 2009, 2010
• Listed in "Who's Who in the World," 2007, 2008
• Faculty Research Award, University of Texas, San Antonio, 2006-2007
• Listed in "Who's Who in Business Academia," 2007 onwards
• Listed in "Who's Who in Business Education," 2007 onwards
• Sheth-Sudman Award for Excellence in Teaching, University of Illinois, Urbana-Champaign, 2006 (winner)
• Nominated to the Beta Gamma Sigma Honor Society, 2006 onwards
• ZIBS Doctoral Dissertation Competition, Zyman Institute of Brand Sciences, Emory University, 2005 (honorable mention)
• List of Excellent Instructors (top 10% campus-wide rated as outstanding), University of Illinois, Urbana-Champaign, Summer 2005
• J.M. Jones Fellowship, University of Illinois, Urbana-Champaign, 2001-02; 2002-03; 2003-04; 2005-06
• Robert Ferber Award for Excellence in Research Winner, University of Illinois, Urbana-Champaign, (winner of the award twice, once in 2002-03 and then again in 2005-06)
• Richard D. and Anne Marie Irwin Fellowship, University of Illinois, Urbana-Champaign, 2004-05
• FMC Fellowship, University of Illinois, Urbana-Champaign, 2003-04; 2004-05
• Sheth-Sudman Award for Excellence in Research, University of Illinois, Urbana-Champaign, (winner of the award twice, once in 2003-04 and then again in 2004-05)
• SCP-Sheth Dissertation Proposal Competition, 2004 (winner)
• Alden G. Clayton Doctoral Dissertation Competition, Marketing Science Institute, Boston, MA, 2004 (honorable mention)
• Fellow, AMA-Sheth Doctoral Consortium, University of Minnesota, June, 2003
• Represented University of Illinois, Urbana-Champaign as a Presenter at Haring Symposium, Kelley School of Business, Indiana University, Bloomington, April, 2003
• Best Thesis Award, National University of Singapore, Singapore, 1999
• Teamwork Award, Temasek Polytechnic, Singapore, May, 1999
• Raffles Hotel Research Award for Best Master of Science Dissertation, 1998
• Research Scholarship, National University of Singapore, Singapore, 1996-97; 1997-98
• I.I.T. Scholarship, Indian Institute of Technology, New Delhi, 1990-91; 1991-92; 1992-93; 1993-94

Selected Publications

• Lee, Hyejin and Lalwani, Ashok K. (2024). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics, Journal of Marketing Research, 61(2), 349-367.
• Lalwani, Ashok K., Hyejin Lee, L. J. Shrum, and Madhubalan Viswanathan (2023). Men Engage in Self-Deceptive Enhancement, Whereas Women Engage in Impression Management. Psychology and Marketing, 40(7), 1405-1416.  
• Wang, J. J., Lalwani, A. K., and DelVecchio, D. (2022). The Impact of Power Distance Belief on Consumers' Brand Preferences. International Journal of Research in Marketing, 39(3), 804-823
• Wong, J., Lalwani, A. K., and Wang, J. J. (2022). The Interactive Effect of Power and Cultural Self-Construal on Consumers' Preferences for Brand-Logo Size. Journal of Business Research, 150, 279-296.
• Lalwani, A. K., Wang, J. J., and Silvera, D. H. (2021). Price Promotion (In)frequency and Consumers’ Brand Evaluations. Journal of the Association for Consumer Research, 6(1), 91–101.
• Yoon, S., Lalwani, A. K., Vargas, P., Kim, K., and Taylor, C. (2021). Culture and Health Persuasion: Differences between Koreans and Americans. Journal of Current Issues & Research in Advertising, 42(1), 83-101.
• Lalwani, A. K., Wang, J. J., and Silvera, D. H. (2020). How does cultural self-construal influence regulatory mode? Journal of Business Research, 117, 368-377.
• Park, H., Lalwani, A. K., and Silvera, D. H. (2020). The Impact of Resource Scarcity on Price-Quality Judgments. Journal of Consumer Research, 46(6), 1110–1124.
• Viswanathan, M., and Lalwani, A. K. (2020). Cognitive and Affective Scarcities and Relational Abundance: Lessons From The Confluence of Extreme and Chronic Scarcities in Subsistence Marketplaces. Journal of the Association for Consumer Research, 5(4), 444–457.
• Lee, H., Lalwani, A. K., and Wang, J. J. (2020). Price No Object!: The Effect of Power Distance Belief on Consumers' Price Sensitivity. Journal of Marketing, 84(6), 113–129.
• Wang, J. J., Torelli, C. J., and Lalwani, A. K. (2020). The Interactive Effect of Power Distance Belief and Consumers' Status on Preference for National (vs. Private-label) Brands. Journal of Business Research, 107, 1-12.
• Koo, M., Shavitt, S., Lalwani, A. K., and Chinchanachokchai, S. (2020). Engaging in a culturally mismatched thinking style increases the preference for familiar consumer options for analytic but not holistic thinkers. International Journal of Research in Marketing, 37(4), 837-852.
• Lalwani, A. K., and Wang, J. J. (2019). How Do Consumers’ Cultural Backgrounds and Values Influence Their Coupon Proneness?: A Multi-Method Investigation. Journal of Consumer Research, 45(5), 1037–1050. 
• Wang, J. J., and Lalwani, A. K. (2019). The Distinct Influence of Power Distance Perception and Power Distance Values on Customer Satisfaction in Response to Loyalty Programs. International Journal of Research in Marketing, 36(4), 509-686.
• Wang, J. J., and Lalwani, A. K. (2019). The Interactive Effect of Cultural Self-Construal and Social Exclusion on Consumers' Impression Management Goal Pursuit. Journal of Business Research, 100(July), 51-60. 
• Yang, Z., Sun, S., Lalwani, A. K., and Janakiraman, N. (2019). How Does Consumers’ Local or Global Identity Influence Price-Perceived Quality Associations? The Role of Perceived Quality Variance. Journal of Marketing, 83(3), 145-162. 
• Han, D., Lalwani, A. K., and Duhachek, A. (2017). Power Distance Belief, Power, and Charitable Giving. Journal of Consumer Research, 44(1), 182-195. 
• Lalwani, A. K., and Forcum, L. (2016). Does a Dollar Get You a Dollar’s Worth of Merchandise?: The Impact of Power Distance Belief on Price-Quality Judgments. Journal of Consumer Research, 43(2), 317-333. 
• Lalwani, A. K., and Shavitt, S. (2013). You Get What You Pay For?: Self-Construal Influences Price-Quality Judgments. Journal of Consumer Research, 40(2), 255-267. 
• Lalwani, A. K., and Shavitt, S. (2012). The Relationship between Gender and Cultural Orientation and its Implications for Advertising. In Shintaro Okazaki (Ed.), Handbook of Research in International Advertising (455-470). Cheltenham, UK: Edward Elgar Publishers. 
• Lalwani, A. K. (2009). The Distinct Influence of Cognitive Busyness and Need for Closure on Cultural Differences in Socially Desirable Responding. Journal of Consumer Research, 36(2), 305-316.
• Lalwani, A. K. and Shavitt, S. (2009). The "Me" I Claim To Be: Cultural Self-Construal Elicits Self-Presentational Goal Pursuit. Journal of Personality and Social Psychology, 97(1), 88-102. 
• Lalwani, A. K., Shrum, L. J., and Chiu, C.-Y. (2009). Motivated Response Styles: The Role of Cultural Values, Regulatory Focus, and Self-Consciousness in Socially Desirable Responding. Journal of Personality and Social Psychology, 96(4), 870-882.
• Lalwani, A. K., Lwin, M., and Ling, P. B. (2009). Does Audio-Visual Congruency in Advertisements Increase Persuasion? The Role of Cultural Music and Products. Journal of Global Marketing, 22(2), 139-153. 
• Lalwani, A. K., Shavitt, S., and Johnson, T. (2006). What is the Relation between Cultural Orientation and Socially Desirable Responding? Journal of Personality and Social Psychology, 90(1), 165-178. 
• Shavitt, S., Lalwani, A. K., Zhang, J., and Torelli, C. (2006). The Horizontal/Vertical Distinction in Cross-Cultural Consumer Research. Journal of Consumer Psychology, 16(4), 325-342. 
• Shavitt, S., Zhang, J., Torelli, C., and Lalwani, A. K. (2006). Reflections on the Meaning and Structure of Horizontal and Vertical Individualism and Collectivism. Journal of Consumer Psychology, 16(4), 358-363. 
• Lalwani, A. K., and Monroe, K. B. (2005). A Re-examination of Frequency-Depth Effects in Consumer Price Judgments. Journal of Consumer Research, 32(3), 480-485. 

Edited on July 8, 2024