Aruna Tatavarthy

Aruna Tatavarthy
/संकाय/Aruna Tatavarthy
Aruna Tatavarthy
Aruna Tatavarthy
Aruna@iimnagpur.ac.in
Area Academic Affiliation Qualification
Marketing Full Time Faculty
  • Overview
  • Research & Publications
  • Teaching
  • Training and Consulting
  • Administration

Prof Aruna D. Tatavarthy is a faculty member in the Marketing Area at IIM Nagpur. Prior to joining IIM Nagpur, Prof Aruna has taught at IIM Ahmedabad as an Assistant Professor, in the Department of Marketing. She has also been a Visiting Research Fellow at the Faculty of Business and Economics, University of Melbourne, Australia.

Her current research interests are in three broad themes – (i) analytics and economics of pricing, (ii) online user generated content, and (iii) drivers of prosocial behavior. Prof Aruna uses a combination of experiments and observational data analysis to answer questions in these contexts.

Research Papers

  • Divya, Aruna T., and Mukherjee, Kanchan (2019), “Effect of Payment Mechanisms on the Replacement Time of Durable Products Purchase”, Journal of Consumer Marketing
  • Divya, Aruna T., Chatterjee, Swagato, and Sharma, Piyush (2019), “Exploring the moderating role of construal levels on the impact of process versus outcome attributes on service evaluations”, Journal of Service Theory and Practice
  • Chakrabarti, Sandip and Divya, Aruna T. (2019) “The Geography of Medical Travel in India: Differences across States, and the Urban-Rural Divide”, Applied Geography
  • Chatterjee, Swagato and Divya, Aruna T., (2017) ,"Through the Looking Glass: Role of Construal Level on Description-Intensive Reviews", in NA - Advances in Consumer Research Volume 45

Select Papers under Review

  • “Relative Mental Depreciation of Durable Goods: Role of Usage Frequency”: Manuscript being prepared for resubmission to Journal of Consumer Research
  • “Reference-Dependent Risk Preference over Time of Warranty Coverage”: Under Review in Marketing Letters

Awards

  • Recipient of Best Paper Award at IMRDC1 Conference, Dec’ 2014
  • IMTC Best Doctoral Thesis Award (India) Award, 2018
  • Bala and Vasantha Balachandran Research Grant Award 2018
  • JSW-SPP Research Grant Award 2018
  • Visiting Junior Faculty Award 2019-20

Select Work In Progress

Preliminary Working Drafts

  • “Personalization vs. Privacy Trade-Off: An Analysis of Consumer Preferences in Mobile Advertisements”
  • “Expertise in Recommendation and Advise Seeking: An Analysis of Yelp Elite Reviewers’ Textual Reviews and Firms’ Profitability”


Peer-Reviewed Conference Presentations

  • Divya, Aruna T., Jonnalagedda, Sreelata and Jain, Deepika (2019) “Pricing Add-On Services in the Presence of Consumers’ Regret” 41st INFORMS Society for Marketing Science Annual Conference, Rome, June 20-22: 2019
  • Divya, Aruna T., Bhargava, Puneet and Narayanan, Priya (2019) “Will You Give When You Have Lost: Impact of Resource Scarcity on Prosocial Behavior”, 48th EMAC Annual Conference, Hamburg, May 2019 (presented by co-author)
  • Divya, Aruna T., and Jonnalagedda, Sreelata (2019) “Effect of Base Service Tariff Structure On Purchase of Add-On Services” Asia-Pacific Association for Consumer Research, Ahmedabad, Jan 9-12:2019
  • Divya, Aruna T., and Jonnalagedda, Sreelata (2018) “Effect of Base Service Tariff Structure On Purchase of Add-On Services” 12th Great Lakes NASMEI Marketing Conference, Chennai., Dec 20-21:2018
  • Divya, Aruna T., and Jonnalagedda, Sreelata (2018) “Effect of Base Service Tariff Structure On Purchase of Add-On Services” University of Chicago Booth IIMB Mini Conference in Quantitative Marketing, Dec 17th:2018
  • Awasthy, Prakash, and Divya, Aruna T. (2018) “Organized Secondary Markets for Limited Edition Products” 40th INFORMS Society for Marketing Science Annual Conference, Philadelphia, June 14-16:2018 (presented by co-author)
  • Divya, Aruna T., Bhargava, Puneet and Narayanan, Priya (2018) “Will You Give When You Have Lost: Impact of Resource Scarcity on Prosocial Behavior”, 12th Great Lakes NASMEI Marketing Conference, Chennai., Dec 20-21:2018 (presented by co-author)
  • Divya, Aruna T., Chatterjee, Swagato, (2017) “The Journey or the Destination: Asymmetric Impact of Process and Outcome on Service Evaluations” 46th EMAC Annual Conference, Groningen, May 23-26:2017
  • Chatterjee, S., & Aruna Divya, T. (2017), “Through the looking glass: Role of construal level on description-intensive reviews” 11th Great Lakes NASMEI Marketing Conference, December 22-23:2017, Chennai. (presented by co-author)
  • Divya, Aruna T., and Mukherjee, Kanchan (2015), “Justifying the pain of payment: A Process Based Explanation to Durable Goods Replacement Decisions”, Society for Consumer Psychology Conference, Phoenix, AZ, Feb 26-28:2015
  • Divya, Aruna T., and Mukherjee, Kanchan (2015), “Relative Mental Depreciation of Durable Goods: Role of Usage Frequency”, 44th EMAC Annual Conference, Leuven, May 26-29:2015
  • Divya, Aruna T., and Prakhya, Srinivas (2015), “Reference-Dependent Risk Preference over Time of Warranty Coverage: An Explanation for Why Individuals Prefer Smaller-Yet-Expensive Warranty Options”, Judgment and Decision Making Pre-Conference of Society for Personality and Social Psychology Conference, Long Beach, CA, Feb 26:2015
  • Divya, Aruna T., Prakhya, Srinivas and Mukherjee, Kanchan (2014), “Decision for Indian Retailers to Offer Extended Warranties: Insights from Consumer Decision Making”, 6th Annual Yale China India Insights Conference, Lijiang, China, July 13-15:2014
  • Divya, Aruna T., Prakhya, Srinivas and Mukherjee, Kanchan (2014), “Reference-Dependent Preferences on Time of Coverage: An Alternative Explanation for Why We Observe Minimal Warranties?”, IMRDC Conference, Bangalore, Dec 23:2014 (Winner of the Best Paper Award)
  • Divya, Aruna T., and Mukherjee, Kanchan (2014), “A Process Based Approach to Individual Level Durable Goods Replacement Intentions”, 45th Annual Association for Consumer Research Conference, Baltimore, MD, Oct 23-26:2014

Prior Experience:
Core Courses
Marketing Management – MBA Course
Business Research Methods

Elective Courses
Descriptive Models of Consumer Decision Making

Doctoral Courses
Marketing Models
Behavioral Economics in Marketing
Experiment Methods in Consumer Behavior

Executive Education
Pricing for Profit
Data Analytics for Pharmacy Sales

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Ad-hoc Reviewer

    • 2019 Vikalpa IIMA Journal for Decision Makers
    • 2019 IIMB Management Review
    • 2018 IIMB Management Review
    • 2017 IIMB Management Review
    • 2014 Society for Consumer Psychology Winter Conference
    • 2014 North American Association for Consumer Research Annual

Conference

  • 2015 Society for Consumer Psychology Winter Conference
  • 2016 Society for Consumer Psychology Winter Conference 8