Ph.D. (University of Calcutta), Associate Professor - Marketing

Contact: +91-33-6652 9666


Area of Interest
  • Consumer well-being and critical consumption practicesprincipally involving interpretive as well as other analytical techniques
  • Consumer culture theory (CCT) and materialism, symbolic consumption, consumers’ cultural identity, etc..

Himadri Roy Chaudhuri

Ph.D. (University of Calcutta), Associate Professor - Marketing

Dr. Roy Chaudhuri has over 13 years’ experience in industry, research and teaching. He worked with various advertising and market research firms, and institutes like National Institute of Technology Durgapur, Institute of Rural Management, Anand, etc. He has also taught at the Vinod Gupta School of Management. He was associated with EDI-BNCCI endeavours to train small and micro entrepreneurs. He teaches courses on core marketing, consumer behaviour, branding, etc. and has multiple doctoral students. He has significant exposure in market definition studies for public and private sector organisations. His research interest lies in culture consumption theory, consumption and well-being. His research has been published in leading journals. He is conducting international collaborative research with experts from the US, Australia, France and India. He is a reviewer for journals and books published by Sage, Taylor-Francis, Pearson, etc.

Journal Publications

  • Assessing the Ethnocentric Tendencies of Different Age-cohorts in an Emerging market’ (with M. Deb),Journal of Indian Business Research, Vol. 4, Issue 4, 2012.M.
  • Conspicuous Consumption Orientation: Conceptualization, Scale Development, and Validation’ (with S Majumdar and A Ghoshal), Journal of Consumer Behavior, Vol. 10, Issue 4,2011.
  • Everyday Life of the Subaltern Consumers: Contexts, Realities, and Issues for Marketing’, The Marketing Review, Vol.10 Issue 3, 2010.
  • Conspicuous Consumption − Is That All Bad? Investigating the Alternatives Paradigm’ (with S Majumdar)Vikalpa,Vol. 37, Issue Oct-Dec,2010.(Accepted without any modifications).
  • Selling ‘Enjoyment’ to Subaltern Consumers: The Misguided Marketing Philosophy’, Economic and Political Weekly, Vol. XLV, No. 46, 2010. (Accepted without any modifications).
  • Of Diamonds and Desires: Understanding Conspicuous Consumption from Contemporary Marketing Perspective’ (with S. Majumdar), Academy of Marketing Science Review,Vol. 11, 2006. [Emerged as a major source material on the topic and is widely cited].
  • Understanding the Interrelationship between Regional Differences and Material Aspiration in the Context of Indian Diversity: Results of an Exploratory Study’ (with A K Haldar), Asia-Pacific Journal of Marketing & Logistics,Vol. 17, Issue 1, 2006.

Books / Book Chapter

  • Portrayal of Masculinity in Advertising: Experiences in the US, India and China’ (with J W Gentry and J G Fowler) in Masculinity and Femininity: Stereotypes/Myths, Psychology and Role of Culture to be published by Nova, USA.
  • Luxury Living in India’, in The Luxury Market in India: Maharajas to Masses, eds. Atwal Glyn, Jain Soumya,London: Palgrave McMillan.
  • If you have it, Flaunt it’: Theoretical Priorities and Practical Issues of Conspicuous Consumption in the Indian Context’, in Rising Consumption and Its Impact, ed. GhoseA, Hyderabad: ICFAI University Press, 2009. ‘Idea of Relationship: What We Really Know’ in Future Organisation: Strategising Business, ed.Pattanayak B, New Delhi: Excel Books, 2005.

On-going Research (Themes)

  • Possession, Materialism and Well-being (1st phase data collection completed)
  • Consuming Domestic Services and Role of Service Providers (Data collection likely to be completed soon)
  • Gated Communities in India (1st phase data collection completed. Final version being readied for communication)
  • Compulsive consumption (Concept paper Ready)

Professional Services

  • Editorial Review Board Member
  • Journal of Marketing Theory and Practice
  • Ad hoc Reviewer
    • Journal of Marketing Communication
    • European Journal of Marketing
    • Vikalpa
    • International Journal of Rural Management

Book Review / Other Evaluation Assignments

  • Multiple Global Titles published by Pearson
  • SCP Doctoral Dissertation Competition, 2010 and 2011
  • Conference Reviews [Extended Abstracts/Full Paper]
  • Society for Consumer Psychology (SCP) Annual Conference, 2010 at Florida, USA.
  • Association for Consumer Research Conference, 2010 at London, UK.
  • International Conference on Advanced Data Analysis, Business Analytics, and Intelligence, 2009 & 2012 IIM Ahmedabad.

Journals Publications

  • Assessing the Ethnocentric Tendencies of Different Age-cohorts in an Emerging market’ (with M. Deb), Journal of Indian Business Research, Vol. 4, Issue 4, 2012.

    The main purpose of this study was to investigate what leads consumers to ethnocentrism and the effects of their ethnocentrism on attitudes toward country of origin (CO), and subsequently on purchase intentions (PI). The other objective was to study the knowledge and product preferences of different age‐cohort’s, about CO of high and low technology products. Results are derived from primary data collected from a consumer sample in India. Data analysis was done using SPSS and AMOS. The Indians, who are found to be ethnocentric, are also willing to purchase products from other countries. Indian consumers showed preferences for products from the USA and Japan over China and the UK. Additionally, from the result of age‐cohort analysis, age was found to have a significant effect on the attitude toward CO and product preference. Consumers were asked to evaluate the attributes of foreign‐origin products without reference to a specific product group and this could be one of the limitations of the study. These findings provide useful insights to the marketer about the impact of CE on attitude towards CO and cohort’s preference for CO of different products. Such information will help the marketer to devise suitable strategies. The paper contributes to research on CE by confirming some of the earlier results with a consumer sample from India.
  • ‘Conspicuous Consumption Orientation: Conceptualization, Scale Development, and Validation’ (with S Majumdar and A Ghoshal), Journal of Consumer Behavior, Vol. 10, Issue 4, 2011.

    In this paper individual differences in conspicuous tendencies are examined. A new definition of the construct is proposed and, through critical evaluation of the extant literature, the need for a proper scale is posited. Then an extensive exercise is taken up to develop and validate the scale. The 11-item scale is found to be uni-dimensional, to have a factor structure that is generalisable across student and non-student samples, and has acceptable internal and test–retest reliabilities. The scale’s validity is attested to by its theoretically tenable relationships with other personality measures.
  • Dr. Himadri Roy Chaudhuri authored a chapter titled “From Local Taste to Luxury Experience: Insights into Culinary Distinction for the Indian Middle Class” in a forthcoming Palgrave book on Luxury Brands in Emerging Markets. This book is edited by Glyn Atwal and Douglas Bryson, co-authored with Nilanjana Sinha, who is a Doctoral Candidate at the University of Calcutta.