Dr. Dhruv Grewal

Dutta, Sujay, Abhijit Guha, Abhijit Biswas and Dhruv Grewal (2019), “Can Attempts to Delight Customers with Surprise Gains Boomerang? A Test using Low-price Guarantees,” Journal of the Academy of Marketing Science.

Guha, Abhijit, Abhijit Biswas, Dhruv Grewal, Swati Verma, Somak Banerjee, and Jens Nordfält (2018), “Reframing the Discount as a Comparison Against the Sale Price: Does It Make the Discount More Attractive?” Journal of Marketing Research.

Dutta, Sujay, Atilla Yaprak and Dhruv Grewal (2017), “Fairness Perceptions of Retail Price Increases by Foreign and Domestic Brands: Role of Ethnocentric Beliefs, Profit Stickiness, and Contextual Information,” Journal of Business Research, 75 (June), 37-45.

González Hernández, Eva, Eduardo Esteva, Anne L. Roggeveen and Dhruv Grewal (2016), “Amount off versus percentage off: When does it matter?,” Journal of Business Research, 69 (March), 1022-1027. (Invited and reviewed).

Motyka, Scott, Rajneesh Suri, Dhruv Grewal and Chiranjeev Kohli (2016), “Disfluent vs. Fluent Price Offers: Paradoxical Role of Processing Disfluency,” Journal of the Academy of Marketing Science, 44 (5), 627-638.

Motyka, Scott, Rajneesh Suri, Dhruv Grewal and Chiranjeev Kohli (2015), “Disfluent vs. Fluent Price Offers: Paradoxical Role of Processing Disfluency,” Journal of the Academy of Marketing Science, forthcoming

Grewal, Dhruv, Anne L. Roggeveen and Jens Nordfält (2014), “Pricing in the Modern World: The Role of Price-Related and Non-Price Related Cues,” Journal of Product & Brand Management, 23 (6), 397-400, (introductory editorial).

Hardesty, David, Ronnie Goodstein, Dhruv Grewal, Anthony Miyazaki and Praveen Kopalle (2014), “The Accuracy of Scanned Prices,” Journal of Retailing, 90 (2). 291-300.

Grewal, Dhruv, Anne L. Roggeveen and Joan Lindsey-Mullikin (2014), “The Contingent Effects of Semantic Price Cues,” Journal of Retailing, 90 (2), 198-205.

Coulter, Keith and Dhruv Grewal (2014), “Name-Letters and Birthday-Numbers: Implicit Egotism Effects in Pricing, Journal of Marketing, 78 (May). 102-120.

Biswas, Abhijit, Sandeep Bhowmick, Abhijit Guha and Dhruv Grewal (2013), “Consumer Evaluation of Sale Priced: Role of the Subtraction Principle,” Journal of Marketing, 77, (July), 49-66.

Puccinelli, Nancy, Rajesh Chandrashekeran, Dhruv Grewal and Rajneesh Suri (2013), “Are Men Seduced by Red? The Effect of Red vs. Black Prices on Price Perceptions,” Journal of Retailing, 89 (2), 115-25.Lead Article.

Grewal, Dhruv, Anne L. Roggeveen, Larry D. Compeau and Michael Levy (2012), “Retail Value–Based Pricing Strategies: New Times, New Technologies, New Consumers,” Journal of Retailing, 88 (1), 1-6(editorial).

Grewal, Dhruv, Anne L. Roggeveen, Larry D. Compeau and Michael Levy (2011), Evolving Pricing Practices: The Role of New Business Models,” Journal of Product & Brand Management.20 (7), 510–513 (editorial).

Dutta, Sujay, Abe Biswas and Dhruv Grewal (2011), “Regret from Post-Purchase Discovery of Lower Market Prices: Do Price Refunds Help?” Journal of  Marketing, 75 (November), 124-138.

Bambauer-Sachse, Silke and Dhruv Grewal (2011), “Temporal Reframing of Prices: When is it Beneficial?” Journal of Retailing, 87 (2), 156–165.

Grewal, Dhruv, Kusum Ailawadi, Dinesh Gauri, Kevin Hall, Praveen Kopalle and Jane Robertson (2011), “Innovation in Retail Pricing and Promotions,” Journal of Retailing, 87S (1), S43-S52.  

Grewal, Dhruv, Ram Janakiraman, Kirthi Kalyanam, P. K. Kannan, Brian Ratchford, Reo Song and Stephen Tolerico (2010), “Strategic Online and Offline Retail Pricing: A Review and A Research Agenda,” Journal of Interactive Marketing. 24 (May), 138-154. (invited thought leader paper).

Estelami, Hooman, Dhruv Grewal and Anne L. Roggeveen (2007), “The Negative Effect of Policy Restrictions on Consumers’ Post-Purchase Reactions to Price-Matching Guarantees,” Journal of the Academy of Marketing Science, 35 (2), 208-219.

Kukar-Kinney, Monika and Dhruv Grewal (2007), “Comparison of Consumer Reactions to Price-Matching Guarantees in Internet and Bricks-and-Mortar Retail Environments,” Journal of the Academy of Marketing Science, 35 (2), 197-207.

Dutta, Sujay, Abhijit Biswas and Dhruv Grewal (2007), “Low Price Signal Default:  An Empirical Investigation of its Consequences,” Journal of the Academy of Marketing Science, 35 (1), 76-88.

Roggeveen, Anne, Dhruv Grewal and Jerry Gotlieb (2006), “Does the Frame of a Comparative Ad Moderate the Effectiveness of Extrinsic Information Cues?,” Journal of Consumer Research, 33 (June), 115-122.

Lindsey-Mullikin, Joan and Dhruv Grewal (2006), “Imperfect Information: The Persistence of Price Dispersion on the Web,” Journal of the Academy of Marketing Science, 34 (2), 236-243.

Grewal, Dhruv and Joan Lindsey-Mullikin (2006), “The Moderating Role of the Price Frame on the Effects of Price Range and Number of Competitors on Consumers’ Search Intentions,” Journal of the Academy of Marketing Science, 34 (1), 55-62.

Chandrashekaran, Rajesh and Dhruv Grewal (2006), “Anchoring Effects of Advertised Reference Price and Sale Price: The Moderating Role of Saving Presentation Format,” Journal of Business Research, 59 (October), 1063-1071.

Kukar-Kinney, Monika and Dhruv Grewal (2006), “Consumer Willingness to Claim a Price-Matching Refund: A Look into the Process,” Journal of Business Research, 59, 11-18.

Miyazaki, Anthony, Dhruv Grewal, and Ronald C. Goodstein (2005), “The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency,” Journal of Consumer Research, 32 (June), 146-153.

Levy, Michael, Dhruv Grewal, Praveen Kopalle and James Hess (2004), “Emerging trends in retail pricing practice: implications for research,” Journal of Retailing, 80(3), xiii-xxi (Editorial). Reprinted in 2007 in International Retail and Marketing Review, 3 (May) 1-14. 

Grewal, Dhruv, David Hardesty and Gopalkrishnan Iyer (2004), “The Effects of Buyer Identification and Purchase Timing on Consumers’ Perceptions of Trust, Price Fairness, and Repurchase Intentions,” Journal of Interactive Marketing, 18 (4), 87-100. (invited and reviewed paper).

Compeau, Larry, Joan Lindsey-Mullikin, Dhruv Grewal and Ross Petty, (2004) “Consumers’ Interpretations of the Semantic Phrases Found in Reference Price Advertisements,”Journal of Consumer Affairs, 38 (Summer), 178-187.

Grewal, Dhruv, Gopalkrishnan R. Iyer, R. Krishnan and Arun Sharma (2003), “The Internet and the Price-Value-Loyalty Chain,” Journal of Business Research, 56 (May),391-398. (invited though leader paper).

Chandrashekaran, Rajesh and Dhruv Grewal (2003), “Assimilation of Advertised Reference Prices: The Moderating Role of Involvement.” Journal of Retailing, 79 (1), 53-62.

Grewal, Dhruv, Jeanne Munger, Gopalkrishnan R. Iyer and Michael Levy (2003), “The Influence of Internet-Retailing Factors on Price Expectations,”Psychology & Marketing, 20 (June), 477-493. (invited though leader paper).

Iyer, Gopalkrishnan R., Anthony D. Miyazaki, Dhruv Grewal and Maria Giordano (2002), “Linking Web-Based Segmentation to Pricing Tactics,” Journal of Product & Brand Management, 11 (4/5), 288-302.

Compeau, Larry D., Dhruv Grewal and Rajesh Chandrashekaran (2002), “Comparative Price Advertising: Believe It or Not,” Journal of Consumer Affairs, 36 (Winter), 284-294.  Prior version of the paper received the Best Paper Award, Pricing Track, Winter American Marketing Association 2001.

Sharma, Arun, R. Krishnan and Dhruv Grewal (2001), “Value Creation in Markets: A Critical Area of Focus for Business-to-Business Markets.” Industrial Marketing Management, 30 (4), 391-402.

Munger, Jeanne L. and Dhruv Grewal (2001), “The Effects of Alternative Price Promotional Methods on Consumers’ Product Evaluations and Purchase Intentions.” Journal of Product and Brand Management, 10 (3), 185-197.

Grewal, Dhruv and Larry D. Compeau (1999), “Pricing and Public Policy: A Research Agenda and an Overview of the Special Issue,” Journal of Public Policy & Marketing, 18 (Spring), 3-11.  (Editorial).

Compeau, Larry D. and Dhruv Grewal (1998), “Comparative Price Advertising: An Integrative Review,” Journal of Public Policy & Marketing, 17 (Fall), 257-274.

Grewal, Dhruv, R. Krishnan, Julie Baker and Norm Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions, ” Journal of Retailing, 74 (Fall), 331-353.

Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1998), “The Effects of Price Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions,” Journal of Marketing, 62 (April), 46-60.  Version of this was also published as a 1996 Marketing Science Institute Report. Reprinted in Legends in Marketing Series:  Kent B. Monroe: The Price-Quality-Value Relationship, Volume 3, New Delhi: Sage Publication (ed. Dhruv Grewal and Anne L. Roggeveen), 2011, pages 169-195.

Paun, Dorothy, Larry Compeau and Dhruv Grewal (1997), “A Model of the Influence of Marketing Objectives on Pricing Strategies in International Countertrade,” Journal of Public Policy & Marketing. 15 (Spring), 69-83.

Grewal, Dhruv, Howard Marmorstein and Arun Sharma (1996), “Communicating Price Information through Semantic Cues: The Moderating Effects of Situation and Discount Size,” Journal of Consumer Research, 23 (September), 148-155.

Grewal, Dhruv and Walter Zinn (1996), “Pricing Products in Inflationary Environments:  The Combined Effect of Inflation, Hyperinflation and Interest Rates On Consumer and Firm Behavior,” Pricing Strategy & Practice: An International Journal, 4 (1), 4-16,

Grewal, Dhruv (1995), “Product Quality Expectations:  Towards An Understanding of Their Antecedents and Consequences,” Journal of Business and Psychology, 9 (Spring), 225-240.

Grewal, Dhruv and Howard Marmorstein (1994), “Market Price Variation, Perceived Price Variation and Consumers’ Price Search Decisions for Durable Goods,” Journal of Consumer Research, 21 (December), 453-460.

Grewal, Dhruv, Jerry Gotlieb and Howard Marmorstein (1994), “The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship,” Journal of Consumer Research, 21 (June), 145-153.

Compeau, Larry D., Dhruv Grewal and Diana S. Grewal (1994), “Adjudicating Claims of Deceptive Advertised Reference Prices:  The Use of Empirical Evidence,” Journal of Public Policy & Marketing, 14 (Fall), 52-62.

Compeau, Larry D. and Dhruv Grewal (1994), “Adding Value by Communicating Price Deals Effectively:  Does it Matter How You Phrase It?” Pricing Strategy & Practice:  An International Journal, 2 (2), 28-36.

Grewal, Dhruv and Julie Baker (1994), “Do Retail Store Environmental Factors Affect Consumers’ Price Acceptability? An Empirical Examination,” International Journal of Research in Marketing, 11, 107-115.

Grewal, Dhruv, Diana S. Grewal and Larry D. Compeau (1993), “States’ Crackdown on Deceptive Price Advertising:  Retail and Public Policy Implications,” Pricing Strategy & Practice:  An International Journal, 1 (2), 33-40.

Marmorstein, Howard, Dhruv Grewal and Raymond P. H. Fishe (1992) “The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence,” Journal of Consumer Research, 19 (June), 52-61.

Grewal, Dhruv and Larry D. Compeau (1992), “Comparative Price Advertising:  Informative or Deceptive?” Journal of Public Policy and Marketing, 11 (Spring), 52-62.

Grewal, Dhruv and Diana S. Grewal (1991), “Pricing Responsibility:  The Retailer or the State?” Journal of the Academy of Marketing Science, 19 (Summer), 276-277.

Dodds, William B., Kent B. Monroe and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28 (August), 307-19. One of the most cited pricing articles and one of the most cited JMR articles.  Reprinted in Legends in Marketing Series:  Kent B. Monroe: The Price-Quality-Value Relationship, Volume 3, New Delhi: Sage Publication (ed. Dhruv Grewal and Anne L. Roggeveen), 2011, pages 89-115.