Faculty Directory

Shailendra Pratap Jain


Office: 457 PACCAR Hall
Phone: 206-221-2946
Fax: 206-543-7472
Email: spjain(at)uw.edu

Foster School of Business
University of Washington
Box #: 353226
Seattle, WA. 98195-32026

“In a rapidly changing market landscape, understanding consumers and how they may be changing is more critical than ever. Businesses usually head downhill when they lose sight of their consumers.”

Shailendra Pratap Jain

Professor of Marketing
Chair of the Department of Marketing and International Business
James D. Currie Professor of Marketing


PhD New York University   (1995)
MPhil New York University   (1992)
MBA Indian Institute of Management, Ahmedabad   (1984)
BE Birla Institute of Technology & Science   (1982)

Area of Expertise

brand management
consumer behavior
consumer segmentation

Current Research

Comparative advertising
Economics of information Individual differences (self-regulation
implicit theories) in responses to marketing
motivated reasoning

Positions Held

At the University of Washington since 2008
Professor, University of Washington, 2011
Associate Professor, University of Washington, 2008-2011
Indiana University, 2002-2008
Associate Professor with tenure, 2008
Assistant Professor and 3M Research Scholar, 2002-2008
Visiting Assistant Professor, Indian School of Business (ISB), Winter 2008, & Winter 2007
Visiting Assistant Professor, Johnson Graduate School of Management, Cornell University, 2001-2002
Assistant Professor, University of Rochester, 1994-2001
Instructor, New York University, 1993-1994
Branch Manager, Mudra Communications Ltd., India, an affiliate of DDB Needham Worldwide, an Omnicom Group agency, 1987-1990
Manager, Business Development, Strategy, and Research, Ulka Advertising, India, an affiliate of FCB, 1985-1987
Assistant Brand Manager, McDowell & Co. Ltd., India, 1984-1985

Selected Publications

  1. Cracking the Code: How Managers Can Drive Profits by Leveraging Consumer Psychology
    Book: Hsieh, M., Blower, K., Li, X., Jain, S.P. & Posavac, S.S., (2011)
  2. Stock Market Response to Regulatory Reports of Deceptive Advertising: The Moderating Effect of Omission Bias and Firm Reputation
    Journal Article: Wiles, M.A., Jain, S.P., Mishra, S., & Lindsey, C., (2010) Marketing Science Vol. 19(5), pp.828-845
  3. Consumer Responses to Brand Elimination: An Attributional Perspective
    Journal Article: Mao, H., Xueming L., Jain, S.P., (2009) Journal of Consumer Psychology Vol. 19(3), pp.280-289
  4. On Assuaging Positive Bias in Environmental Value Elicitation
    Journal Article: Posavac, S.S., Brakus, J.J., Cronley, M.L., & Jain, S.P., (2009) Journal of Economic Psychology Vol. 30(3), pp.482-489
  5. The Influence of Consumers’ Lay Theories on Approach/Avoidance Motivation
    Journal Article: Jain, S.P., Mathur., P., & Maheswaran, D., (2009) Journal of Marketing Research Vol. 46(1), pp.56-65
  6. For Better or For Worse? Valenced Comparative Framing and Regulatory Focus
    Journal Article: Jain, S.P., Lindsey, C., Agrawal, N., & Maheswaran D., (2007) Journal of Consumer Research Vol. 34(1), pp.57-65
  7. The Influence of Chronic and Situational Self-Construal on Categorization
    Journal Article: Jain, S.P., Desai, K.K., & Mao, H., (2007) Journal of Consumer Research Vol. 34(1), pp.66-76
  8. Towards Dimensionalizing Warranty Information: The Role of Warranty Redemption Costs
    Journal Article: Jain, S.P., Slotegraaf, R., Lindsey, C.D.,, (2007) Journal of Consumer Psychology Vol. 17(1), pp.70-80
  9. Selective Assessment and Positivity Bias in Environmental Evaluations
    Journal Article: Posavac S.S., Brakus J.J., Jain S.P., Cronley M.L., (2006) Journal of Experimental Psychology: Applied Vol. 12(1), pp.43-49
  10. When More may be Less: The Impact of Regulatory Focus on Responses to Different Comparative Frames
    Journal Article: Jain, S.P., Agrawal, N., Maheswaran, D., (2006) Journal of Consumer Research Vol. 33(1), pp.91-98
  11. Valenced Comparisons
    Journal Article: Jain, S.P., & Posavac, S.S., (2004) Journal of Marketing Research Vol. 41(1), pp.46-58
  12. Preference Consistency and Preference Strength: Processing and Judgmental Issues
    Journal Article: Jain, S.P., (2003) Journal of Applied Social Psychology Vol. 33(5), pp.1088-1109
  13. Pre-purchase Attribute Verifiability, Source Credibility, and Persuasion
    Journal Article: Jain, S.P., & Posavac, S.S., (2001) Journal of Consumer Psychology Vol. 11(3), pp.169-180
  14. Motivated Reasoning: A Depth-of-Processing Perspective
    Journal Article: Jain, S.P., Maheswaran D., (2000) Journal of Consumer Research Vol. 27(4), pp.358-371


3M, Ingersoll Rand, Kodak, Microsoft, Ogilvy & Mather, Philip Morris, POSCO, Xerox

Honors and Awards

Dean's Faculty Research Award, Foster School of Business, 2010
Co-Chair, Society for Consumer Psychology (SCP) Conference, San Diego, 2009
Kelley School of Business Research Productivity Award, 2007
3M University Relations Faculty Research Grant, 2006-2008
Co-Chair, American Psychological Association Division 23 Conference, 2005
Daniel Siegel Award for Outstanding Contribution and Service to MBA Community, 2010
EMBA Professor of the Year, North America option, 2010
EMBA Professor of the Year, Regional option, 2010, & 2011
PACCAR Award for Excellence in Teaching, 2009
MBA Core Professor of the Year, 2009
MBA Core Professor of the Quarter for Winter, 2009
Member of the Kelley School MBA core faculty ranked # 1 for core teaching in the 2004 Business Week B-School Rankings and Profiles Finalist, Trustees Teaching Award, Kelley School, 2005, 2006, 2007
MBA Teaching Excellence Award, Kelley School, 2004, 2005, 2008
Nominated for graduate (doctoral) faculty mentor award, Kelley School, 2005
MBA Teaching Excellence Award, Simon School, 1997, 1998, 2001
MBA Teaching Honor Roll, Simon School, Winter 1996 and Spring 1997, 1998, 1999
Listed as a four-star teacher at Simon School in the 1998 Business Week B-Schools Rankings and Profiles
Undergraduate Teaching Excellence Award, Stern School, Spring 1994

Academic Service

Guest Associate Editor, Journal of Consumer Psychology, 2008
Editorial Review Board, Journal of Consumer Psychology, 2005-present
Reviewer, Journal of Consumer Research
Reviewer, Journal of Marketing
Reviewer, Journal of Marketing Research
Reviewer, Journal of Retailing
Reviewer, Journal of Advertising
Reviewer, Advances in Consumer Research
Reviewer, American Marketing Association
Society for Consumer Psychology dissertation competition