The University of Texas at Austin
  • Marketing professor receives science award

    By Tara Chandler
    Published: Oct. 3, 2007

    Raj Raghunathan, associate professor of marketing at the McCombs School of Business, has been awarded a $442,000 National Science Foundation Faculty Early Career Development (CAREER) award for his ongoing research in consumer behavior. Raghunathan’s research focuses on the implications of the theory that consumers believe there is a negative correlation between how enjoyable a product or activity is and how useful or practical it is. He has termed this the “more fun equals less good” intuition.

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