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Ajay Abraham headshot



3330J Van Munching Hall
University of Maryland
College Park, MD 20742

Curriculum vitae

Phone: (301) 405-2214, Fax: (301) 405-9611

Ajay T. Abraham is a doctoral candidate in marketing at the Robert H. Smith School of Business, University of Maryland. His research interests include pricing, morality, and attention, and his dissertation proposal won the 2012 Behavioral Pricing Dissertation Award from Fordham University’s Pricing Center. Essay 1 of his dissertation reports meta-analytic and experimental evidence to confirm existing conditions and to identify new conditions under which surcharges help marketers. Essay 2 reports experimental eye-tracking and survey results for the attentional and behavioral effects of surcharge magnitude and typicality, a new moderator that defines the extent to which surcharges are a category norm.

Ajay was awarded Best Discussant at the 2013 Haring Symposium, and his work has appeared in the MIT Sloan Management Review and been presented at the annual conferences of the Association for Consumer Research, the Society for Consumer Psychology, the Academy of Management, and the Society for Industrial and Organizational Psychology. His prior jobs have spanned marketing, research, teaching, teaching assistance, and technology at Microsoft, Indian School of Business (ISB), Wipro Technologies, UST Global, and M. A. College of Engineering. His graduate studies in management were at ISB, and he is a computer science engineer from Mahatma Gandhi University.


Honors and Awards


Doctoral Fellow, AMA Sheth Foundation Doctoral Consortium, 2014
Marvin A. Jolson Outstanding Marketing Doctoral Student, University of Maryland, 2014
1st Place, Oral Presentation in Modeling and Simulation, Graduate Research Interaction Day, University of Maryland, 2014
Best Discussant, Haring Symposium, Indiana University, 2013
Winner, Behavioral Pricing Dissertation Competition, Fordham University Pricing Center, 2012
Dean’s Summer Research Fellowship, Smith School of Business, University of Maryland, 2010 – 2014
Dean’s List (Top 10% of graduating class), Indian School of Business, 2006
Best Outgoing Student, Departmental First Rank, M. A. College of Engineering, 2001

Research Interests and Skills


Substantive: Pricing, Morality; Theoretical: Perceptual salience; Methodological: Meta-analysis, Physiological measures (e.g., eye-tracking)



Hamilton, Rebecca W., Joydeep Srivastava, and Ajay Thomas Abraham (2010), “When Should You Nickel and Dime Your Customers? A Manager’s Guide to Benefits-Based Price Partitioning,” MIT Sloan Management Review, 52(1), 59-67.

Selected Research in Progress

  • Abraham, Ajay T. and Rebecca W. Hamilton, “When Do Partitioned Prices Increase Demand? Meta-Analytic and Empirical Evidence” Essay 1 of Dissertation, Being prepared for submission to Journal of Marketing Research.
  • Abraham, Ajay T. and Rebecca W. Hamilton, “Attention! Physiological and Behavioral Effects of Surcharge Magnitude and Typicality,” Essay 2 of Dissertation, Data analysis completed.
  • Abraham, Ajay T., Anastasiya Pocheptsova, and Rosellina Ferraro, “‘Call Me Maybe!’ Do Mobile Phones Make Us Less Prosocial?” Working paper, Target: Social Influence.
  • Raghubir, Priya and Ajay T. Abraham, “Rising to the Occasion: Self-Signaling Effects of Position,” Working paper, Target: Journal of Experimental Psychology: Applied.
  • Kirmani, Amna, In Hye Kang, and Ajay T. Abraham, “A Conceptualization of Morality in Marketing,” Conceptual framework creation in progress, Target: Journal of Marketing.
  • Abraham, Ajay T. and Rebecca W. Hamilton, “When Dividing Prices Multiplies Customer Dissatisfaction,” Data collection in progress.
  • Abraham, Ajay T., Anastasiya Pocheptsova, and Tom Kim, “Bundle Pricing: The Role of Goal Conflict and Relative Sizes of Partitions,” Data collection in progress.