Dr. Prashanth Nyer
- Office Location:
- Beckman Hall 403l
- (714) 532-6043
- University of Kerala, Bachelor of Science
University of Michigan, Ph.D.
- Associate Professor of Marketing. Ph.D., The University of Michigan, Ann Arbor. Dr. Nyer’s research focus is on consumer satisfaction and other aspects of consumer behavior including attitude change, public commitment, and cross-cultural differences in consumer behavior. He is frequently quoted in local and national publications on matters relating to consumer behavior, and his research has been published in various journals including the Journal of the Academy of Marketing Science, International Journal of Research in Marketing, the Journal of Consumer Marketing, the Journal of International Consumer Marketing and Psychology & Marketing. Dr. Nyer’s teaching interests include marketing management, and advertising management, while his consulting work focuses on measuring and managing customer satisfaction and customer lifetime value. Prior to academia, Dr. Nyer worked in product management in the consumer products and industrial electronics industries.
- Recent Creative, Scholarly Work and Publications
Dellande, Stephanie and Nyer, Prashanth: "Self-Regulatory Focus: The Impact on Long Term Consumer Compliance Behavior," Management Research Review, vol 36, issue 7, pp 664-673
Dellande, Stephanie and Prashanth Nyer (2008), "Public Commitment Leads to Weight Loss," Advances in Consumer Research, 36, 643.
Dellande, Stephanie and Prashanth U. Nyer (2010), “Investigating the Role of Public Commitment as a Motivator for Weight Loss,” Psychology & Marketing, 27 (1) 1-12
Gopinath, Mahesh and Prashanth U. Nyer (2009), “The Influence of Public Commitment on the Attitude Change Process: The Effects of Attitude Certainty, PFC and SNI,” International Journal of Research in Marketing, 26 (1) 60-68.