TATAVARTHY Aruna

Marketing
PhD en Marketing

Aruna Tatavarthy is an Assistant Professor of Marketing at NEOMA Business School. Her research interests span two broad themes: consumer decisions in durable goods usage and maintenance (with focus on repairs), and human-AI interactions. In her research, she uses data from various sources ranging from observational data, field and behavioural experiments to understand decision making patterns at the individual level. Her research has been published in both Marketing as well as other inter-disciplinary journals such as the Journal of Interactive Marketing, Information Systems Frontiers, Journal of Retailing and Consumer Services, Journal of Consumer Marketing and Applied Geography.

She was the recipient of the CABE Research Fellow at the University of Melbourne, EMAC Junior Faculty Visiting Scholar Award.

Prior to joining NEOMA, she worked as a faculty member in India and then as an Assistant Professor at NHH Norwegian School of Economics, Bergen. She teaches marketing analytics and pricing strategy for MBA, Executive-Education and Master’s students.

Aruna completed her Ph.D. at Indian Institute of Management Bangalore, and worked as a consultant in banking and IT sectors prior to starting her academic journey.

TATAVARTHY, A., J. MARTUZA, H. THORBJØRNSEN, "Human Is Gold: Why Premium Customers Hate Chatbots and What to Do About It", Journal of Interactive Marketing, Février 2026, vol. 61, no. 1, pp. 41-59

DOI :10.1177/10949968251322513

SHARMA, G., S. CHATTERJEE, V. RANI, A. TATAVARTHY, I. BOSE, "Driving Sustainability: Unravelling the Dynamics of User Engagement on Organization Generated Social Media Content on Electric Vehicles", Information Systems Frontiers, Août 2025, vol. 72, pp. 3704-3719

DOI :10.1007/s10796-025-10631-0

KUMARI, R., A. TATAVARTHY, A. SAHAY, "Cashbacks ‘In the Nick of Time’: Consumers’ Sensitivity to Promotion Delays and Impact on Promotion Judgments", Journal of Consumer Marketing, Mai 2024, vol. 41, no. 5, pp. 524-539

TATAVARTHY, A., J. MARTUZA, H. THORBJØRNSEN, "Human Is Gold: Why Premium Customers Hate Chatbots and What to Do About It", Journal of Interactive Marketing, Février 2026, vol. 61, no. 1, pp. 41-59

DOI :10.1177/10949968251322513

SHARMA, G., S. CHATTERJEE, V. RANI, A. TATAVARTHY, I. BOSE, "Driving Sustainability: Unravelling the Dynamics of User Engagement on Organization Generated Social Media Content on Electric Vehicles", Information Systems Frontiers, Août 2025, vol. 72, pp. 3704-3719

DOI :10.1007/s10796-025-10631-0

KUMARI, R., A. TATAVARTHY, A. SAHAY, "Cashbacks ‘In the Nick of Time’: Consumers’ Sensitivity to Promotion Delays and Impact on Promotion Judgments", Journal of Consumer Marketing, Mai 2024, vol. 41, no. 5, pp. 524-539
KUMARI, R., A. TATAVARTHY, A. SAHAY, "Too Many Cooks Spoil the Broth? Number of Promotional Gifts and Impact on Consumer Choice", Journal of Retailing and Consumer Services, Novembre 2022, vol. 69
TATAVARTHY, A., K. MUKHERJEE, "Payment Methods and Their Effect on Durable Goods Replacement", Journal of Consumer Marketing, Avril 2019, vol. 36, pp. 484-493
TATAVARTHY, A., S. CHATTERJEE, P. SHARMA, "Exploring the Moderating Role of Construal Levels on the Impact of Process vs Outcome Attributes on Service Evaluations", Journal of Service Theory and Practice, Septembre 2019, vol. 29, no. 3, pp. 375-398

TATAVARTHY, A., "Effect of Base Service Tariff Structure on Purchase of Add-On Services", Association for Consumer Research, vol. 12, pp. 27-28, 2018, États-Unis
TATAVARTHY, A., S. CHATTERJEE, "The Journey or the Destination: Asymmetric Impact of Process and Outcome on Service Evaluations", Association for Consumer Research, vol. 11, pp. 110-111, 2015, États-Unis