Ronak Singhania

Ronak Singhania is an Assistant Professor of Marketing at the School of Management, Mahindra University, which he joined on 6 April 2026. He holds a Ph.D. in Marketing from the Indian Institute of Management Indore, where he also completed the five-year Integrated Programme in Management, earning a B.A. (Foundations of Management) and an MBA.

His research examines how consumers form judgments and expectations, particularly under uncertainty. His doctoral work explores why effort and performance above qualifying thresholds can increase expected rewards in chance-based promotions despite unchanged objective probabilities. His work also investigates language and engagement in influencer marketing and consumer responses to human and AI agents in service recovery. His research on language formality in sponsored content has been published in the Journal of Retailing and Consumer Services.

His approach to teaching connects foundational marketing management with consumer behaviour, marketing research and analytics, pricing, and the changing realities of digital marketing, e-commerce and AI. Through cases, marketing games and simulations, he encourages students to see how choices about customers, positioning, prices and channels work together rather than in isolation. Previously, he supported marketing courses at IIM Indore and worked in industry strategy.

• 2021–2026: Ph.D. in Management (Marketing Management), Indian Institute of Management Indore, India
  Dissertation/Thesis Title: Unveiling Individual Biases That Shape Their Assessment of Probabilities: Essays on Probabilistic Price Promotions
  Supervisor: Prof. Sanjeev Tripathi
• 2017–2019: MBA, Indian Institute of Management Indore, India
• 2014–2017: B.A. (Foundations of Management), Indian Institute of Management Indore, India

• Jha, A. K., Singhania, R., & Bagchi, S. (2026). Stop sabotaging your influencers: How language formality undermines engagement in sponsored content. Journal of Retailing and Consumer Services, 88, 104480. https://doi.org/10.1016/j.jretconser.2025.104480
• Singhania, R., & Tripathi, S. (2025). Beyond the Threshold Illusion (Across the Threshold Effect). Association for Consumer Research (ACR) Conference, Washington, D.C. Competitive Paper presentation (CP-15).
• Singhania, R., & Chaudhary, A. K. (2025). Negotiating with Man vs. Machine: Understanding Consumer Behavior in Service Recovery Interactions. 12th AIM–AMA Sheth Foundation Doctoral Consortium and International Marketing Conference, MDI Gurgaon. Best Paper Award under the NASMEI–Dr. Lalita Ajay Manrai Research Awards.
• Singhania, R., & Tripathi, S. (2023). The Earned Luck Effect. 17th Great Lakes NASMEI Marketing Conference.
• Singhania, R., & Tripathi, S. (2023). The Earned Luck Effect. Behavioural Science in Management (BSIM) Conference, IIM Ahmedabad. Selected among the top 5% of submissions.

• 04/2026–Present (joined 6 April 2026): Assistant Professor (Marketing), School of Management, Mahindra University, Hyderabad, India
• 10/2024: Teaching Assistant, Marketing Strategy via Games (PGP Term V), IIM Indore, India
• 09/2024: Teaching Assistant, Marketing Management (PGP Term II), IIM Indore, India
• 04/2019–12/2019: Assistant Manager – Strategy, Puranik Builders Pvt. Ltd., Thane, India

His research focuses on consumer judgment, behavioural pricing under uncertainty, and influencer marketing. His doctoral work examines how effort and threshold performance shape reward expectations in chance-based promotions. Other projects investigate influencer language and engagement, and consumer responses to human versus AI agents during service recovery. His methods include behavioural experiments and large-scale digital data analysis. He received a UGC-NET Junior Research Fellowship and a ₹1,00,000 NASMEI research grant as Principal Investigator.