Faculty Directory
Amar Cheema headshot
AC

Amar Cheema

Professor
Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
Rouss & Robertson Halls, Room 346
125 Ruppel Dr
Charlottesville, Virginia 22904
Education
Ph.D., Marketing, University of Colorado at Boulder
M.B.A., Marketing, Indian Institute of Management Calcutta
B.E., Electronics and Communication Engineering, Delhi University, India
Biography

Professor Cheema’s research interests include behavioral decision theory, pricing and promotion effects, auctions and online purchase behavior, and word-of-mouth influences.

Professor Cheema worked as a sales executive with Asian Paints (India) Ltd. in 1996 and 1997. During his doctoral program at the University of Colorado at Boulder, he was a graduate instructor, and taught product strategy from 1999 to 2002. From 2003 through June 2009, Professor Cheema was an Assistant Professor of Marketing at the Olin Business School at Washington University in St. Louis. While there, Professor Cheema taught consumer behavior to undergraduate and M.B.A. students and taught a Ph.D. seminar on decision making. He presently serves on the editorial review boards for Journal of Consumer Psychology; Journal of Consumer Research; and Journal of Marketing Research. He has published in Journal of Marketing Research; Journal of Consumer Research; Marketing Science; Journal of Marketing; and Journal of Consumer Psychology.

Recent courses as listed in the Student Information System (SIS) Course Catalog:
CONC 103: Marketing
Students will be exposed to such essential concepts as the marketing mix and consumer decision-making process, and will come to understand key factors influencing consumers' purchasing decisions. The marketing segment is designed to ensure that students attain a firm understanding of the demands of the marketplace and how companies can position their products for success.
CONC 110: Business Fundamentals
This program provides students with foundational business knowledge in the key areas of accounting, finance and Excel, management, and marketing. Topics covered in Business Fundamentals include, but are not limited to, building financial statements, competitive positioning, entrepreneurship, and pricing strategy.
COMM 4380: Consumer Behavior and Marketing Strategy
Credits: 3
This course focuses on how consumers meet needs through the evaluation, acquisition, and use of goods and services. Covers major influences on the consumption process, including psychological, situational, and socio-cultural factors. Specific topics include perception, attitudes, values, consumer decision-making, and customer satisfaction, among others. The marketing implications of understanding the consumer are emphasized, but social factors are also considered. Prerequisite: Fourth-year Commerce standing or instructor permission.
GCOM 7150: Consumer Behavior and Pricing Strategies
Credits: 4
Consumer Behavior and Pricing Strategy integrates our understanding of consumers from research in marketing, psychology, and behavioral economics. We will take the perspective of a marketing manager and employ this knowledge to develop, execute, and implement effective marketing strategies. Prerequisite: M.S. in Commerce students only
GCOM 7993: Independent Study and Supervised Research
Credits: 1–9
Students taking this course will explore areas and issues of special interest that are not otherwise covered in the graduate curriculum. This course is offered at the discretion of the supervising professor.