Chiraag Mittal

Assistant Professor
Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
222 Robertson Hall
125 Ruppel Dr
Charlottesville, Virginia 22904
Ph.D., Business Administration (Marketing), Carlson School of Management, University of Minnesota, 2016
M.S., Family and Consumer Sciences, University of Arizona, 2011
B.S., Electrical and Computer Engineering, The Ohio State University, 2006

Professor Mittal’s research primarily focuses on how and when people's early life influences their judgments, decisions, and behaviors. Before joining McIntire, Professor Mittal was a faculty member at Mays School of Business at Texas A&M University where he taught consumer behavior to undergraduate and M.S. students. Professor Mittal has published in such journals as Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science, among others.

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 7040: Marketing and Quantitative Analysis
Credits: 3
Marketing and Quantitative Analysis introduces the marketing management processes that can be applied to various global markets. Topics include understanding market metrics, consumer market dynamics, consumer behavior and social/cultural trends, organizational buying behaviors, market segmentation, global branding, management of goods and services in diverse markets, and marketing decision systems. Restricted to MS in Commerce students.