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Iman Paul

Assistant Professor, Marketing

BCom, University of Pune
MBA, George Washington University
PhD, Georgia Institute of Technology
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Iman Paul received his Ph.D. in marketing from Georgia Institute of Technology and his Master of Business Administration (MBA) from George Washington University.

Iman's research deals with consumer psychology and behavior. Most of his ongoing research investigates the intersection of disruptive technologies like artificial intelligence, augmented/virtual reality, and decision-making across various domains like consumption, health, finance decision-making and pro-social behaviors. His work has been accepted in leading marketing and psychology journals such as Journal of Marketing Research, Journal of Public Policy & Marketing, Journal of Experimental Psychology: General and Computers in Human Behavior among others. Iman enjoys teaching Marketing Management and New Product Development courses.


Consumer Behavior, Consumer experiences with AI and smart devices, social psychology, Judgment and decision making, marketing strategy


  • Smaraki Mohanty, Shirley Chen and Iman Paul, “The Role of Voice Assistants in Encouraging Shared Experiences,” (invited revision) Marketing Letters. ABDC A
  • Paul, Iman, Smaraki Mohanty, Yakov Bart, and Nirajana Mishra, “Robo-advisors and Responsibility Attribution,” data collection in progress,targeted journal: Journal of Marketing). ABDC A*
  • Paul, Iman, Smaraki Mohanty, Monica Wadhwa and Jeffrey Parker, “Political Ideologies and Smart Devices,” under review Journal of Consumer Psychology,ABDC A*
  • Paul, Iman, Smaraki Mohanty and Samuel Bond, “Does Alexa Make Humans More Humane? The Role of Voice Assistants in Encouraging Prosocial Behavior,” (invited review). International Journal of Research in Marketing. ABDC* Published as a Marketing Science Institute (MSI) working paper, 2021
  • Paul, Iman, Smaraki Mohanty, and Jeffrey Parker, “Foods Produced with Green Energy are Perceived as Being Healthier,” (invited revision),Journal of Consumer Research ABDC A*
  • Paul Iman, Rumela Sengupta, Samuel Bond, and Satadruta Mookherjee, “Alexa Says I Can: Smart Device Foster Indulgent Choices,” (third round invited revision), Journal of Consumer Psychology. ABDC*.Published as a Marketing Science Institute (MSI) working paper, 2021

Honors & Awards

  • AMA-Sheth Foundation Doctoral Consortium Fellow, AMA-Sheth Foundation (June 2018)

Refereed Published Articles

  • I. Paul, J. Parker, S. Dommer (2020). The Influence of Incidental Tokenism on Private Evaluations of Stereotype-Typifying Products. Social Psychology Quarterly
  • J. Parker, I. Paul, N. Reinholtz (2020). Perceived Momentum Influences Responsibility Judgments. Journal of Experimental Psychology-General
  • J. Parker, I. Paul, R. Hamilton, O. Rodriguez-Vila, S. Bharadwaj (2021). How Product Type and Organic Label Structure Combine to Influence Consumers' Evaluations of Organic Foods. Journal of Public Policy and Marketing
  • I. Paul, J. Parker, S. Dommer (2023). Role Integration Increases the Fungibility of Mentally-accounted Funds. Journal of Marketing Research
  • J. Carlson, I. Paul (2022). Pick a card: Price ranges and gift card choice. Journal of Retailing and Consumer Services
  • I. Paul, S. Mohanty, R. Sengupta (2022). The role of social virtual world in increasing psychological resilience during the on-going COVID-19 pandemic. Computers in Human Behavior