Subhash Jha, Ph.D.

Assistant Professor of Marketing


Subhash is a passionate teacher and a firm believer in experiential learning. He teaches courses in the areas of sales management at PNW.

Research Overview

My research revolves around understanding decision-making process of a consumer in retail servicescape, with a particular interest in understanding the effects of subtle cues in the retail environment on consumer perception and behavior. The underlying premise behind my research focus is that successful customer experience is largely shaped by the retail design and front-line staffs, specifically

I love cooking.


Subhash Jha, M. S Balaji, Marla R. Stafford & Nancy Spears (Forthcoming), “Haptic information processing and need for touch in product evaluation,” Journal of Consumer Marketing (In press).

Susan Myers, George Deitz, Bruce Huhmann, Subhash Jha & Jennifer H. Tatara (2019), “Attention to taboo advertising: An eye-tracking study of differences in attention to overall and brand-related content,” Journal of Business Research (Available online).

Subhash Jha, Sujay Dutta & Ahmet Koksal (2019), “Effectiveness of monetary discounts: Comparing quantity scarcity and time restriction,” Journal of Consumer Marketing, 36 (7), 901-910.

Subhash Jha, George D. Deitz, Phillip Hart & Marla R. Stafford (2019), “Sales promotions for preorder products: The role of time-of-release,” Psychology and Marketing, 36 (1), 875-890.

M. S Balaji, Yangyang Jiang & Subhash Jha (2019), “Green hotel adoption: a personal choice or social pressure?,” International Journal of Contemporary Hospitality Management, 31 (8), 3287-3305.

Yangyang Jiang, M. S. Balaji & Subhash Jha (2019), “Together we tango: Value facilitation and customer participation in Airbnb, ” International Journal of Hospitality Management, 82 (6), 169-180.

Subhash Jha, M. S. Balaji, Kumar Rakesh Ranjan &Arun Sharma (2018), “Effect of service-related resources on employee and customer outcomes in trade shows,” Industrial Marketing Management, 76 (1), 48-59.

M.S. Balaji, Subhash Jha, Aditi S Sengupta & Balaji C. Krishnan (2018), “Service recovery with cynical customers: Role of negative inferred motive and customer participation in service recovery,” Journal of Business Research, 86 (3), 109-118.

Subhash Jha, M.S. Balaji, Ugur Yavas & Emin Babakus (2017), “Effects of frontline employee role overload on customer responses and sales performance: Moderator and Mediators,” European Journal of Marketing, 51 (2), 282-303.

Amaradri Mukherjee, Subhash Jha & Ronn J. Smith (2017), “Regular price $299 pre- order price $199: Price promotion for a pre-ordered product and the moderating role of temporal orientation,” Journal of Retailing, 93 (2), 201-211.

Bert Pieter-Jan Paesbrugghe, Deva Rangarajan, Arun Sharma, Niladri Syam, & Subhash Jha (2017), “Purchasing-Driven sales: Matching sales strategies to the evolution of the purchasing function”, Industrial Marketing Management, 62 (2), 171-184.

Arun Sharma & Subhash Jha (2016), “Innovation from emerging market firms: What happens when market ambition meet technology challenges?” Journal of Business and Industrial Marketing, 31(4), 507-518.

M. S. Balaji, Subhash Jha & Marla B. Royne (2015), “Customer e-complaining behaviors using social media,” The Service Industries Journal, 35 (11-12), 633-654.

Ugur Yavas, Subhash Jha & Emin Babakus (2015), “Relative effects of servant leadership and service technology on frontline bank employees’ job outcomes,” Services Marketing Quarterly, 36 (2), 173-187.

Jeff Thieme, Marla B. Royne, Subhash Jha, Marian Levy & Wendy McEntee (2015), “Factors affecting the relationship between environmental concern and behaviors,” Marketing Intelligence and Planning, 33 (5), 123-130.

Subhash Jha, Marla B. Royne & Ankit Kesharwani (2014) “The interplay of website aesthetics and information quality on website trust,” Journal of Digital & Social Media Marketing, 2 (3), 269-280.

Ugur Yavas, Emin Babakus, George Deitz & Subhash Jha (2014), “Correlates of customer loyalty to financial institutions: A case study,” Journal of Consumer Marketing, 31 (3), 218-227.

Subhash Jha, George Deitz, Emin Babakus & Ugur Yavas (2013), “The role of corporate image for quality in the formation of attitudinal service loyalty,” Journal of Service Research, 16 (2), 155-170.

Balaji C. Krishnan, Sujay Dutta & Subhash Jha (2013), “Effectiveness of exaggerated advertised reference prices: The role of decision time pressure,” Journal of Retailing, 89 (1), 105-113.

M. S Balaji, Srividya Raghawan & Subhash Jha (2011), “Role of tactile and visual inputs in product evaluation: A multisensory perspective,” Asia Pacific Journal of Marketing and Logistics, 23 (4), 513-530.

Teaching Focus

  • Principles of Marketing
  • Consumer Behavior
  • Sales Management
  • Retailing Social Media and Digital Marketing

Previous Roles

ACADEMIC EXPERIENCE 2018- Present Assistant Professor Department of Managerial Studies College of Business, Purdue University Northwest 2013- 2016 Assistant Professor Department of Marketing Indian Institute of Management Udaipur, India 2008

Subhash Jha


(219) 989-3184

Office Location:

College of Business Purdue University Northwest, Hammond, IN 46323, Anderson Building, Room Number: 373


  • Ph.D. – Marketing, The University of Memphis
  • Ph.D. – Marketing, IBS-Hyderabad, IFHE University, India
  • MBA, Patna University, Patna, India
  • BA (English Honors), Magadh University, Gaya, India

Areas of Expertise

  • Retailing Behavioral Pricing
  • Sales Management

Credentials, Accreditations & Awards

  • June 2017 AMA-Sheth Doctoral Consortium Fellow.
  • April 2017 William O. Bearden Doctoral Student Research Runner-up Award.
  • April 2012 1st Place Award in the business research category at the University of Memphis

Curriculum Vitae