FLORIDA ATLANTIC UNIVERSITY®
Pradeep Korgaonkar

Pradeep Korgaonkar

Professor Emeritus
Marketing Department
Office: LA 448

Education

  • PhD (1980) Marketing, Georgia State University
  • MBA (1978) Marketing, Clark University, Worcester MA
  • BS (1973) Chemistry, Bombay University

Intellectual Contributions

  • Korgaonkar, Pradeep; Becerra, E.; Mangleburg, Tamara; Bilgihan, Anil. (2021). Retail Employee Theft: When Retail Security Alone Is Not Enough, Psychology & Marketing, 38(5), 721-734
  • Korgaonkar, Pradeep; Gironda, John; Petrescu, Maria; Krishen, Anjala; Mangleburg, Tamara. (2020). Preventing shoplifting: Exploring online comments to propose a model, Psychology & Marketing, 37(1), 141-153
  • Gironda, John; Korgaonkar, Pradeep. (2018). iSpy? Tailored vs. Invasive Ads and Consumers' Perceptions of Personalized Advertising, Electronic Commerce Research and Applications, 29(May-June), 64-77
  • Petrescu, Maria; Gironda, John; Korgaonkar, Pradeep. (2018). Online Piracy in the Context of Routine Activities and Subjective Norms, Journal of Marketing Management, 34(3-4), 314-346
  • Petrescu, Maria; Gironda, John; Korgaonkar, Pradeep. (2017). Online piracy versus policy and cultural influencers, TIIKM, 1(1), 3-13
  • Korgaonkar, Pradeep; Petrescu, Maria; Gironda, John. (2017). Piracy, Price and Word of Mouth: An Equity Theory Examination of Consumer Digital Piracy, Academy of Marketing Science Conference (abstract)
  • Korgaonkar, Pradeep; Petrescu, Maria; Gironda, John. (2016). Hispanics and Viral Advertising, Journal of Retailing and Consumer Services, 32, 46-59
  • Korgaonkar, Pradeep; Petrescu, Maria; Karson, Eric. (2015). Hispanic Americans, Mobile Advertising, Mobile Services, Journal of Promotion Management, 21(1), 107-125
  • Petrescu, Maria; Korgaonkar, Pradeep; Gironda, John. (2015). Viral Advertising: A Field Experiment on Viral Intentions and Purchase Intentions, Journal of Internet Commerce, 14(3), 384-405
  • Korgaonkar, Pradeep; Petrescu, Maria; Gironda, John. (2015). Online Piracy and Country level influencers, The Winter AMA Marketing Educators' Conference, San Antonio, TX, USA
  • Korgaonkar, Pradeep; Petrescu, Maria; Becerra, Enrique. (2014). Shopping Orientations and Patronage Preferences for Internet Auctions, International Journal of Retail and Distribution Management, 42(5)
  • Gironda, John; Korgaonkar, Pradeep. (2014). Understanding Consumers' Social Networking Site Usage, Journal of Marketing Management, 30(5&6)
  • Korgaonkar, Pradeep; Gironda, John. (2012). Social Networking Sites & Planned Behavior, The AMS Summer Educators' Conference, Chicago, IL, USA
  • Korgaonkar, Pradeep; Gironda, John. (2012). The Psychology of Social Networking Site Usage: An Emperical Examination of Antecedents to Intention and Behavior, The AMS World Marketing Congress, Atlanta, Georgia, USA
  • Korgaonkar, Pradeep; Petrescu, Maria; Mangleburg, Tamara; Root, Ann. (2012). Viral advertising and ad appeals, The AMS World Marketing Congress, Atlanta, Georgia, USA
  • Petrescu, Maria; Korgaonkar, Pradeep. (2011). Viral concepts: definitional review and synthesis, Journal of Internet Commerce(10), 208-226
  • Becerra, Enrique; Korgaonkar, Pradeep. (2011). Effects of Trust Beliefs on Consumers’ Online Intentions, European Journal of Marketing, 45(6), 936-962
  • Korgaonkar, Pradeep; Becerra, Enrique; Silverblatt, Ronnie. (2010). "The Hispanic view of E-mail, Pop-Up, and Banner Advertising", International Journal of Electronic Business Research, 6(2), 45-58
  • Korgaonkar, Pradeep; Becerra, Enrique; O'Leary, Bay; Goldring, Deborah. (2010). Product Classifications, Consumer Characteristics, and Patronage Preference for Online Auctions, Journal of Retailing and Consumer Services, 17(4), 270-277
  • Korgaonkar, Pradeep; Becerra, Enrique. (2010). "The Influence of Ethnic Identification in Digital Advertising: How Hispanic Americans' Response to Pop-Up, E-mail, and Banner Advertising Affects Online Purchase Intentions", Journal of Advertising Research, 50(3)
  • Korgaonkar, Pradeep; O'Leary, Bay. (2009). "Factors Influencing Successful Website Development: A Survey of Website Designers and Developers" , International Journal of Electronic Business Research
  • Korgaonkar, Pradeep; Becerra, Enrique. (2009). "Hispanics’ Information Search and Online Purchase Intentions", Journal of Electronic Commerce Research, 76-93
  • Korgaonkar, Pradeep; Colbert, Chris; Goldring, Deborah. (2008). "Gender Role Portrayals of Actors on Spanish-Language Television: A Content Analysis of Advertisements", The Business Journal of Hispanic Research, 2(3), 36-46
  • Korgaonkar, Pradeep; O'Leary, Bay. (2008). "Product, Marketing, and Website Attributes Discriminating Between Successful and Failed Internet Businesses", Journal of Internet Commerce, 485-512
  • Korgaonkar, Pradeep; Karson, Eric. (2007). "The Influence of perceived product risk on consumers’ e-tailer shopping preferences", Journal of Business and Psychology, 22(1)
  • Korgaonkar, Pradeep; O'Leary, Bay. (2006). "Management, market, and financial factors separating winners and losers in e-Business" , Journal of Computer Mediated Communication, 11(4)
  • Korgaonkar, Pradeep; Silverblatt, Ronnie; Girard, Tulay. (2006). "Online Retailing, Product Classifications, and Consumer Preferences", Journal of Internet Research: Electronic Networking Applications and Policy, 16(3)
  • Korgaonkar, Pradeep; Silverblatt, Ronnie; Becerra, Enrique. (2004). "Hispanics and Patronage Preferences for Shopping from the Internet", Journal of Computer-Mediated Communication
  • Korgaonkar, Pradeep; O'Leary, Bay; Silverblatt, Ronnie. (2003). Web Usage among Hispanics in the South Florida Region, Journal of Applied Business Research, 19(1), 17-28
  • Korgaonkar, Pradeep; Girard, Tulay; Silverblatt, Ronnie. (2003). "Relationship of Type of Product, Shopping Orientations, and Demographics with Preferences for Shopping on the Internet", Journal of Business and Psychology
  • Korgaonkar, Pradeep; Wolin, Lori. (2003). "Web advertising: gender differences in beliefs, attitudes, and behavior", Journal of Internet Research: Electronic Networking Applications and Policy
  • Korgaonkar, Pradeep; Wolin, Lori; Lund, Daulatram. (2002). "Beliefs, Attitudes, and Behaviour Towards Web Advertising", International Journal of Advertising, 21(1)
  • Korgaonkar, Pradeep; Wolin, Lori. (2002). Web Usage, Advertising, and Shopping: Relationship Patterns, Internet Research: Electronic Networking Applications and Policy, 12(2), 191-204
  • Korgaonkar, Pradeep; Girard, Tulay; Silverblatt, Ronnie. (2002). "Influence of Product Class on Preference for Shopping on the Internet", Journal of Computer-Mediated Communication
  • Korgaonkar, Pradeep; Karson, Eric. (2001). "An Experimental Investigation of Internet Advertising and the Elaboration Likelihood Model", Journal of Current Issues and Research in Advertising, 21(2)
  • Karson, Eric; Korgaonkar, Pradeep. (2001). The Broadened Concept of Direct Marketing Advertising, Marketing Management Journal, 11(1)
  • Korgaonkar, Pradeep; Silverblatt, Ronnie; O'Leary, Bay. (2001). Web Advertising and Hispanics, Journal of Consumer Marketing, 18(2)
  • Korgaonkar, Pradeep; Karson, Eric; Lund, Daulatram. (2000). "Direct Marketing: A Comparison of Hispanics and Non-Hispanics", International Journal of Advertising, 19(2)
  • Korgaonkar, Pradeep; Karson, Eric; Lund, Daulatram. (2000). "Hispanics and direct marketing advertising", Journal of Consumer Marketing, 17(2)
  • Korgaonkar, Pradeep; Wolin, Lori. (1999). "A Multivariate Analysis of Web Usage", Journal of Advertising Research
  • Korgaonkar, Pradeep; Karson, Eric; Akaah, Ishamel. (1997). "Direct Marketing Advertising: The Assents, The Dissents, and the Ambivalents", Journal of Advertising Research
  • Korgaonkar, Pradeep; Karson, Eric; Lund, D.. (1997). "Direct Marketing Advertising and Hispanics", American Meetings of the American Marketing Association - National Meetings
  • Korgaonkar, Pradeep; Akaah, Ishamel; Lund, Daulatram. (1995). "Direct Marketing Attitudes", Journal of Advertising Research, 34
  • Gray, James; Korgaonkar, Pradeep; Brown, Juanita. (1992). The Effects of Social Class and Perceived Risk on Consumer Preferences for Electronic Shopping, International Journal of Management, 9(1), 97-105
  • Korgaonkar, Pradeep; Puri, Joe. (1992). "Couple The Buying And Selling Teams", Industrial Marketing Management
  • Moschis, George; Korgaonkar, Pradeep; Mathur, Anil. (1990). Older Adults' Responses to Direct Marketing Methods, Journal of Direct Marketing, 4(4), 7-14
  • Korgaonkar, Pradeep; Silverblatt, Ronnie; Cooper, Donald; Price, Barbara. (1990). "A Structural Equations Approach to the Examination of Employee Attitude toward Unions and Union Participation", International Journal of Management
  • Korgaonkar, Pradeep; Moschis, George. (1989). "The Effects of Perceived Risk and Social Class on Consumer Preferences for Distribution Outlets", American Marketing Association - National Meetings
  • Korgaonkar, Pradeep; Akaah, Isheml. (1989). "The Influence of Product, Manufacturer, and Distributive Characteristics on Consumer Interest in Direct Marketing Offerings", Journal of Direct Marketing
  • Korgaonkar, Pradeep; Smith, Allen. (1989). "Shopping Orientation, Demographics, and Media Preference Correlates of Electronic Shopping", Annual Conference of the Academy of Marketing Science
  • Korgaonkar, Pradeep; Akaah, Isheml. (1988). "Conjoint Investigation of Eight Risk Relievers in Direct Marketing", Journal of Advertising Research
  • Korgaonkar, Pradeep; Smith, Allen. (1988). Shopping Orientation, Demographic and Media Preference Correlates of Electronic Shopping, Developments in Marketing Science, Proceeding of the National Conference of the Academy of Marketing Science, Montreal, Canada(XI), 52-55
  • Korgaonkar, Pradeep; Moschis, George. (1987). "Consumer Adoption of Videotex Services", Journal of Direct Marketing
  • Korgaonkar, Pradeep; Silverblatt, Ronnie. (1987). "Strategic Market Planning In A Turbulent Business Environment", Journal of Business Research
  • Korgaonkar, Pradeep; Bellenger, Danny; Smith, Allen. (1986). Successful Industrial Advertising Campaigns, Industrial Marketing Management, 15(2), 123-128
  • Korgaonkar, Pradeep; Smith, Allen. (1986). Psychographic and Demographic Correlates of Electronic In-Home Shopping and Banking Service, Proceedings of the American Marketing Association National Educators' National Conference, Chicago, IL
  • Korgaonkar, Pradeep; Bellenger, Danny; Smith, Allen. (1986). "What Factors Build Industrial Advertising Campaign Success?", Industrial Marketing Management
  • Korgaonkar, Pradeep; Bellenger, Danny; Smith, Allen. (1986). Successful Industrial Advertising Campaigns, Industrial Marketing Management, 15(2), 123-128
  • Korgaonkar, Pradeep; Silverblatt, Ronnie. (1986). "Framework for Planning Growth and Survival of Retail Organizations", International Journal of Management
  • Smith, Allen; Silverblatt, Ronnie; Korgaonkar, Pradeep. (1985). The Impact of Three Approaches to Conducting Mail Surveys Containing Social Anxiety Arousing Questions, Proceedings of the American Institute for Decision Sciences(XVII), 499-501
  • Smith, Allen; Silverblatt, Ronnie; Korgaonkar, Pradeep. (1985). The Impact of Three Approaches to Conducting Mail Surveys Containing Social Anxiety Arousing Questions," Proceedings of the American Institute for Decision Sciences, XVII, 499-501
  • Korgaonkar, Pradeep; Bellenger, Danny. (1985). "Correlates of Successful Advertising Campaigns: Managers Perspectives", Journal of Advertising Research
  • Korgaonkar, Pradeep; Bernhardt, Ken; Bellenger, Danny. (1985). "What Factors Build Successful Service Advertising Campaigns?", Proceedings at the Service Marketing Conference, American Marketing Association
  • Korgaonkar, Pradeep; Lund, Daualat; Price, Barbara. (1985). A Structural Equations Approach to Modeling Store Attitudes and Patronage Behavior, Journal of Retailing, 61(2), 39-60
  • Korgaonkar, Pradeep. (1984). "Consumer Shopping Orientations, Non-Store Retailing, and Consumer Patronage Intentions: A Multivariate Investigation", Journal of The Academy of Marketing Science
  • Korgaonkar, Pradeep; Stanley, Tom. (1984). "Explain Retail Trade in the Urban Environment", Proceedings at the American Marketing Association - National Meetings
  • Korgaonkar, Pradeep; Moschis, George; Bellenger, Danny. (1984). "Correlates of Successful Advertising Campaigns: A Survey of Advertising Agency Executives", Journal of Advertising Research
  • Korgaonkar, Pradeep; Bellenger, Danny. (1983). "Non-Store Retailing and Consumer Characteristics", Akron Business and Economic Review
  • Korgaonkar, Pradeep; Moschis, George. (1983). "Correlates of Successful Advertising Campaigns: A Preliminary Study", Proceedings at the American Institute of Decision Sciences
  • Korgaonkar, Pradeep; Bellenger, Danny; Stanley, Tom. (1983). "Katz’s Functional Theory of Attitudes Applied to Charity", Proceedings at the Southern Marketing Association Meetings
  • Akaah, Ismael; Korgaonkar, Pradeep. (1983). An Empirical Comparison of the Predictive Validity of Self Explicated, Huber-Hybrid, Traditional Conjoint, and Hybrid Conjoint Models, Journal of Marketing Research, 20(2), 187-197
  • Korgaonkar, Pradeep; Moschis, George. (1982). "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising
  • Korgaonkar, Pradeep. (1982). "Intermarket Investigation of Consumer Preferences of Catalog Showrooms and Discount Stores; The Moderating Role of Product Risk", Journal of Retailing
  • Korgaonkar, Pradeep. (1982). "Non-Store Retailing and Perceived Product Risk", Proceedings at the American Marketing Association Meetings
  • Korgaonkar, Pradeep; Parameswaran, Ravi. (1982). "Product Involvement, Cognitive Dissonance, and Product Satisfaction: An Experiemental Study", Proceedings at the Academy of Marketing Sciences - National Meeting
  • Korgaonkar, Pradeep; El-Sheshai, Kemel. (1982). "Assessing Retail Competition via Multidimensional Scaling Analysis", Business
  • Korgaonkar, Pradeep; Robertson, Dan. (1982). "Perceptual and Demographics Analysis of Catalog Showroom Competition", Proceedings at the Southwestern Marketing Meetings
  • Korgaonkar, Pradeep. (1981). "Cognitive, Affective, Conative Effects of Charity Advertising", Proceedings at the Southern Marketing Meetings
  • Korgaonkar, Pradeep. (1981). "Shopping Orientations of Catalog Showroom Patrons", Journal of Retailing
  • Korgaonkar, Pradeep; Stanley, Tom; Sewall, Murphy. (1980). "Cola Taste-Test: Replication and Extension", Proceedings at the Southern Marketing Meetings
  • Korgaonkar, Pradeep; Bellenger, Danny. (1980). "Profiling the Recreational Shopper", Journal of Retailing
  • Korgaonkar, Pradeep; Elliot, Her. (1980). "Factor Analysis of Random Numbers or How to Find Structure Where None Exists", Proceedings at the Academy of Marketing Sciences
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