Our Faculty

Vishal Lala

Professor

Lubin School of Business

Marketing

Location
  • @New York City

Education


PhD , Oklahoma State University , Stillwater, OK , 2005
Marketing

MS , Oklahoma State University , Stillwater, OK , 2004
Management Information Systems (MIS)

MMS , University of Bombay , Bombay, Maharashtra, India , 1999
Marketing

BSc , St. Xaviers College, University of Bombay , Bombay, Maharashtra, India , 1996
Chemistry

Awards and Honors

  • Dean, Lubin School of Business, August 2014 - Dean's Publication Recognition Award
  • Dean, Lubin School of Business, August 2014 - Dean's Publication Recognition Award
  • Lubin School of Business, April 20, 2012 - Excellence in Research

Publications


Lala, V. & Carlson, B. Let Me Tell You! When Consumers Talk Bad about Brands.

Lala, V. & Carlson, B. What Makes Happy Customers Say Good Things about your Brand? An Investigation of the Drivers of Consumer Generated Content Following a Positive Customer Experience.

Chen, Q., Guan, L. & Lala, V. (2015, April (2nd Quarter/Spring)). Role of Trust and Involvement in the Effectiveness of Digital Third-Party Organization Endorsement. Atlantic Marketing Journal.

Lala, V. & Chakraborty, G. (2015, March). Impact of Consumers' Effort Investments on Buying Decisions. Journal of Consumer Marketing. Vol 32 (Issue 2) , pages 61-70. http://www.emeraldinsight.com/doi/abs/10.1108/JCM-08-2014-1090

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2015, March 1). How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?. Journal of Advertising Research. Vol 55 (Issue 1) , pages 1-14.

Barakat, A., Gopalakrishna, P. & Lala, V. (2014, December). The Impact of Arab American Ethnic Identity on the Consumption of Culture-Specific Products. Journal of International Consumer Marketing. Vol 26 (Issue 5) , pages 405-425. http://www.tandfonline.com/doi/abs/10.1080/08961530.2014.946575

Chen, Q., Guan, L. & Lala, V. Role of Trust and Involvement in the Effectiveness of Digital Third-Party Organization Endorsement. Atlantic Marketing Journal.

Schindler, R. M., Lala, V. & Grussenmeyer-Corcoran, C. (2014, May). Intergenerational Influence in Consumer Deal Proneness. Psychology & Marketing. Vol 31 (Issue 5) , pages 307-320. http://onlinelibrary.wiley.com/doi/10.1002/mar.20696/abstract;jsessionid=DACC3D5AC7B6CCC271CF6197A1F7FBA2.f04t01?deniedAccessCustomisedMessage=&userIsAuthenticated=false

Lala, V. Chapter 5 - Exploring the Data. Data-Driven Marketing and Analytics. Chicago, IL, USA: Racom Books/Racom Communications.

Lala, V., Srivastava, P. & Chakraborty, G. Chapter 8 - Testing and Experimentation. Data-Driven Marketing and Analytics. Chicago, IL, USA: Racom Books/Racom Communications.

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2013). Interactivity: Does One Size Fit All.

Tarique, I., Cerdin, J. & Lala, V. Expatriate Selection Decisions: Relevance of International Experience Facets and Family Status. International Journal of Selection and Assessment. http://onlinelibrary.wiley.com/journal/10.1111/(ISSN)1468-2389

Lala, V. Do Survey Incentives Lead to Better Ratings. Journal of Consumer Research.

Schindler, R. & Lala, V. Genetic Influences on Market-Related Attitudes and Behaviors. Journal of Consumer Research.

Lala, V. & Chakraborty, G. Impact of Consumers' Effort Investments on Buying Decisions. Marketing Letters.

Lala, V. & Krishnamurthy, S. Interactive Marketing Orientation: Determinants and Consequences. Journal Of The Academy Of Marketing Science.

Schindler, R. M., Lala, V. & Grussenmeyer-Corcora, C. Intergenerational Influence in Consumer Deal Proneness. Journal Of The Academy Of Marketing Science.

Lala, V. & Carlson, B. Let Me Tell You! When Consumers Talk Bad about Brands. Journal Of The Academy Of Marketing Science.

Lala, V. Student Response to Bad Experiences in the Classroom. Journal Of Marketing Education.

Lala, V. Sunk Cost Effects across Complementary Products. Journal of Consumer Research.

Rahman, N. & Lala, V. Testing Non-Response Assumptions in Response Rate Calculations. Journal Of Marketing Research.

Lala, V. & Carlson, B. What Makes Happy Customers Say Good Things about your Brand? An Investigation of the Drivers of Consumer Generated Content following a Positive Customer Experience. Journal Of The Academy Of Marketing Science.

Tarique, I., Cerdin, J. & Lala, V. International Experience and Expatriate Selection: A Decision Maker's Perspective. International Journal of Human Resource Management.

Lala, V. Scale-Dependent Choices. Journal of Consumer Research.

Schindler, R., Lala, V. & Grussenmeyer-Corcoran, C. Intergenerational Influence in Consumer Deal Proneness.

Tarique, I., Cerdin, J. & Lala, V. International Experience and Expatriate Selection: A Decision Makers Perspective.

Lala, V. Average Alternative as a Compromise Option. Marketing Letters.

Lala, V. & Chakraborty, G. Impact of Consumers' Effort Investments on Buying Decisions.

Lala, V. & Mowen, J. A Hierarchical Personality Approach for Determining the Traits of Sports Participants and Enthusiasts?. Journal Of Personality And Social Psychology.

Lala, V. Desire to Reduce Waste: A Scale Development Study. Journal of Consumer Psychology.

Lala, V. Determinants of Satisfaction in a Business-to-Business E-Market. Industrial Marketing Management.

Lala, V. & Chakraborty, G. Influence of Price of Coupons on Redemption Rates. Marketing Letters.

Lala, V. Self Justification: A Scale Development Study. Journal of Consumer Psychology.

Lala, V., Levin, I. & Chakraborty, G. Sunk costs: A Literature Review. Organizational Behavior And Human Decision Processes.

Frankwick, G. & Lala, V. Where Does the Web Fit in the Promotional Mix?. Journal of Business Research.

PRESENTATIONS


Branda, A. & Lala, V. (2016, October 15). Direct/Interactive Marketing Research Summit. The Marketing Analytics Orientation of Firms: Identification of factors that create highly analytical marketing practices. Marketing EDGE, Los Angeles, CA

Lala, V., Petito, F. & Payne, R. (2016, May 5). MM&M Transforming Healthcare. Convene, 730 Third Ave, New York, NY 10017

Cestare, T. & Lala, V. (2015, October 3). Direct/Interactive Marketing Research Summit. Brand Evangelism: Model of Antecedents and Consequences. Boston, MA

Lala, V. (2015, October 3). Direct/Interactive Marketing Research Summit. Inferring Attribute Structure from Online Reviews: The Case of RateMyProfessors.com. Boston, MA

Petito, F. & Lala, V. (2015, June). Marketing and Public Policy Conference. The Moderating Effect of Motivations and Perceptions on Goal Implementation Planning in Chronic Disease Treatment Settings - An Exploratory Study. Washington, D.C.

Kirk, C. P., Chiagouris, L., Lala, V. & Thomas, J. (2013). Academy of Marketing Science Annual Conference. Interactivity: Does One Size Fit All?. Monterey Bay, CA

Lala, V. & Carlson, B. (2013, April 30). Pace Research Day. Let Me Tell You! When Consumers Talk Bad about Brands. Pace University, Student Union, Pace University, New York, NY

Lala, V. (2013, April 30). Pace Research Day. Parental Influence on Skepticism to Advertising. Pace University, Student Union, Pace University, New York, NY

Lala, V. & Carlson, B. (2013, April 30). Pace Research Day. What Makes Happy Customers Say Good Things about your Brand? An Investigation of the Drivers of Consumer Generated Content Following a Positive Customer Experience. Pace University, Student Union, Pace University, New York, NY

Lala, V. & Carlson, B. (2012, October 13). Direct/Interactive Marketing Research Summit. Let Me Tell You! When Consumers Talk Bad about Brands. Direct Marketing Education Foundation, Las Vegas, NV

Lala, V. & Carlson, B. (2012, October 13). Direct/Interactive Marketing Research Summit. What Makes Happy Customers Say Good Things about your Brand? An Investigation of the Drivers of Consumer Generated Content Following a Positive Customer Experience. Direct Marketing Education Foundation, Las Vegas, NV

Kirk, C., Chiagouris, L., Lala, V. & Thomas, J. (2012, May 15). Pace University Faculty Institute. Consuming Concepts: The Hedonic and Utilitarian Effects of Perceived Interactivity. Pace University, PLV

Lala, V. (2012, April 10). Faculty Research Expo. When 2000 MB and 2 GB Don't Mean the Same Thing: Influence of Attribute Scale on Product Choices. 163 William Street, 18th floor

Grants, Contracts and Sponsored Research

Lala, V., Velayo, R. S., Salbod, S. & Niu, W. (2012). Behavioral Lab for Conducting Experiments in Marketing and Psychology.
Thinkfinity , Pace University , $11,000.00 . Funded,

Lala, V. (2013, May). Lubin Summer Research Grant.
Pace University , $2,500.00 . Funded,Grant to work on research paper titled, 'Parental Influence on Skepticism to Advertising'

Lala, V. (2012, April). When 1000 MB and 1 GB don't mean the Same Thing: Influence of Attribute Scale on Product Choices.
Lubin School of Business , Pace University , $2,500.00 . Funded,

PROFESSIONAL MEMBERSHIPS

  • Academy of Marketing Science
  • Alpha Phi Omega (alumnus)
  • American Marketing Association
  • Association for Consumer Research
  • Direct Marketing Education Foundation
  • Society for Consumer Psychology
  • Zeta Beta Tau (alumnus)

COLLEGE SERVICE

  • DPS Dissertation Committee (Anthony Branda) [Faculty Mentor]
    Desc: Member of the dissertation committee for Anthony Branda, a DPS student at Pace.
  • LFC - Tenure and Promotion [Committee Member]
    Desc: Evaluate dossiers of Lubin faculty applying for tenure and promotion.
  • DPS Dissertation Chair (Joe Foy) [Faculty Mentor]
    Desc: Chair of the Dissertation Committee of Joe Foy
    Committee's Key Accomplishments: Joe Foy completed his dissertation.
  • Task Force on Service Credit [Committee Member]
    Desc: Developed criteria for determining service contributions
    Committee's Key Accomplishments: Made progress on identifying critera to evaluate service contributions
  • LFC - Nominating [Committee Chair]
    Desc: Handled nomination of members and chairs to various committees
  • LFC - Faculty Scholarship [Committee Member]
  • Task Force: Lubin Dean's Publication Recognition Incentive [Committee Member]
    Desc: Meetings with Melissa and Iuliana to identify criteria and incentive amount for quality publications
    Committee's Key Accomplishments: Generated an incentive plan that is currently under review by the Dean.
  • Analytics Task Force [Committee Chair]
    Desc: Along with Dr. Winch, bring together faculty representatives from departments of Lubin to (a) Create a master list of courses that have analytics, highlighting the specific elements tied to analytics (b) Identify courses that can benefit from analytics and the components to add (c) Define new courses (and perhaps programs) that need to be introduced
  • Doctoral Education Committee [Committee Member]
    Desc: Engaged in meetings and discussions on ways to overhaul the current DPS program.
  • Doctoral Education Committee [Committee Member]
    Desc: Engaged in meetings and discussions on ways to overhaul the current DPS program.
  • Pace Preview [Other]
    Desc: Taught an hour-long marketing class to prospective Pace students as a part of Pace Preview on two occasions: March 3, 2014 and April 7, 2014.
  • DPS Oral and Written Exam [Faculty Mentor]
    Desc: Conducted DPS Comprehensive Exam for Laura Blake
  • Freshman Orientation [Faculty Advisor]
    Desc: Attended Freshman orientation sessions. The activity involved meeting parents and making them comfortable with their decision to send their children to Pace and make the students feel welcome.
  • DPS Oral and Written Exam (Joe Foy) [Faculty Mentor]
    Desc: Conducted re-exam and retake of Orals for Joe Foy after he failed in his first attempt.
  • Lubin Tenure and Promotion Committee (TAP) [Committee Chair]
    Desc: (a) Organized the Tenure application process. This includes preparing and sharing tenure schedule with faculty, resolving problems with respect to access of tenure documents, especially those online. (in 2012) (b) Organizing and managing the Tenure and Promotion committee meeting. (in 2012) (c) Dissemination of committee's recommendations to Dean and Provost's office. (in 2012 and 2013)
    Committee's Key Accomplishments: Tenure and Promotion process for 2012-13 went through smoothly.
  • DPS Dissertation Committee (Michael Nelson) [Faculty Mentor]
    Desc: Guided Michael Nelson, DPS student at Pace, in completing his dissertation
    Committee's Key Accomplishments: At his dissertation theses presentation on March 27, 2012, Michael Nelson was advised to do additional work on his dissertation.
  • Lubin Faculty Council [Attendee, Meeting]
    Desc: Provide reports for committees that I am responsible for. Learn about the activities of other committees and Lubin in general. Attended meetings on 2/24, 4/20, 9/21, and 12/14/12
  • DPS Oral and Written Exam (Haroon Aboo) [Faculty Mentor]
    Desc: Conducted DPS Comprehensive Exam for Haroon Aboo, DPS Student.
  • DPS Oral and Written Exam (Ilene Fink) [Faculty Mentor]
    Desc: Conducted DPS Comprehensive Exam for Ilene Fink, DPS Student.
  • DPS Oral and Written Exam (Joe Foy) [Faculty Mentor]
    Desc: Conducted DPS Comprehensive Exam for Joe Foy.
    Committee's Key Accomplishments: Joe Foy was advised to retake the exam
  • DPS Oral and Written Exam (Gene Cautillo) [Faculty Mentor]
    Desc: Conducted DPS Comprehensive Exam
  • DPS Research Presentation [Faculty Mentor]
    Desc: Research presentation to DPS students on February 3, 2012 from 1-2:30 pm.
  • Graduate Student Orientation (NY Campus) [Faculty Mentor]
    Desc: Guided and answered questions from graduate students who attended the Orientation.

UNIVERSITY SERVICE

  • Faculty Satisfaction Committee [Committee Member]
  • Provosts' Summer Initiative Task Force [Committee Member]
    Desc: To identify strategies for encouraging student enrollment for summer courses.
    Committee's Key Accomplishments: Committee offered their recommendations which are being implemented for Summer 2015.
  • New York Faculty Council: Institutional Review Board (IRB) [Committee Member]
    Desc: Meeting on learning the criteria for judging IRB applications
    Committee's Key Accomplishments: None so far. Will start evaluating IRB applications in 2014.
  • Qualtrics [Brand Administrator]
    Desc: Responsible for addressing Lubin Faculty questions with regard to Qualtrics
  • Recommendation Letter (Tenure and Promotion) - Thalia Goldstein ( [Other]
    Desc: Wrote a letter of recommendation for Dr. Thalia Goldstein, Department of Psychology, Dyson, towards her application for Tenure and Promotion.
  • Seidenberg Dean Search Committee [Committee Member]
    Desc: Worked with committee to setup screening guidelines for applicants. Interviewed shortlisted candidates. Decided on set of candidates to invite for campus visit. Shared final list with Provost and President. Met with Provost and President to share views on candidates.
    Committee's Key Accomplishments: Seidenberg Dean was selected.
  • New York Faculty Council: Kenan Faculty Development Committee [Committee Chair]
    Desc: Solicited applications for Kenan funds, summarized requests, and conducted a meeting with the committee to decide on allocations. Once the committee agreed on allocation of funds, I sent out letters informing applicants of the disposition of their request.
  • New York Faculty Council: Council of Deans and Faculty on Promotion and Tenure (CDFPT) [Committee Member]
    Desc: Reviewed dossiers from applications for tenure and promotion (in 2013). Participated in day-long meeting to evaluate candidates (in 2014).
    Committee's Key Accomplishments: Tenure and Promotion process went smoothly
  • CIO Search Committee [Committee Member]
    Desc: Met with committee members and Provost to identify criteria for screening CIO candidates
    Committee's Key Accomplishments: Agreed on criteria and picked a search firm.
  • New York Faculty Council: Kenan Faculty Development Committee [Committee Chair]
  • Strategic Pricing and Positioning Study Committee [Committee Member]
    Desc: Guide the Strategic Pricing and Positioning study conducted by the Art and Science Group from Feb, 2012 to Feb 2013.
    Committee's Key Accomplishments: Committee accomplished its goals of coming of developing a pricing and positioning strategy (Specifics cannot be discussed here as discussions are confidential)
  • New York Faculty Council: Kenan Faculty Development Committee [Committee Chair]
  • Research Presentation to Pforzheimer Honors Students [Faculty Mentor]
    Desc: Made a research presentation titled: When 2000 MB and 2 GB Don't Mean the Same Thing: Influence of Attribute Scale on Product Choices on October 24, 2012. Presentation was aimed at teaching honors students how to write a conduct research for their honors thesis.
  • Task force to search for Associate Provost for Academic Affairs [Other Institutional Service Activities]
    Desc: Part of a special task force to search for an Associate Provost for Academic Affairs.
  • Associate Provost Search Committee [Committee Member]
    Desc: Recruitment and Selection of Associate Provost
    Committee's Key Accomplishments: David Rahni was selected as the Associate Provost.
  • Faculty Research Forum [Other Institutional Service Activities]
    Desc: Research group met six times to work on a research paper which concluded in a research presentation on my paper titled Scale Dependent Choices. The Faculty Research Forum was organized by Center for Teaching Learning and Technology (CTLT).
  • Faculty Research Forum [Attendee, Meeting]
    Desc: Attended Faculty Research Forum at Midtown Campus organized by Center for Teaching and Learning Technologies (CTLT)

PUBLIC SERVICE

  • New York City Data Science Academy [Guest Speaker]
    Desc: Made a 90 minute presentation to a group of 20 Data Science students attending the New York Data Science Academy Bootcamp on "Data Science in Marketing."
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