Personal profile
University profile
Dr. Iman Paul received his Ph.D. in marketing from Georgia Institute of Technology and his Master of Business Administration (MBA) from George Washington University. Dr. Paul'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 the Journal of Marketing Research, Journal of Public Policy & Marketing, Journal of Experimental Psychology: General and Computers in Human Behavior among others. Dr. Paul enjoys teaching Marketing Management and New Product Development courses.
Research interests
Dr. Paul'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.
Scholarly Interests
Consumer Behavior, Consumer experiences with AI and smart devices, social psychology, Judgment and decision making, marketing strategy
Teaching
Marketing Management and New Product Development courses.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 3 Good Health and Well-being -
SDG 12 Responsible Consumption and Production
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Collaborations and top research areas from the last five years
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Swipe right: When and why conservatives are more accepting of AI recommendations
Paul, I., Mohanty, S., Wadhwa, M. & Parker, J., Jan 2026, In: Journal of Consumer Psychology. 36, 1, p. 3-17 15 p.Research output: Contribution to journal › Article › peer-review
Open Access2 Link opens in a new tab Scopus citations -
Role Integration Increases the Fungibility of Mentally Accounted Funds
Paul, I., Parker, J. R. & Dommer, S. L., Apr 2023, In: Journal of Marketing Research. 60, 2, p. 263-277 15 p.Research output: Contribution to journal › Article › peer-review
Open Access1 Link opens in a new tab Scopus citations -
Pick a card: Price ranges and gift card choice
Carlson, J. P. & Paul, I., Mar 2022, In: Journal of Retailing and Consumer Services. 65, 102871.Research output: Contribution to journal › Article › peer-review
6 Link opens in a new tab Scopus citations -
The role of social virtual world in increasing psychological resilience during the on-going COVID-19 pandemic
Paul, I., Mohanty, S. & Sengupta, R., Feb 2022, In: Computers in Human Behavior. 127, 107036.Research output: Contribution to journal › Article › peer-review
Open Access46 Link opens in a new tab Scopus citations -
How Product Type and Organic Label Structure Combine to Influence Consumers’ Evaluations of Organic Foods
Parker, J. R., Paul, I., Hamilton, R., Rodriguez-Vila, O. & Bharadwaj, S. G., Jul 2021, In: Journal of Public Policy and Marketing. 40, 3, p. 419-428 10 p.Research output: Contribution to journal › Article › peer-review
14 Link opens in a new tab Scopus citations
Press/Media
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Research shows conservatives are more likely to accept 'recommendations made by AI' than liberals
23/08/25
1 item of Media coverage
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Conservatives are more receptive to AI-generated recommendations than liberals, study finds
4/08/25
1 item of Media coverage
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Elon professor wins award for AI and consumer behavior research
27/08/24
1 item of Media coverage
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AMA and Its Foundation Celebrate Marketing Scholars and Professionals Advancing Marketing's Future
23/08/24
1 item of Media coverage
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