Indrajit (Jay) Sinha
Associate Professor
  • Office LocationAlter Hall 528
  • Curriculum Vitae View


Dr. Jay I. Sinha is the author of Reverse Psychology Marketing (Palgrave-MacMillan 2007). This book provides new insights into the changing nature of marketing and branding strategies. He teaches the BBA and MBA Consumer Behavior courses and has won several awards for outstanding teaching.

Dr. Sinha has served as the Chairperson of the Fox Faculty Assembly during 2007-2008. He has also served as the Chairperson of Faculty Development Committee, Master’s Programs Committee, and Faculty Steering Committee. Dr. Sinha joined the Fox School in 1996 and was tenured in 2003. His research interests are globalization, business strategy, brand management, consumer insights, and the emerging role of India. He has published in such top-ranking journals as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Psychometrika, and Strategic Management Journal. He received his Ph.D. in Business Administration from the Ross School at the University of Michigan. He has been interviewed and quoted by major international media sources such as CNN, The Times of London, Wall Street Journal and Philadelphia Inquirer.

Sample Publications

  • Sinha, Indrajit and Thomas Foscht (2007) Reverse Psychology Marketing: The Death of Traditional Marketing and the Rise of the New “Pull” Game (Palgrave-MacMillan).
  • Mazumdar, Tridib, S.P. Raj, and Indrajit Sinha (2005). Reference Price Research: Review and Propositions. Journal of Marketing, 69(4), 84-102.
  • DeSarbo, Wayne, Kamel Jedidi and Indrajit Sinha (2001). Customer Value Analysis in a Heterogeneous Market. Strategic Management Journal, 22(9), 845-857.
  • Sinha, Indrajit (2000). Cost Transparency: The Net’s Real Threat to Prices and Brands. Harvard Business Review, 43-50.

Awards and Honors

  • MSCM Department Outstanding Teaching Award: 1998, 2001, 2011


Fox School of Business, Temple University

  • BBA Consumer and Buyer Behavior (MKT 3596)
  • MBA Consumer Behavior (MKT 5101)

In the News

  • Economic Times, “How subscription model is a test of loyalty for companies like Netflix, Hotstar”
  • Retail Dive, “How the youth brand Supreme became a modern-day meme”
  • Philadelphia Business Journal, “Local brands may need to compromise “Philly” identity for expansion”

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