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Adithya Pattabhiramaiah

Sharon A. and David B. Pearce Professor

Associate Professor of Marketing

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adithya.pattabhi@scheller.gatech.edu

404-385-3038

Academic Areas: Marketing

Functional Areas: Business Analytics

Office: 4212

Biography

Dr. Adithya (Adi) Pattabhiramaiah is the Sharon A. and David B. Pearce Associate Professor of Marketing and Faculty Director for the Center for AI in Business at the Scheller College of Business. He joined the Scheller College as an Assistant Professor of Marketing in August 2014 after receiving his Ph.D. in Business Administration from the University of Michigan in Ann Arbor. His research interests lie in the areas of media monetization, digital/social media marketing, nutrition, education, sustainability and public policy. His research has been published or is forthcoming in Marketing Science, Management Science, the Journal of Marketing, the Journal of Marketing Research, IMPACT@JMR, Harvard Business Review and Marketing Letters.

Adithya has taught courses titled "Marketing Research: Analytics," "Pricing Strategy and Analytics," and "AI and ML Applications in Marketing and Business Research" at the Scheller College. He has previously taught Marketing at the University of Michigan's Ross School of Business.

Adithya has been recognized as an MSI Scholar (class of 2024). His research has received various forms of recognition, including being a finalist for the '2022 Shelby D. Hunt/Harold H. Maynard Award', the '2021 AMA Paul E. Green Award,' the '2022 AMA/MSI H. Paul Root Award', the '2019 MSI H. Paul Root Award’ and a winner of the '2013 MSI Alden G. Clayton Dissertation Competition Award.’ He is also a recipient of the Distinguished Alumni Award from the University of Michigan's Ross School of Business.

He serves as an Associate Editor for the Journal of Marketing and the Journal of Marketing Research. Prior to joining the academic world, he worked in product development / management for SAP Labs and Perot Systems, after receiving his Bachelor's degree in Electrical Engineering from the National Institute of Technology at Surathkal in India.

Education

Ph.D., University of Michigan, 2014
B.E., National Institute of Technology-Surathkal, 2004

Research Interests

AI/ML
Digital/Social Media Marketing
Media Markets
Social Impact
Public Policy
Sustainability
Education

Research Publications

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Year	Title	Journal	Author(s)	Type
2025	How Fatal School Shootings Impact a Community’s Consumption	Journal of Marketing Research	Shaik Costello Palazzolo Pattabhiramaiah Sridhar	Published Papers
How Fatal School Shootings Impact a Community’s Consumption, with Muzeeb Shaik, John Costello, Michael Palazzolo and Shrihari Sridhar, 2025, forthcoming at Journal of Marketing Research.
2025	Groceries or School Cafeterias: How Households Respond to School Nutrition Mandates	Journal of Marketing Research	Palazzolo Hu Ailawadi Pattabhiramaiah	Published Papers	View
Palazzolo, M., Hu, Z., Ailawadi, K., & Pattabhiramaiah, A. (2025). Groceries or School Cafeterias: How Households Respond to School Nutrition Mandates. Journal of Marketing Research, 62(4), 565-581.
2025	Agentic AI: Evolution and Impact	Working Paper	Martin Mende Adithya Pattabhiramaiah Huachao Gao Shrihari Sridhar	Working Papers
Mende, Martin, Adithya Pattabhiramaiah, Huachao Gao, and Shrihari Sridhar. “Agentic AI: Evolution and Impact.” Draft Working Paper, 2025.
2025	Return on AI: A Decision Framework for Customers, Firms, and Society	Working Paper	Adithya Pattabhiramaiah Shrihari Sridhar Vamsi Kanuri	Working Papers
Pattabhiramaiah, Adithya, Shrihari Sridhar, and Vamsi Kanuri. “Return on AI: A Decision Framework for Customers, Firms, and Society.” Draft Working Paper, 2025.
2025	The Economic Consequences of Risk-Absorption in B2B Relationships: Evidence from Indirect Auto Lending	Journal of Marketing Research	Kris Zhou Huanhuan Shi Adithya Pattabhiramaiah Hari Sridhar	Published Papers	View
Zhou, Kris and Shi, Huanhuan and Pattabhiramaiah, Adithya and Sridhar, Shrihari (2025), The Economic Consequences of Risk-Absorption in B2B Relationships: Evidence from Indirect Auto Lending, Journal of Marketing Research, forthcoming.
2024	Causal Inference with Quasi-Observational Data	IMPACT@JMR	Li Luo Pattabhiramaiah	Published Papers
Causal Inference with Quasi-Experimental Data, with Kathleen Li and Lan Luo, Nov 2024,IMPACT@JMR.
2022	Spillovers from Online Engagement: How a Newspaper Subscriber’s Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue	Management Science	Pattabhiramaiah, Adithya Overby, Eric Xu, Lizhen	Published Papers	View
Adithya Pattabhiramaiah, Eric Overby, and Lizhen Xu, “Spillovers from Online Engagement: How a Newspaper Subscriber’s Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue”. Management Science, May 2022, Vol. 68 (5), pp. 3175-3973.
2022	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Nickerson Lowe Pattabhiramaiah Sorescu	Published Papers	View
Nickerson, Lowe, Pattabhiramaiah and Sorescu (2022), The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective, Journal of Marketing, Vol. 86, Issue 2, pp. 5-28.
2022	Scarcity-driven Monetization of Media Content	Frontiers in Research Metrics & Analytics	Kanuri Pattabhiramaiah	Published Papers
Kanuri and Pattabhiramaiah, Scarcity-driven Monetization of Media Content, 2022, Frontiers in Research Metrics & Analytics, Vol 7, ISSN=2504-0537.
2021	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Dionne Nickerson Pattabhiramaiah, Adithya Sorescu, Alina Lowe, Michael	Published Papers
Dionne Nickerson, Adithya Pattabhiramaiah, Alina Sorescu and Michael L. Lowe (2021), “The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective,” Journal of Marketing, published online Aug. 19, 2021.
2021	The Minimum Wage and Consumer Nutrition	Journal of Marketing Research	Palazzolo Pattabhiramaiah	Published Papers	View
Palazzolo and Pattabhiramaiah (2021), The Minimum Wage and Consumer Nutrition, Journal of Marketing Research, Vol. 58, Issue 5, pp. 845-869.
2019	Paywalls- Monetizing Online Content	Journal of Marketing	Pattabhiramaiah Sriram Manchanda	Published Papers	View
Pattabhiramaiah, Sriram and Manchanda (2019), Paywalls: Monetizing Online Content, Journal of Marketing, Vol 83, Issue 2, pp. 19-36.
2018	Rising Prices under Declining Preferences	Marketing Science	Pattabhiramaiah Sriram Sridhar	Published Papers	View
Pattabhiramaiah, Sriram and Sridhar (2018), Rising Prices under Declining Preferences: The case of the U.S. Print Newspaper Industry, Marketing Science, Vol. 37, Issue 1, pp. 97-122.
2015	Social Dollars- The Economic Impact of Customer Participation	Marketing Science	Manchanda Packard Pattabhiramaiah	Published Papers	View
Manchanda, Packard and Pattabhiramaiah (2015), Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community, Marketing Science, Vol. 34, Issue 3, pp. 367-387.