Pradeep K Chintagunta is interested in empirically studying consumer, agent and firm behavior. He has studied packaged goods, pharmaceutical, technology and online markets to answer questions related to pricing, advertising and channels of distribution. More recently, he has started working in “development marketing” – studying the role of marketing in economic development. He earned a bachelor's degree in mechanical engineering from Banaras Hindu University in 1984, a postgraduate diploma in management from the Indian Institute of Management in 1986, and a PhD in marketing from Northwestern University in 1990. In addition to teaching at Chicago Booth, he has taught courses at the Harvard Business School and the S.C. Johnson Graduate School of Management at Cornell University. He joined the Chicago Booth faculty in 1995.