Dr. Preeti Narwal earned her Ph.D. from the Department of Management Studies, Indian Institute of Technology Roorkee. She completed Master of Commerce from the Department of Commerce, University of Delhi, and Bachelor of Commerce (Honours) from Kirori Mal College, University of Delhi. Her research interests include pricing, participative pricing, Pay-What-You-Want pricing, behavioural pricing, experimental studies, and consumer behaviour. Her research work has been published in leading journals like Journal of Retailing and Consumer Services, Asia Pacific Journal of Marketing and Logistics, Journal of Consumer Marketing, and Journal of Revenue and Pricing Management. She also reviews articles for reputed journals like Marketing Intelligence and Planning, Management Decision, and Journal of Promotion Management.

Behavioural pricing, Consumer Behaviour, Price Psychology, Participative pricing

• Narwal, P., & Rai, S. (2022). Individual differences and moral disengagement in Pay-What-You-Want pricing. Journal of Business Research, 149, 528-547.
• Rai, S., & Narwal, P. (2022). Examining the impact of external reference prices on seller price image dimensions and purchase intentions in pay what you want (PWYW). Asia Pacific Journal of Marketing and Logistics, 34(8), 1778-1806.
• Narwal, P., Nayak, J. K., & Rai, S. (2021). Assessing customers' moral disengagement from reciprocity concerns in participative pricing. Journal of Business Ethics, 1-18.
• Narwal, P., & Nayak, J. K. (2020). How consumers form product quality perceptions in absence of fixed posted prices: Interaction of product cues with seller reputation and third-party reviews. Journal of Retailing and Consumer Services, 52, 101924.
• Narwal, P., & Nayak, J. K. (2020). Towards a new price discrimination strategy: Exploring Pay-What-You-Want pricing in multi-channel retailing. Asia Pacific Journal of Marketing and Logistics, 32(4), 975-998.
• Narwal, P., & Nayak, J. K. (2019). How consumers respond to social norms: an evidence from pay-what-you-want (PWYW) pricing. Journal of Consumer Marketing, 36(4), 494-505.
• Narwal, P., & Nayak, J. K. (2020). Investigating relative impact of reference prices on customers’ price evaluation in absence of posted prices: a case of Pay-What-You-Want (PWYW) pricing. Journal of Revenue and Pricing Management, 19, 234-247.

UGC, NET- JRF (2014)  

• Chairperson, Research & Ranking (July 2022 to present)
• Hostel Warden (July 2020 – June 2022)

• Marketing Management 
• Consumer Behaviour
• Pricing Management
• Social Psychology: Applied Marketing Perspectives