Assistant Professor of Marketing
Director of the Alfond & Honors Program

Dr. Raghabendra KC is an Assistant Professor of Marketing in the Department of Business. He specializes in teaching digital marketing, consumer behavior and entrepreneurial marketing to Business Management and International Business students. He is also the Director of the Alfond and Honors Degree Programs.

Dr. KC serves as a Summer Visiting Professor of Marketing at Chulalongkorn University and a Research Associate at the Cambridge Judge Business School. Having previously served as a Partner at a marketing research firm, he now serves as a consultant/advisor for a number of commercial and not-for-profit firms in the U.K., U.S., Nepal and Thailand.


PhD, Marketing, Cambridge Judge Business School, University of Cambridge
MPhil, Management Science and Operations, Cambridge Judge Business School, University of Cambridge
BA, Rollins College

Research Interests:

Dr. KC's research focuses on pro-social behavior and social influences in decision-making. He explores societal branding, cost-transparency, artificial intelligence in real-estate and participative pricing mechanisms.

Raghabendra KC portrait

Notable Publications

Kc, R. P., Mak, V., & Ofek, E. (2023). Before or after? The effects of payment decision timing in pay-what-you-want contexts. Journal of Marketing, 87(4), 618-635.

Huber, C., Dreber, A., Huber, J., Johannesson, M., Kirchler, M., Weitzel, U., ... & Holzmeister, F. (2023). Competition and moral behavior: A meta-analysis of forty- five crowd-sourced experimental designs. Proceedings of the National Academy of Sciences, 120(23), e2215572120.

Kc, R. P., Lauga, D. O., & Mak, V. (2023). Hold-up induced by demand for fairness: theory and experimental evidence. Theory and Decision, 94(4), 721-750.

Fetscherin, M., & KC, R. P. (2021). Anti-consumption in the context of brand relationships. Strategic Change, 30(1), 53-58.

Kc, R. P., Kunter, M., & Mak, V. (2018). The influence of a competition on noncompetitors. Proceedings of the National Academy of Sciences, 115(11), 2716-2721.