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Rajat Roy

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Journal Articles

How regulatory focus influences perceived control and product choice

Anirban Som, Rajat Roy

Journal: Journal of Consumer Marketing

Journal of Consumer Marketing (2026) 43 (2): 228–243.

https://doi.org/10.1108/JCM-03-2025-7734

Published: 20 January 2026

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Journal Articles

Fifty years of consumer socialization research: a structural topic modeling approach and future research agenda

Anubhav Mishra, Anuja Shukla, Rajat Roy

Journal: Journal of Consumer Marketing

Journal of Consumer Marketing (2026) 43 (2): 257–272.

https://doi.org/10.1108/JCM-06-2025-8023

Published: 16 January 2026

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Journal Articles

To forgive or retaliate? How regulatory fit affects emotional reactions and repurchase decisions following product failures

Gizem Atav, Subimal Chatterjee, Rajat Roy

Journal: Journal of Consumer Marketing

Journal of Consumer Marketing (2021) 38 (4): 397–409.

https://doi.org/10.1108/JCM-05-2020-3843

Published: 15 June 2021

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