Ravneet Bawa is a PhD Candidate in Marketing at the London School of Economics and Political Science (LSE) with a full PhD studentship award from Department of Management at LSE. Her research focuses on how consumers navigate decision-making in complex digital environments. Her dissertation introduces the constructs of Sampling and Honing in Digital Hyperchoice – a choice context that is seen in many modern choice environments like Netflix, Amazon Prime, Spotify, Tinder etc. These choice environments are unique in how interface features like large option assortments, easy decision reversibility, and lack of choice closure are co-present that leads to a decision-making journey where consideration and consumption phases are blurred with bi-directional movement between the two. In her dissertation, Ravneet conceptualises two new mindsets of decision making that co-occur during consideration and consumption and can be used to classify consumers as different types of decision makers. This clustering approach to consumer heterogeneity based on decision making mindsets is tested in the field with a Japanese video-on-demand platform where she finds interesting consequences for platform usage behaviour and satisfaction measures of consumers. This research has implications for advancing our understanding of how we respond to advances in consumer technology, and implications for superior platform design by product and marketing managers.

Her dissertation-based job market paper manuscript is in preparation for submission to the Journal of Marketing. She is a 2025 AMA-Sheth Consortium Fellow and has presented her research at ACR, EMAC, SCP, SJDM, and London Marketing Day. Her broader research interests span consumer socialization, financial decision-making, and meaning making in digital contexts. In one stream, she examines how parental beliefs about whether children should be exposed to money matters at a young age shape children’s material values and self-efficacy beliefs. In another project, continuing her work on understanding consideration processes using eye-tracking methods, she conceptualises a new understanding of deliberation-implementation in pursuit of a consumption goal. Further, she examines the spillover effects of different consideration styles on creativity and fluid intelligence. With a multi-method approach spanning scale development, field studies, eye-tracking, large scale survey data analysis and text analysis, she is developing her research agenda to study consumer responses to technological changes in the marketplace.

At LSE, Ravneet has taught undergraduates, and assisted on executive education courses in Marketing Management, Digital Marketing Strategy and Consumer Behaviour. She has received high teaching evaluations (4.6/5 – 4.9/5) and has served as lead class teacher for simulation-based learning in executive education programs.

Prior to academia, she held senior leadership roles in marketing and revenue management for both B2B and B2C business verticals at the Endurance International Group. She has also worked in technology development roles at Infosys, IBM and iGatePatni. Ravneet has a post graduate degree in Management specialising in Marketing from the Indian School of Business, Hyderabad and a B.Tech in Electronics and Communication Engineering from Indraprastha University, New Delhi.

Outside her research, Ravneet is passionate about writing, arts-based learning, and Ashtanga yoga. She is widely published as a poet in literary journals and tries to keep up her yoga practice as regularly as her schedule permits.

View CV

Job Market Paper Title:

Navigating Digital Hyperchoice – Honing as an alternative to Maximising

Working / Conference Papers:

Navigating Digital Hyperchoice – Honing as an alternative to Maximising (with Amitav Chakravarti)

Adulting or Letting Kids be Kids? How Parental Beliefs in Protecting Children’s Naivety Shape Material Values and Financial Competence in Children (with Heather Kappes)