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Campus Operating Status: The university is open and operating, and classes are proceeding on a normal schedule.

Dr. Robert M. Schindler



Office: BSB 253

Phone: (856) 225-6716

Ph.D., University of Massachusetts

Joining Rutgers in 1989, Robert Schindler is currently a Professor of Marketing at the School of Business–Camden. Dr. Schindler received his B.A. in Biochemistry and Psychology from the University of Pennsylvania and then his M.S. and Ph.D. in Psychology from the University of Massachusetts. In the field of marketing, he is particularly interested in the ways consumers behave and how they are influenced by things in the market. Specifically, his research focused on price endings and numeric information processing, motivational processes in consumer price promotions, prediction and formation of consumer preferences, word-of-mouth communication on the Internet, consumer decisions regarding insurance, and spirituality and consumer behavior. Along with many publications in premier journals, he has published the book, Pricing Strategies: A Marketing Approach, and was the editor for the 6th edition of the book, Legends in Consumer Behavior: Morris Holbrook. In addition to his research, Robert has done a lot of consultant work for major brands, such as CVS and Campbell Soup. At Rutgers–Camden, he is the present faculty advisor for the Marketing Association and Mu Kappa Tau, the faculty liaison for the Philly Ad Club, and the Honors Thesis Coordinator.

Research Interests:  Price endings and numeric information processing; motivational processes in consumer price promotions; prediction and formation of consumer preferences; word-of-mouth communication on the Internet; consumer decisions regarding insurance; spirituality and consumer behavior

Courses Taught:  Principles of Marketing; Pricing Strategies; Spirituality in Business

Professional Activities & Honors:

  • Google Scholar citation profile: 12,097 citations; h-index = 39; i10-index = 52
  • Ranked 4th, number of pricing research articles adjusted for multiple authorship (Journal of Business Research, 2012)
  • Award for Lifetime Achievement in Pricing Research.  Fordham University Pricing Center, 2007
  • Chancellor’s Award for Teaching Excellence.  Rutgers University, Camden, 2009.
  • Editorial Review Board, Psychology & Marketing
  • Member: Association for Consumer Research, American Marketing Association

Representative Publications:



  • Schindler, R.M., M.S. Isaac, and R.J. Wang (2022), “Strategic Use of Just-Below Number in Packaged-Foods Calorie Information,” Marketing Letters, published online August 15, 2022.
  • Chan, S.S., M. Van Solt, R.E. Cruz, M. Philp, S. Bahl, N. Serin, N.B. Amaral, R.M. Schindler, A. Bartosiak, S. Kumar, M. Canbulut (2022), “Social Media and Mindfulness: From the Fear of Missing Out (FOMO) to the Joy of Missing Out (JOMO),” Journal of Consumer Affairs, published online July 28, 2022.
  • Schindler, R.M. and E.A. Minton (2022), “What Becomes Sacred to the Consumer: Implications for Marketers,” Journal of Business Research, 151, 355-365.
  • Schindler, R.M., M.S. Isaac, E. Dolansky, and G.C. Adams (2022), “Anxiety, Cognitive Availability, and the Talisman Effect of Insurance,” Personality and Social Psychology Bulletin, published online March 1.
    Summarized in Research Digest, “Really interesting and I think profound paper …,” tweeted by Cass Sunstein, March 11, 2022,
  • Schindler, R.M., S.S. Sen, and J.A. Wiles (2022), “’Enjoy!’ The Effects of Service Blessings on the Consumer,” Services Marketing Quarterly, 43 (1), 110-128.
  • Isaac, M.S., Y. Wang, and R.M. Schindler, “The Round-Number Advantage in Consumer Debt Payoff,” in press, Journal of Consumer Psychology.
  • Schindler, R.M., V. Lala, and J.E. Taylor, “Born to Shop? A Genetic Component of Deal Proneness,” in press, Journal of the Association for Consumer Research.
  • Bahl, S., Milne, G., Ross, S., Mick, D., Grier, S., Chugani, S., Chan, S., Gould, S., Cho, Y., Dorsey, J., Schindler, R., Murdock, M., & Boesen-Mariani, S. (2016). Mindfulness: Its Transformative Potential for Consumer, Societal, and Environmental Well-Being. Journal of Public Policy and Marketing, 35(2), 198-210. (PDF)
  • Isaac, M.S. and R.M. Schindler (2014), “The Top-Ten Effect: Consumers’ Subjective Categorization of Ranked Lists,” Journal of Consumer Research, 40 (April), 1181-1202 (PDF).
  • Holbrook, M.B. and R.M. Schindler (2013), “Comment on ‘Is There a Song-Specific Age? – A Replication of Holbrook & Schindler’s 1989 Study,’” Musicae Scientiae, 17 (3), 305-308. (PDF)
  • Schindler, R.M. and B. Bickart (2012), “Perceived Helpfulness of Online Consumer Reviews:
    The Role of Message Content and Style,” Journal of Consumer Behaviour, 11 (May/June), 234-243. (PDF)
  • Schindler, R.M., H.G. Parsa, and S. Naipaul (2011), “Hospitality Managers’ Price-Ending Beliefs: A Survey and Applications,” Cornell Hospitality Quarterly, 52 (4), 421-428. (PDF)
  • Scammon, D.L., P.A. Keller, P.A. Albinsson, S. Bahl, J.R. Catlin, K.L. Haws, J. Kees, T. King, E.G. Miller, A.M. Mirabito, P.C. Peter, and R.M. Schindler (2011), “Transforming Consumer Health,” Journal of Public Policy & Marketing, 30 (Spring), 14-22. (PDF)
  • Schindler, R.M. (2009), “Patterns of Price Endings Used in U.S. and Japanese Price Advertising,” International Marketing Review, 26 (1), 17-29. (PDF)
  • Schindler, R.M. (2008), “Blessings and the Spiritual Life of Consumers,” comment in Journal of Business Research, 61 (May), 542-543. (PDF)
  • Schindler, R.M. (2006), “The 99-Price Ending as a Signal of a Low-Price Appeal,” Journal of Retailing, 82 (1), 71-77. (PDF)
  • Schindler, R.M. and R.F. Yalch (2006), “It Seems Factual, But Is It? Effects of Using Sharp Versus Round Numbers in Advertising Claims,” Advances in Consumer Research, Vol. 33, C. Pechmann and L.L. Price (eds.), Duluth, MN: Association for Consumer Research, 586-590. (PDF)
  • Bizer, G.Y. and R.M. Schindler (2005), “Direct Evidence of Ending Digit Drop-Off in Price Information Processing.”  Psychology & Marketing, 22 (October), 771-783. (PDF)
  • Schindler, R.M. and Bickart, B. (2005), “Published Word of Mouth: Referable, Consumer-Generated Information on the Internet,” in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, C.P. Haugtvedt, K.A. Machleit, and R.F. Yalch (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, 35-61. (PDF)

Selected Earlier Publications:

  • Schindler, R.M. (2004), “Fine Tuning a Retail Price,” Retail Navigator, Vol. 2 (Summer), (PDF)
  • Simmons L.C. and R.M. Schindler (2003), “Cultural Superstitions and the Price Endings Used in Chinese Advertising,” Journal of International Marketing, 11 (2), 101-111. (PDF)
  • Schindler, R.M. and T.M. Kibarian (2001), “Image Communicated by the Use of 99 Endings in Advertised Prices,” Journal of Advertising, 30 (Winter), 95-99. (PDF)
  • Schindler, R.M. (1998), “Consequences of Perceiving Oneself as Responsible for Obtaining a Discount: Evidence for Smart-Shopper Feelings,” Journal of Consumer Psychology, 7 (4), 371-392. (PDF)
  • Schindler, R.M. and P.N. Kirby (1997), “Patterns of Rightmost Digits Used in Advertised Prices: Implications for Nine-Ending Effects,” Journal of Consumer Research, 24 (September), 192-201. (PDF)
  • Schindler, R.M. and T.M. Kibarian (1996), “Increased Consumer Sales Response Through Use of 99-Ending Prices,” Journal of Retailing, 72 (Summer), 187-199. (PDF)
  • Schindler, R.M. (1995), “Quick Choices As Targetable Units of the Consumer Decision Process,” in Research in Marketing, Vol. 12, J. Sheth and A. Parvatiyar (eds.), Greenwich, CT: JAI Press, 219-250. (PDF)
  • Schindler, R.M. (1994), “Consumer Motivation for Purchasing Low-Deductible Insurance,” in Marketing and Public Policy Conference Proceedings, Vol. 4, D.J. Ringold (ed.), Chicago, IL: American Marketing Association, 147-155. (PDF)

Media Guide

Dr. Robert Schindler, professor of marketing at the Rutgers School of Business—Camden; author, numerous articles in business, academic and general publications. He can discuss:


• Advertising and pricing strategies

• Retail promotions (coupons and price promotions)

• Development of consumer preferences and tastes

• Psychological mechanisms of marketing techniques

Retail Issues:

• Advertising and pricing strategies

• Retail promotions (coupons and price promotions)

• Social meaning of money in the United States

• Shopping behavior

Consumer Behavior and Research:

• Advertising and pricing strategies

• Retail promotions (coupons and price promotions)

• Development of consumer preferences and tastes

• Psychological mechanisms of marketing techniques

• Social meaning of money in the United States

• Shopping behavior

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