Area of Expertise
- Consumer Behavior
Research Interests
- Consumer Judgement & Decision Making
Rafay is an Assistant Professor of Marketing. He received his PhD from the University of South Carolina. His research interests are in consumer judgment and decision making, particularly related to time. His work has primarily looked at how individuals’ perception of time may be influenced, and how time perception may impact consumer patience and self-control. Rafay’s work has appeared in the Journal of Consumer Research, the Proceedings of the National Academy of Sciences, the Journal of Consumer Psychology, and the Journal of Experimental Social Psychology.
Huang, Feifei, Rafay A. Siddiqui and Qianqian Liu (2025), “Sustainability Cues Can Delay Consumption”, Journal of Consumer Research, forthcoming. doi.org/10.1093/jcr/ucaf050
Chae, Rebecca, Rafay A. Siddiqui and Yan Xu (2025), “Vulnerability to Natural Disasters and Sustainable Consumption: Unraveling Political and Regional Differences,” Proceedings of the National Academy of Sciences, 122(5).
-Press coverage: Radio Ecoshock, Anthropocene Magazine, Leavey News
Huang, Liang, Rafay A. Siddiqui and Anastasiya Pocheptsova Ghosh (2023), “More of the Same: Painful Payment Methods decrease Variety Seeking”, Marketing Letters, (October), 1-13.
Monga, Ashwani, Ozum Zor and Rafay A. Siddiqui (2022), “The Role of Time in Consumer Psychology,” In L.R. Kahle, T.M. Lowrey & J. Huber, APA Handbook of Consumer Psychology, 413-328. American Psychological Association.
Siddiqui, Rafay A., Christopher Ling and Frank May (2020), “Reminders of One’s Middle Name Result in Decreased Indulgence,” Journal of Consumer Psychology, 30(4), 680-687.
Siddiqui, Rafay A., Ashwani Monga and Eva Buechel (2018), “When Intertemporal Rewards Are Hedonic, Larger Units of Wait Time Boost Patience,” Journal of Consumer Psychology, 28(4), 612-628.
Siddiqui, Rafay A., Frank May, and Ashwani Monga (2017), “Time Window as a Self-Control Denominator: Shorter Windows Shift Preference toward Virtues and Longer Windows toward Vices,” Journal of Consumer Research, 43(6), 932-949.
Siddiqui, Rafay A., Frank May, and Ashwani Monga (2014), “Reversals of Task Duration Estimates: Thinking How rather than Why Shrinks Duration Estimates for Simple Tasks, but Elongates Estimates for Complex Tasks,” Journal of Experimental Social Psychology, 50 (January), 184-189.