Professor Dhar is an expert in consumer behavior and branding, marketing management and marketing strategy. His research involves using psychological and economic principles to investigate fundamental aspects about the manner in which preferences are formed and constructed in order to understand and predict consumer behavior in the marketplace. He is also interested in the processes of self-regulation and, in specific, in the simultaneous pursuit of multiple goals. In real-life situations, people hold several different, even conflicting goals that they intend to pursue (e.g., enjoy different culinary delight while also wanting a slim figure, pursuing career objectives while also wanting to spend time with family and friends). His ongoing research explores the regulation of multiple goals in multiple goal systems.