Gita Johar has served as Senior Vice Dean [1] and is currently the Meyer Feldberg Professor of Business at Columbia Business School, Columbia University. [2] She is known for her research in the field of Consumer behavior, particularly in the area of consumer inference making in advertising and communication. In 2006, she was appointed the Meyer Feldberg Professor of Business at Columbia Business School. Johar has been the Senior Vice Dean [1] , the Vice Dean for Research [3] and the Vice Dean for Diversity, Equity and Inclusion [2] at Columbia Business School, and received the Service to the Doctoral Program Award at Columbia Business School in 2023.
Johar is a graduate of IIM Calcutta and she received the Distinguished Alumnus Award from the institute in 2019 [4] . In her doctoral thesis at the Stern School of Business, New York University, Johar focused on the role of consumer involvement in drawing false inferences from advertisements (deceptive advertising). [5] [6] She joined Columbia University in 1992, received tenure in 2000, became a full professor in 2002 and was appointed the Meyer Feldberg Professor of Marketing (a named chair) in 2006.
Johar served as the President of the Society for Consumer Psychology from 2022-2023 [7] and organized the SCP Climate Change Challenge boutique conference [8] in 2023. She has served as co-editor of the Journal of Consumer Research [9] and as editor of a Journal of Marketing [10] special issue on Better Marketing for a Better World (BMBW) [11] , and co-founded the BMBW initiative. [12]
Much of Johar's research deals with the way people interpret messages and on how attributes of the source and characteristics of the message can affect the way a recipient interprets the message. In one series of studies, she shows that people with baby-faces (rounder facial characteristics) are considered to be more honest while people with mature faces are considered to be more competent. [13] This research has implications in a variety of situations, from companies in crisis [14] to the messages of presidential candidates. [15] She also applies a psychological lens to understand when and why misinformation impacts consumer beliefs and the effectiveness of proposed remedies. [16] [17] [18] This research suggests that misinformation is hard to combat. For example, she shows that people are less likely to fact-check information when they are on social media and feel they are in the presence of others. [18]
In marketing, publicity is the public visibility or awareness for any product, service, person or organization. It may also refer to the movement of information from its source to the general public, often via the media. The subjects of publicity include people of public recognition, goods and services, organizations, and works of art or entertainment.
False advertising is the act of publishing, transmitting, or otherwise publicly circulating an advertisement containing a false claim, or statement, made intentionally to promote the sale of property, goods, or services. A false advertisement can be classified as deceptive if the advertiser deliberately misleads the consumer, rather than making an unintentional mistake. A number of governments use regulations to limit false advertising.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests.
Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" The term psychographics is derived from the words “psychological” and “demographics” Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions, and values and lifestyles (VALS).
Agneta Marell is professor in Business Administration and since 2010, Deputy vice-chancellor for external relations and innovation at Umeå University in northern Sweden. Between 2004 and 2007, she was the Dean of Umeå School of Business, succeeding Anders Söderholm. In 2008–2011, she was a municipal manager for Örnsköldsvik municipality. She received the assignment as vice rector for collaboration and innovation at Umeå University. As such, she was also chairman of Uminova Holding, the business incubator Uminova Innovation AB and Uminova eXpression AB, which runs Sliperiet at the Umeå Arts Campus.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone".
Geeta Menon is the Abraham Krasnoff Professor of Global Business at New York University Stern School of Business, and is the current chair of the Marketing Department. Most recently, she was the 11th Dean of the NYU Stern Undergraduate College (2011-2019). She has been a member of NYU Stern's Marketing Faculty since 1990, where she also previously served a term as department chair (2004-2008). In January 2015, The Economic Times, India's leading business publication, listed Menon as one of 20 "most influential" global Indian women.
Dawn Iacobucci is an American quantitative psychologist and marketing researcher, Professor in Marketing at the Owen Graduate School of Management, known for her work in the field of foundations of marketing research.
COBRA (consumers' online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media. COBRA in literature is defined as a “set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption, contribution, and creation of media content”. (Schivinski, Christodoulides, & Dabrowski, 2016, p. 66).
An annoyance factor, in advertising and brand management, is a variable used to measure consumers' perception level of annoyance in an ad, then analyzed to help evaluate the ad's effectiveness. The variable can be observed or inferred and is a type that might be used in factor analyses. An annoyance effect is a reference to the impact or result of an annoying stimulus, which can be a strategic aspect of an advertisement intended to help a message stick in the minds of consumers. References to annoyance effects have been referred to as annoyancedynamics. While the words "factor" and "effect," as used in the behavioral sciences, have different meanings, in casual vernacular, they have been used interchangeably as synonymous. A more general or umbrella term would simply be advertising annoyance.
Kathryn LaTour is an American academic, researcher and author. She is an applied cognitive psychologist and currently serves as the Banfi Vintners Professor of Wine Education and Management at the School of Hotel Administration within Cornell University’s SC Johnson College of Business.
Margaret Catherine Campbell is the Provost Professor of Marketing at the Leeds School of Business, University of Colorado Boulder. She served for a term as co-editor of the Journal of Consumer Research.
Cassie Mogilner Holmes is a professor of marketing and behavioral decision making at UCLA Anderson School of Management and author of Happier Hour. Best known for her research on time and happiness..
Cornelia (Connie) Pechmann is an American academic and marketing research scholar. She is a Professor of Marketing at University of California, Irvine Paul Merage School of Business.
Ana Valenzuela is a Marketing and Consumer Psychology professor and academic. She is Professor of Marketing at the Allen G. Aaronson Department of Marketing and International Business at City University of New York’s Baruch College, and Coordinator of the Marketing Specialization of the PhD Program in Business. She is also a Visiting Professor at the Department of Marketing of ESADE Business School at University Ramon Llull.
Martin Eisend is a German chaired professor of marketing at the European University Viadrina in Frankfurt (Oder), Germany.
Prof. Ron Shachar is an Israeli professor and researcher in the fields of economics, marketing, and storytelling. His research deals with branding, advertising and with a focus on the entertainment industry and political elections. Today, he serves as Head of the Business Honors Program at the Arison School of Business, Reichman University. Prof. Shachar previously served as a faculty member at Tel Aviv University, Yale University, and as the Dean of Arison School of Business at Reichman University.
Maree Thyne is a New Zealand academic, and is a full professor of marketing at the University of Otago, specialising in consumer behaviour, particularly cruise tourism.