Nitika Garg

Associate Professor, Research Seminar Coordinator

School of Marketing - PhD, University of Pittsburgh, Pittsburgh, PA | MBA, Indian Institute of Management, Ahmedabad, India | BSc, St. Stephen's College, Delhi University, India

Expertise

Nitika Garg is a consumer behaviour researcher. Her primary interests focus on studying the influence of emotions on consumer judgment and decision making, including choice and consumption. Specifically, she examines how discrete emotional states such as anger, happiness, and sadness, affect various aspects of consumer behavior. Given the rise in obesity and the long-term concerns regarding its impact on consumer and societal welfare, she is specifically interested in food consumption and the various factors that influence it, including emotions. She further explores the implications of these effects for stakeholders such as managers, public policy officials, and consumers, and tests strategies to mitigate the sometimes deleterious influence of emotions on consumers. ​​

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About Nitika

Professor Garg's primary research interest focuses on studying the influence of affect on consumer judgment and decision making including choice and consumption. Specifically, she examines the effect of discrete emotional states such as anger, happiness, and sadness, on various aspects of consumer behavior especially, consumption of hedonic products.

She is interested in exploring the implications of these relationships for stakeholders such as managers, public policy officials, and consumers, and in testing strategies to mitigate affect's sometimes deleterious, influence on consumers. Professor Garg's research has appeared in the Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology.

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