Gita V. Johar
Vice Dean for Diversity, Equity, and Inclusion
Dean's Office
Meyer Feldberg Professor of Business
Marketing
Bachelor of Commerce, Bombay University, 1983; MBA, Indian Institute of Management, Calcutta, 1985; PhD, New York University, 1993
Joined CBS in 1992
Office:
519
Uris
Phone:
212-854-3480
E-mail:
[email protected]
Fax:
212-932-0545
Curriculum Vitae
Biography
Gita V. Johar (PhD NYU 1993; MBA Indian Institute of Management Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school’s Faculty Director of Online Initiatives from 2014 to 2017, Senior Vice Dean from 2011 to 2014, as the inaugural Vice Dean for Research from 2010 to 2011, as Director of the Columbia Business School Behavioral Lab from 2006 to 2011, and on Columbia University’s Institutional Review Board from 2002 to 2005. Professor Johar is also the Faculty Director of the Design Your Innovation Blueprint Executive Education program, Chair of the Faculty Steering Committee for the Columbia Global Centers | South Asia in Mumbai, and the co-editor of the premier academic journal on consumer behavior, the Journal of Consumer Research from July 2014 to December 2017.
Professor Johar's expertise lies in consumer psychology, focusing on how consumers react to marketing efforts, especially advertising, promotions and sponsorship. She also examines the influence of consumer self-control and perceptions of control on decision making and consumption. This research has implications for the design of effective communication strategies. She has published several influential articles in the areas of consumer persuasion and decision making in leading marketing and psychology journals. Professor Johar has also published cases on consumer adoptions of new products and on marketing and advertising planning and teaches the core Marketing course as well as courses on Advertising and Branding, Global Immersion: India, Global Immersion: Myanmar, Research Methods, and Consumer Behavior to MBA, Executive MBA and PhD students.
Teaching
Spring 2021
Global Immersion India: Design Products for Social Impact
(MBA)
Fall 2020
Spring 2020
Global Immersion: India: Design for Social Impact
(MBA)
Innovate Using Design Thinking
(MBA)
(PhD) Research Methods
(PHD)
Summer 2019
Innovation using Design Thinking
(EMBA)
Marketing Strategy
(EMBA)
Spring 2019
Summer 2018
International Seminar: India
(EMBA)
Spring 2018
Marketing
(MBA)
(PhD) Research Methods
(PHD)
Summer 2017
International Seminar: Myanmar
(EMBA)
Spring 2017
Marketing
(MBA)
(PhD) Research Methods
(PHD)
Marketing
(MBA)
Summer 2016
International Seminar: Myanmar
(EMBA)
Spring 2016
Independent Study - 3 credits
(MBA)
Independent Study - 1.5 credits
(MBA)
Columbia Caseworks cases
Myanmar in 2020: Mobile Telecommunication and Mobile Financial Services
(2020)
Coauthor(s): Gita Johar, Oded Netzer
Launching Mobile Financial Services in Myanmar: The Case of Ooredoo
(2015)
Coauthor(s): Gita V. Johar, Oded Netzer, Alexandre Liege
LifeSpring Hospitals
(2010)
Coauthor(s): Gita V. Johar
Byrraju Foundation: SWEET Water Project
(2010)
Coauthor(s): Gita V. Johar
Dial 1298 for Ambulance: Marketing EMS in Mumbai
(2010)
Coauthor(s): Gita V. Johar, Joanna Harries
The Ad Council and AdoptUsKids: Seeking an Innovative Advertising Strategy
(2008)
Coauthor(s): Gita V. Johar
Brand Recovery: Communication in the Face of Crisis
(2008)
Coauthor(s): Gita V. Johar, Matthias Birk, Sabine Einwiller
Research
Journal articles
Social Marginalization Motivates Indiscriminate Sharing of COVID-19 News on Social Media
In Journal of the Association for Consumer Research
(forthcoming)
Coauthor(s): Youjung Jun, Gita Johar
Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption
In Journal of Retailing
(2020)
Coauthor(s): Emanuel de Bellis, Gita Johar
The Seesaw Self: Possessions, Identity (De)activation, and Task Performance
In Journal of Marketing Research
(2018)
Coauthor(s): Jaeyeon Chung, Gita Johar
Perceived social presence reduces fact-checking
In Proceedings of the National Academy of Sciences
(2017)
Coauthor(s): Youjung Jun, Rachel Meng, Gita Johar
Consumer Desire for Control as a Barrier to New Product Adoption
In Journal of Consumer Psychology
(2016)
Coauthor(s): Ali Faraji-Rad, Shiri Melumad, Gita Johar
Mistaken Inferences from Advertising Conversations: A Modest Research Agenda
In Journal of Advertising
(2016)
Coauthor(s): Gita Johar
Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment
In Journal of Consumer Research
(2016)
Coauthor(s): Liad Weiss, Gita Johar
Conditioned Superstition: Desire for Control and Consumer Brand Preferences
In Journal of Consumer Research
(2013)
Coauthor(s): Eric Hamerman, Gita Johar
Countering accusations with inoculation: The moderating role of consumer-company identification
In Public Relations Review
(2013)
Coauthor(s): Sabine Einwiller, Gita Johar
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't)
In Journal of Consumer Research
(2013)
Coauthor(s): Liad Weiss, Gita Johar
Attaining Satisfaction
In Journal of Consumer Research
(2011)
Coauthor(s): Cecile K. Cho, Gita Johar
How to Save Your Brand in the Face of Crisis
In MIT Sloan Management Review
(2010)
Coauthor(s): Gita Johar, Matthias Birk, Sabine Einwiller
Indulgence as Self Reward for Prior Shopping Restraint
In Journal of Consumer Psychology
(2009)
Coauthor(s): Gita Johar
I'll know what you're like when I see how you feel: How and when affective displays adjust behavior-based impressions
In Psychological Science
(2009)
Coauthor(s): Daniel Ames, Gita Johar
Babyfaces, Trait Inferences, and Company Evaluations in a PR Crisis
In Journal of Consumer Research
(2008)
Coauthor(s): Gerald Gorn, Yuwei Jiang, Gita Johar
Spontaneous Visualization and Concept Evaluation
In Journal of the Academy of Marketing Science
(2007)
Coauthor(s): Donald Lehmann, Jennifer Stuart, Gita Johar, Anil Thozhur
Attitudinal Ambivalence and Openness to Persuasion: A Framework for Interpersonal Influence
In Journal of Consumer Research
(2007)
Coauthor(s): Gita Johar
Tempted or Not: The effect of Recent Purchase History on Responses to Affective Advertising
In Journal of Consumer Research
(2007)
Coauthor(s): Gita Johar, Anirban Mukhopadhyay
Changing False Beliefs from Repeated Advertising: The Role of Claim-Refutation Alignment
In Journal of Consumer Psychology
(2007)
Coauthor(s): Gita Johar, Anne Roggeveen
MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion
In Journal of Consumer Research
(2006)
Coauthor(s): Gita Johar, D. Maheswaran, Laura Peracchio
How Event Sponsors Are Really Identified: A (Baseball) Field Analysis
In Journal of Advertising Research
(2006)
Coauthor(s): Gita Johar, Michel Tuan Pham, Kirk Wakefield
Do You Know Me? Consumer Calibration of Friends' Knowledge
In Journal of Consumer Research
(2006)
Coauthor(s): Gita Johar, Andrew Gershoff
Two Roads to Updating Brand Personality Inferences: Trait Versus Evaluative Inferencing
In Journal of Marketing Research
(2005)
Coauthor(s): Gita Johar, Jaideep Sengupta, Madiha Ferjani
Where There Is a Will, Is There a Way? The Effects of Consumers' Lay Theories of Self-Control on Setting and Keeping Resolutions
In Journal of Consumer Research
(2005)
Coauthor(s): Mukhopadhyay Anirban, Gita Johar
The Price of Friendship: When, Why, and How Relational Norms Guide Social Exchange Behavior
In Journal of Consumer Psychology
(2005)
Coauthor(s): Gita Johar
Integration of Discrepant Sales Forecasts: The Influence of Plausibility Inferences Based on an Evoked Range
In Journal of Marketing Research
(2004)
Coauthor(s): Gita Johar, Anne Roggeveen
Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility
In Journal of Consumer Psychology
(2003)
Coauthor(s): Gita Johar, C. Moreau, Norbert Schwarz
Taking Stock of Stockbrokers: Exploring Momentum Versus Contrarian Investor Strategies and Profiles
In Journal of Consumer Research
(2002)
Coauthor(s): Maureen Morrin, Jacob Jacoby, Gita Johar, Xin He, Alfred Kuss, David Mazursky
The Effects of Dissimulation on the Accessibility and Predictive Power of Weakly-Held Attitudes
In Social Cognition
(2002)
Coauthor(s): Gita Johar, Jaideep Sengupta
Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives
In Journal of Consumer Research
(2002)
Coauthor(s): Jaideep Sengupta, Gita Johar
Perceived Source Variability Versus Recognition: Testing Competing Explanations for the Truth Effect
In Journal of Consumer Psychology
(2002)
Coauthor(s): Anne Roggeveen, Gita Johar
Contingent Effects of Anxiety on Message Elaboration and Persuasion
In Personality and Social Psychology Bulletin
(2001)
Coauthor(s): Jaideep Sengupta, Gita Johar
Market Prominence Biases in Sponsor Identification: Processes and Consequentiality
In Psychology and Marketing
(2001)
Coauthor(s): Michel Tuan Pham, Gita Johar
The Myth of Creative Advertising Design: Theory, Process, and Outcome
In Journal of Advertising
(2001)
Coauthor(s): Gita Johar, Morris Holbrook, Barbara Stern
Training Novice Investors to Become More Expert: The Role of Information Accessing Strategy
In Journal of Psychology and Financial Markets
(2001)
Coauthor(s): Gita Johar
The Use of Concurrent Disclosures to Correct Invalid Inferences
In Journal of Consumer Research
(2000)
Coauthor(s): Gita Johar, Carolyn Simmons
Relatedness, Prominence, and Constructive Sponsor Identification
In Journal of Marketing Research
(1999)
Coauthor(s): Gita Johar, Michel Tuan Pham
Hong Kong 1997 in Context
In Public Opinion Quarterly
(1999)
Coauthor(s): Priya Raghubir, Gita Johar
Consumer Psychology: A Quadrennium
In Annual Review of Psychology
(1998)
Coauthor(s): Jacob Jacoby, Gita Johar, Maureen Morrin
Contingent Processes of Source Identification
In Journal of Consumer Research
(1997)
Coauthor(s): Michel Tuan Pham, Gita Johar
A Varying-Parameter Model of Online Brand Evaluations
In Journal of Consumer Research
(1997)
Coauthor(s): Gita Johar, Kamel Jedidi, Jacob Jacoby
Antecedents of Positivity Effects in Social Versus Nonsocial Judgments
In Journal of Consumer Psychology
(1997)
Coauthor(s): Geeta Menon, Gita Johar
Consumer Perceptions of Deals: The Biasing Effects of Varying Deal Prices
In Journal of Experimental Psychology: Applied
(1996)
Coauthor(s): Aradhna Krishna, Gita Johar
Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis
In Journal of Consumer Psychology
(1996)
Coauthor(s): Gita Johar
Consumer Involvement and Deception from Implied Advertising Claims
In Journal of Marketing Research
(1995)
Coauthor(s): Gita Johar
Response Mode Bias and the Formation of Preference: Boundary Conditions of the Prominence Effect
In Organizational Behavior and Human Decision Processes
(1995)
Coauthor(s): Elizabeth Creyer, Gita Johar
Books
Advances in Consumer Research
(2010)
Coauthor(s): Darren Dahl, Gita Johar, Stijn van Osselaer
Chapters
Commentary: Marketing Applications
In Legends in Consumer Behavior: Morris B. Holbrook
(2015)
Coauthor(s): Gita Johar
Volume Introduction: Legal Factors Applying to Consumer Decision Making and Purchase Behavior: Part 2
In Legends in Consumer Behavior: Jacob Jacoby
(2015)
Coauthor(s): Gita Johar
Consumer Behavior and Marketing
In Social Psychology: Handbook of Basic Principles
(2007)
Coauthor(s): Eric Johnson, Michel Tuan Pham, Gita Johar
Web-only articles
Scaling Big in India: Leveraging Behavioral Science to Help Feed Millions
In Stanford Social Innovation Review
(2020)
Coauthor(s): Gita Johar, K. Ganesh
Case studies
Launching Mobile Financial Services in Myanmar: The Case of Ooredoo
(2015)
Coauthor(s): Gita Johar, Oded Netzer, Alexandre Liege
Byrraju Foundation: SWEET Water Project
(2010)
Coauthor(s): Gita Johar
Dial 1298 for Ambulance: Marketing EMS in Mumbai
(2010)
Coauthor(s): Gita Johar, Joanna Harries
LifeSpring Hospitals
(2010)
Coauthor(s): Gita Johar
Brand Recovery: Communication in the Face of Crisis
(2008)
Coauthor(s): Gita Johar, Sabine Einwiller
The Ad Council and AdoptUsKids: Seeking an Innovative Advertising Strategy
(2008)
Coauthor(s): Gita Johar
Ideas and Insights
In The Media
How Big Tech Failed to Stop Misinformation in 2020
Columbia Business School Professor Provides Insight into Keeping Your New Year’s Resolutions
University of Pennsylvania's Louis Vuitton Problem
65 Percent of Americans Are Losing Sleep over Money. Here's How to Change It.
Columbia Research Illuminates Unconscious Cause of Fake News