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.

Academic career

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]

Research

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]

References

  1. 1 2 "Gita Johar Appointed Senior Vice Dean". 14 January 2011.
  2. 1 2 "Gita V. Johar". 15 September 2014.
  3. ↑ "Gita V. Johar". 15 September 2014.
  4. ↑ "Distinguished Alumnus Award | IIM Calcutta". www.iimcal.ac.in. Retrieved 2024-01-09.
  5. ↑ Johar, Gita Venkataramani (1996). "Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis". Journal of Consumer Psychology. 5 (3): 209–230. doi:10.1207/s15327663jcp0503_01. JSTOR 1480639.
  6. ↑ Johar, Gita Venkataramani (1995). "Consumer Involvement and Deception from Implied Advertising Claims". Journal of Marketing Research. 32 (3): 267–279. doi:10.1177/002224379503200303. JSTOR 3151980. S2CID 168101478.
  7. ↑ "The Society for Consumer Psychology".
  8. ↑ "Climate Change Challenge • 2023 • San Juan, PR". Society for Consumer Psychology. Retrieved 2024-01-09.
  9. ↑ "Journal of Consumer Research". Journal of Consumer Research. Retrieved 2024-01-09.
  10. ↑ "Journal of Marketing". American Marketing Association. Retrieved 2024-01-09.
  11. ↑ "Journal of Marketing Special Issue: Better Marketing for a Better World". American Marketing Association. Retrieved 2024-01-09.
  12. ↑ "Home". BMBW. Retrieved 2024-01-09.
  13. ↑ Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis, Journal of Consumer Research, Gerald Gorn, Yuwei Jiang, Gita Johar; Vol 58, No. 1, June 2008
  14. ↑ Goldsmith, Belinda (2 June 2008). "Baby-faced bosses can help in public crises: research". Reuters.
  15. ↑ "Columbia Professor Thinks Hillary Clinton Has the Face to Win the Race -- New York Magazine - Nymag".
  16. ↑ Johar, Gita Venkataramani (April 2022). "Untangling the web of misinformation and false beliefs". Journal of Consumer Psychology. 32 (2): 374–383. doi:10.1002/jcpy.1288. ISSN 1057-7408.
  17. ↑ Jun, Youjung; Johar, Gita Venkataramani (2022-01-01). "Social Marginalization Motivates Indiscriminate Sharing of COVID-19 News on Social Media". Journal of the Association for Consumer Research. 7 (1): 107–114. doi:10.1086/711932. ISSN 2378-1815.
  18. 1 2 Jun, Youjung; Meng, Rachel; Johar, Gita Venkataramani (2017-06-06). "Perceived social presence reduces fact-checking". Proceedings of the National Academy of Sciences. 114 (23): 5976–5981. doi:10.1073/pnas.1700175114. ISSN 0027-8424. PMC 5468680. PMID 28533396.
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