Detail

Professor Johar’s research focuses on understanding how consumers form judgments based on marketing communications such as advertising, promotions and sponsorship. Specifically, she uses information processing theories to examine the role of consumer inference making. She addresses two substantive questions of interest to marketers and public policy makers: when and why marketing communications cause consumers to make certain types of inferences, and how to design more effective communication strategies based on this understanding. Johar's research has been published in journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Experimental Psychology and Organizational Behavior and Human Decision Processes. She has also coauthored a review chapter on consumer psychology in the Annual Review of Psychology. Johar serves as an associate editor of the Journal of Consumer Research and on the editorial board of the Journal of Consumer Psychology. Johar has taught the core marketing course to MBA students and teaches an elective on advertising management to MBA and EMBA students and courses on research methods and consumer behavior to PhD students.

• Fall 2008
  (PhD) Research Methods
  
Advertising, Branding & Creativity (Master Class)

• Fall 2007
  (PhD) Consumer Behavior I: Information Processing, Memory & Attitudes
  
Advertising & Integrated Communication (Master Class)
Advertising & Integrated Communications

• Fall 2006
  (PHD) RESEARCH METHODS
  
ADVERTISING & INTEGRATD
RESEARCH METHODS

• Fall 2004
  (PHD) RESEARCH METHODS
  
• Fall 2003
  (PHD) CONSMR BEHVR I
  
• Fall 2002
  (PHD) RESEARCH METHODS
  

Consumer Behavior and Marketing In Social Psychology: Handbook of Basic Principles (2007) Coauthor(s): Eric Johnson, Michel Tuan Pham, 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 thozur

Attitudinal Ambivalence and Openness to Persuasion: A Framework for Interpersonal Influence In Journal of Consumer Research (2007) Coauthor(s): Gita Johar, Martin Zemborain

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 Mukhupadhyay

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, Jennifer Aaker

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

Bolstering the Chosen Brand: Evidence for Alterations in Attribute Importance Weights In Working paper (2008) Coauthor(s): Gita Johar

Can Superstition Trump Preference? In Working paper (2008) Coauthor(s): Eric Hammerman, Gita Johar

Choice-Motivated Source Attribution: Encoding and Retrieval Biases In Working paper (2008) Coauthor(s): Asim Ansari, Gita Johar

Dimensions of Product Creativity In Working paper (2008) Coauthor(s): Jacob Goldenberg, lilach sagiv, Gita Johar, Amitava Chattopadhyay

Is Your Enemy's Enemy your Best Friend? Switching Preferences When Favorite Sports Teams Fall Out of the Race In Working paper (2008) Coauthor(s): Gita Johar, Laura Castrillo

Lay Theories of Control and Ethical Decision Making In Working paper (2008) Coauthor(s): Gita Johar, Anirban Mukhupadhyay, Jaideep Sengupta

Refutation Strategies In Working paper (2008) Coauthor(s): Sabine Einwiller, Gita Johar

Sanction to Indulge: Self-Rewards for Prior Restraint In Working paper (2008) Coauthor(s): Anirban Mukhupadhyay, Gita Johar

The Impact of Affective Displays on Impression Formation: I Know What You're Like When I See How You Feel In Working paper (2008) Coauthor(s): Daniel Ames, Gita Johar

Unintended Spillover Effects of Internet Recommendations In Working paper (2008) Coauthor(s): Maria Sicilia, Salvador Ruiz, Gita Johar

Variety Seeking as an Affect Management Strategy In Working paper (2008) Coauthor(s): Eric Hammerman, Gita Johar

Low-Balling on Goals to Regulate Future Affect: A Functional Strategy In Working papers (2007) Coauthor(s): K. Cecile Cho, Gita Johar

Never Give Up Givin' It Up: How Lay Theories of Self-Control and Recent Success or Failure Affect Goal-Directed Behavior In Working paper (2007) Coauthor(s): Anirban Mukhupadhyay, Gita Johar

Babyfaces, Trait Inferences, and Company Evaluations in a PR Crisis In Journal of Consumer Research (2008) Coauthor(s): Gerald Gorn, yu jiang, Gita Johar