Gita V. Johar

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

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Gita Johar

Office
101 Uris

Phone
212-854-3480

E-mail
gvj1@columbia.edu

Fax
212-932-0545

Teaching and research interest

Gita Johar (PhD: NYU; MBA: Indian Institute of Management) has been on the faculty of Columbia Business School since 1992 and is currently the Senior Vice Dean and Meyer Feldberg Professor of Business. 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 journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Advertising, Journal of Experimental Psychology, Psychological Science and Organizational Behavior and Human Decision Processes. Professor Johar currently serves as the Associate Editor of the Journal of Consumer Research and sits on the Editorial Review Board of the Journal of Consumer Psychology and the Journal of Marketing Research. She served as co-chair of the 2010 Association for Consumer Research conference. Professor Johar teaches courses on Advertising and Branding, Global Marketing Consulting for Social Enterprise, Research Methods, and Consumer Behavior to MBA, Executive MBA and PhD students.

Chapters

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

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Journal articles

Conditioned Superstition: Desire for Control and Consumer Brand Preferences In Journal of Consumer Research (2013)
Author(s): Eric Hamerman, Gita Johar

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Countering accusations with inoculation: The moderating role of consumer-company identification In Public Relations Review (2013)
Author(s): Sabine Einwiller, Gita Johar

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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)
Author(s): Liad Weiss, Gita Johar

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Attaining Satisfaction In Journal of Consumer Research (2011)
Author(s): Cecile K. Cho, Gita Johar

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How to Save Your Brand in the Face of Crisis In MIT Sloan Management Review (2010)
Author(s): Gita Johar, Matthias Birk, Sabine Einwiller

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Indulgence as Self Reward for Prior Shopping Restraint In Journal of Consumer Psychology (2009)
Author(s): Gita Johar

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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)
Author(s): Daniel Ames, Gita Johar

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

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Spontaneous Visualization and Concept Evaluation In Journal of the Academy of Marketing Science (2007)
Author(s): Donald Lehmann, Jennifer Stuart, Gita Johar, Anil Thozhur

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

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Tempted or Not: The effect of Recent Purchase History on Responses to Affective Advertising In Journal of Consumer Research (2007)
Author(s): Gita Johar, Anirban Mukhopadhyay

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Changing False Beliefs from Repeated Advertising: The Role of Claim-Refutation Alignment In Journal of Consumer Psychology (2007)
Author(s): Gita Johar, Anne Roggeveen

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MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion In Journal of Consumer Research (2006)
Author(s): Gita Johar, D. Maheswaran, Laura Peracchio

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How Event Sponsors Are Really Identified: A (Baseball) Field Analysis In Journal of Advertising Research (2006)
Author(s): Gita Johar, Michel Tuan Pham, Kirk Wakefield

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Do You Know Me? Consumer Calibration of Friends' Knowledge In Journal of Consumer Research (2006)
Author(s): Gita Johar, Andrew Gershoff

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Two Roads to Updating Brand Personality Inferences: Trait Versus Evaluative Inferencing In Journal of Marketing Research (2005)
Author(s): Gita Johar, Jaideep Sengupta, Madiha Ferjani

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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)
Author(s): Mukhopadhyay Anirban, Gita Johar

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The Price of Friendship: When, Why, and How Relational Norms Guide Social Exchange Behavior In Journal of Consumer Psychology (2005)
Author(s): Gita Johar

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Integration of Discrepant Sales Forecasts: The Influence of Plausibility Inferences Based on an Evoked Range In Journal of Marketing Research (2004)
Author(s): Gita Johar, Anne Roggeveen

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Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility In Journal of Consumer Psychology (2003)
Author(s): Gita Johar, C. Moreau, Norbert Schwarz

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Taking Stock of Stockbrokers: Exploring Momentum Versus Contrarian Investor Strategies and Profiles In Journal of Consumer Research (2002)
Author(s): Maureen Morrin, Jacob Jacoby, Gita Johar, Xin He, Alfred Kuss, David Mazursky

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The Effects of Dissimulation on the Accessibility and Predictive Power of Weakly-Held Attitudes In Social Cognition (2002)
Author(s): Gita Johar, Jaideep Sengupta

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Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives In Journal of Consumer Research (2002)
Author(s): Jaideep Sengupta, Gita Johar

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Perceived Source Variability Versus Recognition: Testing Competing Explanations for the Truth Effect In Journal of Consumer Psychology (2002)
Author(s): Anne Roggeveen, Gita Johar

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Contingent Effects of Anxiety on Message Elaboration and Persuasion In Personality and Social Psychology Bulletin (2001)
Author(s): Jaideep Sengupta, Gita Johar

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Market Prominence Biases in Sponsor Identification: Processes and Consequentiality In Psychology and Marketing (2001)
Author(s): Michel Tuan Pham, Gita Johar

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The Myth of Creative Advertising Design: Theory, Process, and Outcome In Journal of Advertising (2001)
Author(s): Gita Johar, Morris Holbrook, Barbara Stern

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Training Novice Investors to Become More Expert: The Role of Information Accessing Strategy In Journal of Psychology and Financial Markets (2001)
Author(s): Gita Johar

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The Use of Concurrent Disclosures to Correct Invalid Inferences In Journal of Consumer Research (2000)
Author(s): Gita Johar, Carolyn Simmons

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Relatedness, Prominence, and Constructive Sponsor Identification In Journal of Marketing Research (1999)
Author(s): Gita Johar, Michel Tuan Pham

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Hong Kong 1997 in Context In Public Opinion Quarterly (1999)
Author(s): Priya Raghubir, Gita Johar

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Consumer Psychology: A Quadrennium In Annual Review of Psychology (1998)
Author(s): Jacob Jacoby, Gita Johar, Maureen Morrin

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Contingent Processes of Source Identification In Journal of Consumer Research (1997)
Author(s): Michel Tuan Pham, Gita Johar

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A Varying-Parameter Model of Online Brand Evaluations In Journal of Consumer Research (1997)
Author(s): Gita Johar, Kamel Jedidi, Jacob Jacoby

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Antecedents of Positivity Effects in Social Versus Nonsocial Judgments In Journal of Consumer Psychology (1997)
Author(s): Geeta Menon, Gita Johar

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Consumer Perceptions of Deals: The Biasing Effects of Varying Deal Prices In Journal of Experimental Psychology: Applied (1996)
Author(s): Aradhna Krishna, Gita Johar

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Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis In Journal of Consumer Psychology (1996)
Author(s): Gita Johar

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Consumer Involvement and Deception from Implied Advertising Claims In Journal of Marketing Research (1995)
Author(s): Gita Johar

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Response Mode Bias and the Formation of Preference: Boundary Conditions of the Prominence Effect In Organizational Behavior and Human Decision Processes (1995)
Author(s): Elizabeth Creyer, Gita Johar

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CaseWorks

LifeSpring Hospitals: Spring 2010
Author(s): Gita Johar

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Byrraju Foundation: SWEET Water Project: Spring 2010
Author(s): Gita Johar

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Dial 1298 for Ambulance: Marketing EMS in Mumbai: Spring 2010
Author(s): Gita Johar, Joanna Harries

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The Ad Council and AdoptUsKids: Seeking an Innovative Advertising Strategy: Summer 2008
Author(s): Gita Johar

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Brand Recovery: Communication in the Face of Crisis: Spring 2008
Author(s): Gita V. Johar, Matthias Birk, Sabine Einwiller

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Books

Advances in Consumer Research (2010)
Author(s): Darren Dahl, Gita Johar, Stijn van Osselaer

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Working Papers

From Having to Behaving Working Paper (2011)
Author(s): Liad Weiss, Gita Johar

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Two Wrongs Sometimes Make a Right: The Role of Task Difficulty in Nocebo and Placebo Treatments Working Paper (2011)
Author(s): Eric Hamerman, Gita Johar

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From Categorization to Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't) Working paper (2011)
Author(s): Liad Weiss, Gita Johar

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Bolstering the Chosen Brand: Evidence for Alterations in Attribute Importance Weights Working paper (2010)
Author(s): Martin Zemborain, Gita Johar, Asim Ansari

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Care Enough to Cheat? How Lay Beliefs of Self-Mastery Guide Unethical Behavior Working paper (2010)
Author(s): Gita Johar, Jaideep Sengupta, Anirban Mukhopadhyay

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When Bad News Really Hurts: Differential Effect of Message Elaboration in the Light of its Source Working paper (2010)
Author(s): Gita Johar

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Can Superstition Trump Preference? Working paper (2008)
Author(s): Eric Hamerman, Gita Johar

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

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Dimensions of Product Creativity Working paper (2008)
Author(s): Jacob Goldenberg, Lilach Sagiv, Gita Johar, Amitava Chattopadhyay

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

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

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

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

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

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Variety Seeking as an Affect Management Strategy Working paper (2008)
Author(s): Eric Hamerman, Gita Johar

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

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

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