Nitika Garg
School of Marketing - PhD, University of Pittsburgh, Pittsburgh, PA | MBA, Indian Institute of Management, Ahmedabad, India | BSc, St. Stephen's College, Delhi University, India
I am a consumer behaviour researcher. My primary research interests focus on studying the influence of emotions on consumer judgment and decision making, including choice and consumption. Specifically, I examine 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, I am specifically interested in food consumption and the various factors that influence it, including emotions. I further explore 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.
From This Author
How consumer behaviour shapes brand trust and authenticity
How can modern brands build trust through authenticity, transparency and ethical engagement, as consumer behaviour evolves beyond traditional marketing?
Programmed for loyalty: The psychology of consumer behaviour
Every business wants loyal customers. But Professor Nitika Garg says there’s a fine line between effective and unethical marketing
Shrinkflation highlights costs of high inflation, weak competition
Retailers use shrinkflation and skimpflation to manage costs, which has sparked debate over fairness, competition and the rising cost of living
Should brands take a stance on social and political issues?
As the US presidential election approaches, companies face increasing pressure to take a public stance on social and political issues, write Geetanjali Saluja and Nitika Garg
Supermarket surveillance: why we dislike it and what stores should do
Supermarket surveillance is on the rise as the cost-of-living crisis has led to an increase in shoplifting. Do stores need to take a new approach to ease shopper frustrations?
Kevin Roberts on how to succeed through purpose-driven leadership
Leaders are in a critical position to tap into the power of creativity, curiosity, and ideas through active listening in order to drive outcomes
Supermarket tricks to watch out for as cost of living soars
With the cost of living on the rise, consumers are more money conscious. What tactics do supermarkets use to get consumers to spend more money?
Why plant-based milk substitutes are rising to the top
In the milk market, consumption of milk substitutes such as soy and almond milk is increasing at the same rate dairy milk is falling
Why companies need to be authentic about brand activism
Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash
Food for thought: how regenerative agriculture is changing Australia’s food industry
Customers are demanding ethical and sustainable food products, and regenerative agriculture offers a self-sufficient solution that keeps costs low and quality high
The Business of Food
This episode investigates how the food industry is responding to the sustainable food movement
How evidence-based marketing can change public health and nutrition for good
A new study by UNSW Business School shows how businesses and brands can provide more credible and trustworthy food and nutrition messages to the public
For him it rains, for her it pours: how weather and gender impact consumption
Marketers and business managers benefit from knowing why weather may be associated with increased consumption, and how this process may differ across men and women, according to UNSW Business School research
3 keys to 'authentic brand activism' at THE ICONIC
Brands backing the Black Lives Matter movement like THE ICONIC openly show support and solidarity on social media, but doing so can result in vastly different business outcomes for other brands – and its important to ask why, says a UNSW Business school expert
Could toilet paper be the new consumer fear index?
Consumers are panic buying toilet paper out of fears associated with the impact of CODVID-19 – however, there are ways to reduce the incidence of such behaviour
Festive gestures: What the gifts you give say about you
Despite the seasonal pressure, there's more joy to be found in giving than taking
We may claim to support ethical products, but do we?
A study explores the gap between stated intent and what we buy
Can we encourage consumers to behave more ethically?
The true cost of small individual transgressions is staggering
What drives ethical (and unethical) behaviour in customers?
Fear and anger can play a significant role in the ethical or unethical behaviour of customers – regardless of consequences, says UNSW Business School's Nitika Garg