Faculty

Gita V. Johar

Gita Johar is a professor of marketing at Columbia Business School. Her 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 M.B.A. students and teaches an elective on advertising management to M.B.A. and E.M.B.A. students and courses on research methods and consumer behavior to Ph.D. students.

Gita Johar teaches Advertising and Integrated Communications.