By Professor Nitika Garg

Book Chapters

Garg N; Govind R, 2017, 'The Flipped Side of the Coin?: An Examination of Socio-economic and Cultural Antecedents of Obesity in India', in Maheswaran D; Puliyel T (ed.), Understanding Indian Consumers, Oxford University Press, India

Journal articles

Camilleri E; Garg N; Miah S, 2024, '‘Inside’ versus ‘Outside’ Trends in Consumer Research', Journal of Consumer Psychology, 34, pp. 225 - 246, http://dx.doi.org/10.1002/jcpy.1349

Govind R; Garg N; Carter L, 2024, 'Selling Hope versus Hate: The Impact of Partisan Social Media Messaging on Social Distancing During the COVID-19 Pandemic', European Journal of Marketing, 58, pp. 632 - 658, http://dx.doi.org/10.1108/EJM-12-2022-0911

Garg N; Chaudhury S, 2023, '"Heart Strings and Purse Strings” Revisited: A Preregistered Replication and Extension', Journal of Experimental Psychology: General, 152, pp. 1873 - 1886, http://dx.doi.org/10.1037/xge0001372

Septianto F; Garg N; Agrawal N, 2023, 'How Gratitude Shapes Acceptance of Questionable Consumer Behavior: The Mediating Role of Self-Righteousness', European Journal of Marketing, 57, pp. 1298 - 1298, http://dx.doi.org/10.1108/EJM-06-2021-0461

Chaudhury S; Garg N; Jiang V, 2022, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion, 22, pp. 1653 - 1669, http://dx.doi.org/10.1037/emo0000984

Garg N; Saluja G, 2022, 'A Tale of Two ‘Ideologies’: Differences in Consumer Response to Brand Activism', Journal of the Association for Consumer Research, 7, pp. 325 - 339

Septianto F; Garg N, 2021, 'Grateful Compliance: Gratitude Effects on Willingness to Comply with Responsible Drinking Messages', Psychology and Marketing, 38, pp. 1460 - 1474, http://dx.doi.org/10.1002/mar.21535

Garg N; Govind R; Nagpal A, 2021, 'Message Framing Effects on Food Consumption: A Social Marketing Perspective', Australian Journal of Management, 46, pp. 690 - 716, http://dx.doi.org/10.1177/0312896221989398

Septianto F; Garg N, 2021, 'The Impact of Gratitude (vs. Pride) on the Effectiveness of Cause-Related Marketing', European Journal of Marketing, 55, pp. 1594 - 1623, http://dx.doi.org/10.1108/EJM-11-2019-0829

Govind R; Garg N; Mittal V, 2020, 'Weather, Affect, and Preference for Hedonic Products: The Moderating Role of Gender', Journal of Marketing Research, 57, pp. 717 - 738, http://dx.doi.org/10.1177/0022243720925764

Parajuli S; Aziz F; Garg N; Panzer SE; Joachim E; Muth B; Mohamed M; Blazel J; Zhong W; Astor BC; Mandelbrot DA; Djamali A, 2019, 'Histopathological characteristics and causes of kidney graft failure in the current era of immunosuppression', World Journal of Transplantation, 9, pp. 123 - 133, http://dx.doi.org/10.5500/wjt.v9.i6.123

Garg N, 2019, 'Misery Wants Control: The Roles of Helplessness and Choice in the Sadness-Consumption Relationship', Australian Journal of Management, 44, pp. 407 - 424, http://dx.doi.org/10.1177/0312896219830152

Govind R; Singh J; Garg N; D'Silva S, 2019, 'Not walking the walk: How dual attitudes influence behavioral outcomes in ethical consumption', Journal of Business Ethics, 155, pp. 1195 - 1214, http://dx.doi.org/10.1007/s10551-017-3545-z

Garg N; Williams LA; Lerner J, 2018, 'The Misery-Is-Not-Miserly Effect Revisited: Replication Despite Opportunities for Compensatory Consumption', PLoS ONE, 13, pp. e0199433, http://dx.doi.org/10.1371/journal.pone.0199433

Ahuvia A; Garg N; Batra R; McFerran B; Diesbach P, 2018, 'Pride of Ownership', Journal of the Association for Consumer Research, 3, http://dx.doi.org/10.1086/697076?mobileui=0

Ahuvia A; Garg N; Batra R; McFerran B; De Diesbach PBL, 2018, 'Pride of ownership: An identity-based model', Journal of the Association for Consumer Research, 3, pp. 216 - 228, http://dx.doi.org/10.1086/697076

Singh JJ; Garg N; Govind R; Vitell SJ, 2018, 'Anger Strays, Fear Refrains: The Differential Effect of Negative Emotions on Consumers’ Ethical Judgments', Journal of Business Ethics, 151, pp. 235 - 248, http://dx.doi.org/10.1007/s10551-016-3248-x

Garg N; Inman J; Mittal V, 2017, 'Emotion effects on choice deferral: The moderating role of outcome and process accountability', European Journal of Marketing, 51, pp. 1631 - 1649, http://dx.doi.org/10.1108/EJM-12-2015-0861

Govind R; Garg N; Sun W, 2014, 'Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives', Health Marketing Quarterly, 31, pp. 46 - 64, http://dx.doi.org/10.1080/07359683.2014.874854

Garg N; Lerner J, 2013, 'Sadness and Consumption', Journal of Consumer Psychology, 23, pp. 106 - 113, http://dx.doi.org/10.1016/j.jcps.2012.05.009

Reimann M; Feye W; Malter AJ; Ackerman JM; Castaño R; Garg N; Kreuzbauer R; Labroo AA; Lee AY; Morrin M; Nenkov GY; Nielsen JH; Perez M; Pol G; Rosa JA; Yoon C; Zhong C-B, 2012, '"Embodiment in judgment and choice": Correction to Reimann et al. (2012).', Journal of Neuroscience, Psychology, and Economics, 5, pp. 123 - 123, http://dx.doi.org/10.1037/a0027714

Reimann M; Feye W; Malter A; Ackerman J; Castaño R; Garg N; Kreuzbauer R; Labroo A; Lee A; Morrin M; Nenkov G; Nielsen J; Perez M; Pol G; Rosa J; Yoon C; Zhong C, 2012, 'Embodiment in Judgment and Choice', Journal of Neuroscience, Psychology, and Economics, On line, pp. 104 - 123, http://dx.doi.org/10.1037/a0026855

Kumar M; Garg N, 2010, 'Aesthetic principles and cognitive emotion appraisals: How much of the beauty lies in the eye of the beholder?', Journal of Consumer Psychology, 20, pp. 485 - 494, http://dx.doi.org/10.1016/j.jcps.2010.06.015

Garg N; Wansink B; Inman JJ, 2007, 'The influence of incidental affect on consumers' food intake', Journal of Marketing, 71, pp. 194 - 206, http://dx.doi.org/10.1509/jmkg.71.1.194

Garg N; Wansick B; Inman J, 2007, 'The influence of incidental affect on consumer's food intake', Journal of Marketing, 71, pp. 194 - 206, http://dx.doi.org/10.1037/e621312012-073

Garg N; Inman J; Mittal V, 2005, 'Incidental and task-related affect: A re-inquiry and extension of the influence of affect on choice.', Journal of Consumer Research, 32, pp. 154 - 159, http://dx.doi.org/10.1086/426624

Conference Papers

Garg N; Govind R; Hoyer W; Singh J, 2024, 'Does it Hurt or Protect? The Effect of Affective Commitment on Unethical Behavior toward Transgressing Brands', Bali, presented at Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Bali, 15 July 2024

Garg N; Saluja G, 2024, 'Flirting with Controversy: Examining Social, Contextual, and Strategic Implications of Brand Activism', in Advances in Consumer Research (Asia-Pacific), Association for Consumer Research, Bali, Indonesia, presented at Asia-Pacific Association for Consumer Research, Bali, Indonesia

Chaudhury S; Garg N; Jiang V, 2022, 'Betting on Myself: Awe-induced Diminished Self-size Reduces Financial Risk-taking', in Proceedings of the Society for Consumer Psychology, Society for Consumer Psychology, Virtual, presented at Society for Consumer Psychology Conference, Virtual

Garg N, 2022, 'Feeling Small but Thinking Big: Awe-Induced Positive Self-Diminishment Motivates Sustainable Consumption', in Proceedings of the Society for Consumer Psychology, Society for Consumer Psychology, Virtual, presented at Society for Consumer Psychology, Virtual

Chaudhury S; Garg N; Gabler C, 2021, 'Feeling Small but Thinking Big: Awe-Induced Positive Self-Diminishment Motivates Sustainable Consumption', in Dorotic M; Gosline R; Shah D (eds.), American Marketing Association (AMA) Summer Conference Proceedings, Virtual, presented at AMA (Summer) Conference, Virtual

Garg N; Saluja G, 2021, 'A Tale of Two ‘States’: Partisan Differences in Consumer Response to Brand Activism', in Bradford T; Keinan A; Thomson M (eds.), Advances in Consumer Research, Association for Consumer Research, Virtual, presented at Association for Consumer Research Conference, Virtual

Garg N; Govind R; Hoyer W; Singh J, 2021, 'Does it Hurt or Protect? The Effect of Affective Commitment on Unethical Behavior toward Transgressing Brands', in American Marketing Association (AMA) Conference Proceedings, New York, USA, presented at AMA Conference, New York, USA

Garg N; Govind R; Hoyer W; Singh J, 2020, 'Does it Hurt or Protect? The Effect of Affective Commitment on Unethical Behavior toward Transgressing Brands', in Argo J; Lowrey T; Schau H (eds.), Advances in Consumer Research, Association for Consumer Research, Paris, France, pp. 974 - 977, presented at Association for Consumer Research (ACR) Conference, Paris, France

Garg N; Govind R; Singh J, 2019, 'Does it Hurt or Protect? The Effect of Consumers’ Affective Commitment on (Un)Ethical Behavior toward Transgressing Brands', in Advances in Consumer Research, Association for Consumer Research, Ahmedabad, India, presented at Asia-Pacific Association for Consumer Research (AP-ACR), Ahmedabad, India, 10 January 2019 - 12 January 2019

Septianto F; Garg N, 2019, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Advances in Consumer Research, Association for Consumer Research, Ahmedabad, India, presented at Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, 10 January 2019 - 12 January 2019

Pham C; Garg N, 2019, 'The Taste of Color: Examining the Influence of Package Color on Consumer Perceptions and Buying Intention', in Jain S; Vijayalakshmi A (ed.), AP - Asia-Pacific Advances in Consumer Research, Ahmedabad, India, pp. 57 - 58, presented at Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, 10 January 2019 - 12 January 2019

Chaudhury S; Garg N; Jiang V, 2019, 'Awe, Fear or Mixed? A Curious Case of Threat Awe', in Jain S; Vijayalakshmi A (ed.), Advances in Consumer Research, Association for Consumer Research, India, presented at Asia-Pacific Association for Consumer Research Conference, India

Pham C; Garg N, 2019, 'The Effect of Package Color on Food Decision Making and Its Implications for Consumer Well-being', in Bagchi R; Block L; Lee L (eds.), Advances in Consumer Research, Association for Consumer Research, USA, presented at Association for Consumer Research NA Conference, USA

Garg N, 2019, 'The Effect of Package Color on Food Decision Making and Its Implications for Consumer Well-being', in Proceedings of the 41st INFORMS Marketing Science Conference, Rome, Italy, presented at INFORMS Marketing Science Conference, Rome, Italy

Pham C; Garg N, 2018, 'More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption', in Gershoff A; Kozinets R; White T (eds.), Advances in Consumer Research, Association for Consumer Research, Dallas, United States, pp. 80 - 85, presented at Association for Consumer Research (ACR) Conference, Dallas, United States, 11 October 2018 - 13 October 2018

Septianto F; Garg N, 2018, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-Drinking Message', in Proceedings of the Society for Consumer Psychology, Sydney, Australia, presented at Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, 04 January 2018 - 05 January 2018

pham C; Garg N, 2018, 'More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption', in Proceedings of the Society for Consumer Psychology, Sydney, Australia, presented at Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, 04 January 2018 - 05 January 2018

Govind R; Garg N; Mittal V, 2018, 'Weather, Affect, and Consumption Preference for Hedonic and Utilitarian Products: The Moderating Role of Gender', in Proceedings of the European Marketing Academy (EMAC) Conference, Glasgow, UK, presented at European Marketing Academy (EMAC) Conference, Glasgow, UK

Septianto F; Garg N, 2017, 'Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behaviour', Melbourne, Australia, presented at ANZMAC Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017

Pham C; Garg N, 2017, 'Food Package Colour, Perception, and Decision Making', Melbourne, Australia, presented at Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017

Garg N; McColl-Kennedy J; Patterson P, 2017, 'Positive Emotions’ Differential Effects on Pro-social Behaviour', Melbourne, Australia, presented at Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017

Govind R; Ingene C; Garg N, 2017, 'Trade-Offs Between Medical Adherence and Healthful Self-Management', Melbourne, Australia, presented at ANZMAC Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017

Septianto F; Garg N, 2017, 'Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Ethical Judgment', San Francisco, USA, presented at American Marketing Association (AMA) Summer Conference, San Francisco, USA, -

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