By Professor Nitika Garg

Conference Papers

Chaudhury S; Garg N; Gabler C, 2022, 'Feeling Small but Thinking Big: Awe-Induced Positive Self-Diminishment Motivates Sustainable Consumption', in Chen HA; Eckhardt G; Hamilton R (eds.), Association for Consumer Research, Denver, Colorado USA, presented at Association for Consumer Research, Denver, Colorado USA

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, Asia-Pacific Association for Consumer Research (AP-ACR) Conference, 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, Society for Consumer Psychology (SCP) International Conference, 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, Society for Consumer Psychology (SCP) International Conference, 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', in Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behaviour, ANZMAC Conference, 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', in Food Package Colour, Perception, and Decision Making, Australian New Zealand Marketing Academy (ANZMAC) Conference, 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', in Trade-Offs Between Medical Adherence and Healthful Self-Management, ANZMAC Conference, 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', in Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Ethical Judgment, American Marketing Association (AMA) Summer Conference, San Francisco, USA, presented at American Marketing Association (AMA) Summer Conference, San Francisco, USA, -

Septianto F; Garg N, 2017, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages, American Marketing Association (AMA) Summer Conference, San Francisco, USA, presented at American Marketing Association (AMA) Summer Conference, San Francisco, USA, -

Septianto F; Garg N, 2017, 'Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals', in Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals, INFORMS Marketing Science Conference, Los Angeles, USA, presented at INFORMS Marketing Science Conference, Los Angeles, USA, -

Garg N; Agrawal N, 2016, 'Neighbor’s Envy, Owner’s Pride – Two Sides of the Same Coin?', in Neighbor’s Envy, Owner’s Pride – Two Sides of the Same Coin?, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, New Zealand, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, New Zealand, 05 December 2016 - 07 December 2016

Singh J; Garg N; Govind R; Vitell S, 2016, 'Anger Strays, Fear Refrains: The Distinct Effect of Same Valence Incidental Emotions on Consumers’ Ethical Judgment', in Anger Strays, Fear Refrains: The Distinct Effect of Same Valence Incidental Emotions on Consumers’ Ethical Judgment, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016

Garg N; Septianto F, 2016, 'Grateful Compliance or Proud Defiance? Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Grateful Compliance or Proud Defiance? Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016

Pham C; Garg N, 2016, 'More than Meets the Eye: The Role of Tableware Aesthetics and Gender in Food Consumption', in More than Meets the Eye: The Role of Tableware Aesthetics and Gender in Food Consumption, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016

Garg N; Septianto F, 2016, 'Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals', in Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016

Pham C; Garg N, 2016, 'The Taste of Colour: The Influence of Package Colour on Consumers’ Perception of Food Products', in The Taste of Colour: The Influence of Package Colour on Consumers’ Perception of Food Products, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016

Garg N; Nenkov G, 2016, '‘I’ versus ‘You’: Sadness, Self-focus & Self-control', in ‘I’ versus ‘You’: Sadness, Self-focus & Self-control, Association for Consumer Research Conference, Chicago, USA, presented at Association for Consumer Research Conference, Chicago, USA, -

Garg N, 2015, 'Affect and Its Effects on Compensatory Consumption', in Affect and Its Effects on Compensatory Consumption, Association for Consumer Research Conference, San Antonio, USA, presented at Association for Consumer Research Conference, San Antonio, USA, -

Garg N; Septianto F, 2015, 'Feel Like Giving or Receiving? Pride and Gratitude Differentially Leverage the Effectiveness of Self-Focused and Other-Focused Marketing Appeals', in Feel Like Giving or Receiving? Pride and Gratitude Differentially Leverage the Effectiveness of Self-Focused and Other-Focused Marketing Appeals, Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, -

Garg N; Pham C, 2015, 'The Impact of Aesthetically Pleasing Tableware on Consumption: The Examination of Gender Differences', in The Impact of Aesthetically Pleasing Tableware on Consumption: The Examination of Gender Differences, Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, -

Govind R; Garg N; Ingene C, 2014, 'An Empirical Investigation of Medical Advice and Healthful Self-Management', in An Empirical Investigation of Medical Advice and Healthful Self-Management, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -

Garg N; Govind R, 2014, 'Social Marketing of Consumption: Advertising Framing and its Implications for Transforming Healthful Consumption', in Social Marketing of Consumption: Advertising Framing and its Implications for Transforming Healthful Consumption, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -

Garg N, 2014, 'The Effect of Contextual Factors on Consumption', in The Effect of Contextual Factors on Consumption, Society for Consumer Psychology, San Francisco, USA, presented at Society for Consumer Psychology, San Francisco, USA, -

Garg N; Donohoo M, 2014, 'Understanding Consumer Ethics Drivers and Moderators', in Understanding Consumer Ethics Drivers and Moderators, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -

Govind R; Garg N; Mittal V, 2014, 'Weather, Affect, and Hedonic Consumption: Differences between Males and Females', in Weather, Affect, and Hedonic Consumption: Differences between Males and Females, European Marketing Academy (EMAC) Conference, Valenica, Spain, presented at European Marketing Academy (EMAC) Conference, Valenica, Spain, -

Garg N; Nenkov G, 2013, ''I,’ ‘You,’ and ‘We’: Sadness, Self-focus & Self-control', in 'I,’ ‘You,’ and ‘We’: Sadness, Self-focus & Self-control, Australia & New Zealand Marketing Academy (ANZMAC), Auckland, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Auckland, NZ, -

Govind R; Garg N; Sun W, 2013, 'Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives', in Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives, American Marketing Academy Conference, Las Vegas, USA, presented at American Marketing Academy Conference, Las Vegas, USA, -

Garg N; Inman J; Mittal V, 2012, 'All accountability is not equal: Moderating role of accountability type on emotion effects on choice-deferral', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 1, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012

Govind R; Garg N; Mittal V, 2012, 'Weather, affect and consumption preference for hedonic and utilitarian products: The moderating role of gender.', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 1, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012

Garg N; Inman J, 2012, 'Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-awareness', in Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-awareness, Asia-Pacific Association for Consumer Research Conference, Queenstown, NZ, presented at Asia-Pacific Association for Consumer Research Conference, Queenstown, NZ, -

Govind R; Garg N; Ingene C, 2012, 'Medical Adherence and Healthful Self-management', in Medical Adherence and Healthful Self-management, INFORMS Marketing Science Conference, Boston, USA, presented at INFORMS Marketing Science Conference, Boston, USA, -

Garg N; Mittal V; Inman J, 2012, 'Negative Affect and Choice of an Avoidant Response: The Moderating Effect of Accountability Degree and Type', in Negative Affect and Choice of an Avoidant Response: The Moderating Effect of Accountability Degree and Type, Asia- Pacific Association for Consumer Research Conference, Queenstown, NZ, presented at Asia- Pacific Association for Consumer Research Conference, Queenstown, NZ, -

Garg N, 2012, 'The Effect of Individual and Contextual Factors on Food Consumption', in The Effect of Individual and Contextual Factors on Food Consumption, Society for Consumer Psychology, Las Vegas, USA, presented at Society for Consumer Psychology, Las Vegas, USA, -

Garg N, 2011, 'The Effect of Individual and Contextual Factors on Food Consumption', in The Effect of Individual and Contextual Factors on Food Consumption, Association for Consumer Research Conference, St. Louis, USA, presented at Association for Consumer Research Conference, St. Louis, USA, -

Garg N; Lerner J, 2010, 'Sadness and consumption: The attentuating role of choice', in Proceedings of the Association for Consumer Research Conference, Association for Consumer Research, USA, presented at Association for Consumer Research Conference, Jacksonville, Fl, USA

Garg N; Mittal V; Inman J, 2009, 'Negative affect and choice: The moderating effect of procedural and outcome accountability.', in Association for Consumer Research Conference Proceedings, Association for Consumer Research, USA, presented at Association for Consumer Research Conference, Pittsburgh, USA, -

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