Ashesh Mukherjee
BEng, Jadavpur University, India
MBA, Indian Institute of Management, Calcutta, India
PhD, University of Texas, Austin, USA
Dr. Ashesh Mukherjee joined 麻豆AV after completing his PhD in marketing at the University of Texas at Austin. Dr. Mukherjee teaches consumer behavior, marketing management,听and marketing research at the undergraduate, masters, and doctoral levels at 麻豆AV. He has also taught at universities in Brazil, Spain, Denmark, and India. Dr. Mukherjee has been nominated for the Principal & Vice-Chancellor's Award for Teaching Excellence, a university-wide teaching award at 麻豆AV and has received the Best PhD Advisor Award from the Desautels Doctoral Student Society.
Dr. Mukherjee's research听focuses on听marketing communications, word-of-mouth, online behavior, and pro-social behavior. In his research on marketing communications, Dr. Mukherjee has studied topics such as the use of humor in advertising, the use of scarcity in advertisng, and the advertising of听high technology products. In his research on word-of-mouth, Dr. Mukherjee has studied the impact of product advisors 鈥� such as movie critics and wine critics 鈥� on consumer decision making. In his research on online behavior, Dr. Mukherjee has studied consumer behavior in peer-to-peer markets such as Airbnb and Uber. In his research on pro-social behavior, Dr. Mukherjee examines methods to increase charitable donations and environmental conscious behaviors among consumers.
His research has been published in leading marketing journals, such as the听Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, and Marketing Letters, and he has presented his work at academic conferences such as the Association for Consumer Research and Society for Consumer Psychology. Dr. Mukherjee's research has been funded by grants from the Social Sciences and Humanities Research Council of Canada (SSHRC), and has been reported in media such as the Economist and Globe & Mail.
Papers in Peer-Reviewed Journals
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Mukherjee, Ashesh, Thomas Burnham, and Dan King (2021), 鈥淟istening to Dissatisfied Customers: The Effect of Anticipated Firm Interaction on Expressed Customer Satisfaction,鈥� Journal of Retailing and Consumer Services, Forthcoming (March).
Mukherjee, Ashesh, Seung Yun Lee and Thomas Burnham (2020), 鈥淭he Effect of Others鈥� Participation on Charitable Behavior,鈥� forthcoming, Journal of Business Research.
Auschaitrakul, Sumitra and Ashesh Mukherjee (2017), 鈥淥nline Display Advertising: The Influence of Website Type on Advertising Effectiveness," Psychology & Marketing, 34 (4), 463-480.
Mukherjee, Ashesh and Seung Yun Lee (2016), 鈥淪carcity Appeals in Advertising: The Role of Expectation of Scarcity,鈥� Journal of Advertising, 45 (2), 256-268.
Mukherjee, Ashesh and Laurette Dube (2012), 鈥淢ixing Emotions: The Role of Humor in Fear Advertising,鈥� Journal of Consumer Behavior, 11 (2), 147-161.
Hansen, Torben, Ashesh Mukherjee, and Thyra Uth Thomsen (2011), 鈥淎nxiety and Search during Food Choice: The Moderating Role of Attitude towards Nutritional Claims,鈥� Journal of Consumer Marketing, 28 (3), 178-186.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2008), "Whats Not to Like? Preference Asymmetry in the False Consensus Effect," Journal of Consumer Research, 35 (1), 119-125.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2007), "Few Ways to Love, But Many Ways to Hate: Attribute Ambiguity, and the Positivity Effect in Agent Evaluation," Journal of Consumer Research, 33 (4), 499-505.
Mukherjee, Ashesh, Andrew D. Gershoff, and Anirban Mukhopadhayay (2006), "I Love it or I Hate It: The Positivity Effect in Stated Preferences for Agent Evaluation," Marketing Letters, 17 (2), 103-117.
Woltman Elpers, Josephine L.C.M., Ashesh Mukherjee, and Wayne D. Hoyer (2004), "Humor in Television Advertising: A Moment-to-Moment Analysis," Journal of Consumer Research, 31 (3), 592-598.
Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2003), "Consumer Acceptance of On-line Agent Advice: Extremity and Positivity Effects," Journal of Consumer Psychology, 13 (1&2), 161-170.
Mukherjee, Ashesh and Wayne D. Hoyer (2001), 鈥淭he Effect of Novel Attributes on Product Evaluation,鈥� Journal of Consumer Research , 28 (3), December, 462-472.
Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Advertising," Journal of Advertising, Summer, 29 (2), 1-16.
Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "Extending a Contrast Resolution Model of Humor in Television Advertising: The Role of Surprise," International Journal of Humor Research, 13 (2), 193-217.
Books
Mukherjee, Ashesh (2018), The Internet Trap; Five Costs of Living Online, University of Toronto Press, Rotman -UTP Publishing,听2018
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Awards
Best article award (2016), awarded by the Journal of Consumer Research.
Mukherjee, Ashesh and Wayne D. Hoyer (2001), 鈥淭he Effect of Novel Attributes on Product Evaluation,鈥� Journal of Consumer Research, 28 (3), December, 462-472. This article was selected as one of the best articles on innovation published in the Journal of Consumer Research during the period 2000-2016: 鈥�A Curation of the Psychology of Innovation 2000-2016,鈥� Journal of Consumer Research (2016).
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Best article award (2016), awarded by the Journal of Advertising.
Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Advertising," Journal of Advertising, Summer, 29 (2), 1-16 (lead article). This article was selected as one the best articles on humor in advertising published in the Journal of Advertising during the period 2000-2016: 鈥�A Curation of Advertising Humor 2000-2016,鈥� Journal of Advertising (2016).
- Nominated for the 麻豆AV Principal & Vice Chancellor鈥檚 Award for Teaching Excellence, 2006 (university-wide teaching award)
- Received Best PhD Advisor Award, Desautels Doctoral Student Society, 2013 (faculty-wide teaching award)
- Nominated for Desautels Faculty of Management Innovation in Teaching Award, 2019 (faculty-wide teaching award)
- Received Desautels Faculty of Management Undergraduate Elective Teaching Award 2021 (faculty-wide teaching award)
Grants
2018/19: 麻豆AV
2017: Social Sciences & Humanities Research Council of Canada
2016: Social Sciences & Humanities Research Council of Canada
2015: Social Sciences & Humanities Research Council of Canada
2010: Social Sciences &听Humanities Research听Council of Canada
2006: Social Sciences &听Humanities Research听Council of Canada
2006: Teaching and Learning听Improvement Fund,听麻豆AV
2002: Social Sciences &听Humanities Research听Council of Canada
2000: Social Sciences &听Humanities Research听Council of Canada
1998: 麻豆AV听University
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