Siddhanth Mookerjee
Ph.D. Marketing and Behavioural Science,Sauder School of Business, University of British Columbia (2024)
Siddhanth (Sid) Mookerjee is an Assistant Professor of Marketing at theBensadoun School of Retail Management (BSRM) and the Desautels Faculty of Management at 鶹AV.
His research examines marketplace morality, focusing on how consumers respond to firms that engage in actions which have moral and/or prosocial implications.His research has been published in theJournal of Marketing, and hasbeen presented at several conferences such as the Association for Consumer Research (ACR) Conference and the Society for Consumer Psychology (SCP) Conference.
With Ekin Ok, Rishad Habib, Karl Aquino and Yann Cornil, "The Role of Racial Identity in Consumer Preferences", conditionally accepted at Journal of Consumer Research
WithYann Cornil and JoAndrea Hoegg (2021), “From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce” Journal of Marketing, 85(3), 62-77, doi:.
Selected Media Mentions: CBS News, Harvard Business Review, Vancouver Sun, CKNW Global News Radio, Medium US, MSN, Manager Magazin, The Australian, Das Magazin