Siddhanth Mookerjee
Ph.D. Marketing and Behavioural Science,ΜύSauder School of Business, University of British Columbia (2024)
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Siddhanth (Sid) Mookerjee is an Assistant Professor of Marketing at theΜύBensadoun School of Retail Management (BSRM) and the Desautels Faculty of Management at ΒιΆΉΤΌΕΔ.
His research examines marketplace morality, focusing on how consumers respond to firms that engage in actions which have moral and/or prosocial implications.ΜύHis research has been published in theΜύJournal of Marketing, and hasΜύbeen presented at several conferences such as the Association for Consumer Research (ACR) Conference and the Society for Consumer Psychology (SCP) Conference.
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WithΜύYann Cornil and JoAndrea Hoegg (2021), βFrom Waste to Taste: How βUglyβ Labels Can Increase Purchase of Unattractive Produceβ 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