Gita Johar

Columbia Business School - Marketing

Senior Vice Dean

New York, NY 10027

United States

SCHOLARLY PAPERS

19

DOWNLOADS

849

SSRN CITATIONS
Rank 21,100

SSRN RANKINGS

Top 21,100

in Total Papers Citations

9

CROSSREF CITATIONS

38

Scholarly Papers (19)

1.

Conditioned Superstition: Desire for Control and Consumer Brand Preferences

Journal of Consumer Research, Forthcoming, Columbia Business School Research Paper No. 13-12
Number of pages: 56 Posted: 21 Mar 2013
Eric Hamerman and Gita Johar
Tulane University - A.B. Freeman School of Business and Columbia Business School - Marketing
Downloads 300 (121,841)

Abstract:

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2.

Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don’t)

Journal of Consumer Research, Forthcoming, Columbia Business School Research Paper No. 12-62
Number of pages: 61 Posted: 16 Nov 2012 Last Revised: 15 Jan 2013
Liad Weiss and Gita Johar
University of Wisconsin Madison and Columbia Business School - Marketing
Downloads 151 (231,887)
Citation 2

Abstract:

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3.

Consumer Desire for Control as a Barrier to New Product Adoption

Journal of Consumer Psychology, Forthcoming, Columbia Business School Research Paper No. 16-65
Number of pages: 24 Posted: 31 Aug 2016 Last Revised: 05 Oct 2016
Ali Faraji-Rad, Shiri Melumad and Gita Johar
affiliation not provided to SSRN, Columbia University, Columbia Business School, Marketing and Columbia Business School - Marketing
Downloads 129 (262,773)

Abstract:

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4.

Indulgence as Self Reward for Prior Shopping Restraint

Journal of Consumer Psychology, Vol. 19, pp. 334-345, 2009
Number of pages: 41 Posted: 16 Nov 2011
Gita Johar and Anirban Mukhopadhyay
Columbia Business School - Marketing and Hong Kong University of Science & Technology (HKUST)
Downloads 103 (308,436)
Citation 1

Abstract:

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5.

Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis

Journal of Consumer Research, Vol. 35, No. 3, 2008
Number of pages: 14 Posted: 08 Mar 2014
Gerald J. Gorn, Yuwei Jiang and Gita Johar
Hong Kong University of Science & Technology (HKUST) - Department of Marketing, Hong Kong Polytechnic University and Columbia Business School - Marketing
Downloads 65 (404,967)
Citation 3

Abstract:

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Brand, Public Relations, Trait Inferences, Babyface, Crisis

6.

Tempted or Not? - The Effect of Recent Purchase History on Responses to Affective Advertising

Journal of Consumer Research, Vol. 33, March 2007
Number of pages: 9 Posted: 30 Oct 2012
Anirban Mukhopadhyay and Gita Johar
Hong Kong University of Science & Technology (HKUST) and Columbia Business School - Marketing
Downloads 35 (524,383)

Abstract:

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specific emotions, mixed emotions, impulsivity, advertising

7.

Where there is a Will, is there a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions

Journal of Consumer Research, Vol. 31, March 2005
Number of pages: 8 Posted: 30 Oct 2012
Anirban Mukhopadhyay and Gita Johar
Hong Kong University of Science & Technology (HKUST) and Columbia Business School - Marketing
Downloads 30 (550,589)
Citation 2

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lay theories, implicit theories, goals, resolutions, goal-setting

8.

I'll Know What You're Like When I See How You Feel: How and When Affective Displays Adjust Behavior-Based Impressions

Psychological Science, Vol. 20, No. 5, pp. 586-593, 2009, Columbia Business School Research Paper
Number of pages: 8 Posted: 30 Oct 2011
Daniel Ames and Gita Johar
Columbia Business School - Management and Columbia Business School - Marketing
Downloads 20 (613,549)

Abstract:

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9.

Consumer Perception of Deals: Biasing Effects of Varying Deal Prices

Journal of Experimental Psychology: Applied, 1996, Vol. 2, No. 3,187-206
Number of pages: 20 Posted: 21 Jan 2015
Aradhna Krishna and Gita Johar
University of Michigan, Stephen M. Ross School of Business and Columbia Business School - Marketing
Downloads 16 (641,069)
Citation 1

Abstract:

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10.

Social Marginalization Motivates Indiscriminate Sharing of COVID-19 News on Social Media

Jun, Youjung, and Gita V. Johar, “Social Marginalization Motivates Indiscriminate Sharing of COVID-19 News on Social Media,” Journal of the Association for Consumer Research, 2020, Forthcoming
Posted: 02 Nov 2020
Gita Johar and Youjung Jun
Columbia Business School - Marketing and Columbia Business School

Abstract:

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11.

Making Sense From (Apparent) Senselessness: The JCR Lens

Journal of Consumer Research, Vol. 44, No. 4, 2017, Columbia Business School Research Paper No. 18-28
Posted: 11 Mar 2018
University of British Columbia (UBC) - Sauder School of Business, York University - Schulich School of Business, Columbia Business School - Marketing and New York University (NYU) - Department of Marketing

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Politics, Optimism, Motivated Reasoning, Survey Biases, Affect, Truth

12.

The Seesaw Self: Possessions, Identity (De)Activation, and Task Performance

Journal of Marketing Research, Forthcoming , Columbia Business School Research Paper No. 18-27
Posted: 11 Mar 2018
Jaeyeon Chung and Gita Johar
Independent and Columbia Business School - Marketing

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Ownership, Identity Activation, Self-Concept Clarity, Task Performance, Possessions

13.

Perceived Social Presence Reduces Fact-Checking

Proceedings of the National Academy of Science (PNAS), May 2017, Columbia Business School Research Paper No. 17-57
Posted: 25 May 2017
Youjung Jun, Rachel Meng and Gita Johar
Columbia Business School, Columbia Business School and Columbia Business School - Marketing

Abstract:

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fact-checking, information processing, social influence

14.

How to Save Your Brand in the Face of Crisis

Sloan Management Review, Vol. 51, No.4, 57-64, 2010
Posted: 16 Jan 2017
Columbia Business School - Marketing, Independent and University of Vienna - Department of Communication

Abstract:

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Brand, Crisis

15.

Countering Accusations with Innoculation: The Moderating Role of Consumer-Company Identification

Public Relations Review 39 (2013) 198– 206, Columbia Business School Research Paper No. 17-10
Posted: 13 Jan 2017
Sabine Einwiller and Gita Johar
University of Vienna - Department of Communication and Columbia Business School - Marketing

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Inoculation theory; Identification; Disidentification; Involvement; Proactive crisis communication; Experiment

16.

Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment

Journal of Consumer Research, Vol. 42, No. 6, 2016, Columbia Business School Research Paper No. 17-11
Posted: 13 Jan 2017
Liad Weiss and Gita Johar
University of Wisconsin Madison and Columbia Business School - Marketing

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ownership, self-concept, self-evaluation, categorization, assimilation and contrast

17.

Mistaken Inferences from Advertising Conversations: A Modest Research Agenda

Columbia Business School Research Paper No. 17-9
Posted: 12 Jan 2017
Gita Johar
Columbia Business School - Marketing

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Advertising, Marketing research, consumer research

18.

Attaining Satisfaction

Journal of Consumer Research, Vol. 38, No. 4, 2011
Posted: 11 Jan 2017
Cecile Cho and Gita Johar
Korea University Business School (KUBS) and Columbia Business School - Marketing

Abstract:

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Satisfaction, Goals, Implicit Theories

19.

Two Roads to Updating Brand Personality Impressions

Journal of Marketing Research, pp. 458-469, November 2005
Posted: 06 Aug 2011
Columbia Business School - Marketing, Hong Kong University of Science & Technology (HKUST) - Department of Marketing and Stanford University - Graduate School of Business

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inference updating, brand personality, brand perceptions, chronics, trait implications, evaluative implications