Gita Johar
· Meyer Feldberg Professor of BusinessColumbia University · Marketing
Active 1993–2026
Academic metrics are sourced from OpenAlex and public funding records; values may differ from Google Scholar.
Research topics
- Sociology
- Marketing
- Business
- Computer Science
- Political Science
- Public relations
- Knowledge management
- Advertising
- Economics
- Management
Selected publications
Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption
Journal of Retailing · 2020 · 227 citations
Senior authorCorrespondingTechnologies are becoming increasingly autonomous, able to make decisions and complete tasks on behalf of consumers. Virtual assistants already take care of grocery shopping by replenishing used up ingredients while cooking machines prepare these ingredients and implement recipes. In the future, consumers will be able to delegate substantial parts of the shopping process to autonomous shopping systems. Whereas the functional benefits of these systems are evident, they challenge psychological con…
Widespread misestimates of greenhouse gas emissions suggest low carbon competence
Nature Climate Change · 2024-06-21 · 44 citations
articleReaching for rigor and relevance: better marketing research for a better world
Marketing Letters · 2022 · 25 citations
Who Shares Fake News? Uncovering Insights from Social Media Users’ Post Histories
Journal of Marketing Research · 2024-09-02 · 7 citations
articleSenior authorThe authors propose that social media users’ own post histories are an underused yet valuable resource for studying fake-news sharing. By extracting textual cues from their prior posts and contrasting their prevalence against random social media users and others (e.g., those with similar sociodemographics, political news-sharers, and fact-check sharers), researchers can identify cues that distinguish fake-news sharers, predict those most likely to share fake news, and identify promising construc…
The Effect of Personalized Content in Media Entertainment on Engagement with the Domain
Journal of Consumer Research · 2025-04-07 · 2 citations
articleSenior authorAbstract From Netflix to Spotify to TikTok, consumers’ entertainment experiences increasingly revolve around personalized content. Does consuming personalized content in a specific entertainment domain influence the likelihood of consumers discussing that domain overall, beyond the specific content they engage with? Across eleven experiments, we investigate the impact of personalized content in the music and short-form video domains (i.e., content that feels tailored to one’s tastes) on the inte…
Frequent coauthors
- 18 shared
Shilpa Madan
Singapore Management University
- 17 shared
Krishna Savani
Hong Kong Polytechnic University
- 17 shared
Jaideep Sengupta
Hong Kong University of Science and Technology
- 15 shared
Anirban Mukhopadhyay
City, University of London
- 13 shared
Jacob Jacoby
- 12 shared
Maureen Morrin
- 11 shared
John Roberts
- 11 shared
Rajesh Chandy
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