Gita Johar

Gita Johar is an influential scholar in the field of consumer psychology who has published several articles on consumer responses to marketing efforts. Her expertise in persuasion makes her uniquely qualified to lead a program on marketing and innovation, where the focus is on generating creative ideas as well as persuading consumers and colleagues to accept these ideas.

Johar has served as associate editor for such journals as the Journal of Marketing Research, the Journal of Consumer Research, and the International Journal of Research in Marketing. She began a term as editor of the Journal of Consumer Research in July 2014. At Columbia, Gita teaches in the MBA, EMBA, and PhD programs and has authored cases on consumer adoption of new products and on marketing and advertising planning.

Johar is the Meyer Feldberg Professor of Business at Columbia Business School and has been on the faculty since 1992. She received her PhD from the NYU Stern School of Business and her MBA from the Indian Institute of Management, Calcutta.

Meet Professor Johar in this video: