Marketing Department

Amit Bhattacharjee
Doctoral Candidate

Amit's research concerns how consumers define who they are, express who they are to others, and find meaning through their consumption decisions. He is particularly interested in the push-pull dynamic of consumers and marketers: on one hand, consumers rely on products to construct and communicate their identities to others. On the other hand, consumers seek to protect self-defining and meaningful aspects of themselves from market forces, and strive to maintain independence and resist influence in their decision making.

A current project investigates how targeted identity marketing appeals may overreach and provoke reactance in consumers. Another project investigates consumers' associations of profit with social harm. A different line of inquiry examines how self-perceptions and weight management drug marketing interact to undermine healthy lifestyle behaviors in consumers, reducing consumer health and welfare.

Amit earned a BS in Economics (Marketing concentration) with a minor in Psychology from the University of Pennsylvania.