Associate Professor Nitika   Garg
Associate Professor

Associate Professor Nitika Garg

Business School
Sch of Marketing

I am a consumer behaviour researcher. My primary research interests focus on studying the influence of emotions on consumer judgment and decision making, including choice and consumption. Specifically, I examine how discrete emotional states such as anger, happiness, and sadness, affect various aspects of consumer behavior. Given the rise in obesity and the long-term concerns regarding its impact on consumer and societal welfare, I am specifically interested in food consumption and the various factors that influence it, including emotions. I further explore the implications of these effects for stakeholders such as managers, public policy officials, and consumers, and tests strategies to mitigate the sometimes deleterious influence of emotions on consumers. ​​

Selected Honours and Awards:

  • 2019: Research Excellence Commendation, UNSW Business School, UNSW Sydney.

  • 2018: Outstanding Postgraduate Research Supervision Award, The Arc Postgraduate Council, UNSW Australia.

  • 2007: Outstanding Publication of the Year, School of Business Administration, University of Mississippi

  • 2006: Outstanding Publication of the Year, School of Business Administration, University of Mississippi
  • 2007-2008: Faculty Research Fellow, Office of Research and Sponsored Programs, University of Mississippi, ORSP
  • 2006-2007: Faculty Research Fellow, Office of Research and Sponsored Programs, University of Mississippi, ORSP
  • 2003: AMA - Sheth Doctoral Consortium Fellow, University of Minnesota

Selected Professional Services:

  • At-Large Director, Association for Consumer Research (ACR) Board of Directors, 2020-22.
  • Associate Editor, Marketing for the Australian Journal of Management, 2017-.

  • Program Committee Member, Association for Consumer Research (ACR) Conference, Seattle, US, 2021.

  • Track Co-chair (Consumer Behaviour), Australia and New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, 2021.

  • Program Committee Member, Association for Consumer Research (ACR) Conference, Atlanta, US, 2019.

  • Faculty Mentor, Doctoral Colloquium, Australia and New Zealand Marketing Academy (ANZMAC) Mid-Year Doctoral Colloquium, Sydney, Australia, 2019.

  • Ad Hoc Reviewer for Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Applied Social

  • Psychology, and Motivation and Emotion

  • Reviewer for ACR, SCP, and AMA conferences

Professional Memberships:

  • Association for Consumer Research

  • Society for Consumer Psychology

  • Australian & New Zealand Marketing Academy

  • European Marketing Academy

UNSW Business School Profile:https://www.business.unsw.edu.au/our-people/nitikagarg

 

Phone
53387
Location
Rm 3022, Quadrangle Building UNSW Sydney, Kensington Campus

Publications

  • Book Chapters | 2017
    Associate Professor Nitika Garg
    Garg N; Govind R, 2017, 'The Flipped Side of the Coin?: An Examination of Socio-economic and Cultural Antecedents of Obesity in India', in Maheswaran D; Puliyel T (ed.), Understanding Indian Consumers, edn. 1, Oxford University Press, India
  • Journal articles | 2022
    Associate Professor Nitika Garg
    Garg N; Saluja G, 2022, 'A Tale of Two ‘Ideologies’: Differences in Consumer Response to Brand Activism', Journal of the Association for Consumer Research
    Journal articles | 2021
    Associate Professor Nitika Garg
    Chaudhury S; Garg N; Jiang V, 2021, 'The Curious Case of Threat-awe: A Theoretical and Empirical Reconceptualization', Emotion
    Journal articles | 2021
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2021, 'The Impact of Gratitude (vs. Pride) on the Effectiveness of Cause-Related Marketing', European Journal of Marketing, http://dx.doi.org/10.1108/EJM-11-2019-0829
    Journal articles | 2021
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2021, 'Grateful Compliance: Gratitude Effects on Willingness to Comply with Responsible Drinking Messages', Psychology and Marketing, http://dx.doi.org/10.1002/mar.21535
    Journal articles | 2021
    Associate Professor Nitika Garg
    Garg N; Govind R; Nagpal A, 2021, 'Message Framing Effects on Food Consumption: A Social Marketing Perspective', Australian Journal of Management
    Journal articles | 2020
    Associate Professor Nitika Garg
    Govind R; Garg N; Mittal V, 2020, 'Weather, Affect, and Preference for Hedonic Products: The Moderating Role of Gender', Journal of Marketing Research, vol. 57, pp. 717 - 738, http://dx.doi.org/10.1177/0022243720925764
    Journal articles | 2019
    Associate Professor Nitika Garg
    Govind R; Singh J; Garg N; D'Silva S, 2019, 'Not walking the walk: How dual attitudes influence behavioral outcomes in ethical consumption', Journal of Business Ethics, vol. 155, pp. 1195 - 1214, http://dx.doi.org/10.1007/s10551-017-3545-z
    Journal articles | 2019
    Associate Professor Nitika Garg
    Garg N, 2019, 'Misery Wants Control: The Roles of Helplessness and Choice in the Sadness-Consumption Relationship', Australian Journal of Management, vol. 44, pp. 407 - 424, http://dx.doi.org/10.1177/0312896219830152
    Journal articles | 2018
    Associate Professor Nitika Garg
    Singh JJ; Garg N; Govind R; Vitell SJ, 2018, 'Anger Strays, Fear Refrains: The Differential Effect of Negative Emotions on Consumers’ Ethical Judgments', Journal of Business Ethics, vol. 151, pp. 235 - 248, http://dx.doi.org/10.1007/s10551-016-3248-x
    Journal articles | 2018
    Associate Professor Nitika Garg
    Garg N; Williams LA; Lerner J, 2018, 'The Misery-Is-Not-Miserly Effect Revisited: Replication Despite Opportunities for Compensatory Consumption', PLoS ONE, vol. 13, pp. e0199433, http://dx.doi.org/10.1371/journal.pone.0199433
    Journal articles | 2018
    Associate Professor Nitika Garg
    Ahuvia A; Garg N; Batra R; McFerran B; De Diesbach PBL, 2018, 'Pride of ownership: An identity-based model', Journal of the Association for Consumer Research, vol. 3, pp. 216 - 228, http://dx.doi.org/10.1086/697076
    Journal articles | 2018
    Associate Professor Nitika Garg
    Ahuvia A; Garg N; Batra R; McFerran B; Diesbach P, 2018, 'Pride of Ownership', Journal of the Association for Consumer Research, vol. 3, http://dx.doi.org/10.1086/697076?mobileUi=0
    Journal articles | 2017
    Associate Professor Nitika Garg
    Garg N; Inman J; Mittal V, 2017, 'Emotion effects on choice deferral: The moderating role of outcome and process accountability', European Journal of Marketing, vol. 51, pp. 1631 - 1649, http://dx.doi.org/10.1108/EJM-12-2015-0861
    Journal articles | 2014
    Associate Professor Nitika Garg
    Govind R; Garg N; Sun W, 2014, 'Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives', Health Marketing Quarterly, vol. 31, pp. 46 - 64, http://dx.doi.org/10.1080/07359683.2014.874854
    Journal articles | 2013
    Associate Professor Nitika Garg
    Garg N; Lerner J, 2013, 'Sadness and Consumption', Journal of Consumer Psychology, vol. 23, pp. 106 - 113, http://dx.doi.org/10.1016/j.jcps.2012.05.009
    Journal articles | 2012
    Associate Professor Nitika Garg
    Reimann M; Feye W; Malter A; Ackerman J; Castaño R; Garg N; Kreuzbauer R; Labroo A; Lee A; Morrin M; Nenkov G; Nielsen J; Perez M; Pol G; Rosa J; Yoon C; Zhong C, 2012, 'Embodiment in Judgment and Choice', Journal of Neuroscience, Psychology, and Economics, vol. On line, pp. 104 - 123, http://dx.doi.org/10.1037/a0026855
    Journal articles | 2012
    Associate Professor Nitika Garg
    Reimann M; Feye W; Malter AJ; Ackerman JM; Castaño R; Garg N; Kreuzbauer R; Labroo AA; Lee AY; Morrin M; Nenkov GY; Nielsen JH; Perez M; Pol G; Rosa JA; Yoon C; Zhong C-B, 2012, '"Embodiment in judgment and choice": Correction to Reimann et al. (2012).', Journal of Neuroscience, Psychology, and Economics, vol. 5, pp. 123 - 123, http://dx.doi.org/10.1037/a0027714
    Journal articles | 2010
    Associate Professor Nitika Garg
    Kumar M; Garg N, 2010, 'Aesthetic principles and cognitive emotion appraisals: How much of the beauty lies in the eye of the beholder?', Journal of Consumer Psychology, vol. 20, pp. 485 - 494, http://dx.doi.org/10.1016/j.jcps.2010.06.015
    Journal articles | 2007
    Associate Professor Nitika Garg
    Garg N; Wansink B; Inman JJ, 2007, 'The influence of incidental affect on consumers' food intake', Journal of Marketing, vol. 71, pp. 194 - 206, http://dx.doi.org/10.1509/jmkg.71.1.194
    Journal articles | 2007
    Associate Professor Nitika Garg
    Garg N; Wansick B; Inman J, 2007, 'The influence of incidental affect on consumer's food intake', Journal of Marketing, vol. 71, pp. 194 - 206, http://dx.doi.org/10.1037/e621312012-073
    Journal articles | 2005
    Associate Professor Nitika Garg
    Garg N; Inman J; Mittal V, 2005, 'Incidental and task-related affect: A re-inquiry and extension of the influence of affect on choice.', Journal of Consumer Research, vol. 32, pp. 154 - 159, http://dx.doi.org/10.1086/426624
  • Conference Papers | 2019
    Associate Professor Nitika Garg
    Garg N; Govind R; Singh J, 2019, 'Does it Hurt or Protect? The Effect of Consumers’ Affective Commitment on (Un)Ethical Behavior toward Transgressing Brands', Ahmedabad, India, presented at Asia-Pacific Association for Consumer Research (AP-ACR), Ahmedabad, India, 10 January 2019 - 12 January 2019
    Conference Papers | 2019
    Associate Professor Nitika Garg
    Pham C; Garg N, 2019, 'The Taste of Color: Examining the Influence of Package Color on Consumer Perceptions and Buying Intention', in Jain S; Vijayalakshmi A (ed.), AP - Asia-Pacific Advances in Consumer Research, Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, pp. 57 - 58, presented at Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, 10 January 2019 - 12 January 2019
    Conference Papers | 2019
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2019, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages, Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, presented at Asia-Pacific Association for Consumer Research (AP-ACR) Conference, Ahmedabad, India, 10 January 2019 - 12 January 2019
    Conference Papers | 2018
    Associate Professor Nitika Garg
    Pham C; Garg N, 2018, 'More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption', in More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption, Association for Consumer Research (ACR) Conference, Dallas, United States, presented at Association for Consumer Research (ACR) Conference, Dallas, United States, 11 October 2018 - 13 October 2018
    Conference Papers | 2018
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2018, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-Drinking Message', in Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-Drinking Message, Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, presented at Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, 04 January 2018 - 05 January 2018
    Conference Papers | 2018
    Associate Professor Nitika Garg
    pham C; Garg N, 2018, 'More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption', in More than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption, Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, presented at Society for Consumer Psychology (SCP) International Conference, Sydney, Australia, 04 January 2018 - 05 January 2018
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Garg N; McColl-Kennedy J; Patterson P, 2017, 'Positive Emotions’ Differential Effects on Pro-social Behaviour', in Positive Emotions’ Differential Effects on Pro-social Behaviour, Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, presented at Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Govind R; Ingene C; Garg N, 2017, 'Trade-Offs Between Medical Adherence and Healthful Self-Management', in Trade-Offs Between Medical Adherence and Healthful Self-Management, ANZMAC Conference, Melbourne, Australia, presented at ANZMAC Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2017, 'Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behaviour', in Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Acceptance of Unethical Behaviour, ANZMAC Conference, Melbourne, Australia, presented at ANZMAC Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Pham C; Garg N, 2017, 'Food Package Colour, Perception, and Decision Making', in Food Package Colour, Perception, and Decision Making, Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, presented at Australian New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Australia, 04 December 2017 - 06 December 2017
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2017, 'Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals', in Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals, INFORMS Marketing Science Conference, Los Angeles, USA, presented at INFORMS Marketing Science Conference, Los Angeles, USA, -
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2017, 'Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Ethical Judgment', in Emotions and Morality: The Distinct Effects of Pride and Gratitude on Consumer Ethical Judgment, American Marketing Association (AMA) Summer Conference, San Francisco, USA, presented at American Marketing Association (AMA) Summer Conference, San Francisco, USA, -
    Conference Papers | 2017
    Associate Professor Nitika Garg
    Septianto F; Garg N, 2017, 'Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Grateful Compliance or Proud Defiance? The Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages, American Marketing Association (AMA) Summer Conference, San Francisco, USA, presented at American Marketing Association (AMA) Summer Conference, San Francisco, USA, -
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Singh J; Garg N; Govind R; Vitell S, 2016, 'Anger Strays, Fear Refrains: The Distinct Effect of Same Valence Incidental Emotions on Consumers’ Ethical Judgment', in Anger Strays, Fear Refrains: The Distinct Effect of Same Valence Incidental Emotions on Consumers’ Ethical Judgment, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Garg N; Septianto F, 2016, 'Grateful Compliance or Proud Defiance? Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages', in Grateful Compliance or Proud Defiance? Distinct Effects of Pride and Gratitude on the Effectiveness of Anti-drinking Messages, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Garg N; Septianto F, 2016, 'Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals', in Peas in a Pod? Distinct Effects of Pride and Gratitude on Self- versus Other-Focused Appeals, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Pham C; Garg N, 2016, 'The Taste of Colour: The Influence of Package Colour on Consumers’ Perception of Food Products', in The Taste of Colour: The Influence of Package Colour on Consumers’ Perception of Food Products, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Pham C; Garg N, 2016, 'More than Meets the Eye: The Role of Tableware Aesthetics and Gender in Food Consumption', in More than Meets the Eye: The Role of Tableware Aesthetics and Gender in Food Consumption, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, NZ, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Garg N; Agrawal N, 2016, 'Neighbor’s Envy, Owner’s Pride – Two Sides of the Same Coin?', in Neighbor’s Envy, Owner’s Pride – Two Sides of the Same Coin?, Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, New Zealand, presented at Australia & New Zealand Marketing Academy (ANZMAC), Christchurch, New Zealand, 05 December 2016 - 07 December 2016
    Conference Papers | 2016
    Associate Professor Nitika Garg
    Garg N; Nenkov G, 2016, '‘I’ versus ‘You’: Sadness, Self-focus & Self-control', in ‘I’ versus ‘You’: Sadness, Self-focus & Self-control, Association for Consumer Research Conference, Chicago, USA, presented at Association for Consumer Research Conference, Chicago, USA, -
    Conference Papers | 2015
    Associate Professor Nitika Garg
    Garg N, 2015, 'Affect and Its Effects on Compensatory Consumption', in Affect and Its Effects on Compensatory Consumption, Association for Consumer Research Conference, San Antonio, USA, presented at Association for Consumer Research Conference, San Antonio, USA, -
    Conference Papers | 2015
    Associate Professor Nitika Garg
    Garg N; Septianto F, 2015, 'Feel Like Giving or Receiving? Pride and Gratitude Differentially Leverage the Effectiveness of Self-Focused and Other-Focused Marketing Appeals', in Feel Like Giving or Receiving? Pride and Gratitude Differentially Leverage the Effectiveness of Self-Focused and Other-Focused Marketing Appeals, Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, -
    Conference Papers | 2015
    Associate Professor Nitika Garg
    Garg N; Pham C, 2015, 'The Impact of Aesthetically Pleasing Tableware on Consumption: The Examination of Gender Differences', in The Impact of Aesthetically Pleasing Tableware on Consumption: The Examination of Gender Differences, Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Sydney, Australia, -
    Conference Papers | 2014
    Associate Professor Nitika Garg
    Garg N, 2014, 'The Effect of Contextual Factors on Consumption', in The Effect of Contextual Factors on Consumption, Society for Consumer Psychology, San Francisco, USA, presented at Society for Consumer Psychology, San Francisco, USA, -
    Conference Papers | 2014
    Associate Professor Nitika Garg
    Govind R; Garg N; Mittal V, 2014, 'Weather, Affect, and Hedonic Consumption: Differences between Males and Females', in Weather, Affect, and Hedonic Consumption: Differences between Males and Females, European Marketing Academy (EMAC) Conference, Valenica, Spain, presented at European Marketing Academy (EMAC) Conference, Valenica, Spain, -
    Conference Papers | 2014
    Associate Professor Nitika Garg
    Garg N; Donohoo M, 2014, 'Understanding Consumer Ethics Drivers and Moderators', in Understanding Consumer Ethics Drivers and Moderators, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -
    Conference Papers | 2014
    Associate Professor Nitika Garg
    Govind R; Garg N; Ingene C, 2014, 'An Empirical Investigation of Medical Advice and Healthful Self-Management', in An Empirical Investigation of Medical Advice and Healthful Self-Management, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -
    Conference Papers | 2014
    Associate Professor Nitika Garg
    Garg N; Govind R, 2014, 'Social Marketing of Consumption: Advertising Framing and its Implications for Transforming Healthful Consumption', in Social Marketing of Consumption: Advertising Framing and its Implications for Transforming Healthful Consumption, Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, presented at Australia & New Zealand Marketing Academy (ANZMAC), Brisbane, Australia, -
    Conference Papers | 2013
    Associate Professor Nitika Garg
    Govind R; Garg N; Sun W, 2013, 'Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives', in Geographically Varying Effects of Weather on Tobacco Consumption: Implications for Health Marketing Initiatives, American Marketing Academy Conference, Las Vegas, USA, presented at American Marketing Academy Conference, Las Vegas, USA, -
    Conference Papers | 2013
    Associate Professor Nitika Garg
    Garg N; Nenkov G, 2013, ''I,’ ‘You,’ and ‘We’: Sadness, Self-focus & Self-control', in 'I,’ ‘You,’ and ‘We’: Sadness, Self-focus & Self-control, Australia & New Zealand Marketing Academy (ANZMAC), Auckland, NZ, presented at Australia & New Zealand Marketing Academy (ANZMAC), Auckland, NZ, -
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Govind R; Garg N; Mittal V, 2012, 'Weather, affect and consumption preference for hedonic and utilitarian products: The moderating role of gender.', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 1, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Garg N; Inman J; Mittal V, 2012, 'All accountability is not equal: Moderating role of accountability type on emotion effects on choice-deferral', in ANZMAC 2012 Proceedings, ANZMAC, Adelaide, pp. 1 - 1, presented at ANZMAC2012, Adelaide, 03 December 2012 - 05 December 2012
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Garg N, 2012, 'The Effect of Individual and Contextual Factors on Food Consumption', in The Effect of Individual and Contextual Factors on Food Consumption, Society for Consumer Psychology, Las Vegas, USA, presented at Society for Consumer Psychology, Las Vegas, USA, -
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Govind R; Garg N; Ingene C, 2012, 'Medical Adherence and Healthful Self-management', in Medical Adherence and Healthful Self-management, INFORMS Marketing Science Conference, Boston, USA, presented at INFORMS Marketing Science Conference, Boston, USA, -
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Garg N; Mittal V; Inman J, 2012, 'Negative Affect and Choice of an Avoidant Response: The Moderating Effect of Accountability Degree and Type', in Negative Affect and Choice of an Avoidant Response: The Moderating Effect of Accountability Degree and Type, Asia- Pacific Association for Consumer Research Conference, Queenstown, NZ, presented at Asia- Pacific Association for Consumer Research Conference, Queenstown, NZ, -
    Conference Papers | 2012
    Associate Professor Nitika Garg
    Garg N; Inman J, 2012, 'Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-awareness', in Attenuating Sadness’ Effect on Consumption: Helplessness, Choice, and Self-awareness, Asia-Pacific Association for Consumer Research Conference, Queenstown, NZ, presented at Asia-Pacific Association for Consumer Research Conference, Queenstown, NZ, -
    Conference Papers | 2011
    Associate Professor Nitika Garg
    Garg N, 2011, 'The Effect of Individual and Contextual Factors on Food Consumption', in The Effect of Individual and Contextual Factors on Food Consumption, Association for Consumer Research Conference, St. Louis, USA, presented at Association for Consumer Research Conference, St. Louis, USA, -
    Conference Papers | 2010
    Associate Professor Nitika Garg
    Garg N; Lerner J, 2010, 'Sadness and consumption: The attentuating role of choice', in Proceedings of the Association for Consumer Research Conference, Association for Consumer Research, USA, presented at Association for Consumer Research Conference, Jacksonville, Fl, USA
    Conference Papers | 2009
    Associate Professor Nitika Garg
    Garg N; Mittal V; Inman J, 2009, 'Negative affect and choice: The moderating effect of procedural and outcome accountability.', in Association for Consumer Research Conference Proceedings, Association for Consumer Research, USA, presented at Association for Consumer Research Conference, Pittsburgh, USA, -
    Conference Papers | 2009
    Associate Professor Nitika Garg
    Garg N; Lerner J, 2009, 'Making misery more miserly: Reducing the sad-spending effect.', in Asia-Pacific Association for Consumer Research Conference Proceedings, Asia-Pacific Association for Consumer Research, presented at Asia-Pacific Association for Consumer Research Conference
    Conference Papers | 2009
    Associate Professor Nitika Garg
    Sun W; Govind R; Garg N, 2009, 'Varying the effects of weather on hedonic consumption', in Asia-Pacific Association for Consumer Research Conference Proceedings, Asia-Pacific Association for Consumer Research, Hyderabad, India, presented at Asia-Pacific Association for Consumer Research Conference, Hyderabad, India
    Conference Papers | 2008
    Associate Professor Nitika Garg
    Sun W; Garg N; Govind R, 2008, 'Varying Effects of Weather on Hedonic Consumption', in Varying Effects of Weather on Hedonic Consumption, Marketing Science Conference, Vancouver, Canada, presented at Marketing Science Conference, Vancouver, Canada, -
    Conference Papers | 2008
    Associate Professor Nitika Garg
    Sun W; Govind R; Garg N, 2008, 'Varying Effects of Weather on Hedonic Consumption', in Varying Effects of Weather on Hedonic Consumption, Society for Consumer Psychology, Boston, USA, presented at Society for Consumer Psychology, Boston, USA, -
    Conference Papers | 2008
    Associate Professor Nitika Garg
    Sun W; Govind R; Garg N, 2008, 'Geographic Differences in the Consumption of Hedonic Products: What the Weather Tells the Marketer!', in Geographic Differences in the Consumption of Hedonic Products: What the Weather Tells the Marketer!, Association for Consumer Research Conference, San Francisco, CA, USA, presented at Association for Consumer Research Conference, San Francisco, CA, USA, -
    Conference Papers | 2002
    Associate Professor Nitika Garg
    Garg N, 2002, 'Beyond Valence: Negative Affect and Its Effects on Consumer Decision Making', in Beyond Valence: Negative Affect and Its Effects on Consumer Decision Making, Association for Consumer Research Conference, Atlanta, USA, presented at Association for Consumer Research Conference, Atlanta, USA, -

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