GUPTA Reetika

Reetika Gupta's cross-functional research interests span across both marketing and information systems. Specifically, her research interests include consumer behavior in interactive consumption environments, consumer learning of new products, corporate social responsibility and bottom of the pyramid marketing. Her research has been been published in MIS Quarterly, Journal of Consumer Psychology, Journal of Business Research, Journal of Advertising Research and Psychology and Marketing. Her teaching repertoire includes courses offered to students in the undergraduate, graduate and executive programs.

Personal website

• 2005 : Ph.D in Marketing (City University of New York - Baruch College, United States of America)
• 1996 : PGDPC (Masters degree) (Mudra Institute of Communications, India)
• 1994 : BA (Honors) in Economics (St. Stephen's College, India)

Full-time academic appointments

• 2013 - Present : Associate Professor (ESSEC Business School, Singapore)
• 2012 - 2013 : Associate Professor of Marketing (College of Business and Economics, Lehigh University, United States of America)
• 2005 - 2012 : Assistant Professor of Marketing (College of Business and Economics, Lehigh University, United States of America)
• 2001 - 2005 : Instructor in Marketing (City University of New York - Baruch College, United States of America)

Other Academic Appointments

• 1996 - 1998 : Senior Research Executive (Indian Market Research Bureau (IMRB), India)
• 2022 - Present : Deputy Dean of Essec Asia-Pacific (ESSEC Business School, Singapore)
• 2020 - 2022 : Associate Academic Director of the Global BBA Program (ESSEC Business School, France)

• 2012 : Alfred Noble Robinson Faculty Award for Service at Lehigh University (given annually to a junior, untenured member of the university faculty for excellence in service) (College of Business and Economics, Lehigh University, United States of America)
• 2007 : Lehigh Junior Award for Distinguished Teaching (given annually to a junior, untenured member of the university faculty for excellence in teaching) (College of Business and Economics, Lehigh University, United States of America)
• 2005 : Sidney I. Lirtzman Best Dissertation Award, CUNY
• 2004 : Nominated for Best Paper Award at the Academy of Management Annual Conference (OCIS Track), New Orleans (United States of America)

• 2015 : ESSEC Research Fund (ESSEC Business School, France)
• 2014 : ESSEC Research Fund (ESSEC Business School, France)
• 2013 : ESSEC Research Fund (ESSEC Business School, France)
• 2012 : Institute on Asian Consumer Insight (ACI)
• 2007 - 2012 : Allison and Norman H. Axelrod ’74 Summer Research Fellowship
• 2006 : College of Business and Economics Research Grant
• 2006 : Lehigh Faculty Research Grant (College of Business and Economics, Lehigh University, United States of America)
• 2001 : AMA-Sheth Foundation, Doctoral Consortium Fellow, Miami (United States of America)
• 2000 - 2003 : Doctoral Fellowship in Marketing (City University of New York - Baruch College, United States of America)

• GUPTA, R., MUKHERJEE, S. and JAYARAJAH, K. (2021). Role of group cohesiveness in targeted mobile promotions. Journal of Business Research, 127, pp. 216-227.

• KIM, Y., MUKHERJEE, M. and GUPTA, R. (2022). A bottom of pyramid perspective on quality education in the tropics. In: Jacob Wood, Taha Chaiechi, K Thirumaran eds. Business, Industry, and Trade in the Tropics. 1st ed. Oxon & New York: Routledge, pp. 53-67.

• GUPTA, R. (2017). Improving Social Capital at the Bottom of the Pyramid: Which Interventions Work Best? In: 2017 Annual Conference of Emerging Markets Conference Board. IIM Lucknow.

• GUPTA, R. and JAVED, A. (2021). Vaccine Adoption - Role Of Emphasis Framing In Health Communication. In: 43rd ISMS Marketing Science Conference 2021. Virtual.
• GUPTA, R., MUKHERJEE, S. and JAYARAJAH, K. (2020). Role of Group Cohesiveness in Targeted Mobile Promotions. In: 2020 INFORMS Marketing Science Conference.
• GUPTA, R., KIM, Y. and MUKHERJEE, M. (2019). The Healthcare Conundrum at the Bottom of the Pyramid. In: 2019 ISMS Marketing Science Conference.
• GUPTA, R., CHANDRASEKARAN, D. and SEN, S. (2018). Let 'em Eat Cake ? The Influence of Psychological Distance on Consumer Attitudes towards Bottom of the Pyramid New Product Launches and Company Evaluations. In: 2018 Journal of the Academy of Marketing Science (JAMS) India Conference on Managing Business and Innovation in Emerging Markets.
• GUPTA, R., CHANDRASEKARAN, D. and SEN, S. (2018). Let 'em Eat Cake? The Influence of Psychological Distance on Consumer Attitudes towards Bottom-of-the-Pyramid New Product Launches and Company Evaluations. In: 12th Great Lakes Nasmei Conference 2018.
• GUPTA, R., MUKHERJEE, P. and JAYARAJAH, K. (2017). Role of Group Cohesiveness in Consumer's Responses to Mobile Promotions. In: 2017 Association for Consumer Research Conference (ACR 2017).
• GUPTA, R. and KOUKOVA, N. (2016). Designer Recyclable Bags: Effects on Perceptions and Usage Behavior. In: 2016 INFORMS Society for Marketing Science (ISMS) Marketing Science Conference.
• DUONG, H.T. and GUPTA, R. (2015). Consumer Vulnerability and Religious Dependence among Bottom of the Pyramid Consumers. In: 2015 Society for Consumer Psychology Conference.
• DUONG, H.T. and GUPTA, R. (2015). Consumer Vulnerability at the Bottom-of-the-Pyramid: The Role of Social Relationships and Religiosity. In: 36th Edition of the HEC-ESSEC-INSEAD Research Seminar.
• GUPTA, R. and BANERJEE, S. (2015). Distraction or Enrichment? Understanding the Impact of Augmented Reality Environments. In: 37th ISMS Marketing Science Conference.
• GUPTA, R., CHANDRASEKARAN, D. and SEN, S. (2014). Are Companies Being (Un)fair to the Bottom of the Pyramid Consumer. In: 5th Subsistence Marketplaces Conference.
• GUPTA, R., CHANDRASEKARAN, D. and SEN, S. (2014). Let them Eat Cake? Mainstream Consumer Reactions to Products Marketed toward Bottom-of-the-Pyramid Consumers. In: International Marketing Conference 2014: Emerging Markets, Evolving Perspectives.
• GUPTA, R., IRMAK, C., GOLLWITZER, P. and OETTINGEN, G. (2014). The Effect of Deliberative and Implemental Mindsets on Consumer Information Processing at Websites. In: 2014 Winter Conference of the Society for Consumer Psychology.