Department of Marketing: Associate Professor
- St. Stephen's College, India, B.A.
- Mudra Institute of Communications, India, PGDPC
- Baruch College (CUNY), Ph.D.
Reetika Gupta's research interests include consumer behavior in interactive consumption environments, consumer learning of and marketing strategies for new products, and corporate social responsibility. She has published articles in MIS Quarterly, Journal of Business Research, Journal of Advertising Research, and Psychology and Marketing. Her current research focuses on examining communication strategies that would effectively communicate the benefits of really new products; understanding how the underlying motives for visiting a website influence consumers' reactions to website characteristics (i.e., level of complexity); examining consumer behavior issues in the corporate social responsibility and bottom-of-the pyramid domains; and exploring consumer preferences for pervasive and mobile technologies and products. She currently teaches Principles of Marketing at the undergraduate level and Managing Products and Services at the graduate level. She has also taught in the Baruch Executive MS Marketing Program in Taiwan and Hong Kong.
Professor Gupta is the recipient of the 2007 Lehigh Junior Award for Distinguished Teaching (awarded annually to a junior, untenured member of the faculty for excellence in teaching). She received the Sidney I. Lirtzman Dissertation Award for her dissertation research in 2005, and was selected as AMA Sheth Doctoral Consortium Fellow in 2001.
- Complexity in interactive consumption environments
- Consumer learning of new products
- Corporate social responsibility