Ashesh Mukherjee

Dr. Ashesh Mukherjee is an Associate Professor and Area Director, Marketing at McGill University's Desautels Faculty of Management. His research focuses on consumer psychology, marketing communications, online behavior, and prosocial behavior. Dr. Mukherjee teaches courses on consumer behavior, brand management, and marketing research at undergraduate, master's, and doctoral levels. He has also taught at universities in multiple countries. His work has been published in leading marketing journals and has received funding from the Social Sciences and Humanities Research Council of Canada. Dr. Mukherjee has been nominated for the Principal & Vice-Chancellor's Award for Teaching Excellence and has received the Best PhD Advisor Award from the Desautels Doctoral Student Society.

Ashesh Mukherjee is a researcher in Marketing and Consumer Psychology, focusing on how consumer behavior is influenced by various psychological and situational factors. His work explores the impact of humor, surprise, and emotional responses in advertising, as well as the role of scarcity, positivity, and perceived control in consumer decision-making. He also investigates the effects of online environments on consumer behavior, including the influence of web site type and social interaction. His research highlights the asymmetry in preference and the moderating effects of various psychological constructs on consumer attitudes and choices.