Neeru Paharia
Georgetown University
AdvertisingConspicuous consumptionCompetitor analysisCorporate brandingConsumption (economics)Political economySociologyBusinessPsychologyEconomicsMarketingStatus symbolWork (electrical)Political scienceMarketing managementBiology and political orientationPosition (finance)Brand equityConsumer behaviourHarmIdentity (social science)SweatshopPurchasingBlameBiographyBrand managementSocial psychologyPolitics
Publications 41
#2Sandeep AroraH-Index: 2
Last. Neeru PahariaH-Index: 8
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Firms spend a substantial amount on lobbying—devoting financial resources on teams of lobbyists to further their interests among regulatory stakeholders. Previous research acknowledges that lobbyin...
#2Silvia BellezzaH-Index: 8
Last. Neeru PahariaH-Index: 8
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The authors propose that purchasing luxury can be a unique means to engage in sustainable consumption because high-end products are particularly durable. Six studies examine the sustainability of h...
1 CitationsSource
#1Chris HydockH-Index: 5
#2Neeru PahariaH-Index: 8
Last. Sean BlairH-Index: 3
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Consumers increasingly expect brands to “pick a side” on divisive sociopolitical issues, but managers are reluctant to risk alienating customers who oppose their position. Moreover, research on ide...
1 CitationsSource
While prior research has found that consumer-influenced production improves purchase intentions, the author proposes that it can counterintuitively backfire. This work demonstrates that when consum...
6 CitationsSource
#2Anat KeinanH-Index: 12
Last. Neeru PahariaH-Index: 8
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#1Chris Hydock (California Polytechnic State University)H-Index: 5
#2Neeru Paharia (Georgetown University)H-Index: 8
Last. T. J. Weber (California Polytechnic State University)H-Index: 2
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In recent years, a new trend has emerged: Chick-fil-A and Amazon took opposing positions in the gay marriage debate, companies have openly opposed many of President Trump’s policies and even dropped his daughter’s brand from their stores, Paypal gave an ultimatum to North Carolina over transgender bathroom access, Delta dropped NRA-specific benefits, and Nike signed the polarizing Colin Kaepernick. These actions, which significantly deviate from corporations’ historical forays into sociopolitica...
3 CitationsSource
#1David Godes (UMD: University of Maryland, College Park)H-Index: 18
#2Dina Mayzlin (SC: University of Southern California)H-Index: 18
Last. Lingling ZhangH-Index: 2
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In the past decade, we have seen a certain convergence between politics and marketing, in sometimes unexpected ways. Political campaigns now routinely use marketing tools to persuade voters. Brands, on the other hand, are engaging with increasing likelihood with explicitly-political movements of interest to their customers. Moreover, both fields have long had an ambivalent relationship with the concept of truth and, as a result, we typically observe significant variation across individuals’ beli...
#1Anne WilsonH-Index: 3
Last. Neeru PahariaH-Index: 8
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