Gita Johar

42 catalog papers. Identity-linked publications and additional name matches are distinguished below.

ORCID: 0000-0003-2643-5507

Columbia Business School

Publications

• Marketing misinformation in the age of AI — Journal of Consumer Psychology 2026
• The Effect of Personalized Content in Media Entertainment on Engagement with the Domain — Journal of Consumer Research 2026
• Who Shares Fake News? Uncovering Insights from Social Media Users’ Post Histories — Journal of Marketing Research 2025
• Meaning of Manual Labor Impedes Consumer Adoption of Autonomous Products — Journal of Marketing 2023
• Mining Consumer Minds: Downstream Consequences of Host Motivations for Home-Sharing Platforms — Journal of Consumer Research 2022
• Untangling the web of misinformation and false beliefs — Journal of Consumer Psychology 2022
• Better Marketing for a Better World — Journal of Marketing 2021
• The Seesaw Self: Possessions, Identity (De)activation, and Task Performance — Journal of Marketing Research 2018
• Making Sense from (Apparent) Senselessness: The JCR Lens — Journal of Consumer Research 2017
• Consumer desire for control as a barrier to new product adoption — Journal of Consumer Psychology 2017
• Products as Self-Evaluation Standards: When Owned and Unowned Products Have Opposite Effects on Self-Judgment — Journal of Consumer Research 2016
• Tutorials in Consumer Research — Journal of Consumer Research 2016
• The Evolution of JCR: A View through the Eyes of Its Editors — Journal of Consumer Research 2015
• JCR Updates: A Note from the Editors — Journal of Consumer Research 2015
• From the Editors-Elect: Meaningful Consumer Research — Journal of Consumer Research 2014
• Conditioned Superstition: Desire for Control and Consumer Brand Preferences — Journal of Consumer Research 2013
• Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don't) — Journal of Consumer Research 2013
• Attaining Satisfaction — Journal of Consumer Research 2011
• I'll Know What You're Like When I See How You Feel — Psychological Science 2009
• Indulgence as self-reward for prior shopping restraint: A justification-based mechanism† — Journal of Consumer Psychology 2009
• Babyfaces, Trait Inferences, and Company Evaluations in a Public Relations Crisis — Journal of Consumer Research 2008
• Tempted or Not? The Effect of Recent Purchase History on Responses to Affective Advertising — Journal of Consumer Research 2007
• Attitudinal Ambivalence and Openness to Persuasion: A Framework for Interpersonal Influence — Journal of Consumer Research 2007
• Changing False Beliefs from Repeated Advertising: The Role of Claim-Refutation Alignment — Journal of Consumer Psychology 2007
• MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion — Journal of Consumer Research 2006
• Do You Know Me? Consumer Calibration of Friends' Knowledge — Journal of Consumer Research 2006
• The Price of Friendship: When, Why, and How Relational Norms Guide Social Exchange Behavior — Journal of Consumer Psychology 2005
• Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing — Journal of Marketing Research 2005
• Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions — Journal of Consumer Research 2005
• Integration of Discrepant Sales Forecasts: The Influence of Plausibility Inferences Based on an Evoked Range — Journal of Marketing Research 2004
• Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility — Journal of Consumer Psychology 2003
• Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives — Journal of Consumer Research 2002
• Taking Stock of Stockbrokers: Exploring Momentum versus Contrarian Investor Strategies and Profiles — Journal of Consumer Research 2002
• Perceived Source Variability Versus Familiarity: Testing Competing Explanations for the Truth Effect — Journal of Consumer Psychology 2002
• The Use of Concurrent Disclosures to Correct Invalid Inferences — Journal of Consumer Research 2000
• Relatedness, Prominence, and Constructive Sponsor Identification — Journal of Marketing Research 1999
• Contingent Processes of Source Identification — Journal of Consumer Research 1997
• A Varying-Parameter Averaging Model of On-Line Brand Evaluations — Journal of Consumer Research 1997
• Antecedents of Positivity Effects in Social Versus Nonsocial Judgments — Journal of Consumer Psychology 1996
• Response Mode Bias in the Formation of Preference: Boundary Conditions of the Prominence Effect — Organizational Behavior and Human Decision Processes 1995
• Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis — Journal of Consumer Psychology 1995
• Consumer Involvement and Deception from Implied Advertising Claims — Journal of Marketing Research 1995