Fellow Pankaj Aggarwal

pankaj-aggarwalPankaj Aggarwal is an associate professor of marketing at the University of Toronto. He received his Ph.D. from the Graduate School of Business, University of Chicago in 2002 and his doctoral dissertation on consumer-brand relationships won the Marketing Science Institute’s Alden G. Clayton Award for best dissertation in 2000. His primary research interest is in studying ‘brands-as-people’, specifically conducting research on consumer-brand relationships and brand anthropomorphism. He also studies issues related to culture, time, and money. His research has been published in leading marketing and psychology journals such as the Journal of Consumer Research, Journal of Marketing Research, Psychological Science, and Journal of Consumer Psychology, and he serves on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology. Prior to entering academia, he was Vice President at J. Walter Thompson Advertising, heading its New Delhi office.

Pankaj Aggarwal
Associate Professor of Marketing at the University of Toronto

Selected Publications

Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior,” Journal of Consumer Research, 31 (June), 87-101. This paper is based on my dissertation work

Aggarwal, Pankaj and Sharmistha Law (2005), “Role of Relationship Norms in Processing Brand Information.” Journal of Consumer Research, 32 (December), 453-464

Aggarwal, Pankaj and Meng Zhang (2006), “The Moderating Effect of Relationship Norms,” Journal of Consumer Research, 33 (December), 413-419

Aggarwal, Pankaj and Richard P. Larrick (2012), “When Consumers Care About Being Treated Fairly: The Interaction of Relationship Norms and Fairness Norms,” Journal of Consumer Psychology, 22(1), 114-127

Aggarwal, Pankaj and Ann L. McGill (2007), “Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products,” Journal of Consumer Research, 34 (December), 468-479

Aggarwal, Pankaj and Ann L. McGill (2012), “When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Effects of Brand Anthropomorphism,” Journal of Consumer Research, 39 (2), August, 307-323

Ahn, Hee Kyung, Hae Joo Kim, and Pankaj Aggarwal (2014), “Helping Fellow Beings: Anthropomorphized Social Causes and the Role of Anticipatory Guilt,” Psychological Science, 25 (1), 224-229. First published online November 5, 2013

Aggarwal, Pankaj and Min Zhao (in print), “Seeing the Big Picture: The Effect of Height on the Level of Construal,” Journal of Marketing Research, in press. First published online July 7, 2014.