Neeru Paharia

Neeru Paharia is Assistant Professor at Georgetown University’s McDonough School of Business. She conducts research on judgment and decision making, consumer behavior, signaling through brands, social media, political consumption, moral psychology, and digital marketing. Prior to joining the Georgetown faculty, Paharia served as the research director for the Edmond J. Safra Center for Ethics at Harvard University. She also spent three years on the founding team at Creative Commons serving as assistant and executive director, after working at McKinsey as an associate consultant. She has cofounded several community-oriented social networking sites in education, research, and music including Peer 2 Peer University (p2pu.org), Acawiki.org, and ccmixter.org. Paharia’s work has been published in the Journal of Consumer Research and Organizational Behavior and Human Decision Processes, and she has authored several book chapters. Paharia holds a doctorate in marketing from Harvard Business School, an M.S. in public policy and management from Carnegie Mellon University, and a B.A. in economics from the University of California.

Education

• Carnegie Mellon University - M.S.
• University of California-Davis - B.A.
• Harvard Business School - Ph.D.

Publications

Articles in Journals (4)

Paharia, N., Avery, J., Keinan, A.,. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (2014)

Neeru Paharia, Kathleen D. Vohs, Rohit Deshpandé. "Sweatshop labor is wrong unless the shoes are cute: Cognition can both help and hurt moral motivated reasoning." Organizational Behavior and Human Decision Processes, 121 (2013): 81–88.

Neeru Paharia, Anat Keinan, Jill Avery, Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography." Journal of Consumer Research (2010)

Neeru Paharia, Karim S. Kassam, Joshua D. Greene b, Max H. Bazerman. "Dirty work, clean hands: The moral psychology of indirect agency." Organizational Behavior and Human Decision Processes, 109 (2009): 134-141.