Tanuka Ghoshal

Tanuka Ghoshal is an Assistant Professor of Marketing at the Zicklin School of Business, Baruch College. She earned her PhD in Marketing from Carnegie Mellon University in Pittsburgh following a three-year stint in market research at the Indian Market Research Bureau (IMRB). Professor Ghoshal’s research interests lie broadly in the domain of hedonic and sensory experiences in consumer judgment and decision-making. Her research has been published at the Journal of Marketing Research, Journal of Consumer Research, Journal of Experimental Social Psychology and Journal of Marketing Management. Her ongoing projects study compensatory consumption, aesthetics, sensory consumption and culture-specific consumer biases. Her research has won competitive grants from the Ernst & Young Institute for Emerging Market Studies, the SRITNE Center at the Indian School of Business and the North American Society for Marketing Education in India (NASMEI) conference. She is an active member of academic societies such as Association of Consumer Research, Society for Consumer Psychology, Consumer Culture Theory Consortium, American Marketing Association and INFORMS Marketing Science, and regularly presents her research at their flagship annual conferences in North America, Europe and Asia.

Academic Degrees

• BSc, Physics, St. Xavier's College, Calcutta, India
• MBA, Xavier Institute of Managment, India
• PhD, Marketing, Carnegie Mellon University

Awards

• AMA – AIM Sheth Doctoral Consortium, Faculty Fellow
• William Larimer Mellon fellowship, Carnegie Mellon University

Publications

Many labs 2: Investigating Variation in Replicability across Sample and Setting (2018), with R. A. Klein, B. Nosek and others. Registered Report in Advances in Methods and Practices in Psychological Science.

Batra, Rishtee K., and Tanuka Ghoshal (2017; equal authorship), “Fill up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Consumption,” Journal of Consumer Research, 44, no. 4: 916-938.

Belk, R. and Ghoshal, T., (2017), “The Kafka quagmire for the poor in India,” Journal of Marketing Management, 33(17-18), pp.1559-1569.

Batra, Rishtee, Ghoshal, Tanuka and Rajagopal Raghunathan (2017), “You are what you eat: An empirical investigation of the relationship between spicy food and aggressive cognition,” Journal of Experimental Social Psychology, 71: 42-48.

Ghoshal, Tanuka, Eric Yorkston, Joseph C. Nunes, and Peter Boatwright (2014), “Multiple reference points in sequential hedonic evaluation: an empirical analysis.” Journal of Marketing Research 51, no. 5: 563-577.

Areas of Expertise

Sensory consumption, compensatory consumption, product aesthetics, culture-specific consumer biases