JOURNAL PUBLICATIONS

Mookerjee, Siddhanth (Sid), Yann Cornil and JoAndrea Hoegg (2021), “From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce” Journal of Marketing, 85(3), 62-77, doi:10.1177/0022242920988656.

Selected Media Mentions: CBS News, Harvard Business Review, Vancouver Sun, CKNW Global News Radio, Medium US, MSN, Manager Magazin, The Australian, Das Magazin

SELECTED WORKS IN PROGRESS

Ok, Ekin. Rishad Habib, Karl Aquino, Siddhanth (Sid) Mookerjee and Yann Cornil, “Political Identity and Consumer Evaluations: A Reversal of Ingroup Favoritism,” conditional acceptance at Journal of Consumer Research.

Mookerjee, Siddhanth (Sid), Yann Cornil, Ekin Ok, Rishad Habib and Karl Aquino, “Do Minority-Owned Labels Help or Hurt Minority-Owned Businesses?” under review. 

Mookerjee, Siddhanth (Sid), David J. Hardisty, Kirstin Appelt, Jiaying Zhao and Yanwen Wang, “Twice as Nice? A Large-Scale Longitudinal Field Study of Separate vs. Combined Nudges for Household Laundry Behaviours,” manuscript in preparation.

Mookerjee Siddhanth (Sid), Yann Cornil, and Darren W. Dahl, “It’s Not About You: The Backfire Effect of Customization on Products that Signal Collective Goals,” data collection in progress.

Mookerjee Siddhanth (Sid), Rishad Habib, and Katherine White, “Self-Construal Predicts Participation in the Sharing Economy,” data collection in progress.

Mookerjee Siddhanth (Sid), Yann Cornil, and JoAndrea Hoegg, “Sensory Imagery and Goal Balancing,” data collection in progress.

CONFERENCE (PEER-REVIEWED) PRESENTATIONS (*indicates presenter)

Mookerjee, Siddhanth*, Yann Cornil and Darren Dahl, “It’s Not About You: The Backfire Effect of Customization on Products that Signal Collective Goals,” Association for Consumer Research Conference, October 2022.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “From Waste To Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce,” Better Marketing for Better World, June 2021.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and Reduce Waste,” Big Difference BC Conference, November 2020.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and Reduce Waste,” Society for Consumer Psychology Conference, March 2020.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and Reduce Waste,” Association for Consumer Research Conference, October 2019.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and Reduce Waste,” Business for Social Good Conference, September 2019.

Mookerjee, Siddhanth*, Yann Cornil and JoAndrea Hoegg, “Stating the Obvious: How “Ugly” Labels Can Increase Purchase of Unattractive Produce and Reduce Waste,” Association for Consumer Research Conference, October 2018.