Tanuka Ghoshal

Education

Ph.D., Marketing, Carnegie Mellon University Pittsburgh USA

M.B.A., Marketing, Xavier Institute of Management India

BSc, Physics, St. Xavier's College India

Journal Articles

(2023). Does Scarcity Increase or Decrease Donation Behaviors? An Investigation Considering Resource-specific Scarcity and Individual Person-Thing Orientation. Journal of the Academy of Marketing Science,

Klein, R., Nosek, B., & Ghoshal, T. (2018). Manylabs 2: Investigating Variation in Replicability Across Sample and Setting. Advances in Methods and Practices in Psychological Sciences,

Ghoshal, T., & Belk, R. W. (2017). The Kafka Quagmire for the Poor in India. Journal of Marketing Management,

Batra, R. K., & Ghoshal, T. (2017). Fill Up Your Senses: A Theory of Self-Worth Restoration through High Intensity Sensory Consumption. Journal of Consumer Research,

Batra, R. K., Ghoshal, T., & Raghunathan, R. (2017). You Are What You Eat: An Empirical Investigation of the Relationship between Spicy Food and Aggressive Cognition. Journal of Experimental Social Psychology,

(2014). Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis. Journal of Marketing Research,

Can You See Me Now? Toward a Theory of Sensory Flamboyance and Subtlety in Consumption. . Customer Needs and Solutions,

The Dark Side of Generalization: The Case for Culture Specific Research. In Progress.

Light is Attractive, but Dark is Competent: How Skin Tone Influences Human Brand Perceptions in India. Journal of Marketing Research,

From Kurtas to Crop tops: A Theory of Postliminal Self-Transformation. Journal of Consumer Psychology,

Downstream Effects of Spicy Food Consumption (Risky Behaviors). In Progress.

A Comforting Cup of Celeb Tea: Understanding how Social Exclusion Influences the Appeal of Celebrity Gossip. European Journal of Marketing,

Product Curvature Preferences as a Coping Strategy. In Progress.

Leveraging Post-Purchase Consumer Emotions and Extraordinary Rituals for Marketplace Success. Journal of Retailing,

External Packaging Aesthetics- Boon or Bane? It’s Mixed, from a Consumer Wastefulness Perspective. In Progress.

Book Chapters

Ghoshal, T., & Belk, R. W. (2024). The Global Modern Girl Myth: Understanding the New Indian Woman through her Consumption Choices.. The Routledge Companion to Identity and Consumption USA. Routledge.

Malika, M., Ghoshal, T., & Maheswaran, D. (2017). Make in Incredible India: Globalization and Nation Equity. In Batra, R. K. (Ed.), OUP.

Ghoshal, T., Boatwright, P., & Malika, M. (2015). Curvature from all angles: An integrative Review and Implications for Product Design. In Batra, R., Seifert, C., & Brei, D. (Eds.), USA. Routledge.

Media Contributions

(2021). WalletHub.

Ghoshal, T. (2017). Telegraph India.

(2016). Times of India.

(2013). Economic Times Brand Equity.

Presentations

Ghoshal, T., Valenzuela, A., Kopalle, P., & Singh, P. (2025, September 14). Lemons, Chillies and Charms: Marketplace Manifestations of Consumer Fear of Envy. Association of Consumer Research. Paris, France: ACR.

Ghoshal, T., & Gill, T. (2025, March 14). Light is Attractive but Dark is Competent: How Skin-tone influences Human Brand Perceptions in India. Society for Consumer Psychology. Nashville, TN

Ghoshal, T., & Gill, T. (2025, October 14). Light is Attractive but Dark is Competent: How Skin-tone influences Human Brand Perceptions in India. Marketing Department Brown Bag Series. Baruch College, New York: Zicklin School of Business.

Ghoshal, T., & Belk, R. W. (2025, June 14). Saris, Crop tops and Ripped Jeans: A Theory of Bluffing, Possible Selves and Transformation. Consumer Culture Theory Conference. Lund University, Sweden: CCTC.

Ghoshal, T., & Belk, R. W. (2025, June 14). Saris, Crop tops and Ripped Jeans: A Theory of Bluffing, Possible Selves and Transformation. Fifty Years of Consumer Research. Reims, France: University of Reims Champagne-Ardenne.

Ghoshal, T., Valenzuela, A., Kopalle, P., & Singh, P. Extraordinary Beliefs, Extraordinary Measures: Deconstructing the Evil Eye Belief. Society for Consumer Psychology. Puerto Rico

Ghoshal, T. (2025, March 14). Light is Attractive but Dark is Competent: How Skin-tone influences Human Brand Perceptions in India. Baruch Faculty Research Symposium. Baruch College, NY

Ghoshal, T., & Belk, R. W. (2025, October 14). Saris, Crop tops and Ripped Jeans: A Theory of Bluffing, Possible Selves and Transformation. Association of Consumer Research North American Conference. Seattle: ACR.

Ghoshal, T., & Gill, T. (2025, October 14). Light is Attractive but Dark is Competent: How Skin-tone influences Human Brand Perceptions in India. Invited Talk, Wilfrid Laurier University, Lazaris School of Business, Marketing Department Research Series. Waterloo, Canada (Zoom): WLU, Lazaris School of Business.

Ghoshal, T., & Valenzuela, A. (2025, December 14). Investigating the Behavioral and Marketing Implications of the Evil Eye Belief. Marketing Department Brown Bag Series. Baruch College, New York: Zicklin School of Business.

Ghoshal, T., & Raghunathan, R. (2020, March 7). Why we cannot make nice with spice: The link between spicy foods and aggressive consumer behavior.. Society for Consumer Pschology Conference. Huntington Beach, California: SCP.

Ghoshal, T., Nasa, J., & Raghunathan, R. (2020, October 3). A Theory of Affinity Towards Celebrity Gossip. Association of Consumer Research. Virtual: ACR.

Ghoshal, T., & Gill, T. (2020, March 8). Social and Marketing Implications of Deep-rooted Biases: The Many Faces of Colorism. Society for Consumer Pschology Conference. Huntington Beach, California: SCP.

Ghoshal, T. (2019, January 10). Is All that Glitters Gold? Toward a Theory of Sensory Flamboyance and Subtlety in Consumption. Association of Consumer Research Asia Pacific Conference. Ahmedabad, India: ACR.

Malika, M., Ghoshal, T., & Maheswaran, D. (2019, January 10). Beyond Generalization: Exploring Partial Cultural Universals. Association of Consumer Research Asia Pacific Conference. Ahmedabad, India: ACR.

Ghoshal, T., Arnould, E., Cayla, J., Askegaard, S., & Gupta, T. (2019, January 11). Consumer Culture Theory in the Asia-Pacific Region: Accomplishments, Challenges, Opportunities. Association of Consumer Research Asia Pacific Conference. Ahmedabad, India: ACR.

Nasa, J., Ghoshal, T., & Raghunathan, R. (2019, January 11). A Theory of Affinity Towards Celebrity Gossip. Association of Consumer Research Asia Pacific Conference. Ahmedabad, India: ACR.

Ghoshal, T., & Belk, R. W. (2019, June 21). Is All That Glitters Gold? Toward a Theory of Sensory Flamboyance and Subtlety in Consumption. Marketing Science. Rome, Italy: INFORMS.

Mathur, P., & Ghoshal, T. (2019, June 22). External Packaging Aesthetics: Boon or Bane?. Marketing Science. Rome, Italy: INFORMS.

Ghoshal, T., & Belk, R. W. (2019, July 17). Negotiating Gender-Class Inequality via Consumption: Identity Projects of Married Women in a Patriarchal Society. Consumer Culture Theory Conference. Montreal, Canada: CCTC.

Ghoshal, T., & Raghunathan, R. (2019, October 18). Why we cannot make nice with spice: The link between spicy foods and aggressive consumer behavior.. Association of Consumer Research North American Conference. Online/Virtual: ACR.

Ghoshal, T., & Belk, R. W. (2019, October 18). Gender-Class Intersectionality: Identity Projects of Married Women in Urban India. Association of Consumer Research North American Conference. Atlanta, Georgia: ACR.

Ghoshal, T., & Chattopadhyay, A. (2019, October 19). “I’m in Love with the Shape of Me!” Product Curvature Preferences as a Coping Strategy. Association of Consumer Research North American Conference. Atlanta, Georgia: ACR.

Ghoshal, T. (2018, October 14). All that Glitters is Gold: Toward a Theory of Sensory Flamboyance and Subtlety in Consumption. Association of Consumer Research North American Conference. Dallas, Texas: ACR.

Ghoshal, T. (2018, August 10). All that Glitters is Gold: Toward a Theory of Sensory Flamboyance and Subtlety in Consumption. Academy of Marketing Association Summer Conference. Boston: AMA.

Nasa, J., Ghoshal, T., & Raghunathan, R. (2018, October 13). Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip. Association of Consumer Research North American Conference. Dallas, Texas: ACR.

(2017, July 10). Cultural Capital and Taste Distinctions in a Hierarchical and Patriarchal Society: A Study of Women in Urban India. Consumer Culture Theory. Los Angeles, USA: CCTC.

(2017, October 28). Gender Inequality, Cultural Capital and Taste Distinctions: A Study of Women in Urban India. Association of Consumer Research. San Diego, USA: ACR.

Ghoshal, T. (2017, November 16). “I’m in love with the shape of Me!” Product Curvature Preferences as a Coping Strategy. Research Seminar Series, invited speaker. Ahmedabad, India: Mudra Institute of Communications (MICA).

Ghoshal, T. (2017, June 9). Cultural Capital and Taste Distinctions in urban India. Marketing Science. UCLA, Los Angeles: INFORMS.

Ghoshal, T. (2017, May 25). When All that Glitters is Gold: An Ethnographic Investigation of Flamboyance and Subtlety in Sensory Choices in India. EMAC. Groningen, Netherlands: European Marketing Academy.

(2017, January 12). A Theory of Culture-specific Biases: Prevalence and Implications of the Fair Skin Bias in India. IIMA Marketing Conference. Ahmedabad, India: Indian Institute of Management, Ahmedabad.

Ghoshal, T. (2016, January 8). Self-Worth Restoration through High Intensity Sensory Consumption. AIM-AMA Sheth Foundation Doctoral Consortium. Ghaziabad, India: Academy of Indian Marketing (AIM), AMA Sheth Doctoral Consortium.

(2016, July 7). When All that Glitters is Gold: An Ethnographic Investigation of Subcultural Sensory Consumption in India. Consumer Culture Theory. Lille, France: CCTC.

(2016, December 23). All that Glitters is Gold: Sensory Flamboyance and Subtlety in India. Great Lakes NASMEI 2016. Chennai, India: Great Lakes Chennai.

(2016, December 23). The Changing Face of the Fair Skin Bias in India: Theoretical and Marketing Implications. Great Lakes NASMEI 2016. Chennai, India: Great Lakes Chennai.

(2016, July 22). Investigating the Psychological Underpinnings, Sociological and Marketing Implications of the Fair Skin Bias in India. Yale China India Customer Insights. London Business School: Yale Center for Customer Insights.

(2015, February 26). Product Curvature or Angularity Preferences: A Theory of Self-Concept. Society of Consumer Psychology. Phoenix, Arizona: SCP.

(2015, March 5). When do Ambient Product Cues like External Packaging Aesthetics Influence Product Evaluation?. NYU Innovation Policy Colloquium. NYU School of Law, New York: NYU School of Law.

Ghoshal, T. (2015, October 1). Product Curvature Preferences: A Theory of Self-Concept. North American Association of Consumer Research. New Orleans: ACR.

Ghoshal, T. (2015, June 27). Product Curvature Preferences: A Theory of Self-Concept. SCP International. Vienna, Austria: SCP.

Ghoshal, T. (2015, June 20). Feeling hot, hot, hot!Activation of hot and cool mental states though embodied experiences. Marketing Science. Baltimore: INFORMS.

(2015, June 19). Product Curvature or Angularity Preferences: A Theory of Self-Concept. Society for Consumer Psychology International Conference. Vienna, Austria: Society for Consumer Psychology.

(2015, May 20). Feeling Hot, Hot, Hot: Activation of Hot and Cool Mental States through Embodied Sensory Experiences. Association for Psychological Science Annual Convention. New York City, NY: Association for Psychological Science.

(2015, May 12). When Do Ambient Product Cues like External Packaging Aesthetics Influence Product Evaluations?. Theory + Practice in Marketing. Atlanta: Hosted by Georgia State University.

(2014, May 31). Product Curvature Preferences: A Theory of Self-Concept. SCP-ACP Psychology of Design. Ann Arbor, Michigan: Society of Consumer Psychology.

(2014, May 31). The Cover Story: When Does Packaging Aesthetics Influence Product Evaluations?. SCP-ACP Psychology of Design. Ann Arbor, Michigan: Society of Consumer Psychology.

(2014, March 6). "Hum kaale hai toh kya hua dilwaale hai?!” (So what if I’m dark, I have a big heart!) Investigating the Psychological Underpinnings of the Fair Skin Bias in India. Society of Consumer Psychology. Miami: Society of Consumer Psychology.

(2014, June 12). Investigating the Psychological Underpinnings of the Fair Skin Bias in India. Marketing Science. Atlanta: Informs Marketing Science.

Ghoshal, T. (2013, January 19). All that Glitters is Gold: The Impact of Self Threat on Consipicuous Sensory Consumption. SMU Conference for Asian Business Schools. Singapore: Singapore Management university.

Ghoshal, T. (2013, January 8). All that Glitters is Gold: The Impact of Self Threat on Conspicuous Sensory Consumption. IIMA Marketing Conference 2013. Indian Institute of Management, Ahmedabad, India

(2013, July 7). Conspicuous Sensory Consumption as a Means for Self-Worth Restoration. European ACR. Barcelona: Association of Consumer Research.

(2013, July 7). It’s Not Always Either/Or: The Simultaneous Effects of Assimilation and Contrast. European ACR. Barcelona: Association of Consumer Research.

(2013, February 26). All That Glitters is Gold!” The Impact of Self-Threat on Conspicuous (Heightened) Sensory Consumption. Society of Consumer Psychology. San Antonio

(2013, October 7). Conspicuous Sensory Consumption as a Means for Self-Worth Restoration. North American ACR. Chicago: Association of Consumer Research.

(2013, July 14). All That Glitters is Gold: The Impact of Self-Threat on Conspicuous Sensory Consumption. Marketing Science. Istanbul: Informs.

Ghoshal, T. (2012, December 29). All that Glitters is Gold: The Impact of Self Threat on Consipicuous Sensory Consumption. International Marketing Conference MARCON 2012. Indian Institute of Management, Calcutta, India

(2012, July 28). Consumer Affect, Attitudes and Persuasion Focus: Product Aesthetics. The Inaugural AIM-AMA Sheth Foundation Doctoral Consortium on Marketing in Emerging Markets. Bangalore, India: Academy of Indian Marketing (AIM), AMA Sheth Doctoral Consortium.

Ghoshal, T. (2012, October 4). The Role of Aesthetically Appealing Packaging in Product Valuation. North American Association of Consumer Research. Vancouver, BC, Canada: ACR.

Ghoshal, T. (2012, December 17). All that Glitters is Gold: The Impact of Self Threat on Consipicuous Sensory Consumption. Society for Consumer Psychology’s Advertising and Consumer Psychology Conference. Singapore

(2011, June 30). Shaping Product Perceptions. INFORMS Marketing Science Conference. Houston, USA: INFORMS.

Ghoshal, T. (2011, October 14). Shaping Product Perceptions. North American Association of Consumer Research. St. Louis, USA: ACR.

(2009, October 31). Assimilation Or/And Contrast. North American Association of Consumer Research. Pittsburgh, USA

(2009, June 30). Assimilation Or/And Contrast. INFORMS Marketing Science Conference. University of Michigan

Other Scholarly Works