Mehak Bharti
Assistant Professor Ted Rogers School of Management Ted Rogers School of Business Management Toronto, Ontario mehak.bharti@torontomu.ca
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Bio/Research
My current research focuses on the role of the “self” in consumer behaviour. I am interested in understanding the role of self across various domains and decision contexts. My main topics of investigation include Social Media imagery (the impact of self-focus in selfie versus non-selfie campaigns...
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Bio/Research
My current research focuses on the role of the “self” in consumer behaviour. I am interested in understanding the role of self across various domains and decision contexts. My main topics of investigation include Social Media imagery (the impact of self-focus in selfie versus non-selfie campaigns and candid versus posed imagery), Self-Construal (the influence of self-construal on promotion, the role of gender stereotypes in advertisements across cultures), and Mindsets (the impact of pragmatic versus idealistic self on material versus experiential consumption, competitive mindset, and narcissism). Furthermore, I also strive to look for ways that can positively transform consumer behavior. My focus on Mindfulness (a mode or state of awareness) is an attempt to empower consumers to make marketplace choices that enhance their well-being. I use lab experiments, field studies, and implicit methods (eye-tracking, IAT, mouse tracking, etc.) in my research.
Originally from India, my experiences of living in different countries and cultures like India, France, Singapore, Canada and the Netherlands have shaped my understanding of the influence of self across various consumption contexts, as reflected in my research interests.
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Originally from India, my experiences of living in different countries and cultures like India, France, Singapore, Canada and the Netherlands have shaped my understanding of the influence of self across various consumption contexts, as reflected in my research interests.
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