Siddhanth Mookerjee

Ph.D. Marketing and Behavioural Science,泭Sauder School of Business, University of British Columbia (2024)
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Siddhanth (Sid) Mookerjee is an Assistant Professor of Marketing at the泭Bensadoun School of Retail Management (BSRM) and the Desautels Faculty of Management at 91勛圖.
His research examines marketplace morality, focusing on how consumers respond to firms that engage in actions which have moral and/or prosocial implications.泭His research has been published in the泭Journal of Marketing and the Journal of Consumer Research. His research has been presented at several conferences such as the Association for Consumer Research (ACR) Conference and the Society for Consumer Psychology (SCP) Conference.
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Consumer Psychology, Corporate Social Responsibility, Prosocial Behaviour, Retail Marketing
With Ekin Ok, Rishad Habib, Karl Aquino and Yann Cornil (2025), "Reparative Consumption: The Role of Racial Identity and White Guilt in Consumer Preferences", 泭Journal of Consumer Research (in press).泭
With泭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:.
Selected Media Mentions: CBS News, Harvard Business Review, Vancouver Sun, CKNW Global News Radio, Medium US, MSN, Manager Magazin, The Australian, Das Magazin