Malcolm S. Woldenberg Chair of Marketing
Office location: GW 1 - Room 553
|Mita Sujan is the Malcolm Woldenberg Professor of Marketing. She is also affiliated with Tulane's Payson Center for International Development. |
Prior to coming to Tulane, Professor Sujan held academic positions in marketing departments both in the US and in the Netherlands. She has worked in Advertising and has consulted for Advertising and Marketing Research companies and has served as an expert witness in cases on false advertising and brand name infringement.
Professor Sujan's research focuses on the roles of emotion and cognition in decision making. Examples of this research include the role of autobiographical memories (and anticipations) on product evaluation strategies, the impact of specific emotions (e.g., fear, guilt, regret, challenge, hope) on persuasion, intertemporal shifts in decision making for new products, and coping with stress. Her work has won national awards.
Professor Sujan has worked with doctoral students throughout her career. Each of her doctoral students has published their dissertation and/or related work in a major journal in marketing or psychology and some have won dissertation awards.
Her current research is on motivating individuals to engage in healthy behaviors; specifically on how vulnerable consumers who are low on the consideration of future consequences and are poor planners can be motivated to engage in preventive care. She works on this research with Tulane’s Schools of Medicine, Public Health and Tropical Medicine, and Social Work.
She has authored numerous articles, in top-tier journals in her field, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology and Journal of Personality and Social Psychology. She has served on the editorial boards of the Journal of Marketing Research (1994-present), Journal of Consumer Research (1985-2005), Journal of Consumer Psychology (1993-present; as an Associate Editor since 2008) and Marketing Letters (1993-present). She is active in professional societies and has served in various roles including Treasure and Conference Co-Chair for the Association of Consumer Research.
"Skill-Based Versus Effort-Based Task Difficulty: A Task-Analysis Approach to the Role of Specific Emotions in Motivating Difficult Actions" was accepted in the Journal of Consumer Psychology/ Manuscript Number: JCPS-D-11-00254R2. Corresponding autho