Rajesh Manchanda

Rajesh (Raj) Manchanda has two broad areas of research, the first of which revolves around understanding the role of affect in marketing. His study of affect has included emotions such as embarrassment, guilt, feeling offended (or shocked), and more recently, nostalgia. His second and main focus of research interest, is that of sustainability and social marketing. Raj’s research and teaching challenges current dominant world views. Viewed through alternative lenses, he seeks to re-envision many of the fundamental concepts and frameworks of Business, and specifically marketing. In so doing, he sees business and marketing as playing an important role in prioritizing social and ecological flourishing, and making valuable contributions to a more just and equitable world.

Raj’s research has appeared in leading journals such as the Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Advertising Research, and Journal of Business Research.

Over his career, he has been fortunate to be the recipient of many teaching and research awards. More recently he was awarded the Reg Litz MBA Luminary Teaching Award in 2022 and the Associates Fellowship in Sustainability in 2023.

His teaching expertise focuses on the areas of sustainability and social marketing, advertising and promotions management, and consumer behavior, and. He teaches at both the undergraduate as well as the graduate level (MBA and Ph.D.) In addition to his academic qualifications, he brings to the classroom the experience of having worked at the Kellogg Company, the Procter and Gamble Company, and the J. Walter Thompson Advertising Agency.

Raj received his Ph.D. (Marketing) and M.S. (Advertising) from the University of Illinois at Urbana-Champaign, and his MBA and B.Com from the University of Bombay. He has been at the University of Manitoba since 1997.

Affect, Sustainability and Social Marketing

Sustainability and Social Marketing, Integrated Marketing Communications, Advertising

In 2015, the United Nations identified 17 Sustainable Development Goals (SDGs) as a shared framework to address urgent global challenges, from poverty reduction to environmental sustainability. This scholar’s research advances knowledge and contributes to impact in the following SDG(s):