Namita Bhatnagar

Dr. Namita Bhatnagar is a Professor and F. Ross Johnson Fellow of Marketing at the Asper School of Business. She worked in the areas of marketing and economics in the telecommunications, merchant banking, and textiles sectors in India prior to joining academia.

Dr. Bhatnagar’s training and interests in marketing, consumer psychology, and economics—coupled with a focus on wellbeing and social responsibility—inform her research, teaching, and advisory activities. She uses and extends strategies that typically reside in the commercial realm to address socially responsible matters. These include investigations into: (a) tobacco control, cannabis consumption, and financial decision-making; and (b) positive behaviours such as customer civility, environmental responsibility, and altruism. Outcomes of these investigations have appeared in respected outlets such as the Journal of Applied Psychology, Journal of Business Ethics, Human Relations, Journal of Business Research, and Journal of Advertising. Dr. Bhatnagar actively reviews for academic journals and conferences, and is a member of the Editorial Review Board for the International Journal of Advertising. Her research has been presented at leading academic symposia such as the conferences for the Society for Consumer Psychology, INFORMS Marketing Science, the Academy of Management, and the Society for Industrial and Organizational Psychology.

Dr. Bhatnagar teaches in the undergraduate, MBA, M.Sc., and Ph.D. programs, and has received recognition internally and university-wide through awards for excellence in teaching. Externally, she has provided executive training (e.g., to the Crown Corporations Council of Manitoba), and served as External Overseas Examiner for University College Dublin’s distance education programming in Hong Kong, Singapore, and Sri Lanka. She also served as marketing expert on the Board of Directors for the Immigrant Centre, Manitoba.

Dr. Bhatnagar earned her Masters of Management Studies and M.Sc. (Honours) in Economics from the Birla Institute of Technology and Sciences in Pilani, India. She received her Ph.D. in Marketing from the University of North Carolina’s Kenan-Flagler Business School in Chapel Hill.

Persuasive Communications, Services Marketing, Corporate Social Responsibility, Stereotyping and Stigmatization, Consumer Financial Decision Making

• Consumer Behaviour
• Marketing for Social Change
• Services Marketing

Roulin, N., & Bhatnagar, N. (2021). Examining the impact of applicant smoking and vaping habits in job interviews. Human Relations, 74 (8), 1211-1239.

Roulin, N. & Bhatnagar, N. (2018). Smoking as a job killer: Reactions to smokers in personnel selection. Journal of Business Ethics, 149 (4), 959-972.

Hershcovis, S. & Bhatnagar, N. (2017). When fellow customers behave badly: Witness reactions to employee mistreatment by customers. Journal of Applied Psychology, 102 (11), 1528-1544.

Bhatnagar, N. & McKay-Nesbitt, J. (2016). Pro-environment advertising messages: The role of regulatory focus. International Journal of Advertising, 35 (1), 4-22.

Bhatnagar, N. & Manchanda, R. (2013). Understanding why and how individuals choose to help others: Indirect reciprocal considerations and the moderating role of situation severity. Journal of Applied Social Psychology, 43 (11), 2185-2094.

McKay-Nesbitt, J., Bhatnagar, N., & Smith, M. (2013). Regulatory fit effects of gender and marketing message content. Journal of Business Research, 66 (11), 2245-2251.

Bhatnagar, N. & Wan, F. (2011). Is self-character similarity always beneficial? The moderating role of immersion in product placement effects. Journal of Advertising, 40 (2), 39-50.