Dr. Ashesh Mukherjee joined McGill University after completing his PhD in marketing at the University of Texas at Austin. Dr. Mukherjee teaches consumer behavior and marketing research at the undergraduate, masters, and doctoral levels at McGill. He has also taught at universities in Brazil, Spain, Denmark, and India. Dr. Mukherjee has been nominated for the Principal & Vice-Chancellor's Award for Teaching Excellence, a university-wide teaching award at McGill University.
Dr. Mukherjee's research is in the area of marketing communications, specifically advertising and word-of-mouth. In his research on advertising, Dr. Mukherjee has studied topics such as the use of humor in advertising, the use of scarcity in advertisng, advertising high technology products, and advertising social causes. In his research on word-of-mouth, Dr. Mukherjee has studied the impact of product advisors – such as movie critics and wine critics – on consumer decision making. Dr. Mukherjee's research also examines methods to increase consumer motivation towards desirable goals such as healthy eating, financial savings, physical exercise, and lifelong learning.
His research has been published in leading marketing journals, such as Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, and Marketing Letters, and he has presented his work at academic conferences such as the American Marketing Association and the Association for Consumer Research. Dr. Mukherjee's research has been funded by grants from the Social Sciences and Humanities Research Council of Canada (SSHRC).