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2 Indians win Society for Consumer Psychology Award
Honorees are evaluated based on their research influence, leadership in academic institutions
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Gita Johar (Columbia) and Priya Raghubir (NYU) have been recognized for their groundbreaking contributions to consumer psychology research, leadership, and innovation. / Website: myscp.org/awards/fellows
Indian professors Gita Johar from Columbia University and Priya Raghubir from New York University have been named Society for Consumer Psychology (SCP) Fellow Awardees, the highest honor bestowed by the organization. The award recognizes scholars making outstanding and unusual contributions to the field of consumer psychology.
The SCP Fellow Award is reserved for distinguished academics who earned their Ph.D. more than 15 years ago and have demonstrated a significant and lasting impact on consumer psychology. Honorees are evaluated based on their research influence, leadership in academic institutions, and contributions to the broader field. To be selected, nominees must exhibit an exceptional body of work that extends beyond steady scholarly output, demonstrating true innovation and influence in the discipline.
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Professor Johar is a consumer psychology expert specializing in identity, beliefs, motivation, and persuasion in branding and advertising. Her research explores technology's impact on consumers, misinformation, and climate change motivation. In 2025, she also received the AMA CBSIG Lifetime Achievement Award.
Professor Raghubir, now at NYU Stern, previously taught at UC Berkeley and the Hong Kong University of Science and Technology. She has taught worldwide and researches pricing psychology, risk perception, and visual information processing. She has published over 50 papers, co-edits the Journal of Consumer Psychology, and has consulted for companies like Google, Mastercard, and Adobe.
Hans Baumgartner of Pennsylvania State University was also honored as an SCP Fellow alongside Johar and Raghubir.
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