Gita Johar, Priya Raghubir win Society for Consumer Psychology’s Fellow Award

SCP’s highest honor recognizes seasoned scholars who have made outstanding and unusual contributions to consumer psychology

By Arun Kumar

Two Indian American professors — Gita Johar of Columbia University and Priya Raghubir of New York University— have been awarded Society for Consumer Psychology’s 2025 Fellow Award, its highest honor. The award recognizes seasoned scholars who have made outstanding and unusual contributions to consumer psychology, through both research and service.

Johar, Meyer Feldberg Professor of Business has been on the faculty of Columbia Business School since 1992. Her expertise lies in consumer psychology, focusing on consumer identity, beliefs, motivation, and persuasion as they relate to branding, advertising, and media and she has published widely in these areas.

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Johar’s current research examines consumer interactions with technology, aims to understand and mitigate the effects of misinformation, and studies how to use psychological principles to inspire consumers to combat climate change.

Besides being named an SCP Fellow, she received the 2025 Lifetime Achievement Award from the Consumer Behavior Special Interest Group of the American Marketing Association (AMA CBSIG)r.

With a Bachelor of Commerce from Bombay University, an MBA from Indian Institute of Management Calcutta and a PhD from New York University, Johar received the Distinguished Alumnus award from IIMC in 2019.

She served as the school’s inaugural Vice Dean for Diversity, Equity and Inclusion from 2019 to 2021and received the Service to the Doctoral Program Award from the school in 2023.

At the university, Professor Johar served as Chair of the Faculty Steering Committee for the Columbia Global Centers | South Asia in Mumbai from 2015 to 2019 and currently serves on the Provost’s Advisory Council for the Enhancement of Faculty Diversity. She received Columbia University’s Faculty Service Award in 2024.

Johar currently serves on the Board of Advisors at Asia Initiatives, a nonprofit based in New York. She is also a member of the Morgan Stanley Institute for Inclusion Advisory Board.

Priya Raghubir joined New York University Stern School of Business as a Professor of Marketing in July 2008. She currently serves as Dean Abraham L. Gitlow Professor of Business.

Prior to joining NYU Stern, Raghubir was a professor at the Haas School of Business, University of California at Berkeley. She also taught at the Hong Kong University of Science and Technology. She has taught undergraduate, MBA, PhD and executive education courses in China, France, India and the U.S.

Raghubir’s teaching interests are in the areas of marketing research, consumer behavior and marketing strategy, and her research interests are in the areas of consumer psychology, including survey methods, psychological aspects of prices and money; risk perceptions; and visual information processing.

She has published more than 50 articles and book chapters in such journals as the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology and Marketing Science.

She is currently serving as Co-Editor for the Journal of Consumer Psychology, and has delivered more than 100 presentations of her research at major universities, symposia and conferences around the world.

Raghubir received her undergraduate degree in Economics from St. Stephen’s College, Delhi University; her MBA from the Indian Institute of Management, Ahmedabad; and her PhD in Marketing from New York University.