Ashesh Mukherjee

Associate Professor, Marketing
Ashesh Mukherjee
Contact Information
Email address: 
ashesh.mukherjee [at]
Alternate email address: 
nicoleta.anton [at]

Bronfman Building [Map]
1001 rue Sherbrooke Ouest
Montreal, Quebec
H3A 1G5


BEng, Jadavpur University, India
MBA, Indian Institute of Management, Calcutta, India
PhD, University of Texas, Austin, USA


Dr. Ashesh Mukherjee joined McGill University after completing his PhD in marketing at the University of Texas at Austin. Dr. Mukherjee teaches consumer behavior, marketing management, 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 and has received the Best PhD Advisor Award from the Desautels Doctoral Student Society.

Dr. Mukherjee's research focuses on marketing communications, word-of-mouth, online behavior, and pro-social behavior. In his research on marketing communications, Dr. Mukherjee has studied topics such as the use of humor in advertising, the use of scarcity in advertisng, and the advertising of high technology products. 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. In his research on online behavior, Dr. Mukherjee has studied consumer behavior in peer-to-peer markets such as Airbnb and Uber. In his research on pro-social behavior, Dr. Mukherjee examines methods to increase charitable donations and environmental conscious behaviors among consumers.

His research has been published in leading marketing journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, and Marketing Letters, and he has presented his work at academic conferences such as the Association for Consumer Research and Society for Consumer Psychology. Dr. Mukherjee's research has been funded by grants from the Social Sciences and Humanities Research Council of Canada (SSHRC), and has been reported in media such as the Economist and Globe & Mail.


MRKT 452 Consumer Behaviour 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

MRKT 702 Advances in Consumer Behaviour 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

Curriculum vitae: 
Tenured & Tenure Track
Research areas: 
Consumer Psychology
Marketing Communications
Online Behavior
Prosocial Behavior
Selected publications: 

Papers in Peer-Reviewed Journals

Mukherjee, Ashesh, Seung Yun Lee and Thomas Burnham (2020), “The Effect of Others’ Participation on Charitable Behavior,” forthcoming, Journal of Business Research.

Auschaitrakul, Sumitra and Ashesh Mukherjee (2017), “Online Display Advertising: The Influence of Website Type on Advertising Effectiveness," Psychology & Marketing, 34 (4), 463-480.
Mukherjee, Ashesh and Seung Yun Lee (2016), “Scarcity Appeals in Advertising: The Role of Expectation of Scarcity,” Journal of Advertising, 45 (2), 256-268.

Mukherjee, Ashesh and Laurette Dube (2012), “Mixing Emotions: The Role of Humor in Fear Advertising,” Journal of Consumer Behavior, 11 (2), 147-161.

Hansen, Torben, Ashesh Mukherjee, and Thyra Uth Thomsen (2011), “Anxiety and Search during Food Choice: The Moderating Role of Attitude towards Nutritional Claims,” Journal of Consumer Marketing, 28 (3), 178-186.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2008), "Whats Not to Like? Preference Asymmetry in the False Consensus Effect," Journal of Consumer Research, 35 (1), 119-125.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2007), "Few Ways to Love, But Many Ways to Hate: Attribute Ambiguity, and the Positivity Effect in Agent Evaluation," Journal of Consumer Research, 33 (4), 499-505.

Mukherjee, Ashesh, Andrew D. Gershoff, and Anirban Mukhopadhayay (2006), "I Love it or I Hate It: The Positivity Effect in Stated Preferences for Agent Evaluation," Marketing Letters, 17 (2), 103-117.

Woltman Elpers, Josephine L.C.M., Ashesh Mukherjee, and Wayne D. Hoyer (2004), "Humor in Television Advertising: A Moment-to-Moment Analysis," Journal of Consumer Research, 31 (3), 592-598.

Gershoff, Andrew D., Ashesh Mukherjee, and Anirban Mukhopadhayay (2003), "Consumer Acceptance of On-line Agent Advice: Extremity and Positivity Effects," Journal of Consumer Psychology, 13 (1&2), 161-170.

Mukherjee, Ashesh and Wayne D. Hoyer (2001), “The Effect of Novel Attributes on Product Evaluation,” Journal of Consumer Research , 28 (3), December, 462-472.

Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Advertising," Journal of Advertising, Summer, 29 (2), 1-16.

Alden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), "Extending a Contrast Resolution Model of Humor in Television Advertising: The Role of Surprise," International Journal of Humor Research, 13 (2), 193-217.


Ashesh Mukherjee The Internet Trap

Mukherjee, Ashesh (2018), The Internet Trap; Five Costs of Living Online, University of Toronto Press, Rotman -UTP Publishing, Forthcoming in March 2018


Awards, honours, and fellowships: 


2006: Nominated for the McGill University Principal & Vice Chancellor’s Award for Teaching Excellence

2013: Best PhD Advisor Award, Desautels Doctoral Student Society, 2013 (faculty-wide teaching award)


2016: Social Sciences & Humanities Research Council of Canada

2010: Social Sciences & Humanities Research Council of Canada

2006: Social Sciences & Humanities Research Council of Canada

2006: Teaching and Learning Improvement Fund, McGill University

2002: Social Sciences & Humanities Research Council of Canada

2000: Social Sciences & Humanities Research Council of Canada

1998: Faculty of Management, McGill University

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