Home

Siddhanth Mookerjee

Title: 
Assistant Professor, Bensadoun School of Retail Management / Marketing
Siddhanth Mookerjee
Contact Information
Email address: 
siddhanth.mookerjee [at] mcgill.ca
Alternate email address: 
danielle.himbeault [at] mcgill.ca
Address: 

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

Degree(s): 

Ph.D. Marketing and Behavioural Science, Sauder School of Business, University of British Columbia (2024)
 

Area(s): 
Marketing
Bensadoun School of Retail Management
Link(s): 
Google Scholar
Homepage
Office: 
233B
Biography: 

Siddhanth (Sid) Mookerjee is an Assistant Professor of Marketing at the Bensadoun School of Retail Management (BSRM) and the Desautels Faculty of Management at McGill University.

His research examines marketplace morality, focusing on how consumers respond to firms that engage in actions which have moral and/or prosocial implications. His research has been published in the Journal of Marketing and the Journal of Consumer Research. His research has been presented at several conferences such as the Association for Consumer Research (ACR) Conference and the Society for Consumer Psychology (SCP) Conference.
 

Areas of expertise: 

Consumer Psychology, Corporate Social Responsibility, Prosocial Behaviour, Retail Marketing

Group: 
Faculty
Tenured & Tenure Track
Research areas: 
Consumer Psychology
Selected publications: 

With Ekin Ok, Rishad Habib, Karl Aquino and Yann Cornil (2025), "The Role of Racial Identity and White Guilt in Consumer Preferences",  Journal of Consumer Research (in press). 

With Yann Cornil and JoAndrea Hoegg (2021), “From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce” Journal of Marketing, 85(3), 62-77, doi:10.1177/0022242920988656.

Selected Media Mentions: CBS News, Harvard Business Review, Vancouver Sun, CKNW Global News Radio, Medium US, MSN, Manager Magazin, The Australian, Das Magazin

Back to top