Dr. Monica Wadhwa is an Associate Professor in the Department of Marketing and Supply Chain Management. She has received a Ph.D. in Marketing from the Stanford Graduate School of Business. Prior to her career in business academia, she has worked in the industry as a management consultant.
Dr. Wadhwa’s research focuses on understanding the motivational and affective determinants of consumer decisions making. Her recent work focuses on uncovering nudges that can motivate consumers to make choices that are better for them from a long term perspective, such as eating healthy, saving more, and being more environmentally friendly.
She has presented her work at various important international marketing conferences and events, such as TedX. Her work has been published in leading peer-reviewed journals such as the Journal of Marketing Research, the Journal of Consumer Research, Psychological Science and Organizational Behavior and Human Decision Processes. Her work on customer motivation has received a Citation of Excellence award from the Emerald Management Reviews as the top 50 management articles that are known for their novelty, inter-disciplinary interest and current managerial relevance. Her recent work on busy mindsets and self-control has the second highest Altmetric score of all papers published between May 2018 and May 2019; Altmetric score represents “each article’s record of attention, measure of dissemination and indicator of influence and impact.” Popular accounts of her work have been featured in numerous international media outlets including NPR, Harvard Business Review, Le Monde, Chicago Tribune, Daily Mail UK, Sydney Morning Herald, ANI News, Boston Globe, The Huffington Post, and the Atlantic.
Prior to joining Fox School, she was a faculty at INSEAD, where she taught in the full-time MBA and Executive education programs. Additionally, she developed and taught PhD courses on Consumer Behavior and Decision Neuroscience.
Student Advisee (denoted by*)
Wadhwa, Monica, Baba Shiv and Stephen M. Nowlis (2008), “A Bite to Whet the Reward Appetite: Influence of Sampling on Reward-Seeking Behaviors,” Journal of Marketing Research, 45 (August), 403-413.
Received Emerald Citation of Excellence Award
Savani, Krishna, Monica Wadhwa, Yukiko Uchida, Yu Ding and N. V. R. Naidu (2015), “When Norms Loom Larger Than the Self: Susceptibility of Preference-Choice Consistency to Normative Influence Across Cultures,” Organizational Behavior and Human Decision Making Processes, 129 (July), 70-79.
Wadhwa, Monica and JeeHye (Christine) Kim* (2015), “Can A Near Win Kindle Motivation?: Impact of Nearly Winning on Motivation for Unrelated Rewards,” Psychological Science, (26), June, 701-708.
Select Media Coverage: NPR, Harvard Business Review, Psychology Today, Science Daily, Huffington Post, National Affairs, Daily Mail UK, ANI News, IAB Canada, South China Morning Post, Psych Central
Wadhwa, Monica and Kuangjie Zhang* (2015) “This Number Just Feels Right: Impact of Roundedness of Numbers on Hedonic Evaluations” Journal of Consumer Research, 41 (February), 1172-1185.
Select Media Coverage: Harvard Business Review, The Atlantic, Huffington Post, Jewish Business News, Le Monde, Science Daily, Science 2.0, Yahoo Finance, Daily Mail UK, EurekAlert, ANI News, Boston Globe, Cosmopolitan, Sydney Morning Herald, Boston Globe, Chicago Tribune, Marketing Knowledge
Kim JeeHye (Christine)*, Monica Wadhwa and Amitava Chattopadhyay “Busy Me: When Being Busy Leads to Virtuous Choices (2019)” Journal of Consumer Research, 45 (February), 933-952.
Select Media Coverage: Harvard Business Review, EurekAlert, New York Post, Thed Medical News (Australia), BOL Noticias (Brazil), Yahoo! India News, Business Standard (India), MSN (Indonesia), The Peninsula Qatar, Qatar Tribune, Media BUZZ, ScienMag (UK)
Wadhwa, Monica and Kuangjie Zhang* (2019), “When Numbers Make You Feel: Impact of Round versus Precise Numbers on Preventive Behaviors,” Organizational Behavior and Human Decision Making Processes, 150 (January), 101-111.
Wadhwa, Monica, Kim JeeHye (Christine)*, Amitava Chattopadhyay and Wenbo Wang “Unexpected Labeling Effect: Positive Impact of Labeling a Product Benefit as Unexpected versus Expected on Desire for the Product,” (Forthcoming), Journal of Consumer Research.
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