Ritu Mehta

Employment

• Indian Institute of Management Calcutta
  2011 - Present

Education

• Indian Institute of Technology Kanpur
  2006 - Present

Projects & Funding

Projects & funding information is unavailable.

Publications (4)

• Anthropomorphizing personal goals as dependent persons empowers consumer goal pursuit
  Journal of Consumer Psychology 2026 DOI: 10.1002/jcpy.70008
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• More Than Just a Healthy Face: Anthropomorphism of Healthy Food Stimulates Healthier Subsequent Food Choices
  2026 DOI: 10.2139/ssrn.6880180
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• All That Glitters May Not Be Gold: Tanishq AD Controversy
  Asian Case Research Journal 2024 DOI: 10.1142/S0218927524500044
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• It is better with a shade of blue! Consumer evaluation of unisex extension of brands
  International Journal of Consumer Studies 2022 DOI: 10.1111/ijcs.12781
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