Baruch College Press Room
Baruch College Offers Expertise on Marketing and Psychology
Sunaina Chugani is Assistant Professor of Marketing in the Zicklin School of Business. Her research interests include influences on consumer behavior with regard to happiness, social forces, identity, goals and materialism.
She is available to comment on:
- Hedonic adaptation – the reduction in happiness with a product over time and how the presence of others and the identity-relevance of the product impacts the adaptation
-How giving goal-related advice to others often perpetuates a failure to practice what one preaches
-How consumers over-estimate the duration of their happiness from materialistic purchases and how the decline in happiness of past purchases increases the willingness to pay for future products
-How materialism is influenced by a motivation to maintain self-identity
Professor Chugani has been published in the Journal of Business Research and the Journal of Research for Consumers. She earned her Ph.D. from the University of Texas at Austin and her MBA from the University of Texas-Pan American.