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Dr. Megha Bharti

Dr. Megha Bharti

  • Designation: Assistant Professor
  • Functional Area: Marketing
  • Email: meghabharti@xlri.ac.in

Brief Profile

Designation: Assistant Professor

Qualification: PhD (FMS, Delhi), MA (Eco) (Delhi School of Economics)

Functional Area: Marketing

Courses Teaching: Consumer Behaviour, Marketing planning & Implementation

Research Interests: Nudge Marketing, Consumer decision making in AI environment, Green marketing, Transformative Consumer Research (TCR).

Email: meghabharti@xlri.ac.in

Research And Publications

    • Bharti et al., (2026) Breaking the Single Voice: AI Plurality as an Autonomy-Supportive Architecture for Ethical Marketplace Decisions, Journal of Macromarketing (ABDC- A category)
    • Bharti et al., (2026) Click, try, luxe: The role of AR virtual try-ons in shaping customer experience for luxury retail, Journal of Retailing and Consumer Services, Elsevier (ABDC- A category)
    • Bharti et al., (2026), The FOMO Effect: How AI Recommendations Drive Consumer Dependence and Weaken Brand-Self Connections, Journal of Consumer Behavior, Wiley (ABDC- A category)
    • Bharti, M. and Suneja, V. (2025), `Nudging green product adoption: leveraging context effects to ease trade-offs in online green buying`, Journal of Consumer Marketing, Emerald (ABDC – A category)
    • Bharti et al., (2025) “Flipping the Script: Harnessing Consumer Knowledge, Message Order and Refutation for Effective Two-Sided Green Advertising”, Psychology & Marketing, Wiley (ABDC – A category)
    • Bharti & Suneja (2024) “Is it benefitting me or the environment? How Context Nudges Green Product Choices”, International Journal of Consumer Studies, Wiley (ABDC – A category)
    • Bharti et al., (2022) “Mindfulness as an antidote to conspicuous consumption: The mediating roles of self-esteem, self-concept clarity and normative influence”, Personality of Individual Differences, Elsevier (ABDC – A category)
    • Bharti, Suneja, & Chauhan, (2021) “The role of socio-psychological and personality antecedents in luxury consumption: a meta-analytic review”, International Marketing Review, Emerald (ABDC – A category)
    • Bharti Megha (2021), “E-Business Through Social Media: An Instagram Page Attribute-Conversion Model in Context of Fashion Apparel Industry.” Global Business Review, Sage.
    • (Book Chapter) Megha Bharti and Anjuman Antil (2020), “Employer Branding and Social Media: The Case of World’s Best Employers”. In Rana, Aggarwal & Sharma (Eds.), Employer branding for competitive advantage, CRC press, Taylor & Francis.

    Conference Presentations

    • June 2025) “AI told me it’s green”: Exploring the role of Agent type and Prediction Framing on Sustainable Product Evaluations, FMOS 2025 Research conference, AUS, American Institute of Applied Sciences in Switzerland.
    • (May 2025) Phygital Luxury: How AR Transforms Consumer Experience and Brand Perceptions, International Marketing Conference, -Vipanan, IIM Vishakhapatnam.        
    • (Dec, 2022) “Can context effects nudge green product adoption? Analysis across different benefit contexts and trade-off scenarios”, 2nd Annual International Research Conference and Doctoral Workshop (AIRC-2022), IIM Lucknow.
    • (Dec, 2021) “Appeal Type and Assertive Messaging: Role of Product Involvement in Sustainable Product Advertisement”, 8th Pan IIM World Management Conference 2021.
    • (August, 2021) “Closing green attitude-intention gap: role of nudges in promoting sustainable consumption”, Doctoral Research Conference, TERI school of advanced studies, Delhi.
    • (Dec, 2020) “E-business through social media: An Instagram page attribute-conversion model in context of fashion apparel industry”, International conference on The Age of Digital Transformation, IMS Unison University, Dehradun.
    • (Sept, 2018) “All in the mind”, World congress on Vedic foundations of management science commemorating 125 years of Swami Vivekananda’s Chicago Lecture, University of Chicago, Chicago, USA.

    Awards And Recognitions

    1. Axis funds & Deepak investments top 50 Star women award for contribution to the field of mindfulness research and conducting mindfulness training programmes for young professionals (2021)
    2. Qualified for Junior Research Fellowship (JRF) in 2017 and Senior Research Fellowship (SRF) in 2021                     
    3. Awarded membership to the Golden Key International Honour Society (for top 15% of the university graduates) 2015
    4. Awarded “Jaswant Kaur Memorial Award” for being the overall college topper in Economics honours.