Qualification: PhD (FMS, Delhi), MA (Eco) (Delhi School of Economics)
Functional Area: Marketing
Research Interests: Consumer Behaviour, Behavioural Decision theory (BDT), Nudge Marketing, Social Media Marketing, Green consumption, Transformative Consumer Research (TCR)

Research And Publications

• Bharti Megha, Suneja Vivek, & Bharti Mehak (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 Megha, Suneja Vivek, & Kumar Chauhan, Ajay (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. (ABDC – C category)
• (Under review) Bharti Megha & Suneja Vivek “Yes, I want to go green, but I am forced to trade-off other valued attributes”: Role of compromise effect and asymmetric dominance effect in nudging green product adoption across different benefit associations and trade-off scenarios- under review process at Journal of Business Ethics A category (ABDC list)  Financial Times Top 50 list (FT Top 50).
• (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

• (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.