Faculty Directory

Amit Bhattacharjee

Visiting Assistant Professor of Business Administration



DegreePhD, The Wharton School, University of Pennsylvania, 2012; MS, The Wharton School, University of Pennsylvania, 2010; BS, The Wharton School, University of Pennsylvania, 2004

AREAS OF EXPERTISEMarketing, consumer behavior, judgment and decision making

Current Research Topics

  • Moral reasoning in market contexts
  • Consumer beliefs, economic reasoning, and well-being
  • Symbolic consumption and preference
  • Judgment and decision making

Selected Publications

  • With J. Berger and G. Menon, “When Identity Marketing Backfires: Consumer Autonomy in Identity Expression,” Journal of Consumer Research, forthcoming 2014
  • With C. Mogilner, “Happiness from Ordinary and Extraordinary Experiences,” Journal of Consumer Research, 41, June 2014
  • With J. Z. Berman and A. Reed, “Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish,” Journal of Consumer Research, 39, 2013
  • With S. Hardy, K. Aquino, and A. Reed, “Moral Identity and Psychological Distance: The Case of Adolescent Parental Socialization,” Journal of Adolescence, 33, 2010
  • With A. Reed and J. Cohen, “When Brands are Built from Within: A Social Identity Pathway to Liking and Evaluation,” Handbook of Brand Relationships, M.E. Sharpe, Inc., 2009
  • With E. Verona, N. Sadeh, S. Case, and A. Reed II, "Self-Reported Use of Different Forms of Aggression in Adolescence and Young Adulthood: Validation and Correlates," Assessment, 15(4), 2008

Working Papers

  • With J.Z. Berman, J. Dana, and B. Mellers, “Selling Out: Producer Motives in Markets for Art"
  • With J. Dana and J. Baron, “Can Profit Be Good? Neglect of Incentives and Anti-Profit Beliefs”
  • With L. Bolton and A. Reed, “The Perils of Marketing Weight Management Remedies”
  • With J. Z. Berman and A. Reed, “Motivated Moral Decoupling Across the Political Spectrum”
  • With J.Z. Berman, J. Dana, and B. Mellers, “Selling Out: Producer Motives in Markets for Art"
  • With A. Barasch and K. Wertenbroch, "Judging True Good Taste: True Preference or Pretense?"


  • Benton Junior Faculty Fellowship, 2013–14
  • Winkelman Fellowship, 2009–12
  • AMA-Sheth Foundation Doctoral Consortium Fellow, 2010
  • Russell Ackoff Fellowship, Wharton Risk Management and Decision Process Center, 2008–10
  • Wharton Doctoral Fellowship, 2007–11

Professional Activities

Academic Positions

  • Tuck School of Business, 2012–present
  • Teaching Assistant, The Wharton School, University of Pennsylvania, 2008–11

Nonacademic Positions

  • Associate, Cooper & Cooper Real Estate, 2005–07
  • Operations Strategy Manager, Sunshine Bouquet Company, 2004–05

Editorial Positions

  • Ad Hoc Reviewer, Journal of Consumer Research, Journal of Marketing Research, Association for Consumer Research, Society for Consumer Psychology, Society for Judgment and Decision Making, American Marketing Association