معرفی
Chethana Achar is an Associate Professor of Marketing at the Kellogg School of Management, Northwestern University. Her research focuses on social stigma's impact on consumer behavior, particularly in health contexts like mental healthcare, vaccinations, and substance use. She explores stigma-related challenges in public health marketing, minority-owned brands, and crowdfunding. Achar teaches Marketing Research & Analytics and holds the Sidney J. Levy Teaching Award.
Her academic journey includes editorial roles at journals like Journal of Consumer Psychology and Marketing Letters. Research interests span morality, health decision-making, and emotions in consumer contexts. Notable awards include the Saroj & Vithala Rao Young Scholar Award and Society for Consumer Psychology Dissertation Proposal Award.
Recent work analyzes stigma in cannabis/psychedelic markets, moral licensing effects, and healthcare messaging efficacy. Her studies often bridge psychology and marketing, addressing real-world health communication challenges.
- Awards:
- Sidney J. Levy Teaching Award
- Society for Consumer Psychology Dissertation Proposal Award
- Saroj & Vithala Rao Young Scholar Award
- Teaching: Marketing Research & Analytics (MKTG-450-0), Field Studies (MKTG-498-5/0)
Publications emphasize stigma's role in healthcare decisions, moral psychology, and consumer behavior. Her interdisciplinary approach integrates social psychology with marketing strategies to tackle societal health issues.
