Tripat Gill

Tripat Gill is Associate Professor and Laurier Research Chair in Consumer Insights & Innovation at the Lazaridis School of Business and Economics. She directs the Consumer Research Laboratory, investigating consumer psychology with emphasis on artificial intelligence applications, innovation adoption, and evolutionary perspectives on consumption.

Her research examines how AI influences consumer creativity, moral reasoning in technology adoption, and cross-cultural variations in judgment. Notable projects include global studies on pandemic messaging effectiveness and multi-country investigations of moral decision-making.

Professor Gill leads international collaborations through the Psychological Science Accelerator and has published in top journals including Nature Human Behaviour and Journal of Consumer Research. Her laboratory employs experimental methods to study real-time consumer decision processes.