Tripat Gill

Associate Professor; Laurier Research Chair in Consumer Insights and Innovation

Lazaridis School of Business & Economics, Wilfrid Laurier University, Ontario, Canada


Tripat Gill is the Laurier Research Chair in Consumer Insights and Innovation at Wilfrid Laurier University. He joined Wilfrid Laurier University (Waterloo, ON, Canada) in July 2011 as a Canada Research Chair (Tier 2) in Market Insight and Innovation. He has a PhD from McGill University (Montreal, QC, Canada) and has previously held faculty positions at the Ontario Tech University (Oshawa, ON, Canada) and at Case Western Reserve University (Cleveland, OH, U.S.A). He has also been a visiting faculty scholar at the University of Melbourne (Australia), the Indian School of Business (Hyderabad, India) and Delft University of Technology (The Netherlands).

At Laurier, Tripat has established the Consumer Research Lab, a state-of-the art facility with computer terminals and software for experimental research, with funding from Canada Foundation for Innovation and Ontario Research Fund.

Tripat’s research interests are primarily in the domains of innovation, consumer behavior, brand management and the applications of evolutionary psychology in marketing. 

His research has been supported by research grants from the Social Science and Humanities Research Council of Canada (SSHRC), and the Marketing Science Institute (Boston, USA). 

He has published in leading journals in Marketing (including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, International Journal of Research in Marketing, Journal of Marketing Management, and Marketing Letters), and in journals of other associated disciplines (including the European Journal of Innovation Management, Journal of Service Theory & Practice, Advances in Methods and Practices in Psychological Science, Journal of Social Psychology, Evolution and Human Behavior, and Applied Economics Letters) and Ethics and Information Technology, and Nature Human Behavior.

Languages spoken: English, Hindi, Punjabi

Recent Research

Situational factors shape moral judgements in the trolley dilemma in Eastern, Southern and Western countries in a culturally diverse sample,” – Bago, B., Kovacs, M., Protzko, J. Gill, t. et al. (2022), Nature Human Behavior, Vol. 6, 880-895 (link)

Adding more portion-size options to a menu: A means to nudge consumers to choose larger portions of healthy food items,” – Gill, T., J. Lei, H. J. Kim (2022), Appetite, Vol. 169, 2022, 105830 (link)

“Ethical dilemmas are really important to potential adopters of autonomous vehicles” – Gill, T. (2021), Ethics and Information Technology. (link)

“How accessories add value to a platform: the role of innovativeness and nonalignability” – Gill, T., Ma, Z., Zhao, P. and Chen, Y.(. (2021),  European Journal of Marketing, Vol. 55 (4) (link)

Blame it on the Self-Driving Car. How Autonomous Vehicles can Alter Consumer Morality  – Gill, T. (2020) Journal of Consumer Research, Volume 47, Issue 2, August 2020, Pages 272–291 (link)