Tripat Gill

Associate Professor; Canada Research Chair (Tier 2) in Market Insight and Innovation

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

Awards

Canada Research Chair (Tier 2) in Market Insight and Innovation, 2011-21
Social Sciences & Humanities Research Council of Canada (SSHRC) (Total amount: $1 million)

Insight Grant from SSHRC, 2017-21
As principal applicant (PI), for the project “The role of emotions in the adoption of innovations.”

Insight Development Grant from SSHRC, 2012-14
As PI, for the project, “The role of ethnic stereotypes in the evaluation of services.”

Canadian Foundation for Innovation (CFI) grant, 2011-13
Infrastructure grant as PI, for setting up the Consumer Research Lab at Wilfrid Laurier University.

Insight Development Grant from SSHRC, 2011-13
As co-applicant, for the project entitled, “Core versus peripheral innovations: the effect of Innovation Locus on the Adoption of New Products.”

Marketing Science Institute, MSI, Boston, MA, U.S.A. 2011-12
As co-applicant, for the project entitled, “Core versus peripheral innovations: the effect of Innovation Locus on the Adoption of New Products.”

Strategic Grant from SSHRC, 2008-11
As the PI, for the project entitled, “The Role of Brand Characteristics in the Evaluation of Convergent High-Technology Products.”

Standard Grant from SSHRC, 2008-11
As co-applicant for the project entitled, “Counter-Stereotypical New Products: What are the Barriers to their Adoption and How to Overcome them?”

Standard Grant from SSHRC, 2005-2008
As PI for, “Convergent Products: Issues of Categorization and Adoption.”

Recent Research

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)

“You’re not Perfect, but you’re still my Favorite.” Brand Affective Congruence as a new Determinant of Self-Brand Congruence – Wijnands, F. and Gill, T. (2020), Journal of Marketing Management, forthcoming (link)

When Size Does Matter. Dominance Versus Prestige Based Status Signaling – Panchal, S. and Gill, T. (2019),  Journal of Business Research, in press (link)

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