Tripat Gill

Associate Professor; Laurier Research Chair in Consumer Insights and Innovation

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

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)