Tripat Gill

Associate Professor; Laurier Research Chair in Consumer Insights and Innovation

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

Grad Students

Current Students

Sakshi Korde

PhD in Management, Marketing

Educational Background

  • MSc in Biotechnology, (Major in Neuroscience), University of Pune, India
  • MBA, Business Design, Prin. L. N. Welingkar Institute of Management Development and Research, Mumbai, India

Reasons for Choosing Laurier

When selecting a graduate school, my key priorities were access to experienced and well-published faculty, alignment of interest with research cohort and nurturing academic culture – Laurier offered me all the above. My initial interaction with Dr. Tripat Gill was very encouraging and gave me the confidence that I would be able to freely pursue research of my interest at this institution. I, especially, appreciated the open mindedness of the faculty members with respect to exploring new areas of research such as consumer neurosciences.

In last few months as a new graduate student, my interactions with the faculty members have further cemented by confidence in the program. The program is designed to encourage me to explore new ideas while building strong theoretical foundations. Faculty members at Lazaridis are very approachable, supportive and are willing to invest time and effort in furthering my career as a distinguished academic researcher.

Research Interests

Passion for studying human behaviour was a key driving factor in choosing PhD as my next milestone, in line with this, my research interests are in the domain of consumer behaviour. Currently, I am fascinated about consumer behaviour in rapidly evolving technological environment. I am currently working with Dr. Gill on a project exploring consumer behaviour in context of autonomous vehicles.

Past Students


*Glen Gorman (PhD., Wilfrid Laurier University), supervisor for projects on “Consumer Behavior and Marketing.” (March 2014 – December 2014)

*Wonkyong Lee (PhD., University of Waterloo), supervisor for the project “Consumer Barriers to the Adoption of Counter-Stereotypical Products.” (Aug. 2009 – July 2010)


*David Lewis, (Ph.D.), Wilfrid Laurier University, supervisor for thesis on “Consumer Financial Decision Making,” (September 2011 – Aug. 2017)

*Gattol, Valentin, (Ph.D.), Delft University of Technology (Delft, The Netherlands), co-supervisor for thesis on “The Role of relatedness on feature addition / deletion in High- Technology Products,” (June 2010 – Dec. 2013)

*Jun Wang, PhD student (PhD), Delft University of Technology (Delft, The Netherlands), co-supervisor for thesis on “The Role of Rumors and Pre-Announcements in High-Technology Innovations” (Oct 2009 – Dec. 2010)


*Shirish Panchal (MSc), Wilfrid Laurier University, supervised Master’s thesis: “When Size Does Matter. Dominance Versus Prestige Based Status Signaling,” (July 2018 – July 2021).

*Floortje Wijnands (MSc.), University of Maastricht, The Netherlands, supervisor for thesis “The Effects of Actual versus Ideal Self Brand Congruence.” (Aug. 2018 – Aug. 2019).

*Jessica McElhone, EMTM (MSc.) program, (Wilfrid Laurier University), supervised Master’s research project (MRP), “Finding insight for co-creation in a brand fan blog: a case study,” (Jan. 2012 – Aug. 2012).

*Belinda Martschinke (MSc.), University of Maastricht, The Netherlands, supervisor for thesis “Marketing Strategies to Overcome barriers to the adoption of Counter-stereotypical Products.” (Jan. 2011 – Dec. 2011).

*Salma Aziz, (MSc.), Department of Marketing and Consumer Studies, University of Guelph, Guelph, ON, Canada, co-supervisor for the thesis “Investigating the Single Category Belief Problem in a Hybrid Product,” (Nov. 2010 – Aug. 2011)

*Maren Becker (MSc.), University of Maastricht, The Netherlands, supervisor for the Thesis “Role of Brand Incumbency Status on the Perception of Convergent High-tech Products.” (Jan 2009 – Aug 2010)

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)