Tripat Gill

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

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

Publications

Gill, T. (2020), “Blame it on the Self-Driving Car. How Autonomous Vehicles can Alter Consumer Morality,” Journal of Consumer Research, in press, https://doi.org/10.1093/jcr/ucaa018

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

Panchal, S. and Gill, T. (2019), “When Size Does Matter. Dominance Versus Prestige Based Status Signaling,” Journal of Business Research, in press, https://doi.org/10.1016/j.jbusres.2019.03.047

Moshontz, H., .. Gill, T… (94 others) .. and C. Cartier (2018), “The Psychological Science Accelerator: Advancing Psychology Through a Distributed Collaborative Network,” Advances in Methods and Practices in Psychological Science, Vol. 1(4): 501–515. https://doi.org/10.1177%2F2515245918797607

Klein, R. A., .. Gill, T… (187 others).. and B. Nosek (2018), “Many Labs 2: Investigating Variation in Replicability Across Samples and Settings,” Advances in Methods and Practices in Psychological Science, Vol. 1(4): 443–490. https://doi.org/10.1177%2F2515245918810225

Gill, T. and Lei, J. (2018), “Counter-stereotypical products: Barriers to their adoption and strategies to overcome them,” Psychology & Marketing, Vol. 35: 493-510. https://doi.org/10.1002/mar.21101

Sääksjärvi, M., Gill, T., and Hultink, E. J. (2017) “How rumors and preannouncements foster curiosity toward products”, European Journal of Innovation Management, Vol. 20 Issue: 3, 350-371. https://doi.org/10.1108/EJIM-03-2016-0037

Gill, T., Ranaweera C. & Kim, H.J. (2017), “Ethnic Stereotyping in Service Provision: When do Stereotypes Affect the Performance Expectations and Evaluation of Ethnic Service Providers?” in Journal of Service Theory and Practice, 27(3): 520-546. https://doi.org/10.1108/JSTP-03-2016-0056

Gattol, V., Saaksjarvi, M., Gill, T. and Schoorman, J. (2016), “Feature fit: The role of congruence and complementarity when adding versus deleting features from products,” European Journal of Innovation Management, Vol. 19 (4), 589 – 607. https://doi.org/10.1108/EJIM-08-2015-0069

Lewis, D. and Gill, T. (2016), “Is There a Mere Categorization Effect in Investment Decisions?,” International Journal of Research in Marketing, Vol. 33, 232-235. https://doi.org/10.1016/j.ijresmar.2016.01.001

*Ma, Z., Gill, T. and Jiang, Y. (2015), “Core Versus Peripheral Innovations: The Effect Of Innovation Locus On Consumer Adoption Of New Products,” Journal of Marketing Research, http://dx.doi.org/10.1509/jmr.13.0337 (*first two authors equal contribution).

Gill, T. and El Gamal, M. (2014), “Does exposure to dogs (cows) increase the preference for Puma (the color white)? Not always,” International Journal of Research in Marketing, 31, 125-126. https://doi.org/10.1016/j.ijresmar.2013.12.002

Saad, G. and, Gill, T. (2014), “The Framing Effect When Evaluating Prospective Mates: An Adaptationist Perspective,” Evolution and Human Behavior, 35, 184-192. https://doi.org/10.1016/j.evolhumbehav.2014.01.002

Gill, T. (2010), “Call. Mail. Shoot. Listen. Play. But what functionalities add real value in convergent products?,” GfK Marketing International Review, 2, 16-25. https://doi.org/10.2478/gfkmir-2014-0059

Gill, T. and Saad, G. (2010), “Consumer Behavior in the Realm of Technology,” in the Handbook of Technology Management, Hossein Bidgoli (ed.), John Wiley & Sons: NY, 277-289.

Saad, G. and Gill, T. (2009), “Self-Ratings of Physical Attractiveness in a Competitive Context: When Males are More Sensitive to Self-Perceptions than Females,” Journal of Social Psychology, 149(5): 585-599. https://doi.org/10.1080/00224540903232332

Gill, T. and Lei, J. (2009). “Convergence in the High-Technology Consumer Markets: Not all Brands Gain Equally by Adding New Functionalities to Products,” Marketing Letters, Vol. 20, 91-103. https://doi.org/10.1007/s11002-008-9050-5

Gill, T. (2008), “Convergent Products: What Functionalities Add More Value to the Base?,” Journal of Marketing, Vol. 72(2), 46-62. https://doi.org/10.1509%2Fjmkg.72.2.46

Gill, T. and Dube, L. (2007), “What is a Leather Iron or a Bird Phone? Using Conceptual Combinations to Generate and Understand New Product Concepts,” Journal of Consumer Psychology, 17(3), 202- 17. https://doi.org/10.1016/S1057-7408(07)70029-3 https://doi.org/10.1177%2F076737010702200405

Saad, G., Gill, T. and Rajan Nataraajan (2005), “Are Laterborns More Innovative and Non-Conforming Consumers Than Firstborns? A Darwinian Perspective,” Journal of Business Research, Vol. 58, 902-909. https://doi.org/10.1016/j.jbusres.2004.01.001

Reichart, C. F. and Gill, T. (2004), “Effect of Cultural Distance on Customer Service Satisfaction,” Advances in Consumer Research, Vol. 31, 202-207. http://www.acrwebsite.org/volumes/8886/volumes/v31/NA-31

Saad, G. and Gill, T. (2003), “An Evolutionary Psychology Perspective on Gift-Giving Among Young Adults,” Psychology & Marketing, Vol 20(9), 765-784. https://doi.org/10.1002/mar.10096

Saad, G. and Gill, T. (2002), “Gender Dynamics in the Ultimatum Game: An Evolutionary Psychology Perspective,” Journal of BioEconomics, Vol.3, 171-193. https://doi.org/10.1023/A:1020583425623

Saad, G. and Gill, T. (2001), “Gender Differences When Choosing Between Salary Allocation Options,” Applied Economics Letters, Vol. 8(8), 531-533. https://doi.org/10.1080/13504850010005251

Saad, G. and Gill, T. (2001), “The Effect of a Recipient’s Gender in a Modified Dictator Game,” Applied Economics Letters, Vol. 8(7). 463-466. https://doi.org/10.1080/13504850010005260

Saad, G. and Gill, T. (2000), “Applications of Evolutionary Psychology in Marketing,” Psychology & Marketing, Vol. 17(12), 1005-1034. https://doi.org/10.1002/1520-6793(200012)17:12%3C1005::AID-MAR1%3E3.0.CO;2-H

Gill, T. and Dube, L. (1998), “Differential Roles of Brand-Name Associations in New Product Evaluations,” Advances in Consumer Research, Vol. 25, 343-348. https://www.acrwebsite.org/volumes/8176/volumes/v25/NA-25

Manuscripts Under Review

Gill, T., Ma, Z., Zhao, P. and Chen, K., “How Accessories Add Value to a Product Platform,” revise and resubmit to European Journal of Marketing.

Gill, T., Lei, J. and Kim, H. J., “Nudging Consumers to Choose Larger (Smaller) Sizes of Healthy (Unhealthy) Food,” revise and resubmit to Marketing Letters.

Ghoshal, T. and Gill, T., “The Many Faces of the Light Skin Bias: Theoretical Mechanism and Marketing Implications,” revise and resubmit to Journal of Marketing Research.

Jones, B., ……Gill, T…(several others), “To Which World Regions Does the Valence-Dominance Model of Social Perception Apply?,” revise and resubmit to Nature Human Behavior.

Protzko, J., ……Gill, T…(several others), “Moral Thinking Across the World,” revise and resubmit to Nature Human Behavior.

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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