We use cookies on this site to enhance your experience.
By selecting “Accept” and continuing to use this website, you consent to the use of cookies.
PhD: McGill University (Montreal, Canada)
MBA: Indian Institute of Management (Bangalore, India)
BTech: Indian Institute of Technology (Benaras, India)
Tripat Gill joined Laurier in July 2011 as a Canada Research Chair (Tier 2) in Market Insight and Innovation. He has a PhD from McGill University and has previously held faculty positions in Marketing at the Ontario Tech University in Oshawa, Ontario and at Case Western Reserve University in Cleveland, Ohio. He has also been a visiting faculty scholar in 2015 at the University of Melbourne (Australia), the Indian School of Business (India) and Delft University of Technology (The Netherlands).
Tripat's research interests are primarily in the areas of consumer adoption of new products/technological innovations, impact of AI-based products on consumers, brand management and the applications of evolutionary psychology in marketing. His research has been supported by several 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 marketing journals (including the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, International Journal of Research in Marketing and Marketing Letters), and in other associated disciplines (including the European Journal of Innovation Management, Journal of Social Psychology, Evolution and Human Behavior and Applied Economic Letters).
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.
- Consumer interaction with AI and autonomous agents.
- Brand meaning and management.
- Stereotypes in the evaluation of products / services.
- Innovation and new product adoption.
- Evolutionary psychology and marketing.
- Insight Grant from Social Sciences and Humanities Research Council (SSHRC), 2017-21.
As principal investigator, for the project “The role of emotions in new product adoption.” - Canada Research Chair (Tier 2) in Market Insight and Innovation, 2016-2021 (Total awarded: $500,000).
- Insight Development Grant from Social Sciences and Humanities Research Council (SSHRC), 2012-14.
As principal applicant, for the project entitled, “The role of ethnic stereotypes in the evaluation of services.” (Total amount awarded: $71,175). - Insight Development Grant from Social Sciences and Humanities Research Council (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.” (Total amount awarded: $59,879). - 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.” (Total amount awarded: $10,000). - Canada Research Chair (Tier 2) in Market Insight and Innovation, 2011-2016 (Total awarded: $500,000).
- Strategic Grant from Social Sciences and Humanities Research Council (SSHRC), 2008-11
As the principal applicant, for the project entitled, “The Role of Brand Characteristics in the
Evaluation of Convergent High-Technology Products.” (Total awarded: $101,439). - Standard Grant from Social Sciences and Humanities Research Council (SSHRC), 2008-2011
As co-applicant for the project entitled, “Counter-Stereotypical New Products: What are the
Barriers to their Adoption and How to Overcome them?” (Total: $57,719).
Post-Doctoral:
- Glen Gorman (PhD, Wilfrid Laurier University).
- Wonkyong Lee (PhD, University of Waterloo).
Doctoral:
- Sakshi Korde, Wilfrid Laurier University.
- Shirish Panchal, Wilfrid Laurier University.
- Lewis, David, PhD student, Wilfrid Laurier University.
- Gattol, Valentin, PhD student, Delft University of Technology, The Netherlands.
Master’s:
- Jessica McElhone, EMTM (MSc.) program, Wilfrid Laurier University.
- Belinda Martschinke, MSc., University of Maastricht, The Netherlands.
- Salma Aziz, MSc. (2nd Year), Dept. of Marketing & Consumer Studies, University of Guelph.
- Maren Becker, MSc. (2nd year), University of Maastricht, The Netherlands.
- Gill, T. (2020), “Blame it on the Self-Driving Car. How Autonomous Vehicles can Alter Consumer Morality,” Journal of Consumer Research, Volume 47, Issue 2, August 2020, Pages 272–291, 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. https://www.tandfonline.com/doi/full/10.1080/0267257X.2020.1767679.
- 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.
- 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.
- Saaksjarvi, M., Gill, T. and E J Hultink (2017), "How rumors and preannouncements foster curiosity toward products," European Journal of Innovation Management, Vol. 20(3), 350-371.
- Gill, T., Ranaweera C. and Kim, H.J. (2017), "Ethnic Stereotyping in Service Provision: When do Stereotypes Affect the Performance Expectations and Evaluation of Ethnic Service Providers?” Journal of Service Theory and Practice. 27(3), 520-546.
- Gattol, V., Sääksjärvi, M., Gill, T., and Schoormans, J.P.L. (2016). Feature fit: The role of congruence and complementarity when adding versus deleting features from products. European Journal of Innovation Management, 19(4), 589-607.
- 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.
- *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, Vol. 52, No. 3, 309-324. (*first two authors contributed equally).
- 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.
- Saad, G. and, Gill, T. (2014), “The Framing Effect When Evaluating Prospective Mates: An Adaptationist Perspective,” Evolution and Human Behavior, 35, 184-192.
- Gill, T. (2010), “Call. Mail. Shoot. Listen. Play. But what functionalities add real value in convergent products?,” GfK Marketing International Review, Vol. 2 (2), 16-25.
- 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.
- 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.
- Gill, T. (2008), “Convergent Products: What Functionalities Add More Value to the Base?,” Journal of Marketing, Vol. 72(2), 46-62.
- 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.
- 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.
- Saad, G. and Gill, T. (2000), “Applications of Evolutionary Psychology in Marketing,” Psychology & Marketing, Vol. 17(12), 1005-1034.
Contact Info:
E: tgill@wlu.ca
F: 519.884.0201
Office location: LH4014
Office hours:
By appointment.
Languages spoken: English, Hindi, Punjabi
Personal website: tripatgill.ca