ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ

Biography

Bhattacharjee is an Associate Professor of Marketing at the Leeds School of Business at the University of Colorado Boulder. He earned his PhD in Marketing from The Wharton School, the University of Pennsylvania. Prior to joining Leeds, he served as an Associate Professor at INSEAD, an Assistant Professor at Erasmus University, and a visiting scholar at New York University and Dartmouth College.

His research investigates how moral psychology shapes marketplace judgments and behaviors. His work explores lay economic reasoning, perceptions of inequality and market fairness, how morality intersects with market performance, symbolic and value‑based consumption, signals of authenticity and conceptions of consumer welfare and well‑being. His work has appeared in several top business and psychology journals (such as Journal of Consumer Research, Organizational Behavior and Human Decision Processes, Harvard Business Review, Journal of Personality and Social Psychology, andJournal of Experimental Psychology: General), and is regularly covered in global media outlets including The New York Times, The Wall Street Journal, The Atlantic, NPR and many others. He is a recipient of multiple honors including the Journal of Consumer Research Best Article Award and recognition as a Marketing Science Institute Young Scholar.

Research

Research Interests

• Morality, fairness, and welfare in markets
• Moral, political, and economic psychology
• Signaling and symbolic consumption
• Well‑being and utility from experience
• Judgment and decision making

Publications

• Weingarten, Evan, Rachel Gershon, and Amit Bhattacharjee (2025), The Interpersonal Consequences of Community Gatekeeping, Journal of Personality and Social Psychology, forthcoming.
• Bhattacharjee, Amit, and Jason Dana (2024), Lay Economic Reasoning: An Integrative Review and Call to Action, Consumer Psychology Review, 7(1), 3-39.
• Weingarten, Evan, Amit Bhattacharjee, and Patti Williams (2024), So Bad it’s Good: When and Why Consumers Prefer Bad Options, Journal of Consumer Psychology, 34(2), 224-232.
• Gai, Phyliss, and Amit Bhattacharjee (2022), Willpower as Moral Ability, Journal of Experimental Psychology: General, 151(8), 1999-2006.
• Berman, Jonathan Z., Amit Bhattacharjee, Deborah Small, and Gal Zauberman (2020), Passing the Buck to the Wealthier: Reference-dependent Standards of Generosity, Organizational Behavior and Human Decision Processes, 157, 46-56.
• Bhattacharjee, Amit, Jason Dana, and Jonathan Baron (2017), Anti-Profit Beliefs: How People Neglect the Societal Benefits of Profit, Journal of Personality and Social Psychology, 113(5), 671-696.
• Bhattacharjee, Amit, Jonah Berger, and Geeta Menon (2014), When Identity Marketing Backfires: Consumer Agency in Identity Expression, Journal of Consumer Research, 41(2), 294-309.
• Bhattacharjee, Amit, and Cassie Mogilner (2014), Happiness from Ordinary and Extraordinary Experiences, Journal of Consumer Research, 41(1), 1-17.
• Bhattacharjee, Amit, Jonathan Z. Berman, and Americus Reed II (2013), Tip of the Hat, Wag of the Finger: How Moral Decoupling Enables Consumers to Admire and Admonish, Journal of Consumer Research, 39(6), 1167-1184.

Working Papers

• Bhattacharjee, Amit, Jonathan Z. Berman, Jason Dana, Barbara Mellers, and Camilla Zallot, Producer Motives and Symbolic Product Value.
• Zallot, Camilla, Gabriele Paolacci, and Amit Bhattacharjee, Some Value is Not for the Taking: Redistributive Concerns and the Fairness of Value Pricing.
• Bhattacharjee, Amit, Gabriele Paolacci, and William Rose, Inclusive Yet Inequitable: Consumer Reactions to Low-Wage Labor Practices.
• Shaddy, Franklin, Amit Bhattacharjee, and Alixandra Barasch, The Psychology of Technological Disruption: Implications for Fairness.
• Bhattacharjee, Amit, Alixandra Barasch, and Klaus Wertenbroch, Imperfection as a Costly Signal of Authenticity: An Integrative Theoretical Framework.

Service

• Editorial Review Board, Journal of Consumer Psychology (2023â€Ëð°ù±ð²õ±ð²Ô³Ù)
• Editorial Board, International Journal of Research in Marketing (2016–2022)
• Editorial Board, Journal of Consumer Research (2016–2018)
• Co‑Chair, 13th Triennial Invitational Choice Symposium (2025–2026)
• Track Chair, Association for Consumer Research (2025–2026)
• Associate Editor, Association for Consumer Research (2021–2024)
• Associate Editor, Society for Consumer Psychology (2022–2023)
• Program Committee Member, ACR (2015–2020), SCP (2014–2021), EMAC (2017–2023), BDRM (2020)
• Advisory Board Member, Center for Empirical Philosophy and Behavioral Insights (2023â€Ëð°ù±ð²õ±ð²Ô³Ù)
• Faculty Mentor, The Tenure Project Conference (2024–present); Society for Judgment and Decision Making (2025); Underrepresented Scholars in SJDM (2025)

Teaching

Amit has developed and taught a wide array of courses to students at every level, across seven institutions and five countries, on topics including intro marketing, advertising, marketing strategy, research and analytics, consumer behavior, moral and cultural psychology, and business ethics. At Leeds, he currently teaches a course on data-driven decision-making in multiple master’s programs, offers a doctoral seminar on marketing strategy, and has ongoing research with several PhD students.

Media, Insights & News

• , Episode 5 (2026)
• Why Biden’s War on Junk Fees May Not Save You Money, ÃÛÌÒ´«Ã½Æƽâ°æÏÂÔØ Today (2023)
• , Profectus Magazine (2022)
• The Athletic (2019)
• , The New York Times (2014)