Rishad Habib

CURRENT POSITION

Associate Professor of Marketing
Ted Rogers School of Management, Toronto Metropolitan University

EDUCATION

Ph.D. Marketing, Sauder School of Business, University of British Columbia – 2021
M.Sc. Marketing and Consumer Studies, University of Guelph, Canada – 2016
BBA, Marketing and Finance University of Dhaka, Bangladesh – 2013

JOURNAL PUBLICATIONS
_{^{[*equal authorship]}}

Habib, Rishad^†, Ok, Ekin^†, Karl Aquino, Sid Mookerjee, and Yann Cornil (2025), “Reparative Consumption: The Role of Racial Identity and White Guilt in Consumer Preferences,” Journal of Consumer Research, http://doi.org/10.1093/jcr/ucaf019.

Ok, Ekin^†, Rishad Habib^†, and Karl Aquino (2025), “Charity Without Choice: The Impact of Receiving Prosocial Gifts on Subsequent Donations,” Psychology and Marketing, https://doi.org/10.1002/mar.70001.

Habib, Rishad, David J. Hardisty, Katherine White and Baek Jung Kim (2025), “The Closing-the-Gap Effect: How Relative Distance from Fundraising Goals Shifts Charitable Giving,” Journal of Marketing Research, doi:10.1177/00222437241270225.

Levy, Eric^†, Rishad Habib^†, Katherine White and Karl Aquino (2025), “From Sinners to Saints: How Redemption Stories Motivate Charitable Giving,” Journal of the Association for Consumer Research, 10 (1), doi: 10.1086/733156.

Habib, Rishad, Katherine White and Joey Hoegg (2021), “Everybody Thinks We Should but Nobody Does: How Combined Injunctive and Descriptive Norms Motivate Organ Donor Registration,” Journal of Consumer Psychology, 31(3), 621-630, doi: 10.1002/jcpy.1220.

Habib, Rishad, Katherine White, David J. Hardisty and Jiaying Zhao (2021), “Shifting Consumer Behavior to Address Climate Change,” Current Opinion in Psychology, 42, 108-113, doi:10.1016/j.copsyc.2021.04.007.

White, Katherine, Rishad Habib and Darren Dahl (2020), “A Review and Framework for Thinking about the Drivers of Prosocial Consumer Behavior,” Journal of the Association for Consumer Research, 5(1), 2-18, https://doi.org/10.1086 /706782.

White, Katherine, Rishad Habib and David J. Hardisty (2019), “How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework,” Journal of Marketing, 83(3), 22–49, doi: 10.1177/0022242919825649.
* Covered in: Hardisty, David J., Katherine White and Rishad Habib (2019), “5 Ways to Shift Consumers Towards Sustainable Behaviour,” The Conversation.

OTHER PUBLICATIONS

Habib, Rishad, and Katherine White (2022), “Shifting Consumers’ Decisions towards Climate – Friendly Behavior,” Handbook of Business and Climate Change, eds. Robert Hansen and Anant Sundaram.

Hardisty, David, Katherine White, Rishad Habib and Jiaying Zhao (2022), “Sustainable Nudges for The Wild: Recommendations from Shift,” Behavioral Science in the Wild, eds. Dilip Soman and Nina Mazar, University of Toronto Press, in press.

White, Katherine, Rishad Habib and David J. Hardisty (2019), “The Elusive Green Consumer,” Harvard Business Review.

RESEARCH UNDER REVIEW

Maier, Lukas^† and Rishad Habib^†, “Disclosing Disability: Consumer Reactions to Disability-Owned Businesses,” under review.

Mookerjee, Sid, Yann Cornil, Ekin Ok, Rishad Habib, and Karl Aquino, “Examining the Intersection of Political and Racial Identity On Responses to Black-Owned Business”, under review.

Tangri, Karun^{^} and Rishad Habib, “Product Usage History in the Circular Economy”, under review.