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CURRENT POSITION

Assistant Professor of Marketing
Ted Rogers School of Management, Toronto Metropolitan University, since August 2021

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,” forthcoming at 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 second round review Journal of Consumer Research.

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.

Habib, Rishad, Omar Fares^ , and Irfan Butt, “A Meta-Analysis on the Factors Driving Consumer Adoption of the Sharing Economy”, accepted, Journal of Consumer Marketing.

RESEARCH IN PROGRESS

Wan, Jing, Sumaya Albalooshi, Rishad Habib, and Mathilde van Dijk, “The failing activist: How perceived hypocrisy decreases perceived contribution,” manuscript in preparation

Habib, Rishad, Sid Mookerjee and Katherine White, “Brands in the Circular Economy: Effects of Sharing Platform Type on Consumer Adoption”, data collection in progress.

Bharti, Mehak and Rishad Habib, “From Possessions to Purpose: The Experiential Nature of Sustainable Consumption”, manuscript in preparation.

Habib, Rishad, Yann Cornil and Karl Aquino, “When Moralizing Labels Backfire; Moral Identity as a Predictor of Rejection of Latent Moral Content,” manuscript in preparation.

Ozekes, Eylul^, Juan Wang and Rishad Habib, “Group size’s impact on co-creation engagement in brand communities”, data collection in progress.

[†equal authorship; ^graduate student at project commencement]

GRANTS, AWARDS & FELLOWSHIPS

SCP Best Paper Conference Theme Award – 2025
AMA Sheth Foundation/Journal of Marketing Award – 2024
SSHRC Insight Development Grant ($61,000), SSHRC Canada – 2022 – 2024
“Using Marketing Communications to Encourage Consumers to Participate in the Sharing Economy”
TRSM Research Advancement Grant ($15,000) – 2022 – 2023
AMA-EBSCO-RRBM Award for Responsible Research in Marketing – 2021
SSHRC Insight Development Grant ($64,650), SSHRC Canada – 2021 – 2023
“Using joint evaluation to increase donations to needy charities”
SSHRC Doctoral Fellowship ($40,000), SSHRC Canada – 2019 – 2021
Mitacs Research Training Award ($6,000) – 2020
AMA Sheth Foundation Doctoral Consortium Fellow, 2020
Business for Social Good Grant ($4,000), Dhillon Centre for Business Ethics – 2019
Public Scholars Initiative Grant ($8,000), University of British Columbia- 2019
Leslie G J Wong Memorial Fellowship, University of British Columbia – 2016
Sauder School of Business Graduate Award, University of British Columbia – 2016
Dean Earle D MacPhee Memorial Fellowship, University of British Columbia – 2016-2019
International Graduate Tuition Scholarship ($18,000), University of Guelph – 2014
Entrance Scholarship ($2,000), University of Guelph – 2014
Dean’s Merit List, University of Dhaka – 2013

CONFERENCE PRESENTATIONS

Habib, Rishad*, Sid Mookerjee and Katherine White, “Brands in the Circular Economy: Effects of Sharing Platform Type on Consumer Adoption”, Association of Consumer Research Conference, September 2024.

Habib, Rishad and Omar Fares*, “A Meta-Analysis on the Factors Driving Consumer Adoption of the Sharing Economy”, American Collegiate Retailing Association/American Marketing Association Triennial Conference, March 2024.

Levy, Eric, Rishad Habib*, Katherine White and Karl Aquino, “Sinners to Saints: How Redemption Stories Motivate Charitable Giving,” European Association for Consumer Research Conference, July 2023.

Ok, Ekin*†, Rishad Habib†, Karl Aquino, Yann Cornil and Sid Mookerjee, “The Role of Racial Identity and White Guilt in Consumer Preferences,” Association of Consumer Research Conference, October 2023.

Habib, Rishad*, Katherine White and David Hardisty, “Issues of responsibility in sustainable consumption: The SHIFT Framework,” Academy of Marketing Conference, July 2022.

Habib, Rishad*, David Hardisty, Katherine White and Baek Jung Kim, “Closing the Gap: How Relative Distance from Fundraising Goals Can Enhance Charitable Giving,” Behavioural Insights for Business and Social Good, June 2022.

Habib, Rishad*, David Hardisty, Katherine White and Baek Jung Kim, “How Relative Distance from Fundraising Goals Can Enhance Charitable Giving,” Southern Ontario Behavioural Decision Research Conference, May 2022

Habib, Rishad†*, Ekin Ok† and Karl Aquino, “How Political Identity Reverses Ingroup Favoritism in Consumer Evaluations,” Society for Consumer Psychology Conference, March 2022.

Habib, Rishad*, David Hardisty and Katherine White, “Joint vs Separate Evaluation as a Choice Architecture Tool to Support Needy Charities,” Association for Consumer Research Conference, October 2021.

Habib, Rishad*, David Hardisty and Katherine White, “How Relative Distance from Fundraising Goals Can Enhance Charitable Giving,” Society for Consumer Psychology Conference, March 2021.

Habib, Rishad*, David Hardisty and Katherine White, “When Does the Tortoise Win the Race? How Relative Distance from Fundraising Goals Can Enhance Charitable Giving,” Society for Judgment and Decision Making Conference, December 2020.

Habib, Rishad*, Katherine White, David Hardisty and Jiaying Zhao “Changing Climate Change Behaviors: The Newest, Best Techniques”, BIG BC Conference, November 2020.

Ekin Ok†*, Habib, Rishad†, and Karl Aquino, “Don’t Take my Warm Glow: Unasked prosocial gifts reduce subsequent donations,” Association for Consumer Research Conference, October 2020 (†equal authorship).

Habib, Rishad*, Katherine White and Joey Hoegg, “Everybody Thinks We Should but Nobody Does: How Combined Descriptive and Injunctive Norms Motivate Organ Donor Registration,” Working paper presentation at the Society for Consumer Psychology Conference, Huntington Beach, California, March 2020.

Habib, Rishad*, Yann Cornil and Karl Aquino, “Can Moralizing Labels Backfire? Moral Identity as a Predictor of Reactance to Latent Moral Content,” Trans-Atlantic Doctoral Conference, London, United Kingdom, May 2019.

Habib, Rishad*, Yann Cornil and Karl Aquino, “Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to ‘Vegetarian’ and ‘Sustainable’ Labels,” Society for Consumer Psychology Conference, Savannah, Georgia, February 2019.

Habib, Rishad*, Yann Cornil and Karl Aquino, “Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to ‘Vegetarian’ and ‘Sustainable’ Labels,” Association for Consumer Research Conference, Dallas, Texas, October 2018.

Habib, Rishad*, Yann Cornil and Karl Aquino, “Rejecting Moralization: Moral Identity as a Predictor of Reactance to ‘moral’ labels,” UBC – UW Annual Marketing Conference, Seattle, Washington, June 2018.

Habib, Rishad*, Yann Cornil and Karl Aquino, “Rejecting Moralized Products: the Moderating Effect of Moral Identity,” Poster presentation at the Society for Consumer Psychology Conference, Dallas, Texas, February 2018.

Habib, Rishad* and Towhidul Islam, “Promoting Ethical Consumption: Effects of Self Regulatory Focus on Evaluation of Multifinal Ethical Products,” Working paper presentation at the Association for Consumer Research Conference, Berlin, Germany, October 2016.

Habib, Rishad* and Towhidul Islam, “Promoting Ethical Consumption: The Role of Performance Risk and Regulatory Focus on Purchase Intent of Multifinal Ethical Products,” Society for Consumer Psychology Summer Conference, Denver, Colorado, August 2016.

INVITED PRESENTATIONS

IESE Business School, Spain – 2024
Desautels Faculty of Management, McGill University, Canada – 2024
University of Pittsburgh, Sustainable Business Forum, USA – 2023
Lang School of Business, University of Guelph, Canada – 2023
Grenoble Ecole de Management, France – 2023
BEAR (Behavioural Economics at Rotman) x BI-Org, Canada – 2021
Toronto Metropolitan University, Canada – 2021
John Molson School of Business, Concordia University, Canada – 2021
Sprott School of Business, Carleton University, Canada – 2020

TEACHING EXPERIENCE

Instructor – Ted Rogers School of Management, Toronto Metropolitan University
MKT 510 Innovations in Marketing – Fall 2021 – present

Instructor – University of British Columbia
COMM 362 Consumer Behaviour – Fall 2019

Graduate Teaching Assistant – University of British Columbia, Canada
COMM 362 Consumer Behaviour (Undergraduate): Fall 2020, Spring 2019
BAMA 506 Consumer Behaviour (MBA): Spring 2019
BAMA 506 Consumer Behaviour (IMBA): Fall 2018 – Spring 2019
BA 562 Creativity (MBA): Summer 2018
BA 560 Ethics and Sustainability (MBA): Summer 2017

Graduate Teaching Assistant – University of Guelph, Canada
MCS 2600 Consumer Behaviour: Fall 2014, Winter 2015
MCS 3600 Consumer Information Processes: Fall 2015

SAT English Instructor – Mentor’s Education, Dhaka, Bangladesh: 2009-11

PROFESSIONAL MEMBERSHIPS

Association for Consumer Research (ACR)
Society for Consumer Psychology (SCP)
Society for Judgment and Decision Making (SJDM)

SERVICE

Ad Hoc Reviewer:
Journal of Marketing Research
Journal of Marketing
Journal of Consumer Research
Journal of Marketing Communication
Psychology and Marketing

Ad Hoc Reviewer for Conferences, Grants and Awards:
Association for Consumer Research Conference
Society for Consumer Psychology Conference
Marketing and Public Policy Conference
European Association for Consumer Research Conference
Society for Marketing Advances Conference
Mitacs Accelerate Research Proposal

Graduate Student Supervision:
Veronica Cusi, MScM, Toronto Metropolitan University – Advisor
Alessia Buiga, MScM, Toronto Metropolitan University – Co-advisor
Eylul Ozekes, MSc Marketing and Consumer Studies, University of Guelph – Co-advisor
Shaghayegh Ghafarigousheh, Master’s in Management of Innovation and Entrepreneurship, University of Milan – Co-advisor
Karun Tangri, PhD in Management, Toronto Metropolitan University – Committee member
Hanife Armut, PhD in Marketing, Koc University – Committee member

Toronto Metropolitan University:
Marketing Research Seminar Series Organizer, 2023-25
Contract Lecturers Appointment Committee, 2023-25
Contract Lecturer CUPE Evaluation, 2022-25
Department Hiring Committee, 2022-23
REB Task Force, 2022-24
TMU Board of Governors Student Leadership Award and Medal, 2023
Deans Award Committee, TorontoMet Gold Medal Review, 2022
Marketing Awards Committee, 2022-23
TRSM Research Advancement Grants Review, 2023
MSc Management thesis examining committee member, 2022-24
– Samiha Rumali, Nina Dohm, Monalisa Salam, Queenie Zhu
Technovation Girls Coach, SciXchange TMU, 2022-23

University of British Columbia:
Coordinator: Marketing and Behavioural Science Lab Mechanical Turk, 2017-2021
Co-President: Sauder Women Scholars, UBC, 2017-2021
Co-President: PhD Student Society, Sauder School of Business, UBC, 2017-2018
Mentor: REX Undergraduate Research Opportunities, 2018

WORK EXPERIENCE

Graduate Research Assistant – University of Guelph, Ontario, Canada 2015 – 2016
Product Manager, Marketing – Airtel Bangladesh Limited, Bangladesh 2013 – 2014