Research

My research examines how the interplay between social identities, emotional states, and information presentation shapes consumer decisions, particularly when those decisions can benefit others and society as a whole.

Consumer Decisions when Giving and Sharing Resources

Closing the Gap in Charitable Giving

Habib, Rishad, David J. Hardisty, Katherine White and Baek Jung Kim (2024), “The Closing-the-Gap Effect: How Relative Distance from Fundraising Goals Shifts Charitable Giving,” Journal of Marketing Research, doi:10.1177/00222437241270225.

Redemption Stories on Donations

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.

.

Encouraging Organ Donation

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.

.

Prosocial Gifts on Future Donations

Ok, Ekin^†, Rishad Habib^†, and Karl Aquino, “Charity Without Choice: The Impact of Receiving Prosocial Gifts on Subsequent Donations,” Psychology and Marketing.

Consumer Decisions when Interacting with Minorities in the Marketplace

Reparative Consumption

Habib, Rishad†, Ok, Ekin†, Karl Aquino, Sid Mookerjee, and Yann Cornil “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.

Minority-Owned Labels

Mookerjee, Sid, Yann Cornil, Ekin Ok, Rishad Habib, and Karl Aquino, “Do Minority-Owned Labels Help or Hurt Minority Businesses”, manuscript in preparation, https://dx.doi.org/10.2139/ssrn.4333096.

Disclosing Disability

Maier, Lukas† and Rishad Habib†, “Disclosing Disability: Consumer Reactions to Disability-Owned Businesses,” invited revision at Journal of Consumer Research.

Strategies to Increase Sustainable and Prosocial Behaviors

SHIFT towards sustainable behaviors

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.

Behaviors to Address Climate Change

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.

Drivers of Prosocial Consumer Behavior

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.