Dr. Ashesh Mukherjee joined McGill University after completing his PhD in marketing at the University of Texas at Austin. Dr. Mukherjee teaches consumer behavior, marketing management, and marketing research at the undergraduate, masters, and doctoral levels at McGill. He has also taught at universities in Brazil, Spain, Denmark, and India. Dr. Mukherjee has been nominated for the Principal & Vice-Chancellor's Award for Teaching Excellence, a university-wide teaching award at McGill University and has received the Best PhD Advisor Award from the Desautels Doctoral Student Society. Dr. Mukherjee's research focuses on marketing communications, word-of-mouth, online behavior, and pro-social behavior. In his research on marketing communications, Dr. Mukherjee has studied topics such as the use of humor in advertising, the use of scarcity in advertisng, and the advertising of high technology products. In his research on word-of-mouth, Dr. Mukherjee has studied the impact of product advisors – such as movie critics and wine critics – on consumer decision making. In his research on online behavior, Dr. Mukherjee has studied consumer behavior in peer-to-peer markets such as Airbnb and Uber. In his research on pro-social behavior, Dr. Mukherjee examines methods to increase charitable donations and environmental conscious behaviors among consumers. His research has been published in leading marketing journals, such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, and Marketing Letters, and he has presented his work at academic conferences such as the Association for Consumer Research and Society for Consumer Psychology. Dr. Mukherjee's research has been funded by grants from the Social Sciences and Humanities Research Council of Canada (SSHRC), and has been reported in media such as the Economist and Globe & Mail.