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MOOKHERJEE Satadruta

PhD, Management, Marketing

“Fiona” or Satadruta Mookherjee joined NEOMA Business School as an assistant professor in the fall of 2019. She received her doctorate in marketing from Binghamton University, a university in the state of New York. Prior to her PhD she also worked in the market research industry for three years. Her research covers topics such as consumer behavior, digital marketing and artificial intelligence. She is an active member and reviewer of the American Marketing Association (AMA) and the Association of Consumer Research (ACR). She has published in the Journal of Business Research and Journal of Judgment & Decision Making and has presented her research at the AMA, ACR, EMAC, Marketing Science, GFMC conferences. In NEOMA she teaches and coordinates the courses with a digital focus. 

Areas of research

  • Consumer Behavior
  • Digital/Social Media Analytics
  • Online Retailing Strategies
  • Digital Marketing

Recent academic contributions

  • MOOKHERJEE, S., R.SEN GUPTA, I.PAUL, S.BOND, "Attributions and consequences of anthropomorphism in ai-driven technology" in American Marketing Association Winter Conference, 2021
  • CHATTERJEE, S., D.DALMAN, S.MOOKHERJEE, "To Short or not to Short? Improving Morality Judgments of Short Trades and Short Traders", Journal of Business Research, June 2020, vol. 114, pp. 173-185
    DOI : 10.1016/j.jbusres.2020.04.011
  • MOOKHERJEE, S., M.SEAN, "Social Media Optimization Complexity: The Counterintuitive Strength of Passive Engagement" in EMAC Regional Conference, 2020, Zagreb, Croatia

Academic Journals

  • CHATTERJEE, S., D.DALMAN, S.MOOKHERJEE, "To Short or not to Short? Improving Morality Judgments of Short Trades and Short Traders", Journal of Business Research, June 2020, vol. 114, pp. 173-185
    DOI : 10.1016/j.jbusres.2020.04.011
  • CHATTERJEE, S., S.MOOKHERJEE, "Valuing bets and hedges", Judgment and Decision Making, November 2018, vol. 13, no. 6, pp. 509

Academic conferences

  • MOOKHERJEE, S., R.SEN GUPTA, I.PAUL, S.BOND, "Attributions and consequences of anthropomorphism in ai-driven technology" in American Marketing Association Winter Conference, 2021
  • MOOKHERJEE, S., M.SEAN, "Social Media Optimization Complexity: The Counterintuitive Strength of Passive Engagement" in EMAC Regional Conference, 2020, Zagreb, Croatia
  • MOOKHERJEE, S., S.NAZARI, "Social-Media Signaling Strategies: Bridging Business to Buyers" in American Marketing Association (AMA) Summer, San Francisco, 2020
  • MOOKHERJEE, S., S. NAZARI, "A Study on Social-Media Signaling Strategies: Impact on Consumer Attitude" in American Marketing Association (AMA) Winter, 2020, San Diego
  • DALMAN, D., D.MISHRA, S.MOOKHERJEE, "The Role of Institutional Entrepreneurs in the Evolution of Modern Retailing in India" in ANNUAL GSOM EMERGING MARKETS CONFERENCE, 2019, St Petersburg, Russian Federation
  • MOOKHERJEE, S., M.SEAN, "Social Media Budget Optimization: The Counter- intuitive Strength of Reach over Engagement" in American Marketing Association, Winter, 2019, Austin, United States
  • MOOKHERJEE, S., M.SMARAKI, "Snapchat vs. Facebook users: Purchase Behavior Implications" in American Marketing Association, Winter, 2019, Austin, United States
  • SEN GUPTA, R., S.MOOKHERJEE, I.PAUL, "Making Smart Agents Scapegoats: Attribution of (Hedonic) Consumption Responsibility to Anthropomorphized Smart Agents" in Association of Consumer Research (ACR) North America, Atlanta, 2019
  • RUMELA SEN GUPTA, R., S.MOOKHERJEE, I.IMAN PAUL, "Making Smart Agents Scapegoats: Attribution of (Hedonic) Consumption Responsibility to Anthropomorphized Smart Agents" in American Marketing Association (AMA), Summer, Chicago, 2019
  • MOHANTY, S., S.MOOKHERJEE, "Affinity to Online Memory and Brand Loyalty: Analysis in the Light of Loneliness and Brand categories" in American Marketing Association, Summer, Chicago, 2019
  • LEE, J., S.MOOKHERJEE, "Multichannel presence: Boon or Curse? : A comparison in price, loyalty and regret" in Global Fashion Management Conference, Paris, 2019
  • CHATTERJEE, S., S.MOOKHERJEE, "How Disinformation Can Distort the Truth about Luxury Brands among Socially Oriented Consumers" in Marketing Science, Rome, 2019
  • MOOKHERJEE, S., "Complexity of Information Dissemination on Social-media: Relative Advantage of Leader vs. Follower" in American Marketing Association, Winter, Austin, 2019
  • MOOKHERJEE, S., S.CHATTERJEE, "6.13:Reacting to Misinformation: The Role of Information Valence and its Congruity to Existing Predisposition" in ACR North American Advances, 2018, Dallas, United States
  • MOOKHERJEE, S., D.MISHRA, "“Employee Empowerment and Contagion of Leadership Style" in American Marketing Association, Summer, 2018, Boston, United States
  • SHIBLY, S., S.MOOKHERJEE, "Save the Planet: The Impact of Framing and Visual Cues on Pro-Environmental Behavior" in American Marketing Association, Summer, 2018, Boston, United States
  • MOOKHERJEE, S., D.MISHRA, "Asymmetric Spillover of Leadership Contagion: Legitimacy, Power-Dependence & Principal-Agency Contexts" in European Marketing Academy, 2018, Glasgow, United Kingdom
  • CHATTERJEE, S., S.MOOKHERJEE, "19-D: Studying Bets and Hedges in Simple Lotteries" in ACR North American Advances, 2017, San Diego, United States

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