Nidhi Agrawal is Associate Professor of Marketing at the Kellogg School of Management, Northwestern University. Professor Agrawal’s research interests relate to understanding consumer psychology with a focus on how consumers may be driven by different goals, different ways of construing events, and different emotional responses. She applies this knowledge of consumer psychology to designing effective marketing communications as well as public health messages. Her research has appeared in leading academic journals such as Journal of Consumer Research and Journal of Consumer Psychology. Prior to joining Kellogg, she taught Introduction to Marketing at the Stern School of Business at New York University. At Kellogg, Professor Agrawal teaches Marketing Management.

Consumer Behavior