Professor Achar's research studies social stigma and how it shapes consumer behavior, with a focus on public health marketing. She investigates how stigmatization of health issues (such as mental health, STDs) and risky behaviors (such as smoking, being overweight) shapes consumersâ€™ likelihood for seeking healthcare support for mental health issues, vaccinations, illness screenings, etc. In conjunction with stigma, she also studies the downstream consequences of consumersâ€™ perceptions of morality (i.e., beliefs of what is good and bad) in domains such a health and service failures. Her research investigates a broad spectrum of beliefs about morality, including the strength of moral beliefs and variance in what people perceive to be moral and not moral. Dr. Achar uses multi-methodological approach in her research including experiments, field studies, and big data analyses.
Professor Achar has prior professional experience as a Brand Manager in the Alco-Beverage industry, and holds a PhD in Marketing from University of Washington.
Social Stigma, Morality, Political Ideology, Health Decision-making, Emotions