Chethana Achar studies social stigma and how it shapes consumer behavior, with a focus on public health marketing. She investigates how stigmatization of health issues and risky behaviors shapes consumers' likelihood for seeking healthcare support for mental health issues, vaccinations, illness screenings, etc. Her research into stigma also examines the marketing regulated substances such as cannabis & psychedelics, minority ownership branding, and how health judgements play out in crowdfunding spaces.
Prof. Achar teaches the Marketing Research & Analytics MBA elective at Kellogg and is a winner of the Sidney J. Levy Teaching Award.
Social Stigma, Morality, Health Decision-making, Emotions
The objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on research design, sampling, data collection, and data analysis to extract the most valuable information. Throughout the course, we examine the proper use of statistical analyses with an emphasis on the interpretation and use of results. Students work individually and in assigned teams to learn appropriate utilization of marketing research techniques to solve business problems. As experiential learning, teams will work on a capstone market research project for a client.