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 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. 

Social Stigma, Morality, Health Decision-making, Emotions

• Ad-hoc Reviewer, Journal of Consumer Research, 2022
• Ad-hoc Reviewer, Journal of Association of Consumer Research, 2021
• Referee, Organizational Behavior and Human Decision Processes, 2020-
• Referee, Journal of Consumer Psychology, 2019-

Marketing Research and Analytics (MKTG-450-0)
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 to learn appropriate utilization of marketing research techniques to solve business problems.