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Mehak Bharti is an Assistant Professor in the Ted Rogers School of Management at Toronto Metropolitan University. Her research primarily investigates the role of the self in consumer behavior. She explores various dimensions of consumer decision-making, including the impact of self-focus in imagery and how different types of consumer contexts (e.g., selfie vs non-selfie campaigns) influence marketer strategies. Mehak's work also examines self-construal and its effects on marketing communications, particularly regarding gender stereotypes across diverse cultural backgrounds. She employs various methodologies such as lab experiments, field studies, and implicit methods including eye-tracking and mouse tracking to analyze consumer behavior and aims to empower consumers by enhancing their marketplace choices and well-being through mindfulness practices. Originally from India, her multicultural experiences have significantly informed her perspective on consumption and self-identity, shaping her research interests in cross-cultural marketing.
Department of Chemical Engineering