Rate My Professor Tanuka Ghoshal

Tanuka Ghoshal is an Assistant Professor in the Allen G. Aaronson Department of Marketing & International Business at the Zicklin School of Business, Baruch College of the City University of New York. Her academic contributions are situated within Business & Economics, with areas of expertise in consumer behavior and advertising. She earned her Ph.D. in Marketing from Carnegie Mellon University in Pittsburgh, USA, in 2010, an M.B.A. in Marketing and Information Systems from Xavier Institute of Management, India, and a B.Sc. in Physics from St. Xavier's College, Calcutta, India. Ghoshal joined Baruch College as an Assistant Professor following her doctoral studies.

Her research interests encompass compensatory consumption, sensory and hedonic consumption, and consumer culture. Ghoshal has published in prestigious journals including the Journal of Consumer Psychology, European Journal of Marketing, Journal of Marketing Research, and others. Key publications include 'From kurtas to crop tops: A theory of postliminal self-transformation' (Journal of Consumer Psychology, 2025); 'A comforting cup of celeb tea: Understanding how social exclusion influences the appeal of celebrity gossip' with Jayant Nasa and Rajagopal Raghunathan (European Journal of Marketing, 2025); 'Can You See Me Now? Toward a Theory of Sensory Flamboyance' with Russell W. Belk (2025); 'Does scarcity increase or decrease donation behaviors? An investigation of opposite effects on charitable giving' with Pragya Mathur and Durairaj Maheswaran (2023); 'Fill up Your Senses: A Theory of Self-Worth Restoration through High-Intensity Sensory Advertising' with Rishtee K. Batra (2017); and 'Multiple reference points in sequential consumer choice' with Eric Yorkston, Joseph C. Nunes, and Peter Boatwright (Journal of Marketing Research, 2014). Her published research has been featured in Harvard Business Review. Ghoshal received the Eugene M. Lang Junior Faculty Fellowship for 2021-2022 for her project 'Light is Attractive, but Dark is Competent: How Skin Tone Perceptions Influence Impressions of Competence' and a teaching support award from the Zicklin Dean. She also held the William Larimer Mellon Fellowship at Carnegie Mellon University from 2002 to 2010. She teaches Consumer Behavior and Marketing Communications Strategy.