Dr. Tripat Gill
Associate Professor (Marketing) and Canada Research Chair (Tier 2) in Market Insight and Innovation
Contact Information
Email: tgill@wlu.caPhone: 519. 884.0710 ext.4042
Fax: 519.884.0201
Office Location: SBE3252
Office Hours: Spring 2012: By appointment
Biography
Tripat Gill joined Laurier in July 2011 as a Canada Research Chair (Tier 2) in Market Insight and Innovation. He has a PhD from McGill University and has previously held faculty positions in Marketing at the University of Ontario Institute of Technology (UOIT) in Oshawa, Ontario and at Case Western Reserve University in Cleveland, Ohio.
Tripat's research interests are primarily in the areas of consumer adoption of new products/technological innovations, brand management and the applications of evolutionary psychology in Marketing. His research has been supported by several research grants from the Social Science and Humanities Research Council of Canada (SSHRC), the University Grants Commission (India), and the Marketing Science Institute (Boston, USA). He has published in leading marketing journals (including the Journal of Marketing, Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, and Marketing Letters), and in other disciplines (including the Journal of Social Psychology, Journal of Bio-Economics, and Applied Economic Letters.)
Tripat's recent research investigates the adoption of new products that disrupt existing category stereotypes. Specifically, products that entail: (1) usage-based stereotype disruptions (e.g. Smartphones that expand the typical phone category and allow functionalities associated with a computer, camera and music player), or (2) user-based stereotype disruptions (e.g. face grooming products/contraceptive pills which are stereotypically associated with women but are now being introduced for men.) Tripat employs an inter-disciplinary approach (using knowledge from marketing, cognitive psychology and social psychology) to investigate the adoption barriers to such products and propose marketing strategies to overcome them.
