Tripat Gill
Office: UB4035
Phone: 905.721.8668 ext 2831
Email: tripat.gill@uoit.ca
Dr. Tripat Gill's personal homepage: http://faculty.uoit.ca/gill
Dr. Tripat Gill, BTech (IT-BHU, Varanasi, India), MBA (Indian Institute of Management, Bangalore, India), PhD (McGill).
Dr. Gill joined UOIT in July 2004 as an Assistant Professor of Marketing at the Faculty of Business & IT. He was previously a faculty member at the Weatherhead School of Management of Case Western Reserve University in Cleveland, Ohio ( USA), where he taught Marketing courses at both the undergraduate and graduate level. He also had a brief stint as a Marketing faculty member at the Sprott School of Business of Carleton University, Ottawa.
Dr. Gill's
research interests are broadly in consumer behavior and in the Marketing of new
products and innovations. In addition, he is also interested in applying the
evolutionary (Darwinian) framework to understanding consumption. His research
is supported by grants from the Social Sciences and Humanities Research Council
of Canada (SSHRC) and has been published in several academic journals including
the Journal of Marketing, Journal of
Consumer Psychology and Journal of
Business Research.
Dr. Gill's current research examines:
(1) the consumer
evaluation of convergent high-technology products with multiple functionalities
(e.g., Smart Phones)
(2) the barriers to the adoption of counter-stereotypical
new products (that are launched in a non-traditional segment; such as
face-grooming products for men), and
(3) the effect of portion-size options on
over-consumption of food.
Dr. Gill has taught undergraduate and MBA-level courses in Marketing Management, Advanced Marketing, Consumer Behavior and Marketing Communications. His industry experience includes working as an Advertising executive for Philips India Ltd. and consulting on several projects for IPSOS-ASI Marketing Research Inc. in Montreal, Canada. He was also recently on the advisory board of the re-branding committee for the City of Oshawa (ON).
Research Interests
Consumer Adoption of High-Technology Innovations
Applications of Evolutionary Psychology in Marketing
Branding and Brand Extension into New Products
Honors and Awards
Awarded the new scholar grant (2005-08) from the Social Sciences and Humanities Research Council of Canada (SSHRC) for the project entitled, "Consumer perception of convergent high-technology products: issues of categorization, consideration and adoption."
Selected Publications
"What is a leather iron or a bird phone? Using conceptual combinations to generate and understand new product concepts," (with L. Dube) conditionally accepted in the Journal of Consumer Psychology, 2006.
"Are laterborns more innovative and non-conforming consumers than firstborns? A Darwinian perspective ," (with G. Saad and R. Nataraajan) in the Journal of Business Research, 2005 (vol. 58, 902-909).
"Effect of cultural distance on customer service satisfaction," (with C. F. Reichart) in Advances in Consumer Research, 2004 (vol. 31, 202-207).
"An evolutionary psychology perspective on gift-giving among young adults," (with G. Saad) in Psychology & Marketing, 2003 (vol. 20, 765-784).
"Applications of evolutionary psychology in marketing," (with G. Saad) in Psychology & Marketing, 2000 (vol. 17, 1005-1034).
"Differential roles of brand-name associations in new product evaluations," (with L. Dube) in
Advances in Consumer Research, 1998 (vol. 25, 343-348).
