Amita Bhadauria, Ph.D.

Assistant Professor, Marketing

Introduction

Amita Bhadauria is an assistant professor of marketing in the Department of Managerial Studies at the College of Business. Her current research focuses on consumer behavior in the areas of media consumption, maladaptive consumption, and binge-watching.

Research Overview

Amita’s research delves into the evolving technology landscape’s impact on media consumption practices, with a particular emphasis on binge-watching. She explores the antecedents, consequences, and influential factors behind binge-watching, shedding light on its potential to become a maladaptive consumption habit. Her work contributes to the field of consumer behavior and aims to offer a better understanding of the complexities surrounding modern media consumption trends.

Having gained valuable insights from my industry experience at Google and AT&T, I infuse my instruction with pertinent industry examples and case studies, enriching students' understanding and connecting theoretical concepts to practical applications. My commitment to fostering a dynamic and engaging learning environment empowers students to thrive and excel in the real world.”

Select Publications

• Bhadauria, A., Muncy, J., & Iyer, R. (2023). What Puts the Binge in Binge Watching? Planned vs. Unplanned Multi-Episode Viewing. Marketing Management Journal, 32 (1).
• Deng, X., Yang, X., & Bhadauria, A. (2019). Does Mere Exposure to Beauty Related Words Promote Prosocial Behavior? Exploring the Mental Association Between Beauty and Prosociality. Journal of the Association for Consumer Research, 5(1).

Teaching Focus

As an experienced educator, Amita has taught a wide range of marketing courses, encompassing various digital marketing topics, such as social media marketing, SEO, paid online advertising, content marketing, and email marketing. Additionally, she has taught courses in fundamental marketing disciplines, including principles of marketing, consumer behavior, integrated marketing communications, and international marketing.

Her teaching approach centers on experiential learning, empowering students with practical, real-world knowledge by incorporating programs like Google Nonprofit Marketing Immersion, digital marketing certifications, and interactive simulations.