Pankaj Aggarwal


Pankaj, Aggarwal

Pankaj Aggarwal

Professor of Marketing, Department of Management, University of Toronto Scarborough



Phone:  416-978-4253

Website:  Rotman School of Management



Pankaj Aggarwal is a Professor of Marketing in the Department of Management at the University of Toronto-Scarborough, with a cross-appointment to the Marketing area at Rotman. He sits on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology, and former Associate Chair of the Department of Management at the University of Toronto-Scarborough. 

His articles have appeared in the Journal of Consumer Research, Psychological Science, Journal of Marketing Research and Journal of Consumer Psychology among others. His research uses the metaphor of brands-as-people and examines consumer behaviour in the context of consumer-brand relationships, including anthropomorphism. He teaches Integrated Marketing Communications, Marketing Strategy and Principles of Marketing for undergrads, and Consumer Behavior seminar for Ph.D. students.



Ph.D., University of Chicago
MBA, University of Chicago
MBA, Indian Institute of Management
BA in Economics, St. Stephen's College, Delhi University



Teaches graduate and undergraduate courses in Principles of Marketing, Advertising, and  Marketing Strategy, Seminar in Consumer Psychology, Consumer Behaviour.                 

Research interests include Consumer-Brand Relationships, Anthropomorphism, and          Transgressions.



   •   The Face of Political Beliefs: Why Gender Matters for Electability                                  Ahreum Maeng and Pankaj Aggarwal                                                                                            Journal of the Association for Consumer Research, Special issue on Political                              Ideology and Consumption, 2022                                     

   •   The 3 C's of Anthropomorphism: Connection, Comprehension, and                                           Competition
Yang, Linyun, Pankaj Aggarwal, and Ann L. McGill                                                                        Consumer Psychology Review, Vol 3, Issue 1, 2019, pp. 3-19

   •   No Small Matter: How Company Size Affects Consumer Expectations and                              Evaluations 
Yang, Linyun and Pankaj Aggarwal                                                                                                Journal of Consumer Research, Issue 45, 2019, pp. 1369-1384

   •   Facing Dominance: Anthropomorphism and the Effect of Product Face Ratio on                   Consumer Preference
Maeng, Ahreum and Pankaj Aggarwal                                                                                            Journal of Consumer Research, Issue 44, 2018, pp. 1104-1122

   •   Monogamous versus Polygamous Brand Relationships
Pankaj Aggarwal and Mengze Shi                                                                                                  Journal of the Association for Consumer Research, Issue 3(2), 2018, pp. 188-201



   •   The Science of Extraordinary Beliefs: An Introduction to This Issue
 Aggarwal, Pankaj, Lauren Block, Thomas Kramer, and Ann L. McGill                                          Journal of the Association for Consumer Research, Issue 3(4), 2018, pp. 451-453

   •   Gaining Power through Dominant Looking Products
Maeng, Ahreum and Pankaj Aggarwal                                                                                            Understanding Indian Consumer, Oxford University Press, 2018, pp. 194-214

   •   Anthropomorphism
Pankaj Aggarwal and Ann L. McGill                                                                                                International Handbook of Consumer Psychology, Routledge, New York, 2017, pp.600- 618

   •   Befriending Mr. Clean: The Role of Anthropomorphism in Consumer Brand                            Relationships
Wan, Jing and Pankaj Aggarwal                                                                                                      Strong Brands, Strong Relationships, Routledge, 2015, pp. 119-134

   •   Dominant Designs: The Role of Product Face-Ratios and Anthropomorphism                     on Consumer Preferences
Maeng, Ahreum and Pankaj Aggarwal                                                                                               The Psychology of Design, Routledge, 2015



     2015 - 2017                                                                                                                                                   

Fellow, Institute of Brand and Brand Relationships  


Ranked as one of the pre-eminent marketing scholars in Consumer Behavior. (1st in                  Canada, 4th in Non-US schools, top 25 in the world including the US) in a recent                        paper, Journal of Marketing Education  


Keynote Speaker, 3rd International Consumer-Brand Relationship                                                Conference   


PROFESSIONAL AFFILIATIONS/ MEMBERSHIPS                                            

    2018 onwards

Member Editorial Board, Journal of Consumer Research

    2016 onwards

Associate Editor, Journal of Consumer Research