Written by two scholars at the forefront of conducting research on the psychology of consumers and mentoring those new to the field, Becoming a Consumer Psychologist provides a guide to what it takes to become a consumer psychologist, and achieve success in this area.
Monga and Bagchi lay out the varied experiences that lead one to be a consumer psychologist in academia, marketing, or public policy. The book discusses the academic route in detail, guiding you on how to apply to schools, including for a Ph.D., what courses to take, and what to expect during your educational experience and after. It also discusses other routes that lead to diverse non-academic career paths in which practitioners apply their knowledge about consumer psychology.
The authors' guidance is backed by their own experiences as consumer psychology researchers, mentors, and journal Associate Editors; and the insights that the authors have gathered exclusively for this book from 23 other leading academics and practitioners. This book is essential reading for anyone looking to start their career in consumer psychology, and for mentors and advisors who are guiding students about career choices.
Table of Contents
About the Authors
Chapter 1. The Field of Consumer Psychology
Who is a consumer psychologist?
Diverse Profiles of Consumer Psychologists
Chapter 2. Studying to Become a Consumer Psychologist
Diversity in Educational Pathways
Graduate Degrees in Consumer Psychology
Coursework Related to Consumer Psychology
Chapter 3. What Consumer Psychologists Do
Consumer Psychologists at Universities
Consumer Psychologists Outside of Academia
Chapter 4. Graduate Students in Consumer Psychology
Choosing Graduate Schools to Apply to
Getting into a Graduate School of Choice
Doing Well in Graduate School
Chapter 5. The Destination of Consumer Psychologists
Applying to a Faculty Position
Securing a Job as a Faculty Member
Doing Well as a Faculty Member
Chapter 6. Continuing on the Consumer Psychology Journey
Positives and Negatives of the Journey
Words of Advice from a Few Consumer Psychologists
Appendix: Verbatim Responses of Several Consumer Psychologists
A. Why I Think of Myself as a Consumer Psychologist
B. How I Became a Consumer Psychologist
C. What I Like and Dislike about Being a Consumer Psychologist
D. What Advice I Have for Those Considering Consumer Psychology
E. How I See the Field of Consumer Psychology Evolving
Ashwani Monga is Professor of Marketing at Rutgers Business School, and Provost and Executive Vice Chancellor at Rutgers University, Newark, USA.
Rajesh Bagchi is Professor of Marketing and Department Head at Pamplin College of Business, Virginia Tech, USA.
"This is a wonderful primer to a profession that is one of the world’s best kept secrets. Monga and Bagchi are ace researchers and devoted mentors, and their expertise and dedication shine through from every page. I wish I’d had the chance to read this and get this sort of advice when I was considering career paths!" - Anirban Mukhopadhyay, Professor and Associate Dean, Hong Kong University of Science and Technology, and Editor-in-Chief, Journal of Consumer Psychology
"I thoroughly enjoyed reading this well-written and thoughtful monograph. Prospective consumer psychologists who are currently in Undergraduate or Graduate Programs in Psychology, Business and allied disciplines, will learn a great deal about the process and content associated with developing a career in consumer psychology. This monograph speaks to its audience in an approachable and informed fashion. Monga and Bagchi are eminently suited to this task, given their own illustrious background and evolution as leading scholars in the field." - Akshay R. Rao, General Mills Chair in Marketing, University of Minnesota, USA