Dr. Manchanda has two broad areas of research, the first of which revolves around understanding the role of negative affect in marketing. His study of negative affect has included emotions such as embarrassment, guilt, and feeling offended (or shocked). He is interested in understanding the underlying causes and antecedents of these emotions as they arise in the consumer context as well as their outcomes. His second, area of research interest, is that of sustainability and social marketing. Within this area, he is interested in studying alternative frameworks to capitalism, sustainable marketing and living, and environmental and social issues – from a consumer and an organizational viewpoint.

Dr. Manchanda's research has appeared in leading journals such as the Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Advertising Research, and Journal of Business Research.

His teaching expertise focuses on the areas of sustainability and social marketing, and integrated marketing communications. He teaches at both the undergraduate as well as the graduate level (MBA and Ph.D.). In addition to his academic qualifications, he brings to the classroom the experience of having worked at the Kellogg Company, the Procter and Gamble Company, and the J. Walter Thompson Advertising Agency.

Dr. Manchanda received his Ph.D. (Marketing) and M.S. (Advertising) from the University of Illinois at Urbana-Champaign, and his MBA and B.Com from the University of Bombay. He has been at the University of Manitoba since 1997.

Research Interests

Affect, Sustainability and Social Marketing

Teaching Interests

Sustainability and Social Marketing, Integrated Marketing Communications, Advertising