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I am an Associate Professor of Marketing and the Director of the Undergraduate Program at the Milgard School of Business, University of Washington, Tacoma. I teach Introduction to Marketing Management at the undergraduate and graduate levels. My research is focused on consumer behavior and marketing communications with interests in nostalgia, cross cultural issues, charitable giving, and family decision making. My research has featured in journals such as the Journal of Advertising, Academy of Marketing Science Review, Journal of Business Research, Journal of Advertising Research, and Journal of Business Ethics, among others. I serve on the editorial review board of the Journal of Advertising Research, and am an ad-hoc reviewer for several marketing journals and conferences.
Prior to academia, I have worked for eight years in brand and innovations management with multinational companies like Glaxo Smithkline Consumer Healthcare, Reckitt Benckiser, and Sara Lee. As a Brand Manager I have worked on Aquafresh (Toothpaste), Dettol (OTC), Horlicks (Foods) and Hit (Household Insecticides).
Thank you for taking the time and visiting my website.
Dr. Altaf Merchant
Email : email@example.com
University webpage : http://tinyurl.com/m5nesbl
It may be common knowledge, but how these ads impact the public is not commonly understood. Now, a new research project led by UW Tacoma professor Altaf Merchant is helping advertisers understand the complex effects of nostalgia on consumers – and helping them tailor their ads to improve sales.
In March, Merchant’s paper, published in the Journal of Advertising Research, earned a Great Mind Award from the Advertising Research Foundation.
“In academic literature, there was no concrete measure or description of what the consumer feels when they see a nostalgic ad,” says Merchant, an associate professor at UW Tacoma’s Milgard School of Business and the lead researcher on the project. “Do they feel happy? Do they feel sad? How does that impact their impression of the advertiser? That’s what we wanted to find out.”Read more at the website of the University of Washington, Tacoma at http://www.tacoma.uw.edu/news/article/merchant-nostalgia