Canadian Centre for South Asian Studies

Tripat Gill

Dr. Gill joined UOIT in July 2004 as an Assistant Professor of Marketing at the Faculty of Business and Information Technology. He was previously a faculty member at the business school of Case Western Reserve University in Cleveland, Ohio, where he taught Marketing and Advertising at both the undergraduate and graduate level.

Dr. Gill’s research interests are primarily in the area of consumer adoption of technological innovations (e.g., digital camera, iPod, etc.) In addition, he is also interested in investigating the application of evolutionary psychology in marketing. His work has been published in several academic journals including Journal of Business Research, Advances in Consumer Research, Psychology & Marketing, and Applied Economics Letters. He has also presented his work in several conferences, including those of the Association for Consumer Research (ACR), American Psychological Association (APA) and Human Behavior and Evolution Society (HBES).

Dr. Gill received his PhD from McGill University, Montreal and holds an MBA from the Indian Institute of Management at Bangalore, India. His industry experience includes working as an Advertising executive for Philips India Ltd. and consulting on several projects for IPSOS-ASI Marketing Research Inc. in Montreal, Canada.

Gill, T. and Dube, L. (1998), “Differential Roles of Brand-Name Associations in New Product Evaluations ,” in Advances in Consumer Research, Vol. 25, 343-348.

Saad, G. and Gill, T. (2000), “Applications of Evolutionary Psychology in Marketing,” in Psychology & Marketing, Vol. 17(12), 1005-1034.
Saad, G. and Gill, T. (2001), “The effect of a recipient’s gender in a modified dictator game,” in Applied Economics Letters, Vol. 8(7). 463-466.
Saad, G. and Gill, T. (2001), “Gender differences when choosing between salary allocation options ,” in Applied Economics Letters, Vol. 8(8), 531-533.
Saad, G. and Gill, T. (2002), “Gender Dynamics in the Ultimatum Game: An Evolutionary Psychology Perspective ,” in Journal of BioEconomics, Vol.3, 171-193.
Saad, G. and Gill, T. (2003), “An Evolutionary Psychology Perspective on Gift-Giving among Young Adults ,” in Psychology & Marketing, Vol 20(9), 765-784.
Reichart, F. and Gill, T. (2004),“Effect of cultural distance on customer service satisfaction,” in Advances in Consumer Research (forthcoming).
Saad, G., Gill, T. and Rajan Nataraajan (2005),“Effect of birth-order on consumer behavior,” in Journal of Business Research (forthcoming).