Mansur Khamitov

Assistant Professor

Department: Marketing

Campus: Bloomington

Biography

Dr. Mansur Khamitov (PhD, MBA) is an Assistant Professor of Marketing at the Kelley School of Business, Indiana University, a

Dr. Mansur Khamitov (PhD, MBA) is an Assistant Professor of Marketing at the Kelley School of Business, Indiana University, a Founding Chair of American Marketing Association's (AMA) Branding Pop-up SIG, and a Communications Chair of Society for Consumer Psychology (SCP).

His research stream focuses on consumer information processing particularly in relation to branding (brand transgressions, brand relationships, brand loyalty) and financial decision-making (money, saving, gambling). Mansur's research has been published in the leading marketing (Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science), psychology (Journal of Experimental Social Psychology, Cognition) and popular press (Harvard Business Review) outlets. He also currently serves as an Associate Editor (AE) for the Journal of Retailing and Journal of Interactive Marketing as well as an Editorial Review Board (ERB) Member for the Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of the Academy of Marketing Science, receiving the Journal of Consumer Research's 2023 and the Journal of Consumer Psychology's 2022 best reviewer awards..

He was selected as a Marketing Science Institute (MSI) Young Scholar in 2023, a title awarded to “potential leaders of the next generation of marketing academics.” Mansur was awarded a 2024 Society for Consumer Psychology (SCP) Early Career Award and a 2024 Emerging Scholar in Marketing Communications Award by the American Marketing Association’s Marketing Communications Special Interest Group. Further, he has also been recognized as a 2020-21 Research in Practice Award Co-Winner and 2017-18 Rising Star by the American Marketing Association’s Consumer Behavior Special Interest Group as well as a 2017 Highly Commended Doctoral Research Award recipient by Emerald/EFMD. His work has successfully obtained funding from the Social Sciences and Humanities Research Council of Canada (SSHRC), Ministry of Advanced Education and Skills Development of Ontario, and AIM-AMA Sheth Foundation.

Prior to starting his Ph.D., he spent several years working in fast-moving consumer goods and the pharmaceutical industry. His industry experience is mostly in branding and marketing management, including work as a senior product manager at Polpharma and a brand manager at Procter & Gamble, where he managed such brands as Oral-B, Blend-A-Med (Crest), Camay, and Safeguard. Mansur also has experience teaching and guest lecturing Integrated Marketing Communications, Integrated Brand Promotion and Advertising, Market Intelligence/Market Research, Consumer Behavior, Principles of Marketing, and Advertising and Marketing in Emerging Economies at Indiana University, Nanyang Technological University, University of Western Ontario, and KIMEP University.

Mansur’s research and opinion pieces have been quoted or featured by Forbes, The Economist, Harvard Business Review, Washington Post, Associated Press/AP, CNBC, CNA, Medium, TODAY, Herald-Tribune, The Business Times, and American Marketing Association among others.

Areas of Expertise

Branding (Brand Transgressions, Brand Relationships, Brand Loyalty) and Financial Decision-Making (Money, Saving, Gambling)

Professional Experience

Kelley School of Business, Indiana University, 2021-present
Nanyang Business School, Nanyang Technological University (NTU Singapore), 2018-2020
Procter & Gamble, Polpharma, Parliament of the Republic of Kazakhstan

Awards, Honors & Certificates

Society for Consumer Psychology (SCP) Early Career Award Recipient, 2024
AMA Marketing Communications SIG Emerging Scholar in Marketing Communications Award Recipient, 2024
Marketing Science Institute (MSI) Young Scholar, 2023
Best Reviewer Award by Journal of Consumer Research, 2023
ACR Doctoral Consortium Faculty, 2023
Social Science Research Network (SSRN) Top 3% author all-time paper downloads, 2023
Best Reviewer Award by Journal of Consumer Psychology, 2022
SCP Doctoral Consortium Faculty, 2022
Kelley School of Business Research Award, 2022
Rethink Retail’s and Microsoft’s Top Retail Influencers List Honoree, 2022
Top 30 Alumni Honoree of KIMEP University’s 30 Years of Existence 1992-2022, 2022
Administrative Sciences Association of Canada (ASAC) Doctoral Consortium Faculty, 2022
AMA-Sheth Foundation Doctoral Consortium Volunteer, Indiana University, 2021
AMA’s CBSIG Research in Practice Award Winner for 2019 JCR Article in Recognition of Contribution as a Consumer Behavior Scholar, 2020-2021
AIM – AMA Sheth Foundation Research Grant Recipient, 2019
Journal of Consumer Research (JCR) Author Development Workshop Participant, 2018
Start-up Research Grant, Nanyang Business School, 2018-2021 ($90,000)
AMA CBSIG Rising Star Award Recipient, 2017-2018
Emerald/EFMD 2017 Outstanding Doctoral Research Highly Commended Award for “How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities," 2018
Social Sciences and Humanities Research Council (SSHRC) of Canada Doctoral Fellowship, 2017-2018
George E. Connell Graduate Scholarship, 2017-2018
AMA-Sheth Foundation Doctoral Consortium Fellow, University of Notre Dame, 2016
Society for Marketing Advances Doctoral Consortium Fellow, 2016
Ontario Graduate Scholarship, Province of Ontario, 2015, 2016, 2017
C.B. (Bud) Johnston Graduate Scholarship, 2015-2016, 2016-2017
Ivey Thesis Research Fund, Western University, 2016-2017
Berdie and Irvin Cohen Graduate Scholarship, 2014-2015

Selected Publications

Grégoire, Y., Khamitov, M., Carrillat, F., and Rohani, M. (2025). The Attenuation Effects of Time and “Sensemaking” Surveys on Customer Revenge. Journal of the Academy of Marketing Science, 53, 172–196.
Khamitov, M., Rajavi, K., Huang, D.-W., and Hong, Y. (2024). Consumer Trust: Meta-analysis of 50 Years of Empirical Research. Journal of Consumer Research, 51(1), 7-18 (Featured in Showing up for Yourself Podcast by VP of Miller Zell branding agency).
Khamitov, M., and Puzakova, M. (2022). Possessive Brand Names in Brand Preferences and Choice: The Role of Inferred Control. Journal of the Academy of Marketing Science, 50, 1032-1051.
Connors, S., Khamitov, M., Thomson, M., and Perkins, A. (2021). They’re Just Not that into You: How to Leverage Existing Consumer-Brand Relationships through Social Psychological Distance. Journal of Marketing, 85(5), 92-108 (Featured in JM’s Webinar Series for Marketing Professionals and AMA’s Newsletter, Top 5% of All Research Outputs Scored by Altmetric, Kelley School of Business Research Award).
Wang, X. (S.), Lu, S., Li, X., Khamitov, M. and Bendle, N. (2021). Audio Mining: The Role of Vocal Tone in Persuasion. Journal of Consumer Research, 48(2), 189-211 (Lead Article, Featured in JCR’s Consumer Researcher Blog). View Full Text
Khamitov, M., Grégoire, Y., and Suri, A. (2020). A Systematic Review of Brand Transgression, Service Failure-Recovery, and Product-Harm Crisis: Integration and Guiding Insights. Journal of the Academy of Marketing Science, 48(3), 519-542 (Shortlisted as One of the Top 10 Papers Published in 2020 by JAMS Area Editors, Top 1% Comparable Highly Cited Paper in the Business, Economics Fields Based on Web of Science).
Allard, T., and Khamitov, M. (2020). The Surprising Upside of Expensive Products That Don’t Sell. Harvard Business Review, https://hbr.org/2020/10/the-surprising-upside-of-expensive-products-that-dont-sell.
Khamitov, M., Wang, X. (S.), and Thomson, M. (2019). How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities. Journal of Consumer Research, 46(3), 435-459 (AMA’s CBSIG Research in Practice Award Co-Winner, 20-21; Emerald/EFMD Outstanding Doctoral Research Highly Commended Award 17; SMA Best Dissertation Proposal Award 16; Featured in JCR’s Curation on Brands and Branding by Kevin Lane Keller and JCR’s Author Interviews as One of the Lead Articles in the Issue).
Duclos, R., and Khamitov, M. (2019). Compared to Dematerialized Money, Cash Increases Impatience in Intertemporal Choice. Journal of Consumer Psychology, 29(3), 445-454.
Rotman, J., Khamitov, M., and Connors, S. (2018). Lie, Cheat, and Steal: How Harmful Brands Motivate Consumers to Act Unethically. Journal of Consumer Psychology, 28(2), 353-361 (Recognized as JCP’s top 20 most downloaded paper among articles published July 2016-June 2018).
Khamitov, M., Rotman, J., and Piazza, J. (2016). Perceiving the Agency of Harmful Agents: A test of Dehumanization versus Moral Typecasting Accounts. Cognition, 146, 33-47.
Connors, S., Khamitov, M., Moroz, S., Campbell, L., and Henderson, C. (2016). Time, Money, and Happiness: Does Putting a Price on Time Affect Our Ability to Smell the Roses? Journal of Experimental Social Psychology, 67, 60-64.
Goode, M., Khamitov, M., and Thomson, M. (2015). Dyads, Triads and Consumer Treachery: When Interpersonal Connections Guard Against Brand Cheating. In Susan Fournier, Michael Breazeale, and Jill Avery (Eds.) Handbook of Strong Brands, Strong Relationships (216-232). London: Routledge/Taylor & Francis.

Edited on March 3, 2025