Aditya Gupta
Associate Professor
Marketing
Office
SFHB State Farm Hall Of Business 306
Office Phone
Email
- About
- Education
- Awards & Honors
- Research
Current Courses
MKT 231.002 Buyer Behavior
MKT 233.001 Foundations Of Integrated Marketing Communication
MKT 233.002 Foundations Of Integrated Marketing Communication
Teaching Interests & Areas
Integrated Marketing Communication
Consumer Behavior
Research Interests & Areas
Consumer well-being
Experiential consumption
Qualitative research
Phenomenological research
PhD Marketing
University of Nebraska - Lincoln
USA
Charles C. Slater Memorial Award
Macromarketing Society
2025
Carolan Research Institute Grant
Carolan Research Institute
2021
James M Comer Award for Best Contribution to Selling and Sales Management Theory
Journal of Personal Selling and Sales Management
2021
Marketing Department Chairperson Faculty Scholar Research Award
Marketing Department, ISU
2021
Grants & Contracts
2021 Department Chairperson Faculty Scholar Grant. Illinois State University. Illinois State University. (2021)
Carolan Research Institute Research Grant. Carolan Research Institute. Illinois State University. (2021)
2020-2021 University Research Grant. Illinois State University. Illinois State University. (2020)
Book, Chapter
Eilert, M., Gupta, A., & McCullough, C. Service Lessons during COVID-19: The Case of Food Trucks. The Future of Service Post-COVID-19 Pandemic. Springer 2 (2021): 235-264.
Gupta, A., & , J. If You Love Me, Surprise Me. Yuko Minowa and Russell W. Belk (EDs), Gifts, Romance, and Consumer Culture. Taylor and Francis (2018)
Conference Proceeding
Gupta, A. The Time Lens - Investigating the Link between Temporal Orientation and Happiness, Meaning, and Product Preferences. American Marketing Association 36 (2025): 473-476.
Kamath, R., & Gupta, A. Eudaimonic Travel - A Qualitative Exploration Of Meaningful Consumer Travel Experiences. American Marketing Association 36 (2025): 536-539.
Banerji, I., & Gupta, A. Consumption Streams: A New Metaphor for Exploring how Consumers Enter, Continue with, and Exit Subscription Box Retail. American Marketing Association 34 (2023): 1122-1125.
Banerji, I., Gupta, A., & Ketron, S. Should I Take a Dip? A Trifocal Conceptualization of the Subscription Box Customer Journey. Association for Consumer Research 51 (2023): 389.
Gupta, A. Consuming for Psychological Well-Being: A Comparison between Material and Experiential Purchases. American Marketing Association 34 (2023): 213-227.
Gupta, A. Digital Consumer Wisdom: A Practice-Based Framework. American Marketing Association 34 (2023): 499-513.
Gupta, A., Roy, S., & Kamath, R. All for a Bun and a Bun for All: An S-O-R Perspective on Collective Pandemic Purchasing in Mumbai. American Marketing Association 33 (2022): 178-181.
Gupta, A. Canvases of Self-Discovery or Blueprints of Self-Creation? Conceptualizing Two Pathways for the Experience of Meaning in Experiential Consumption. Society for Marketing Advances (2022): 450-452.
Gupta, A., & Hewage, G. Yay or Nay? Investigating Surprise across Consumer Self-Gifting Motivations. American Marketing Association 32 (2021): 435-37.
Gupta, A., & Gentry, J. Making Macromarketing Meaningful - A Eudaimonic View of Quality of Life and Consumer Well-being. The Macromarketing Society (2020): 113-115.
Gupta, A., & Gentry, J. Pleasure Versus Meaning: Differences in Elevation and Psychological Well-Being for Hedonic and Eudaimonic Purchases. Academy of Marketing Science (2020): 495-496.
Gupta, A., & Gentry, J. This May Take A While - Differences in Difficulty of Recall between Hedonic and Eudaimonic Purchases. Association for Consumer Research 47 (2019): 610-611.
Journal Article
Raymond, M., Smith, H., Carlson, L., & Gupta, A. An Examination of Digital Accessibility within Social Media Platforms: Problems for Vulnerable Consumers and Policy Implications. Journal of Advertising Research 64.4 (2025): 430-450.
Banerji, I., Gupta, A., & Ketron, S. Navigating Consumption Streams: Toward a Utilitarian-Hedonic Perspective on Subscription Box Customer Journeys. No. Journal of Consumer Behavior 23.5 (2024): 2660-2675.
Gupta, A., Roy, S., & Kamath, R. Filling in the Gaps: A Service-Ecosystem Perspective on Purchase Groups as Interstitial Markets. Journal of Services Marketing 38.6 (2024): 691-710.
Gupta, A., Gentry, J., & Eilert, M. Meaningful Consumption. Journal of Macromarketing 44.3 (2024): 637-652.
Gupta, A., & Ishida-Lambert, C. Navigating the New Normal: An S-O-R Perspective on Student Experiences of Environmental, Psychological, and Behavioral Changes during the Covid-19 Pandemic. Journal of Marketing Education 44.2 (2021): 166-190.
Delpechitre, D., Gupta, A., Zadeh, A., Lim, J., & Taylor, S. Toward a New Perspective on Salesperson Success and Motivation: A Trifocal Framework. Journal of Personal Selling & Sales Management 40.4 (2020): 267-288.
Gupta, A., Eilert, M., & Gentry, J. Can I Surprise Myself? A Conceptual Framework of Surprise Self-Gifting among Consumers. Journal of Retailing and Consumer Services 54 (2020)
Presentations
Gupta, Aditya Gupta (2025), “The Time Lens - Investigating the Link between Temporal Orientation and Happiness, Meaning, and Product Preferences,” 2025 AMA Winter Academic Conference.
Gupta, Aditya (2025), “Get in Learner, We’re Going Shopping: Experiential Learning through a Marketing Communication Retail Immersion Project,” 2025 SMA Annual Conference.
Kamath, Renuka and Aditya Gupta (2025), “Eudaimonic Travel - A Qualitative Exploration Of Meaningful Consumer Travel Experiences,” 2025 AMA Summer Academic Conference.
Fostering Student Creativity. 2024 MMA Conference. Marketing Management Association. (2024)
2023 AMA Summer Doctoral Consortium Panel. 2023 AMA Summer Doctoral Consortium Panel. American Marketing Association. (2023)
Banerji, Ishani, Aditya Gupta, and Seth Ketron (2023), “Should I Take a Dip? A Trifocal Conceptualization of the Subscription Box Customer Journey,” 2023 ACR Conference.
Banerji, Ishani, and Aditya Gupta (2023), “Consumption Streams: A New Metaphor for Exploring how Consumers Enter, Continue With, and Exit Subscription Box Retail,” 2023 AMA Winter Academic Conference.
Gupta, Aditya (2023), “Consuming for Psychological Well-Being: A Comparison between Material and Experiential Purchases,” 2023 AMA Summer Academic Conference.
Gupta, Aditya (2023), “Digital Consumer Wisdom: A Practice-Based Framework,” 2023 AMA Summer Academic Conference.
Conducting Academic Research. A session on conducting academic research. S.P. Jain Institute of Management and Research. (2022)
On Happiness. A Session on Meaningful Happiness. (2022)
Toward Eudaimonic Consumption and Eudaimonic Marketing. College of Business Research Presentation. College of Business, ISU. (2022)
Understanding Buyer Behavior and Marketing Communication. International Webinar on Consumer Behaviour Impact on Marketing. Dyal Singh Evening College, Delhi University. (2022)
Gupta, Aditya, Sheila Roy, and Renuka Kamath (2022), “All for a Bun and a Bun for All: An S-O-R Perspective on Collective Pandemic Purchasing in Mumbai,” 2022 AMA Winter Academic Conference.
Gupta, Aditya (2022), “Canvases of Self-Discovery or Blueprints of Self-Creation? Conceptualizing Two Pathways for the Experience of Meaning in Experiential Consumption,” 2022 SMA Annual Conference.
Gupta, Aditya and Ganga Hewage (2021), “Yay or Nay? Investigating Surprise across Consumer Self-Gifting Motivations,” 2021 AMA Winter Academic Conference.
Gupta, Aditya and James W. Gentry (2020), “Pleasure Versus Meaning: Differences in Elevation and Psychological Well-Being for Hedonic and Eudaimonic Purchases,” 2020 AMS Annual Conference.
Gupta, Aditya and James W. Gentry (2020), “Making Macromarketing Meaningful - A Eudaimonic View of Quality of Life and Consumer Well-being,” 45th Annual Macromarketing Conference.
Gupta, Aditya, and James Gentry. "This May Take a While: Differences in Difficulty of Recall Between Hedonic and Eudaimonic Purchases." ACR North American Advances (2019).