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Wilfrid Laurier University Leaf
October 21, 2017
Canadian Excellence

Dr. Tripat Gill

Associate Professor (Marketing) and Canada Research Chair (Tier 2) in Market Insight and Innovation

Contact Information
Phone: 519. 884.0710 ext.4042
Fax: 519.884.0201
Office Location: SBE3252

Languages Spoken


Academic Background

PhD: McGill University (Montreal, Canada)

MBA: Indian Institute of Management (Bangalore, India)

B.Tech: Indian Institute of Technology (Benaras, India)


Tripat Gill joined Laurier in July 2011 as a Canada Research Chair (Tier 2) in Market Insight and Innovation.  He has a PhD from McGill University and has previously held faculty positions in Marketing at the University of Ontario Institute of Technology (UOIT) in Oshawa, Ontario and at Case Western Reserve University in Cleveland, Ohio.  

Tripat's research interests are primarily in the areas of consumer adoption of new products / technological innovations, consumer behavior, brand management and the applications of evolutionary psychology in Marketing.  His research has been supported by several research grants from the Social Science and Humanities Research Council of Canada (SSHRC), the University Grants Commission (India), and the Marketing Science Institute (Boston, USA).  He has published in leading marketing journals (including the Journal of Marketing, Journal of Consumer Psychology, Journal of Business Research, Psychology & Marketing, and Marketing Letters), and in other associated disciplines (including the Journal of Social Psychology, Journal of Bio-Economics, and Applied Economic Letters.)

Additional Information
Research Interests

Consumer Behavior & Brand Management

Stereotypes in the Evaluation of Products / Services

Innovation and New Product Adoption

Evolutionary Psychology & Marketing

Consumer Health & Welfare

Research Grants & Awards (Selected)

- Insight Development Grant from SSHRC, 2012-14

As principal applicant, for the project entitled, “The role of ethnic stereotypes in the evaluation of services.” (Total amount awarded: $71,175)

- Insight Development Grant from SSHRC, 2011-13

As co-applicant, for the project entitled, “Core versus peripheral innovations: the effect of

Innovation Locus on the Adoption of New Products.” (Total amount awarded: $59,879)

- Marketing Science Institute, MSI, Boston, MA, U.S.A. 2011-12

As co-applicant, for the project entitled, “Core versus peripheral innovations: the effect of

Innovation Locus on the Adoption of New Products.” (Total amount awarded: $10,000

- Strategic Grant from SSHRC, 2008-11

As the principal applicant, for the project entitled, “The Role of Brand Characteristics in the

Evaluation of Convergent High-Technology Products.” (Total awarded: $101,439)

- Standard Grant from SSHRC, 2008-2011

As co-applicant for the project entitled, “Counter-Stereotypical New Products: What are the

Barriers to their Adoption and How to Overcome them?” (Total: $57,719)

Selected Publications

 Gill, T. and El Gamal, M. (forthcoming), “Does exposure to dogs (cows) increase the preference for

    Puma (the color white)? Not always,” International Journal of Research in Marketing. download

 Gill, T. (2010), “Call. Mail. Shoot. Listen. Play. But what functionalities add real value in

    convergent products?,” GfK Marketing International Review, Vol. 2 (2), 16-25.

 Gill, T. and Saad, G. (2010), “Consumer Behavior in the Realm of Technology,” in the

    Handbook of Technology Management, Hossein Bidgoli (ed.), John Wiley & Sons:

    NY, 277-289.

 Gill, T. and Lei, J. (2009). “Convergence in the High-Technology Consumer Markets: Not all

    Brands Gain Equally by Adding New Functionalities to Products,” Marketing Letters,

    Vol. 20, 91-103.

 Gill, T. (2008), “Convergent Products: What Functionalities Add More Value to the Base?,”

    Journal of Marketing, Vol. 72(2), 46-62.

 Gill, T. and Dube, L. (2007), “What is a Leather Iron or a Bird Phone? Using Conceptual

      Combinations to Generate and Understand New Product Concepts,” Journal of Consumer

Psychology, 17(3), 202-17.

 Saad, G., Gill, T. and Rajan Nataraajan (2005), “Are Laterborns More Innovative and

 Non-Conforming Consumers Than Firstborns? A Darwinian Perspective,” Journal of

 Busines Research, Vol. 58, 902-909.

 Saad, G. and Gill, T. (2000), “Applications of Evolutionary Psychology in Marketing,”

Psychology & Marketing, Vol. 17(12), 1005-1034.

Current Research Projects

See here