Monica Wadhwa is an Assistant Professor of Marketing at INSEAD. She joined in July 2009, after receiving a Ph.D. in Marketing from the Stanford University. She has also received a Masters in Human Resources Management from the Tata Institute of Social Sciences in India and Bachelors in Sociology (Honours) from Delhi University in India.
Monica’s research primarily focuses on consumer motivation and reward-seeking behaviours, non-conscious mental processes in consumer decision-making and emotion regulation. Her work demonstrates that a pleasant sample (such as, a brief taste of a refreshing drink) not only enhances one’s desire for the sampled item (refreshing drink), but leads to a generalised craving for a broader range of rewarding experiences (e.g., a vacation in Bora Bora, a massage experience etc.), a phenomenon termed as “reverse-alliesthesia.” In her recent work, she examines the impact of incidental brief experiences with hedonic cues on the pursuit of unrelated goal states. Her work has been published in the Journal of Marketing Research. Her work on reverse-alliesthesia has received a Citation of Excellence award from Emerald Management Reviews as the top 50 management articles of 2008.