Building on prior training and education in fashion and retail industry, Dr. Gupta contextualize theories of consumer behavior to better understand consumer decision making processes. Her work focuses on three main research streams (a) understanding psychological behavior of consumers under the conditions of scarcity, (b) examining issues of sustainability, specifically in the fashion industry, and (c) examining the role of fashion and style in constructing identity. Her research is published in top tier journals in her field including Journal of Retailing and Consumer Services, Journal of Macromarketing, Journal of Public Policy and Marketing, Journal of Consumer Behavior, International Journal of Consumer Studies. She has won numerous awards and recognitions for her work.
Dr. Gupta is also passionate about teaching and have more than ten years of teaching experience and have taught many undergraduate and graduate level courses in the areas of Marketing including Research Methods for Marketing, Retail Management and Analytics, International Marketing, Principles of Marketing, and Marketing Management.