Faculty Bio–Shipra Gupta

After graduating from the National Institute of Fashion Technology, a top notch fashion institute in India, I started working for Gap Inc. as a merchandiser.  I was quite content with the world of fashion but always had a desire to purse higher education.  I came to the U.S. and started my masters in Merchandising at the University of Nebraska, Lincoln.  My masters adviser was my role model in motivating me to purse a PhD.  I also received my PhD in Marketing from the University of Nebraska, Lincoln.  Pursing a PhD made me passionate about research and teaching.

My teaching philosophy is guided by five student-focused principles:  my role as an instructor, being organized, using various pedagogical innovations, student involvement and linking content to the real world.  I try to incorporate this philosophy with teaching Marketing Management to graduate students.  My research best aligns with the scholarship of discovery as it focuses broadly on the development of new knowledge within the areas of consumer behavior, sustainable consumption and retail management.  There are two main streams that my work focuses on
(a) understanding the psychological behavior of consumers under the conditions of scarcity and (b) examining issues of sustainability, specifically in the fashion industry.