Why do your politics show up in your shopping cart? Why does a $3 “sustainability fee” feel more offensive than a $3 price increase? Why do some brand controversies go viral while others disappear overnight?
These are the questions I’ve spent the last decade answering.
I’m Shreyans Goenka, a marketing professor at Virginia Tech and a researcher specializing in consumer ethics — the hidden moral logic that drives everyday purchasing decisions. My work sits at the intersection of psychology, politics, and the marketplace.
My research has been published in the field’s top journals and covered by CNN, Science Magazine, the Cornell Chronicle, Eureka Alert, and others. I am available for media commentary, speaking engagements, and consulting with brands and organizations navigating ethical and political consumer challenges.
Areas of Expertise
- Consumer Morality & Everyday Ethics
- Political Identity & Brand Behavior
- Price Fairness & Consumer Backlash
- Consumer Welfare & Market Inclusion
Background
Shreyans received his BA in Economics and Psychology from the University of Pennsylvania (summa cum laude) and his PhD in Marketing from Cornell University’s S.C. Johnson School of Management. He has been on the faculty at Virginia Tech’s Pamplin College of Business since 2020.
Get in Touch
For media inquiries, speaking engagements, or consulting, contact: shreyans.goenka@vt.edu | (+1)- 347-387-0215