I work with journalists regularly and am happy to provide background, on-record quotes, or expert commentary on short deadlines. If you’re working on a story involving consumer behavior, brand ethics, pricing, or political identity in the marketplace, I can likely help.
Response time: I typically respond to media inquiries within a few hours. Contact: shreyans.goenka@vt.edu | (+1) 347-387-0215
Expert Bio
Shreyans Goenka is a marketing professor at Virginia Tech’s Pamplin College of Business and a leading researcher on consumer ethics. His work examines the moral psychology behind everyday purchasing decisions, including how political identity shapes consumer behavior, when prices feel morally unfair, and how brands navigate ethical controversy. His research has been published in top academic journals including the Journal of Consumer Research, Journal of Marketing, and Journal of Personality and Social Psychology, and has been covered by Science Magazine, the Cornell Chronicle, Eureka Alert, and others.
Topics I Comment On
Consumer Morality & Everyday Ethics Why consumers make moral judgments about products, brands, and purchasing decisions — and what triggers guilt, pride, or outrage in the marketplace.
Political Identity & Brand Behavior How political ideology shapes what people buy, which brands they boycott, and how companies navigate an increasingly polarized consumer landscape.
Price Fairness & Consumer Backlash When prices feel morally wrong, why consumers punish brands for it, and how the framing of price increases drives or defuses backlash.
Consumer Welfare & Market Inclusion Who gets left behind by market systems, the ethics of market exclusion, and how brands can pursue inclusion without alienating their base.
Recent Research
“Price Partitioning of Socio-Moral Surcharges” — Journal of Consumer Research, 2025. Why adding a separate line item for ethical costs (like a sustainability fee) backfires — and what brands should do instead.
“Why is it Wrong to Sell Your Body?” — Journal of Marketing, 2023. Liberals and conservatives both object to bodily markets like organ selling, but for completely different moral reasons.
“Are Conservatives Less Likely than Liberals to Accept Welfare?” — Journal of the Association for Consumer Research, 2022. Political ideology shapes not just attitudes toward welfare policy but actual willingness to accept government assistance.
“Partisan Media Sentiment toward Artificial Intelligence” — Social Psychological and Personality Science, 2024. Left- and right-leaning media cover AI in systematically different ways, shaping how their audiences think about the technology.
Headshot & Media Assets
A high-resolution headshot is available for download below
Previous Coverage
My research has previously been covered by:
CNN | Science Magazine | Cornell Chronicle | VT Daily News | Eureka Alert | ScienceBlog | Newswise | Mirage News | Phys.org | Reddit Science | JM Buzz Podcast