Consumer Morality, Political Identity, Inequality
11) Goenka, Shreyans, Sankar Sen, and Manoj Thomas (2025), “Moral Motives in Consumption” Journal of the Association for Consumer Research. https://doi.org/10.1086/733458
10) Sen et al. (2024), “Enhancing Consumer and Planetary Well-Being by Consuming Less, Consuming Better” Journal of Sustainable Marketing. https://doi.org/10.51300/JSM-2024-121
9) Goenka, Shreyans and Manoj Thomas (2024), “Moral Foundations Theory and Consumer Behavior” Journal of Consumer Psychology. https://doi.org/10.1002/jcpy.1429
8) Goenka, Shreyans and Rajesh Bagchi (2025), “Price Partitioning of Socio-Moral Surcharges” Journal of Consumer Research, https://doi.org/10.1093/jcr/ucae026
7) Yi, Angela, Shreyans Goenka and Mario Pandelaere (2023), “Partisan Media Sentiment Toward Artificial Intelligence” Social Psychological and Personality Science, https://doi.org/10.1177/19485506231196817
6) Bonetti, Beatriz L, Shreyans Goenka and Frank May (2023), “The effect of firm size on perceived product healthiness” Marketing Letters, https://doi.org/10.1007/s11002-023-09703-5
5) Goenka, Shreyans and Manoj Thomas (2023), “When is Sensory Consumption Immoral?” Journal of Personality and Social Psychology , https://doi.org/10.1037/pspp0000450
4) Goenka, Shreyans and Stijn M.J. van Osselaer (2023), “Why is it Wrong to Sell Your Body? Understanding Liberals’ vs. Conservatives’ Moral Objections to Bodily Markets,” Journal of Marketing, https://doi.org/10.1177/00222429211046936
3) Goenka, Shreyans and Manoj Thomas (2022), “Are Conservatives Less Likely than Liberals to Accept Welfare? The Psychology of Welfare Politics,” Journal of the Association for Consumer Research, https://doi.org/10.1086/719586
2) Goenka, Shreyans and Manoj Thomas (2020), “The Malleable Morality of Conspicuous Consumption,” Journal of Personality and Social Psychology, doi/10.1037/pspp0000237
1) Goenka, Shreyans and Stijn M.J. van Osselaer (2019), “Charities can Increase the Effectiveness of Donation Appeals by Using a Morally Congruent Positive Emotion,” Journal of Consumer Research, doi.org/10.1093/jcr/ucz012