Journal of Business & Financial Affairs

Ekant Veer

Ekant Veer University of Canterbury New Zealand

Biography

Ekant Veer, PhD, is a Senior Lecture of Marketing at the University of Canterbury, New Zealand. His research uses multiple methods to improve consumer welfare through social marketing and Transformative Consumer Research (TCR). In particular, his quantitative research uses experiments to investigate the effectiveness of health communications, such as anti-smoking advertisements, healthy living advertisements and even the effect that advertisements have on voter behaviour during an election.

Research Interest

His interpretivist research focuses on understanding how consumers use online technology to cope with identity dissonance, especially when a consumer feels his/her idealised identity is stigmatised by mainstream society.