Ekant Veer University of Canterbury New Zealand
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.
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.
Journal of Business & Financial Affairs received 1326 citations as per Google Scholar report