Dr. Rishad Habib
Assistant Professor, Marketing, Toronto Metropolitan University

Rishad is an assistant professor of marketing specializing in consumer behaviour. Her research focuses on the intersection of novel marketing practices, social norms, and prosocial behaviour. She investigates how consumers make decisions when they encounter novel marketing practices such as crowdfunding, prosocial gift-giving, and the sharing economy. In particular, she explores strategies to encourage positive behaviours such as charitable giving, organ donation, and sustainability.

She completed an MSc in Marketing and Consumer Studies from the University of Guelph and a PhD in Marketing and Behavioural Science from the Sauder School of Business, at the University of British Columbia.