Biography

Dr. Monica M. Sârghie (born Popa) teaches undergraduate and graduate business courses in the areas of Consumer Behaviour, Social (Not-for-Profit) Marketing, and Marketing Theory. Her research work of was published in top-level business journals such as Journal of Marketing, Journal of Marketing Research, and Journal of Strategic Marketing. Dr. Popa Sârghie’s scholarly work is focused on sustainability and wellbeing from a marketing perspective. She examines the socially responsible attitudes of consumers and firms, exploring mutual helping behaviours, charitable donations, fair trade product purchases, cause-related marketing, green marketing, sustainable branding, and strategic partnerships. To understand these phenomena, Dr. Popa Sârghie is examining issues of trust, fairness, connectedness, empathy and reciprocity. She pays particular attention to the interplay of sensory, emotional, cognitive, social and linguistic influences, on consumer behaviour/choices and firm decision-making, scrutinizing notions of economic rationality, impulse control and psychological disorders. Focusing on the same mechanisms, Dr. Popa Sârghie investigates the negative side of (over)consumption and the role of marketing in compulsive/addictive behaviours such as the shopping addiction, binge eating, or seemingly “positive addictions” like compulsive exercising. At the core of Dr. Popa Sârghie’s research pursuits is the strive to nurture individual wellbeing and healthy communities.

Courses

• COMM 354 Consumer Behaviour
• COMM 450 Social Cause Marketing: Designing Change for Good
• MKT 400 Honours Seminar in Marketing
• MKT 802 Marketing Theory (M.Sc. in Management Program)
• MKT 803 Consumer Behaviour (M.Sc. in Management Program)

Research

Dr. Sârghie's research interests are in the following areas:

• Consumer behavior
• Consumer welfare and transformative consumer research (TCR)
• Sustainable business practices
• Sustainable consumption and addictions
• Social marketing, nonprofits, cause-related marketing, Fair Trade, helping behaviours
• The interplay of emotions and cognition in decision-making
• Communication and linguistics

Selected Publications

Nagel, Natasha, and Popa Sârghie, Monica (2023), “The Influence of Life Events on Young Consumers’ Compulsive Shopping Tendencies”, Journal of Emerging Trends in Marketing and Management, 1(2), 30-39.

Popa Sârghie, Monica, and John Pracejus (2022), “Consumer Perspectives on Fairtrade Prices,” Journal of Emerging Trends in Marketing and Management, 1(1), 27-36.

Popa Sârghie, Monica, and John Pracejus (2021), “Alleviating Inequity and Promoting a Moral Economy through Fair Trade: How Can Reluctant Consumers Become Part of the Solution?”, Journal of Strategic Marketing, 31(2), 403-420, DOI: 10.1080/0965254x.2021.1922488

Popa Sârghie, Monica (2021), “Using Social Marketing to Tackle Compulsive Buying”, Social Marketing Quarterly, 27 (1), 3-12, DOI: 10.1177/1524500420988263

Joffre Swait, Monica Popa and Luming Wang (2016), “Capturing Context-Sensitive Information Usage in Choice Models via Mixtures of Information Archetypes”, Journal of Marketing Research, 53 (5), 1–20. DOI: 10.1509/jmr.12.0518

Popa, Monica (2014), “Re-Examining the Marketing Basics: The Mirage of the Routes to Persuasion,” International Journal of Economic Practices and Theories, 4(5), 2247–7225.

Popa, Monica, Barbara J. Phillips, and Courtney Robertson (2014), “Positive Outcomes of Social Norm Transgressions,” Journal of Consumer Behaviour, 13 (5), 351–363. DOI: 10.1002/cb.1483

Argo, Jennifer, Monica Popa, and Malcolm Smith (2010), “The Sound of Brands,” Journal of Marketing, 74 (4), 97−109. DOI: 10.1002/cb.1483