Serwaa Karikari is an Assistant Professor of Practice in Marketing. She researches attitudes and persuasion to understand how to persuade consumers and change behavior for the betterment of society. Her ongoing work advances the UN SDGs 3, 12, and 16 which center on good health and wellbeing, responsible consumption and production, and social justice.
Education
- PhD, Morgan State University
- MSc., Ghana Institute of Management & Public Administration
Teaching
Current
- Marketing for a Better World
- Advanced Behavioral Marketing
- Consumer Behavior
- Integrated Digital Marketing
Research
Selected Publications
- "Harmful Journeys: A Consumer Vulnerability Perspective on Drinking and Driving." (with Groth, O. H., Williamson, S., Azzari, C. N., Baskentli, S., Birau, M., Borenstein, B., Dadzie, C. A., Lisanti, A., Mossaei, N., & Watson, F. (2026). Journal of Public Policy & Marketing, 0(ja).
- “The three musketeers? The roles of authenticity, justice, and empathy in consumer responses to brand-issue incongruence” (with Michael A. Callow and Xingxing Zu). Journal of the Association for Consumer Research.
- "Marketing the “faast” way: the corn dough revolution" (with Haiyan Hu). The Case Journal.
- “Evaluating individual level antecedents and consequences of social media use in Ghana” (with Kofi Osei-Frimpong, and Nana Owusu-Frimpong). Technological Forecasting and Social Change.
Working Papers
- Brand Activism Fit.
- Impact of moderate brand activism fit on consumer sentiments.
Honors and Distinctions
- Johns Hopkins Discovery Award for Transforming Hypertension Care Through Artificial Intelligence: A Multi-Divisional Initiative Enabling Clinicians to Drive Precision Population Health Improvements (with Yvonne Commodore-Mensah, Harold Lehmann, Alhassan Yasin, Oluwabunmi Ogungbe, Lisa Cooper & Judy Greengold), 2025
- Runner-up, AMS-Review—Sheth Doctoral Competition for Conceptual Papers, 2022
- AMA-EBSCO Answers in Action Grant from the American Marketing Association (AMA), 2019
Impact and Engagements
- October 2024: “The three musketeers? The roles of authenticity, justice, and empathy in consumer responses to brand-issue incongruence.” Invited presentation by the Journal of the Association for Consumer Research (JACR) webinar for the Consumer Movements and Activism Issue
- March 2024: Guest Speaker, the EMERGE (Engaging Microenterprise for Resource Generation and Health Empowerment) Project - In conjunction with Johns Hopkins University, Yo! Baltimore, AIRS, Inc., JOY Baltimore, University of North Carolina at Chapel Hill