Nitika is a Professor in the UNSW School of Marketing and Chair of the Business School’s SDG Committee and the School’s representative on UNSW SDG Steering Committee. In the past, she has served as the Director of the Business Experimental Research Laboratory (BizLab), Director of the PhD Teaching Fellows Program at UNSW Business School, and Faculty Board Member, University Re-enrolment Appeals Committee.

Nitika is recognised nationally and internationally for her scholarship in the influence of emotions on consumer judgment and decision making, including choice and over-consumption. Her research focuses on how discrete emotional states such as anger, happiness, and sadness, affect various aspects of consumer behaviour including over-consumption, pro-social, and sustainable behaviours. These are cutting edge topics in consumer research in Marketing with wide-ranging implications for the interested stakeholders such as managers, public policy officials, and consumers. Her research has been published in elite Marketing, Management, and Psychology journals (A*/FT50) such as the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Experimental Psychology, and Journal of Business Ethics. She has received several awards including a ‘research excellence commendation,’ UNSW Business (2019).

She serves on the Editorial Board of several A*/A journals such as the International Journal of Research in Marketing, European Journal of Marketing, and Journal of Business Research. She also regularly reviews for the elite marketing journals and marketing conferences. Her work has been covered extensively in media across outlets such as the New York Times, National Public Radio Network (USA), ABC radio, the Conversation, BusinessThink (UNSW), BBC, SBS, and national magazines, in the US and Australia.