His research interests focus on consumer behavior with an emphasis on nostalgia, charitable giving and family issues. He teaches Introduction to Marketing at the undergraduate and graduate levels. Prior to his academic career he worked for eight years with various marketing organizations (like Reckitt Benckiser and Glaxo SmithKline) in global brand management and innovations management. Professor Merchant has published 21 scholarly research articles and his research has been presented all over the world at over 38 scholarly meetings. He is working with researchers across eight countries (United States, France, United Kingdom, Germany, Belgium, India, South Korea and South Africa). Professor Merchant is a member of the Editorial Review Boards of the Journal of Advertising Research and the Journal of Business Research. He co-chairs the doctoral colloquium, and the marketing in emerging markets tracks of the Academy of Marketing Science conferences.
