Gita V. Johar (PhD NYU 1993; MBA Indian Institute of Management Calcutta 1985) has been on the faculty of Columbia Business School since 1992 and is currently the Meyer Feldberg Professor of Business. She served as the school�s inaugural Vice Dean for Diversity, Equity and Inclusion from 2019 to 2021, Faculty Director of Online Initiatives from 2014 to 2017, Senior Vice Dean from 2011 to 2014, and as the inaugural Vice Dean for Research from 2010 to 2011. Dr. Johar served as co-editor of the premier academic journal on consumer behavior, the Journal of Consumer Research from July 2014 to December 2017 and co-edited a 2021 Special Issue of the Journal of Marketing on Better Marketing for a Better World. She is currently Past President of the Society for Consumer Psychology. Dr. Johar's expertise lies in consumer psychology, focusing on consumer identity, beliefs, and persuasion as they relate to branding, advertising, and media. Her current research is focused on combating misinformation and false beliefs.