Consumer research in service of society.

Serwaa Karikari is an Assistant Professor of Practice in Marketing at Johns Hopkins Carey Business School. She is a consumer researcher and marketing educator whose work examines how attitudes and behaviors can shift in ways that improve individual and societal well-being.

Her research spans conceptual and empirical inquiry across brand activism, ethical consumption, public health decision-making, transformative clinician care, and consumer loneliness. She uses experimentation, web scraping, descriptive methods, and interpretive methods grounded in behavioral theory.

Her scholarship has been supported by the American Marketing Association, Johns Hopkins University, and Johns Hopkins Carey Business School. It contributes to consumer research and marketing and public policy while advancing UN Sustainable Development Goals 3, 12, and 16.

Originally from Ghana, she earned her PhD in Business Administration (Marketing) from Morgan State University.