School of Communication and the Arts
Lowell Thomas 238
(845) 575-3000 x 2678
Associate Professor of Advertising
Taught at Pennsylvania State University before starting at Marist College. Taught courses in Advertising, Research Methods, and Intercultural Communication at the undergraduate level. Taught Advertising Management, Brand Management, Global Consumer Insights and Research Methods at the graduate level. Led 12 short-term study abroad courses in intercultural communication in Europe and Asia. Manage Master’s programs in Integrated Marketing Communication and Communication with a focus on Organizational Communication. Current research interests are in the socio-psychological aspects of social media usage, intercultural communication, and health communication. Among many administrative duties, served as Interim Dean and Assistant Dean of the School of Communication & the Arts, and Chairperson of the Department of Communication.
Management Development Program, Harvard University, Boston, MA, 2008
PhD, University of Georgia, Mass Communication, 1990
MA, University of Georgia, Journalism, 1986
BA (Honors), Jadavpur University, India Economics and Mathematics, 1977
Research Interests / Areas of Focus
Socio-psychological aspects of social media usage, intercultural communication, and health communication.
Sengupta, S. (2000), “In the Eyes of the Beholder: The Relevance of Skin Tone and Facial Features of African American Female Models to Advertising Effectiveness,” Communication Research Reports, 17, 2, 210-220.
Sengupta, S. (1996), “Understanding Consumption Related Values from Advertisements: A Content Analysis of Television Commercials from India and the United States,” Gazette: The International Journal of Mass Communication Studies, 57(2), 81-96.
Sengupta, S. (1996), “Understanding Less Educated Smokers’ Intention to Quit Smoking: Strategies for Antismoking Communications Aimed at Less Educated Smokers,” Health Communication, 8(1), 55-72.
Sengupta, S. (1995), “The Influence of Culture on Portrayals of Women in Television Commercials: A Comparison between the United States and Japan,” International Journal of Advertising, 14(4), 314-333.
Sengupta, S. (2002), “Prescription Drug Advertising: The Effectiveness of Pitching Directly to Consumers” at the 2002 AEJMC Annual Convention in Miami Beach, Florida. Awarded the “Top Paper” in the Advertising Division.
Sengupta, S. (2001), “The Crossover Appeal: An Experimental Investigation” at the Society for Consumer Psychology Conference in Scottsdale, Arizona.
Sengupta, S. (1999), “Advertising and the Transfer of Cultural Values: A Myth or a Reality,” at the International Communication Association’s annual conference (San Francisco).
Sengupta, S. (1999), “The Bleaching Syndrome in Advertising: How Effective is it?” at the Annual Advertising and Consumer Psychology Conference (San Antonio).
Sengupta, S. and D.G. Martin (1996), “The Role of Advertising in Singapore’s Values Tug-of-War,” at the International Advertising Association’s 7th Education Conference (Kuala Lumpur and Port Dickson, Malaysia).
Sengupta, S. (1995), “Sustaining the Decline in Smoking Prevalence: An Examination of the Attitudinal Difference between Lighter and Heavier Smokers” at the Association for Consumer Research European Conference (Copenhagen, Denmark).
Sengupta, S. (1994), “Portrayals of Women in Television Commercials: A Comparison between the United States and Japan,” at the Annual Conference of International Association for Mass Communication Research (Seoul, Korea).
Sengupta, S. (1993), “Smokers’ Level of Education and their Beliefs About Quitting Smoking: Suggestions for PSA Development,” at the Annual Conference of International Communication Association (Washington D.C.).
Sengupta, S. (1991), “Black and White Smokers Beliefs About Quitting Cigarette Smoking: Directions for the Development of Antismoking PSAs,” at the Annual Conference of the Association for Education in Journalism and Mass Communication (Boston).
Frith, K.T. and S. Sengupta (1991), “Individualism and its Expression in Advertisements: A Crosscultural Analysis of Print Ads from the U.S. and India,” at the Annual Conference of the Association for Education in Journalism and Mass Communication (Boston)
Awards and Honors
Received 2007 Marist Special Services Award for Outstanding Services to Individuals with Disabilities
Recognized for exceptional service by the Vice President for Academic Affairs Marist - 2007
Recognized for exceptional service by the Vice President for Academic Affairs at Marist - 2006
Received the 2003-2004 Marist Faculty Recognition Award for Scholarship
Awarded the “Top Paper” in the Advertising Division, at the 2002 AEJMC Annual Convention in Miami Beach, Florida.