Neeru Paharia is a fourth-year doctoral student at Harvard Business School. Neeru’s research focuses on consumer behavior, decision making, identity, and moral psychology. Neeru is broadly interested in finding ways for people to consume more consciously. Neeru’s current research focuses on how ethicality is perceived when companies use intermediaries to commit unethical acts, how consumers morally disengage when faced with products they desire, and how consumers are more likely to identify with products that are marketed as underdogs. She has one first-author paper conditionally accepted in Organizational Behavior and Human Decision Processes, and another invited resubmission to the Journal of Consumer Research. Prior to coming to Harvard, Neeru spent three years on the founding team at Creative Commons serving as Assistant and Executive Director. During her tenure she founded ccmixter.org, a music remixing website, and helped build a new semantic search engine. She continues to volunteer on related projects that leverage the internet to make education more accessible, founding acawiki.org, a “Wikipedia for academic research.” Neeru has worked as an Associate Consultant at McKinsey and did a summer internship at Deloitte. Neeru graduated from Carnegie Mellon University with a Master of Science in Public Policy under a full scholarship, and from the University of California at Davis with a Bachelors degree in Economics. Neeru spent a year in the Coro Fellowship Program, a leadership program in public affairs, and was also a PPIA fellow. Neeru enjoys writing screenplays, playing blues guitar, and thinking about how to solve social problems in innovative ways.