Aditi Grover is an Assistant Professor at Plymouth State University, New Hampshire since 2008. She received her Ph.D. in Marketing from the Marshall School of Business, University of Southern California in 2008. She previously received her MBA in 1995 and has also spent a few years in the industry. Dr. Grover's research focus is on the adoption of new behaviors, and in understanding the role of emotions in advertising.
Her current research aims to understand smokers' attitudes towards their own smoking and the likelihood of their quitting the habit. She has presented her work in various conferences, both in oral and written formats.