Dr. Manchanda has three broad areas of research, the first of which revolves around understanding the role of negative affect in marketing. His study of negative affect has included emotions such as embarrassment, guilt, and feeling offended (or shocked). He is interested in understanding the underlying causes and antecedents of these emotions as they arise in the consumer context as well as their outcomes (e.g., cognition's and behaviours) and its implications for marketers. His second area of research interest, is that of sustainability and social marketing. Within this area, he is interested in studying health related issues (e.g. anti-smoking efforts and tobacco control), as well as green marketing, sustainable living, and environmental issues – from a consumer and an organizational viewpoint. His third area of research deals with pricing and consumer promotion issues. In this regard, he has investigated alternative pricing and promotional strategies (e.g., fixed pricing strategies versus discounting strategies) as well as issues related to internet pricing.

Dr. Manchanda's research has appeared in leading journals such as the Journal of Consumer Research, Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of Advertising Research, Journal of Business Research, Journal of Product and Brand Management, and Marketing Letters.

His teaching expertise focuses on the areas of sustainability and social marketing, advertising and promotions management, and consumer behaviour. He teaches at both the undergraduate as well as the graduate level (MBA and Ph.D.). In addition to his academic qualifications, he brings to the classroom the experience of having worked at the Kellogg Company, the Procter and Gamble Company, and the J. Walter Thompson Advertising Agency.

Dr. Manchanda received his Ph.D. (Marketing) and M.S. (Advertising) from the University of Illinois at Urbana-Champaign, and his MBA and B.Com from the University of Bombay. He has been at the University of Manitoba since 1997.