Sukriti Sekhri holds a Ph.D. in marketing from the Indian Institute of Management, Ahmedabad (IIMA).
Sukriti is a consumer behaviour researcher and utilises behavioural experiments to understand more about how consumers perceive, react, and make decisions. Her current research projects focus on how changes in language in marketing communications shape consumer behaviour.
Her research work has been presented at prestigious international peer-reviewed conferences, including ACR, SCP, CCT, ANZMAC, and NASMEI, and is being targeted for publication in leading journals in the field.
Ph.D. 2023
Focus: Marketing
M.Com., Department of Commerce, 2017
Major: Marketing
B.Com. (Hons.), 2015
Completed in 2012
Consumer Behaviour: Language and marketing, consumer judgment and decision making, behavioural nudges, neuro-consumer behaviour
Behavioural experiments, neuroscientific inquiry (EEG-based experimental design), qualitative methods
Practitioner Paper – Sukriti Sekhri Gupta & Ramanan Ramakrishnan (2025). Inducing Sales By Product Demo: ‘Step By Step’ Or ‘Show And Tell’? Management Practice Insights. 2025;3(2):70-75. https://mpibyspjimr.org/articles/inducing-sales-by-product-demo-step-by-step-or-show-and-tell/
Practitioner Paper – Sukriti Sekhri Gupta (2025). Days Versus Dates: How Time of Delivery Can Impact Consumer Perception. Management Practice Insights. 2025;3(1):25-31. https://mpibyspjimr.org/articles/days-versus-dates-how-time-of-delivery-can-impact-consumer-perception/
Practitioner Paper – Jain, Siddharth; Sekhri, Sukriti; Jain, Siddharth (2025). From Intent to Action: Steering Sustainable Consumption Choices. White Paper. https://lnkd.in/dPHuPXNz
Kumbargeri, Amogh; Nasa, Jayant; and Sekhri, Sekhri (2024), “Humanizing Purpose of Activism: Brand Activism Leads to Brand Anthropomorphism”, NA – Advances in Consumer Research (ABDC – B), eds. Joseph Goodman, Hilke Plassmann, and Cristel Russell, Duluth, MN: Association for Consumer Research Vol 52, Forthcoming.
Kumar, Atul; Kumbargeri, Amogh; Jain, Shailendra P.; Sekhri, Sukriti; Chakravarty, Yash; and Sahay, Arvind (2023), “Feeling Awe, Choosing Right: Awe Leads to Mindful Consumer Choices”, NA – Advances in Consumer Research (ABDC – B), eds. Lan Nguyen Chaplin, Priya Raghubir, and Keith Wilcox, Duluth, MN: Association for Consumer Research Vol 51, 503-504.
Sekhri, Sekhri, and Vijayalakshmi, Akshaya (2023), “Read This Now! Impact of Assertiveness in Influencer Messages”, NA – Advances in Consumer Research (ABDC – B), eds. Lan Nguyen Chaplin, Priya Raghubir, and Keith Wilcox, Duluth, MN: Association for Consumer Research Vol 51, 486-486.
Practitioner Paper – Sukriti Sekhri Gupta (2023). How to Design Upcycled Products with Greater Appeal. Management Practice Insights. 2023;1(2):52-56. https://mpibyspjimr.org/articles/how-to-design-upcycled-products-with-greater-appeal/
Sekhri, Sukriti and Tripathi, Sanjeev (2022), “The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behavior”, NA – Advances in Consumer Research (ABDC – B), eds. Haipeng (Allan) Chen, Giana Eckhardt, and Rebecca Hamilton; Duluth, MN: Association for Consumer Research Vol 50, 394-395.
Sekhri, Sekhri and Kapoor, Ankur (2022), “Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers”, NA – Advances in Consumer Research (ABDC – B), eds. Haipeng (Allan) Chen, Giana Eckhardt, and Rebecca Hamilton; Duluth, MN: Association for Consumer Research Vol 50, 417-418.
Sekhri, S., Kumbargeri, A., and Nasa, J., Humanizing purpose of activism: Brand activism leads to brand anthropomorphism.
“Purpose to Person: How Brand Activism Leads to Brand Anthropomorphism”, Paper presented at the 2025 ANZMAC conference, Sydney, Australia (December 1-3, 2025)
Paper presented at the 2024 Association for Consumer Research (ACR) Annual Conference, Paris, France (September 26–28, 2024)
Kumbargeri, A., Sekhri, S., Nasa, J., Society (presenter) for Consumer Psychology (SCP) Annual Conference 2023, You Think, Therefore You Are: Brand Activism Leads to Brand Anthropomorphism, San Juan, Puerto Rico, (March 2-4, 2023)
“When Brands Take a Stand: How Brand Activism Leads to Brand Anthropomorphism”, Accepted for presentation at AMA Winter Academic Conference 2026
Sekhri, S. and Mahadevan, D., Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e-commerce retail? Paper presented at the IIM Ahmedabad IMRC 2025 conference, IIM Ahmedabad, Gujarat, India (December 5-7, 2025)
Mahadevan, D., and Sekhri, S., Paper presented at the International Research Symposium for Service Management (IRSSM), Manipal, India (August 7–9, 2024)
Sekhri, S. and Mahadevan, D. 17th NASMEI Great Lakes International Marketing Conference, Chennai (18-19 December, 2023)
Gupta, T. and Sekhri, S., SCP Boutique Conference 2024 – Consumer Psychology of Brands, Swearing by Brands: Impact of Euphemistic Swearing on Perceived Hedonism and Brand Preference, Leeds, England (Accepted for Presentation, 2024)
Gupta, T., Sekhri, S. (Presenter), and Garg, S.(2022). IIM Calcutta – Stern NYU Marketing Conference (Online), “What the Fork!” Minced-Oaths in Branding Increase Brand Preference, (January 24-25, 2022)
Sekhri, S. and Vijayalakshmi, A., Association for Consumer Research (ACR) Conference, Read this Now! Impact of Assertiveness in Influencer Messages, ACR, Seattle, USA (26-29 October, 2023)
Vijayalakshmi, A. (Presenter) and Sekhri, S., “Consumer Responses to Men Defying Normative Expectations”, (July 24-27 2025)
Paper accepted at ACR Sao Paulo conference
Kumar, A., Kumbargeri, A., Pratap Jain, S., Sekhri, S., Chakarvarty, Y., Sahay, A., Association for Consumer Research (ACR) Conference, Feeling Awe, Choosing Right: Awe Leads to Mindful Consumer Choices, ACR, Seattle, USA (26-29 October, 2023)
“Feeling Awe, Choosing Wise: The Mediating Role of Moral Elevation”, Paper presented at the 2025 ANZMAC conference, Sydney, Australia (December 1-3, 2025)
Sekhri, S., Kumbargeri, A., Kumar, A., Chakarvarty, Y., Sahay, A., Feeling awe, choosing right: Awe leads To mindful consumer choices, Third Annual Behavioral Science in Management (BSIM) Conference, 2023, Indian Institute of Management, Ahmedabad (April 2023)
Sekhri, S. (Author and Presenter), Sahay, A., Chakravarty, Y., Annual Conference of Association for Cognitive Science (ACCS), Applying EEG on Choice Preference between Product Categories based on Temporal Framing, IIT Delhi. (December 1, 2022)
Sekhri, S. (Author and Presenter), Tripathi, S. (2022). Association for Consumer Research (ACR) Conference, The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behavior, ACR, Denver, Colorado, USA, (October 20-22, 2022)
Sekhri, S. (Author and Presenter) and Tripathi, S.,(2020). The 14th NASMEI International Marketing Conference, My Bucket List: How Carts and Wishlists Affect Behaviour, Great Lakes Institute of Management, Chennai, (December 21-22, 2020)
Sekhri, S. (Author and Presenter) and Tripathi, S.,(2020). Gold and Gold Markets, 2020 – India Gold Policy Centre Conference, Wishlist or Cart: Consumer Perception in Online Jewellery Retail, India Habitat Centre, New Delhi. (February 7-8, 2020)
Sekhri, S. (Presenter), Kapoor, A. (2022). Association for Consumer Research (ACR) Conference, “Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers”, ACR, Denver, Colorado, USA, (October 20-22, 2022)
Sekhri, S. (Presenter) and Kapoor, A., (2022). Consumer Culture Theory (CCT) 2022 Conference (Online), “Extending the Understanding of ‘Food-Enjoyment’: Exploring Meanings and Practices amongst Lower-Income-Group Consumers”, CCT Consortium. (June 30, 2022)
Sekhri, S. (Author and Presenter) and Sahay, A., (2021). The 15th NASMEI International Marketing Conference (Online), How Vague versus Precise Date in a Pre-Launch Advertisement Impacts Temporal Judgments and Product Evaluations, Great Lakes Institute of Management, Chennai. (December 21-22, 2021)
“The Dual Effect of “Coming Soon”: Balancing Excitement and Uncertainty in Pre-Launch Communication”, Accepted for presentation at AMA Winter Academic Conference 2026
Bhargava, P., Sekhri, S. (Author and Presenter), Vijayalakshmi, A., and Jain, S. P., (2018). The 12th NASMEI Conference, When Consumers Do Not Need Persuasion Knowledge: The Role of Dispositional Emotion Regulation, Great Lakes Institute of Management, Chennai. (December 20-21, 2018)
Sud, K., and Sekhri, S.,(2018). 6th PAN IIM Conference, Swimming Against the Current: A Case Analysis of Patanjali’s Iconoclast Positioning, IIM Bangalore, (December 13-15, 2018)
Kapoor, A., and Sekhri, S. (Author and Presenter), (2018). Meanings and Practices of Food Enjoyment for Lower-Social-Class Consumers. Consumer Culture Theory developmental workshop (IIM Ahmedabad), January 9, 2018
Sekhri, S. (Author and Presenter), (2016). 5th Annual International Commerce Convention, The Role of Advertising in Decoding the Digital Consumer, Department of Commerce, Delhi School of Economics, University of Delhi, (November 4-5, 2016)
Sekhri, S. (Author and Presenter), (2015). National Seminar on Capacity Building among Women in India- Entrepreneurship and Estate, Achieving Women Empowerment through Social Entrepreneurship and Corporate Social Responsibility, Centre for Gender Studies, National Law University Jodhpur. (October 2-3, 2015)
Sekhri, Sukriti and Puri, Namita. (2025). To Label Or Not To Label: Shaping India’s Appetite for Vegan Food. BW Marketing World.
Sekhri, Sukriti. (2025). India’s Sustainability Dilemma: Bridging The ‘Intent-action’ Gap. BW Marketing World.
Sekhri, Sukriti. (2025). Upcycling – The opportunity-perception paradox. Forbes India.
Kumbargeri, Amogh; Kumar, Atul; Pratap Jain, Shailendra; Sekhri, Sukriti; Chakarvarty, Yash; Sahay, Arvind, “Feeling Awe, Choosing Right – Awe Leads to Mindful Consumption”, under R&R at the International Journal of Research in Marketing (ABDC-A*).
Sekhri, Sukriti, and Tripathi, Sanjeev. “The Mere Placement Effect: Impact of Cart versus Wishlist Placement on Product Perception and Purchase Behavior”.
Gupta, Tanvi and Sekhri, Sukriti “How Euphemistic Brand Names Signal Indulgence in Individualist Cultures and Increases Brand Preference”.
Sekhri, Sukriti, and Sahay, Arvind, “How Far is Soon? How Vague versus Precise Dates in Pre-Launch Advertisements Impact Temporal Judgments and Product Purchase Decisions”, 2nd essay of Ph.D. dissertation
Kumbargeri, Amogh; Nasa, Jayant; and Sekhri, Sukriti, “Activism as an Antecedent of Anthropomorphism: Brand Activism Leads to Brand Anthropomorphism and Consequent Positive Consumer Responses”.
Sekhri, Sukriti, and Kapoor, Ankur. “Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers”.
Sekhri, Sukriti; Sahay, Arvind; and Chakarvarty, Yash “The Impact of Vague versus Precise Temporal Framing on Purchase Intentions of Hedonic versus Utilitarian Products: An Event-Related Potential Study”.
Mahadevan, Dhrithi, and Sekhri, Sukriti; “Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e-commerce retail?”
Chakraborty, Alokananda. (2024). Verdict is clear: Mega merger unlikely to threaten WPP’s stupendous lead in India. FE Brandwagon.
Srivastava, Geetika. (2025). Regional ads take centre stage: Why brands are investing big in tier-II and III cities. Financial Express BrandWagon.
Thakur, Harshal. (2025). How can brands make icons out of the next generation of Indian cricketers? By Harshal Thakur. Social Samosa.
Consumer behaviour: From classroom concepts to real-world impact (2025)
Marketing Management
Consumer Behaviour
Design Thinking
Markstrat Simulation
Designing and Conducting Experiments
Seminar on Consumer Behaviour
Winner of ‘Best paper of the conference award – First Prize’ for the paper “Brand Profanity: Impact of Euphemistic Swearing on Perceived Hedonism and Brand Preference”, co-authored with Prof. Tanvi Gupta, at MICA International Communication Management Conference (ICMC), January 2025
Winner of IRSSM – 2024 Highly Commended Award, “Free to Fee: Can Sustainable Messaging Cues Influence Consumers ’ Switching Intentions in E-Commerce Retail?”, co-authored with Prof. Dhrithi Mahadevan, at the IRSSM Conference Symposium, August 6-9, 2024
Winner of the Raj Sethuraman Research Grant for doctoral research work, “How Vague versus Precise Date in a Pre-Launch Advertisement Impacts Temporal Judgments and Product Evaluations”, at the 15th North American Society for Marketing Education in India (NASMEI), 2021
Invited as a speaker for the panel discussion on ‘Regulatory Modernization, Policy & Practice Innovations to Drive Sustainable Consumption: Implications for Climate Action’ co-hosted by Centre for Responsible Business (CRB) and Hindustan Unilever Limited (HUL), at the India and Sustainability Standards (ISS) 2025 Summit, (14 November 2025); Bharat Mandapam, Delhi.
Conducted a session on “Thinking for Impact: Leveraging Design Thinking in Leadership”, open MDP session (August 2025)
State Bank of India-Batch 9, Leadership Development Programme (January 2025).
Invited talk for University of Hyderabad addressing PhD students on the topic, “Making the most of your PhD journey- PhD Talk” (September 9 2023, online)
Reviewer for IIM Bangalore’s IMRDC, 2025
Reviewer for IIM Ahmedabad’s IMRC, 2025
Reviewer for ACR conference (2024, 2025)
Reviewer for Vikalpa: The Journal for Decision Makers, IIM Ahmedabad
Reviewer for IMR Doctoral Conference (IMRDC) 2024, IIM Bangalore
Reviewer for Psychology and Marketing (ABDC-A)
Co-organized the Design Thinking Fair, 2024 at SPJIMR; a first of its kind initiative with 350+ participants from the post graduate management programme. The students showcased their design thinking projects focussing on SDGs and how to alleviate challenges faced in the K-West ward area of Andheri. Projects ranged from healthcare, sanitation, education, waste disposal, to upskilling and safety initiatives.
Track Chair, Marketing track ( Sustainable Consumer Well-Being) for TaSIC 2026
Conference Committee member for organizing SPJIMR’s first edition of the Technology & Societal Impact Conference (TaSIC) 2025
Guided multiple student internship projects, and capstone projects, PGDM and PGEMP Programmes, 2023-Present.
Served as reviewer for Emerald Emerging Market Case Studies, Psychology & Marketing Journal, IIM Ahmedabad IMRC Conference, and TaSIC, 2023-Present.
Presented multiple Faculty Excellence Forum (Brown Bag) Seminars, 2023-Present.
Conference Coordinator for the SPJIMR-Chicago Booth India Quantitative Marketing Conference 2023, held at SPJIMR, Mumbai, December 15, 2023
Invited for podcast episode on “MarkTalks”, organized by The Marketing Society of Shaheed Bhagat Singh College, University of Delhi, December 2023: https://www.youtube.com/watch?v=9sdMfkTC1Qk&ab_channel=TheMarketingSocietySBSC
Took a session on “Crafting a fulfilling FPM experience”, October 7, 2023
Invited talk at the University of Hyderabad – School of Management Studies, on “Making the most of your PhD journey”, September 9, 2023
Invited as panelist to discuss networking in academia and academic conferences, for doctoral students at IIM Ahmedabad, September 4, 2022
Invited interview on tips for the PhD admission process by UGC NET by Anuj Jindal, livestreamed on March 5, 2022: https://www.youtube.com/watch?v=RSD_CUXzIFU&ab_channel=UGCNETByAnujJindal
Conducted a hybrid (online and offline) session on Designing and Conducting Experiments, attended by 50 Ph.D. and research scholars at IIM Ahmedabad, organized by the Ph.D. Placement Committee, IIM Ahmedabad, July 28, 2022. Dissemination of research skills via LinkedIn and YouTube
Conducted Research and Publications Doctoral Students Workshop on “How to become a ‘Prolific’ researcher: A guide to tools for online data collection”, IIM Ahmedabad, October 26, 2021.
Organization team member, Association for Consumer Research – Asia Pacific (ACR-AP) Conference, IIM Ahmedabad, January 2019
Ph.D. Student Representative, IIM Ahmedabad, 2019-20
Association for Consumer Research (ACR)
Consumer Culture Theory Consortium
Mahadevan, Dhrithi (Principal), Sekhri, Sukriti (Principal), “Large research grant,” Sponsored by SPJIMR, Mumbai, S. P. Jain Institute of Management and Research, $2,943.00. (October 4, 2023 – present).
Sekhri, Sukriti (Principal), Sahay, Arvind, “Research and Professional Development Grant (RPDG),” Sponsored by SPJIMR, S. P. Jain Institute of Management and Research. (August 9, 2023 – present).
