Our Faculty

Education

• Research interests

  Research Domains:

  Consumer Psychology: Judgment and Decision Making, Linguistics and Marketing, Neuro-Consumer Behaviour

  Research Methods:

  Behavioural Experiments, Neuroscientific inquiry (EEG-based experimental design), Qualitative methods

• Selected publications

  Sekhri, S., Tripathi, S. (2022), The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behavior, Association for Consumer Research (ACR) Conference Proceedings, Advances in Consumer Research (ABDC – B), Volume 50.

  Sekhri, S., Kapoor, A. (2022). Association for Consumer Research (ACR) Conference, Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers, Association for Consumer Research (ACR) Conference Proceedings, Advances in Consumer Research (ABDC – B), Volume 50.

  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 and job market paper, invited for revision and resubmission at International Journal of Research in Marketing (ABDC-A*).

• Conferences

  Sekhri, S., Kumbargeri, A., and Nasa, J., Humanizing purpose of activism: Brand activism leads to brand anthropomorphism. Paper presented at the 2024 Association for Consumer Research (ACR) Annual Conference, Paris, France (September 26–28, 2024)

  Mahadevan, D., and Sekhri, S., Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e-commerce retail? Paper presented at the International Research Symposium for Service Management (IRSSM), Manipal, India (August 7–9, 2024)

  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)

  Sekhri, S., Mahadevan, D., Free to feel: Can sustainable messaging cues influence consumers’ switching intentions in e-commerce retail?, 17th Great Lakes NASMEI Marketing Conference, Chennai (December 2023)

  Sekhri, S. and Mahadevan, D. 17^th NASMEI Great Lakes International Marketing Conference, ‘Free to Fee: Can Sustainable Messaging Cues Influence Consumers’ Switching Intentions in E-Commerce Retail?, Chennai (18-19 December, 2023)

  Sekhri, S., Vijayalakshmi, A., Association for Consumer Research (ACR) Conference, Read this Now! Impact of Assertiveness in Influencer Messages, ACR, Seattle, USA (26-29 October, 2023)

  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)

  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)

  Kumbargeri, A., Sekhri, S.(Author and Presenter), Nasa, J., Society 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)

  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), 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. (Author and 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)

  Gupta, T., Sekhri, S. (Author and 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. (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)

  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)

  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 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)

• Working papers

  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 and job market paper, invited for revision and resubmission at International Journal of Research in Marketing (ABDC-A*).

  Kumbargeri, Amogh; Kumar, Atul; Pratap Jain, Shailendra; Sekhri, Sukriti; Chakarvarty, Yash; Sahay, Arvind, “Feeling Awe, Choosing Right – Awe Leads to Mindful Consumption”, submitted to 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”. NA-Advances in Consumer Research, Denver, Colorado: Association for Consumer Research (ABDC-B).

  Sekhri, Sukriti, and Kapoor, Ankur. “Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers”. NA-Advances in Consumer Research, Denver, Colorado: Association for Consumer Research (ABDC-B).

  Sekhri, Sukriti, and Tripathi, Sanjeev, “‘Heart it or Cart it’: How Mere Placement in Cart or Wishlist impacts Product Perception and Purchase Behaviour”, in preparation for submission to Psychology and Marketing (ABDC-A).

  Gupta, Tanvi, Sekhri, Sukriti, and Garg, Swati, “How Brand Profanity Signals Indulgence in Individualist Cultures and Increases Brand Preference”, in preparation for submission to Journal of Marketing (ABDC-A*).

  Sekhri, Sukriti, and Vijayalakshmi, Akshaya, “Message Assertiveness and Influencers: “Must Try” an Employee or “Could Try” a Celebrity”, in preparation for submission to International Journal of Research in Marketing (ABDC-A*).

  Sekhri, Sukriti, and Kapoor, Ankur, “Meanings and Practices of Food-Enjoyment amongst Lower Income Group Consumers”, in preparation for submission to European Journal of Marketing (ABDC-A*).

  Kumbargeri, Amogh; Sekhri, Sukriti; and Nasa, Jayant “Activism as an Antecedent of Anthropomorphism: Brand Activism Leads to Brand Anthropomorphism and Consequent Positive Consumer Responses”, in preparation for submission to European Journal of Marketing (ABDC-A*).

  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”, Manuscript in development.

• Courses

  Marketing Management

  Consumer Behaviour

  Designing and Conducting Experiments

• Teaching interest

  Marketing Management, Consumer Behaviour, Advertising, Neuro-Consumer Behaviour

  Designing and Conducting Experiments, Behavioural Science Applications in Marketing

• Awards and honours

  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

• Reviewer experience

  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)

• Social impact

  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.

• Professional service

  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

• Professional memberships

  Association for Consumer Research (ACR)

  Consumer Culture Theory Consortium

• Contracts, grants and sponsored research

  Funded

  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).