Our Faculty

Education

• Research interests

  Research Domains:

  Consumer Behaviour: Language and marketing, consumer judgment and decision making, behavioural nudges, neuro-consumer behaviour

  Research Methods:

  Behavioural experiments, neuroscientific inquiry (EEG-based experimental design), qualitative methods

• Selected publications

  Practitioner Paper – Gupta, S. S., & Sharma, R. W. (2026). “Let it go!”: What brands should do to promote resale behaviour. Management Practice Insights (MPI). https://doi.org/10.59571/mpi.v4i1.1

  Sekhri, S., & Tripathi, S. (2026). “Heart it or cart it”: The mere placement effect and its impact on purchase likelihood. Journal of Retailing and Consumer Services. Elsevier. https://doi.org/10.1016/j.jretconser.2026.104821

  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.

• Conferences

  Paper: Humanizing purpose of activism: Brand activism leads to brand anthropomorphism.

  • Sekhri, S., Kumbargeri, A., and Nasa, J., “When Brands Take a Stand: How Brand Activism Leads to Brand Anthropomorphism.” Accepted for presentation at AMA Winter Academic Conference 2026. (February 13–15, 2026)
  • Sekhri, S., Kumbargeri, A., and Nasa, J., “Purpose to Person: How Brand Activism Leads to Brand Anthropomorphism”, ANZMAC conference, Sydney, Australia (December 1–3, 2025)
  • Sekhri, S., Kumbargeri, A., and Nasa, J., “Humanizing purpose of activism: Brand activism leads to brand anthropomorphism.” Association for Consumer Research (ACR) Annual Conference, Paris, France (September 26–28, 2024)
  • Kumbargeri, A., Sekhri, S., Nasa, J. (presenter), “You Think, Therefore You Are: Brand Activism Leads to Brand Anthropomorphism”, Society for Consumer Psychology (SCP) Annual Conference 2023, San Juan, Puerto Rico, (March 2–4, 2023)

  Paper: Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e-commerce retail?

  • Sekhri, S. and Mahadevan, D., “Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e–commerce retail?” IIM Ahmedabad IMRC 2025 conference, IIM Ahmedabad, Gujarat, India (December 5–7, 2025)
  • Mahadevan, D., and Sekhri, S., “Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e–commerce retail?” International Research Symposium for Service Management (IRSSM), Manipal, India (August 7–9, 2024)
  • Sekhri, S. and Mahadevan, D., “Free to fee: Can sustainable messaging cues influence consumers’ switching intentions in e–commerce retail?” 17th NASMEI Great Lakes International Marketing Conference, Chennai (December 18–19, 2023)

  Paper: Consumer psychology of brands, swearing by brands: Impact of euphemistic swearing on perceived hedonism and brand preference

  • Gupta, T. and Sekhri, S., “Consumer Psychology of Brands, Swearing by Brands: Impact of Euphemistic Swearing on Perceived Hedonism and Brand Preference”, SCP Boutique Conference 2024 – Leeds, England (Accepted for Presentation, 2024)
  • Gupta, T., Sekhri, S. (Presenter), and Garg, S. (2022). “What the Fork!” Minced–Oaths in Branding Increase Brand Preference”, IIM Calcutta – Stern NYU Marketing Conference (Online), (January 24–25, 2022)

  Paper: Feeling awe, choosing right: Awe leads to mindful consumer choices

  • Kumar, A., Kumbargeri, A., Pratap Jain, S., Sekhri, S., Chakarvarty, Y., Sahay, A., “Feeling Awe, Choosing Wise: The Mediating Role of Moral Elevation”, ANZMAC conference, Sydney, Australia (December 1–3, 2025)
  • Kumar, A., Kumbargeri, A., Pratap Jain, S., Sekhri, S., Chakarvarty, Y., Sahay, A., “Feeling Awe, Choosing Right: Awe Leads to Mindful Consumer Choices”, Association for Consumer Research (ACR) Conference, Seattle, USA (October 26–29, 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)

  Paper: The mere placement effect: Impact of cart versus wishlist on product perception and purchase behaviour

  • Sekhri, S. (Author and Presenter), Tripathi, S. (2022). “The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behaviour”, Association for Consumer Research (ACR) Conference, Denver, Colorado, USA, (October 20–22, 2022)
  • Sekhri, S. (Author and Presenter) and Tripathi, S., “My Bucket List: How Carts and Wishlists Affect Behaviour”, Great Lakes Institute of Management”. The 14th NASMEI International Marketing Conference, Chennai, (December 21–22, 2020)
  • Sekhri, S. (Author and Presenter) and Tripathi, S., Wishlist or Cart: Consumer Perception in Online Jewellery Retail, Gold and Gold Markets, 2020 – India Gold Policy Centre Conference, India Habitat Centre, New Delhi. (February 7–8, 2020)

  Paper: Meanings and practices of food-enjoyment amongst lower-income-group consumers

  • Sekhri, S. (Presenter), Kapoor, A. (2022). “Meanings and Practices of Food–Enjoyment amongst Lower–Income–Group Consumers”, Association for Consumer Research (ACR) Conference, Denver, Colorado, USA, (October 20–22, 2022)
  • Sekhri, S. (Presenter) and Kapoor, A., (2022). “Extending the Understanding of ‘Food–Enjoyment’: Exploring Meanings and Practices amongst Lower–Income–Group Consumers”, Consumer Culture Theory (CCT) 2022 Conference (Online), (June 30, 2022)
  • Kapoor, A., and Sekhri, S. (Author and Presenter), “Meanings and Practices of Food Enjoyment for Lower–Social–Class Consumers”. Consumer Culture Theory developmental workshop (IIM Ahmedabad), January 9, 2018

  Paper: How vague versus precise date in a pre-launch advertisement impacts temporal judgments and product evaluations.

  • Sekhri, S. (Author and Presenter) and Sahay, A, “The Dual Effect of ‘Coming Soon’: Balancing Excitement and Uncertainty in Pre–Launch Communication.” Accepted for presentation at AMA Winter Academic Conference 2026, Madrid (February 13–15, 2026)
  • Sekhri, S. (Author and Presenter) and Sahay, A, “How Vague versus Precise Date in a Pre–Launch Advertisement Impacts Temporal Judgments and Product Evaluations.” The 15th NASMEI International Marketing Conference (Online), Great Lakes Institute of Management, Chennai. (December 21–22, 2021)

  Vijayalakshmi, A. (Presenter) and Sekhri, S., “Consumer Responses to Men Defying Normative Expectations”, paper accepted at ACR Sao Paulo conference, (June 25–27, 2025)

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

  Sekhri, S. (Author and Presenter), Sahay, A., Chakravarty, Y., “Applying EEG on Choice Preference between Product Categories based on Temporal Framing”, Annual Conference of Association for Cognitive Science (ACCS), IIT Delhi. (December 1, 2022)

  Bhargava, P., Sekhri, S. (Author and Presenter), Vijayalakshmi, A., and Jain, S. P., “When Consumers Do Not Need Persuasion Knowledge: The Role of Dispositional Emotion Regulation”. The 12th NASMEI Conference, Great Lakes Institute of Management, Chennai. (December 20–21, 2018)

  Sud, K., and Sekhri, S., “Swimming Against the Current: A Case Analysis of Patanjali’s Iconoclast Positioning”, 6th PAN IIM Conference, IIM Bangalore, (December 13–15, 2018)

  Sekhri, S. (Author and Presenter), (2016). “The Role of Advertising in Decoding the Digital Consumer”, 5th Annual International Commerce Convention, Department of Commerce, Delhi School of Economics, University of Delhi, (November 4–5, 2016)

  Sekhri, S. (Author and Presenter), “Achieving Women Empowerment through Social Entrepreneurship and Corporate Social Responsibility.” National Seminar on Capacity Building among Women in India– Entrepreneurship and Estate, Centre for Gender Studies, National Law University Jodhpur. (October 2–3, 2015)

• Working papers

  Papers under review or in preparation for submission

  • 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*).
  • Gupta, Tanvi and Sekhri, Sukriti “How Euphemistic Brand Names Signal Indulgence in Individualist Cultures and Increases Brand Preference”, under R&R at Journal of Consumer Psychology (FT 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
  • 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?”

• Periodicals

  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.

• Featured in

  Regional ads take centre stage: Why brands are investing big in tier-II and III cities. Financial Express BrandWagon. October 2025.

  Consumer behaviour: From classroom concepts to real-world impact. August 2025.

  How can brands make icons out of the next generation of Indian cricketers? Social Samosa. July 2025.

  Verdict is clear: Mega merger unlikely to threaten WPP’s stupendous lead in India. FE Brandwagon. December 2024.

• Courses

  At post-graduate level:

  Marketing Management

  Consumer Behaviour

  Design Thinking

  Digital Markstrat Simulation

  At doctoral level:

  Designing and Conducting Experiments

  Seminar on Consumer Behaviour

• Awards and honours

  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

• MDPs/FDPs

  Conducted sessions on conducting Experiments as part of the Research Methods Collective initiative at SPJIMR, May – June 2026

  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.

  Open MDP, Impact Leadership: The Blueprint for High Performance Team (August 2025).

  Conducted a session on “Thinking for Impact: Leveraging Design Thinking in Leadership”, open MDP session (August 2025)

  State Bank of India, Leadership Development Programme -Batch 9 (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 experience

  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)

  Reviewer for Marketing Intelligence and Planning (ABDC-A)

• Social impact

  Co-organised 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, focusing on the SDGs and how to alleviate challenges in the K-West ward of Andheri. Projects ranged from healthcare, sanitation and education to waste disposal and upskilling and safety initiatives.

• Professional service

  Track Chair, Marketing track ( Sustainable Consumer Well-Being) for TaSIC 2026

  Conference Committee member for organising SPJIMR’s first edition of the Technology & Societal Impact Conference (TaSIC) 2025

  Guided multiple student internship projects, 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”, organised 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 panellist 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, organised 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.

  Organisation 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).