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
Marketing
Sukriti Sekhri is an Assistant Professor of Marketing at S. P. Jain Institute of Management and Research and has a Ph.D. in Marketing from the Indian Institute of Management Ahmedabad. Her current research focuses on how language in advertising and brand communications impacts consumer behaviour.
Sukriti’s core research interests are in the areas of consumer judgment and decision-making, the intersection of linguistics and marketing, and neuro-consumer behaviour. Her research work has been selected for peer-reviewed international conferences (ACR, SCP, CCT, NASMEI) and is being targeted for publication in leading journals in the field.
Ph.D. in Marketing, 2022
M.Com. (Specialization: Marketing), Department of Commerce, 2017
B.Com. (Hons.), 2015
Sardar Patel Vidyalaya, New Delhi, 2012
Consumer Psychology: Judgment and Decision Making, Linguistics and Marketing, Neuro-Consumer Behaviour
Behavioural Experiments, Neuroscientific inquiry (EEG-based experimental design), Qualitative methods
Sekhri, Sukriti, & Tripathi, Sanjeev (forthcoming). “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, & Kapoor, Ankur (forthcoming). “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, & 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; Sekhri, Sukriti; and Nasa, Jayant, “You Think, Therefore You Are”: Brand Activism Leads to Brand Anthropomorphism, Accepted competitive paper at the Society for Consumer Psychology (SCP) Annual Conference 2023 (San Juan, Puerto Rico), 2nd – 4th March (forthcoming) 2023
Sekhri, Sukriti; Sahay, Arvind; and Chakarvarty, Yash “Applying EEG on Choice Preference between Product Categories based on Temporal Framing”, Accepted poster presentation at the Annual Conference of Association for Cognitive Science (ACCS) (IIT Delhi), 8th – 10th December 2022
Sekhri, Sukriti & Tripathi, Sanjeev* (2022). The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behavior. Association for Consumer Research (ACR) Conference (Denver, Colorado, USA), 20th – 22nd October 2022
Sekhri, Sukriti & Kapoor, Ankur (2022). Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers. Association for Consumer Research (ACR) Conference (Denver, Colorado, USA), 20th – 22nd October 2022
Sekhri, Sukriti* & Kapoor, Ankur (2022). Extending the Understanding of ‘Food-Enjoyment’: Exploring Meanings and Practices amongst Lower-Income-Group Consumers (Working Paper). Consumer Culture Theory (CCT) 2022 Conference (Online), 30th June 2022
Gupta, Tanvi, Sekhri, Sukriti*, & Garg, Swati (2022). “What the Fork!” Minced-Oaths in Branding Increase Brand Preference. IIM Calcutta – Stern NYU Marketing Conference (Online), 24th – 25th January 2022
Sekhri, Sukriti* & Sahay, Arvind (2021). How Vague versus Precise Date in a Pre-Launch Advertisement Impacts Temporal Judgments and Product Evaluations. The 15th NASMEI International Marketing Conference (Online), 21st -22nd December 2021
Sekhri, Sukriti* & Tripathi, Sanjeev (2020). My Bucket List: How Carts and Wishlists Affect Behaviour. The 14th NASMEI International Marketing Conference (Great Lakes Institute of Management, Chennai), 21st – 22nd December 2020
Sekhri, Sukriti* & Tripathi, Sanjeev (2020). Wishlist or Cart: Consumer Perception in Online Jewellery Retail. Gold and Gold Markets, 2020 – India Gold Policy Centre Conference (India Habitat Centre, New Delhi) 7th -8th February 2020
Bhargava, Puneet*, Sekhri, Sukriti*, Vijayalakshmi, Akshaya, and Jain, Shailendra Pratap (2018). When Consumers Do Not Need Persuasion Knowledge: The Role of Dispositional Emotion Regulation. The 12th NASMEI Conference (Great Lakes Institute of Management, Chennai), 20th – 21st December 2018
Sud, Kashika*, & Sekhri, Sukriti (2018). Swimming Against the Current: A Case Analysis of Patanjali’s Iconoclast Positioning. 6th PAN IIM Conference (IIM Bangalore), 13th – 15th December 2018
Kapoor, Ankur, & Sekhri, Sukriti* (2018). Meanings and Practices of Food Enjoyment for Lower-Social-Class Consumers. Consumer Culture Theory workshop (IIM Ahmedabad), 9th January 2018
Sekhri, Sukriti* (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), 4th – 5th November, 2016
Sekhri, Sukriti* (2015). Achieving Women Empowerment through Social Entrepreneurship and Corporate Social Responsibility. National Seminar on Capacity Building among Women in India- Entrepreneurship & Estate (Centre for Gender Studies, National Law University Jodhpur), 2nd – 3rd October, 2015
Sekhri, Sukriti, & 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 & Marketing (ABDC-A)
Gupta, Tanvi, Sekhri, Sukriti, & 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, & 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, & 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
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
Featured in the Limca Book of Records, 2016 (Literature) for India’s first book barter initiative; News Coverage: Indian Express, Hindustan Times
Featured Op-Ed article: Strategies to prevent Rainbow Washing
Reviewer for Vikalpa: The Journal for Decision Makers, IIM Ahmedabad
Marketing Management, Consumer Behaviour, Advertising, Neuro-Consumer Behaviour
Designing and Conducting Experiments, Behavioural Science Applications in Marketing
Invited as panelist to discuss networking in academia and academic conferences, for doctoral students at IIM Ahmedabad, 4th September 2022
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, 28th July 2022
Dissemination of research skills via LinkedIn and YouTube
Conducted Research & Publications Doctoral Students Workshop on “How to become a ‘Prolific’ researcher: A guide to tools for online data collection”, IIM Ahmedabad, 26th October 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