EDUCATION
- Doctor of Philosophy (PhD) in Marketing, Indian Institute of Management, Ahmedabad, October, 2022 (Expected)
- Master of Commerce (M.Com.), specialization in Marketing, Department of Commerce, Delhi School of Economics, University of Delhi, 2017
- Bachelor of Commerce, Honours (B.Com. Hons.), Shri Ram College of Commerce, University of Delhi, 2015
- AISSCE (Commerce), Class XII, Sardar Patel Vidyalaya, New Delhi, Rank 2 with 96.75%
- AISSE, Class X, Sardar Patel Vidyalaya, New Delhi, Rank 1, with CGPA 10/10
DISSERTATION
This dissertation examines the impact of vague versus precise temporal framing on temporal judgment and consumer behaviour. The first essay utilizes five behavioural experiments and one neuroscience-based study to demonstrate how framing time-related information as vague (“coming soon”) versus precise (“coming this week”) affects consumers’ construal mindset, perceived temporal distance, and product preferences. The second essay focusses on pre-launch advertisements, and through findings from six behavioural experiments, shows how vague versus precise launch date information can impact temporal judgments and purchase behaviour, the underlying process, and boundary conditions. This work substantively contributes to theory and managerial practice.
Thesis Advisory Committee:
PhD Advisor: Professor Arvind Sahay, Marketing and International Business, IIM Ahmedabad
Thesis Committee Members: Professor Subhadip Roy, Marketing Area, IIM Ahmedabad
RESEARCH INTERESTS
Consumer Psychology, Judgment and Decision Making, Linguistics and Marketing, Neuro-Consumer Behaviour
RESEARCH EXPERIENCE
1. Sekhri, Sukriti, & Tripathi, Sanjeev (forthcoming). The Mere Placement Effect: Impact of Cart versus Wishlist Placement on Product Perception and Purchase Behavior. Advances in Consumer Research Volume 50, Denver, Colorado: Association for Consumer Research (ABDC-B)
2. Sekhri, Sukriti, & Kapoor, Ankur (2022). Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers. Advances in Consumer Research Volume 50, Denver, Colorado: Association for Consumer Research (ABDC-B)
MANUSCRIPTS UNDER REVIEW
1. 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 PhD dissertation and job market paper, under review at International Journal of Research in Marketing (ABDC-A*)
- Awarded Raj Sethuraman Research Grant, NASMEI, 2021
- Presented at the 15th NASMEI International Marketing Conference (Online), December, 2021, Great Lakes, Chennai
2. Sekhri, Sukriti, & Tripathi, Sanjeev, “‘Heart it or Cart it’: How Mere Placement in Cart or Wishlist impacts Product Perception and Purchase Behaviour”, Comprehensive examination paper, under review at Journal of Consumer Behaviour (ABDC-A)
- Accepted competitive paper at the Association for Consumer Research (ACR) Conference, to be held at Denver, Colorado, USA, 2022
- Presented working paper at the 14th NASMEI International Marketing Conference (Online), 21-22 December, 2020, Great Lakes, Chennai
- Presented working paper at the Gold and Gold Markets, 2020 – India Gold Policy Centre Conference, 7th and 8th February, 2020, India Habitat Centre, New Delhi
MANUSCRIPTS IN PREPARATION
3. 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*)
- Accepted for presentation at the IIM Calcutta – Stern NYU Marketing Conference (Online), 24th-25th January, 2022.
4. Sekhri, Sukriti, & Vijayalakshmi, Akshaya, “Message Assertiveness and Influencers: “Must Try” an Employee or “Could Try” a Celebrity”, in preparation for submission to Journal of Advertising (ABDC-A)
5. 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)
- Accepted competitive paper at the Association for Consumer Research (ACR) Conference, to be held at Denver, Colorado, USA, October 2022
- Working paper accepted for presentation at the Consumer Culture Theory Conference (Online), June 30th, 2022
- Presented working paper at the Consumer Culture Theory Workshop conducted by Prof. Eric Arnould and Prof. Soren Askegaard, IIM Ahmedabad, 9th January, 2018
ONGOING RESEARCH PROJECTS
6. Kumbargeri, Amogh; Sekhri, Sukriti; and Nasa, Jayant “Activism as an Antecedent of Anthropomorphism: Brand Activism Leads to Brand Anthropomorphism and Consequent Positive Consumer Responses”, Data collection ongoing
7. Sekhri, Sukriti; Sahay, Arvind; and Chakarvarty, Yash “The Impact of Vague versus Precise Temporal Framing on Purchase Intentions of Hedonic vs. Utilitarian Products: An Event-Related Potential Study”, Writing stage
- Cleared NET-JRF examination in Commerce (1st attempt), January 2017
- GMAT test score 750/800 (98th percentile), 2016
CONFERENCE PRESENTATIONS AND INVITED TALKS (* indicates presenter)
Sekhri, S. & Tripathi, S. (2022). The Mere Placement Effect: Impact of Cart versus Wishlist on Product Perception and Purchase Behavior (Competitive Paper). Association for Consumer Research (ACR) Conference (Denver, Colorado, USA), 20-22 October (forthcoming), 2022.
Sekhri, S. & Kapoor, A. (2022). Meanings and Practices of Food-Enjoyment amongst Lower-Income-Group Consumers (Competitive Paper). Association for Consumer Research (ACR) Conference (Denver, Colorado, USA), 20-22 October (forthcoming), 2022.
Sekhri, S.* & Kapoor, A. (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), 30 June, 2022.
Gupta, T., Sekhri, S.*, & Garg, S. (2022). "What the Fork!" Minced-oaths in Branding Increase Brand Preference. In IIM Calcutta - Stern NYU Marketing Conference, 24-25 January, 2022.
Kapoor, A., Sekhri, S.* (2018). Meanings and Practices of Food Enjoyment for Lower-Social-Class Consumers. In the Consumer Culture Theory workshop, IIM Ahmedabad, January, 2018.
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
TEACHING EXPERIENCE
- Invited as visiting faculty for three consecutive years (2020, 2021, 2022) to teach Marketing Management to a batch of 100 post-graduate students at The National Institute of Design (NID) Gandhinagar, Gujarat.
- Teaching assistant for the MBA 2nd year course titled “Not for Sale: Psychology of Promotions”, July-September, 2020.
- Teaching assistant for the MBA executive education course titled “Neuro-Consumer Behaviour”, February-March, 2021.
ACADEMIC SERVICE
- Conducted a hybrid (online + offline) session on Designing and Conducting Experiments, attended by 50 PhD and research scholars at IIM Ahmedabad, organized by the PhD Placement Committee, IIM Ahmedabad, 28th July, 2022
- Dissemination of research skills via LinkedIn and YouTube, 2022 onwards
- Reviewer, Vikalpa: The Journal for Decision Makers, July-August, 2022
- 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.
- PhD Student Representative, IIM Ahmedabad, 2018-19
- Organization team member, Association for Consumer Research (ACR) – Asia Pacific Conference held at IIM Ahmedabad, January 2019
PROFESSIONAL DEVELOPMENT
- Seminar in Behavioural Research (Branding) by Prof. Rajeev Batra, at IIM Ahmedabad, Jan-Feb 2022
- Workshop on “Publishing Your Research: Understanding the Structure and the Process That Lead to Successful Papers” by Prof. Bradley Hughes, Director Emeritus, The Writing Center, The University of Wisconsin-Madison, USA, 2nd-6th November, 2020
- Writing workshop “Improving Style in Your Research Writing”, by Prof. Bradley Hughes, 9th-13th November, 2020
- ISB-JM Research Development Workshop, held at Indian School of Business, Hyderabad, 11th-12th Jan, 2020
- Seminar on “An Introduction to Neuro Physiological Methods and Tools” by Prof. Ankur Kapoor, at IIM Ahmedabad, June 2019
- Seminar in Behavioural Research (Advertising) by Prof. Rajeev Batra, at IIM Ahmedabad, Jan 2019
- Academic Writing and Publishing Workshop by Prof. Klaus Uhlenbruck, Associate Dean, College of Business, University of Montana at IIM Ahmedabad, February 2018
- Consumer Culture Theory and Qualitative Research Methods workshop by Prof. Eric Arnould and Prof. Soren Askegaard, at IIM Ahmedabad, January 2018
SELECTED DOCTORAL COURSES
Core Marketing: Behavioural science applications in marketing; Marketing theory; Marketing management; Mental accounting, pricing and neuromarketing; Marketing strategy; Psychology of advertising; Neuro-consumer behaviour
POSITIONS OF RESPONSIBILITY
- Organization team member, Association for Consumer Research (ACR) – Asia Pacific Conference held at IIM Ahmedabad, January 2019
- PhD Representative, IIM Ahmedabad, 2018-19
- Placement Committee member, IIM Ahmedabad, 2017-18
- Residential Dorm Representative, IIM Ahmedabad, 2017-18
- President, The Book Club, Shri Ram College of Commerce, 2013 – 2015
- Featured in the Limca Book of Records, 2016 (Literature) for India’s first ‘Book Barter’ initiative
