I am a Doctoral Candidate in the area of Marketing at Indian Institute of Management Ahmedabad. My core research focus is to examine how language in Marketing and Advertising impacts consumer behaviour. I am also interested in the domains of e-retailing, social media marketing, food well-being and consumption enjoyment.

I primarily work with experimental methods to investigate how consumers make decisions and to examine their underlying psychological mechanisms. I am also trained in qualitative methodology, particularly in-depth interviews. 
 

Educational Qualifications
- Doctor of Philosophy (PhD) in Marketing, Indian Institute of Management, Ahmedabad, Pursuing
- 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

Research Interests: Linguistics and Marketing, Consumer psychology, E-Retailing, Food well-being, Neuro-consumer behaviour
 
Academic Achievements and Awards
- Winner of the Raj Sethuraman Research Grant towards doctoral research work, 15th North American Society for Marketing Education in India (NASMEI), 2021
- Successfully defended thesis proposal titled “Gaining Clarity on Ambiguity: Impact of Advertisement Language on Consumers”, IIM Ahmedabad, 2020
- Cleared Marketing Area Comprehensive Examination (1st attempt), IIM Ahmedabad, 2019
- 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)
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.

Sekhri, S.* & Sahay, A. (2021). How Vague versus Precise Date in a Pre-Launch Advertisement Impacts Temporal Judgments and Product Evaluations. In The 15th NASMEI International Marketing Conference, December, 2021.

Sekhri, S.*, & Tripathi, S. (2020). My Bucket List: How Carts and Wishlists Affect Behaviour. In The 14th NASMEI International Marketing Conference. 21-22 December, 2020, Great Lakes, Chennai.

Sekhri, S.*, Tripathi, S. (2020). Wishlist or Cart: Consumer Perception in Online Jewellery Retail. In Gold and Gold Markets, 2020 – India Gold Policy Centre Conference. 7th and 8th February 2020, IHC, New Delhi.

Bhargava, P.*, Sekhri, S.*, Vijayalakshmi, A., & Jain, S. P. (2018). When Consumers Do Not Need Persuasion Knowledge: The Role of Dispositional Emotion Regulation. In The 12th NASMEI Conference. (Great Lakes, Chennai) 20 and 21 December, 2018.

Sud, K.*, & Sekhri, S. (2018). Swimming Against the Current: A Case Analysis of Patanjali’s Iconoclast Positioning. In 6th PAN IIM Conference, IIM Bangalore.

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.

Sekhri, S.* (2016). The Role of Advertising in Decoding the Digital Consumer. 5th Annual  International Commerce Convention. New Delhi:Department of Commerce, Delhi School of Economics, University of Delhi.

Sekhri, S.* (2015). Achieving Women Empowerment through Social Entrepreneurship and Corporate Social Responsibility. National Seminar on Capacity Building among Women in India- Entrepreneurship &Estate. Jodhpur: Centre for Gender Studies, National Law University Jodhpur.

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

Presentation on “How to Begin and Build a Brand Online: Insights from my Insta Experience” at National Institute of Design, Gandhinagar, 21st August, 2020

Talk on insights from my micro-influencer experience in food blogging, to MBA students in “Psychology of Promotions” class, IIM Ahmedabad, 18th August, 2020
 

Teaching Experience 
- Invited as visiting faculty for two consecutive years (2020, 2021) to teach Marketing Management to a batch of 100 post-graduate students at National   Institute of Design (NID) Gandhinagar.
- 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.

 Working Papers
- Sekhri, S., & Tripathi, S. My Bucket List: How Carts and Wishlists Affect Behaviour. Working paper.
- Sekhri, S. & Kapoor, A. Meanings and Practices of Food-Enjoyment for Lower-Income-Group Consumers. Working paper.
- Gupta, T., Sekhri, S., & Garg, S. Minced Oaths in Advertising: Effects of Brand Swearing. Working paper.

Professional Development
Active participant in the following:
- Seminar in Behavioural Research (Branding) by Prof. Rajeev Batra, at IIM Ahmedabad, Jan-Feb 2022
- Doctoral workshop on Consumer Behaviour (Organizers: Prof. Shailendra Jain and Prof. Aparna Labroo) at The 14th NASMEI International Marketing Conference, 18th-20th December, 2020
- 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 
 

Courses studied
Core Marketing: Behavioural science applications in marketing; Marketing theory; Marketing management; Mental accounting, pricing and neuromarketing; Marketing strategy; Psychology of advertising; Neuro-consumer behaviour

Research methods trained in: Experimental methods, Statistics and applied quantitative methods, Qualitative research methods, Mixed methods research, Structural equation modelling 
 

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

 Hobbies and Interests
- Literature, Theatre, Cooking, Singing, Dance, Food blogging, YouTube cooking tutorials
- 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

LinkedIn: Sukriti SekhriEmail: phd17sukritis@iima.ac.in