About:

I am an Assistant Professor of Marketing at the University of Utah. Previously I was an Assistant Professor of Marketing, at University of Kansas. I have a Ph.D. in Marketing from the University of South Carolina and, an MBA (Marketing and Finance) and BS (Math) from India. My research centers on how preferences are constructed and how decision-making processes unfold under contextual influences on behavioral decision-making; how financial psychology influences the way preferences are constructed in economic contexts, and the transformative role of artificial intelligence (AI) in digitally mediated preference construction.

My research has appeared in numerous leading journals of marketing, and psychology such as the Journal of Marketing Research, Journal of Consumer Research, Journal of Academy of Marketing Science, Organizational Behavior and Human Decision Processes, Production and Operations Management, Psychological Science, Journal of Personality and Social Psychology, American Psychologist etc. My work has been featured in a variety of media outlets such as MSNBC, TIME, The New York Times, Chicago Tribune etc.

I have taught at all levels of business school (undergraduate, MBA and Ph.D.). The classes I have taught over the years are:

Text Analytics, Marketing Research, Marketing Management, Pricing, Judgment & Decision-making