Akshaya Vijayalakshmi is an Associate Professor of Marketing at the Indian Institute of Management Ahmedabad. Her expertise lies in understanding consumer psychology to create effective advertisements.
Her paper on understanding the impact of Internet ads on children in the Journal of Advertising won the best paper award in 2020. Her research findings are applicable to digital ads, influencer marketing and advertising regulations. Her research extends to teaching in the form of a course titled, Not for Sale: Psychology of Promotions.
In addition to advertising, Akshaya has a keen interest on the topic of gender in the workplace. She is a member of the gender centre. She has successfully led leadership programmes for women executives from different corporate houses. Akshaya has worked with the industry leaders (Rainmaker, WICCI) to develop surveys to understand the issues affecting women’s labour force participation.
Akshaya’s work has been covered in national and local papers in India. She has also written widely for various English media in India.
Primary Area : Marketing
Email : email@example.com
Phone : +91-79-7152 4895
Secretary : Vanitha Mudaliar
Phone : +91-79-7152 7912
Winner of the Teaching Excellence Award (2016) at Iowa State University
Topics: Advertising, Influencer Marketing, Market Research
Not for Sale: Psychology of Promotions
Business Research Methods
Learning by doing Experiments
Leadership Programme for Women
SUGAR Cosmetics: Employee Influencers and Channel Conflict
Case widely covered in the media including the Mint and Economic Times.
What’s in a Name? That we call Fair by any other name will sell as well? (A case on Fair and Handsome’s Name Conundrum).
Broadly: Marketing and Public Policy
Specifically: Impact of violence on marketplace interactions, Understanding and Response to Ads
2020 - Best paper award for "Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation." Published in the Journal of advertising