Akshaya Vijayalakshmi

PhD (Marketing), PGDM (Marketing Communications)

+91-79-7152 4895

Wing 10 E


At this point, I am not hiring interns for winter or summer projects. Thank you for your interest


On Gender Issues

  • Exploring the COVID-19 opportunity for domestic violence campaigns in WARC
  • Understanding the state of domestic workers because of the lockdown in Scroll.in
  • Impact of the covid-19 related lockdown on Domestic Violence (in The Hindu) and Domestic Workers (in the Scroll.in)
  • Articles on the #MeToo movement in EPW Engage and Pragati
  • On free rides to women in The Hindu




On Parents and Advertising targeted at children

  • Podcast on parental management of media and advertising.
  • Blog post on parental mediation in Iran in the Journal of Marketing Management blog site
  • Summary of few of my papers in the IIMA Faculty Newsletter




MBA: Psychology of Persuasion, Business Research Methods

PhD: Research Methods (Qualitative and Experimental)

Vlog made by Ameya Mittal, 2019 summer intern


Broadly: Marketing and Public Policy

Specifically: Impact of violence on marketplace interactions, Understanding and Response to Ads


  1. Vijayalakshmi, Akshaya, Jenny Lin and Russell N. Laczniak (2020), "Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation." Journal of advertising. (The first and second authors contributed equally).
  2. Lin, Jenny, Akshaya Vijayalakshmi, and Russell N. Laczniak (2019), "Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment." Frontiers in Psychology, 10: 2664. (The first and second authors contributed equally).
  3. Vijayalakshmi, Akshaya, Russell N. Laczniak and Deanne Brocato (2019), "Understanding Parental Mediation of Violent Television Commercials," Journal of Consumer Marketing.
  4. Melika Kordrostami, Akshaya Vijayalakshmi and Russell N. Laczniak (2018), "Children's Media Consumption: Parental Concerns and Parental Mediation in Iran and the US," Journal of Marketing Management, 34(9-10), 819-840.
  5. Vijayalakshmi, Akshaya, Meng-Hsien Lin and Russell N. Laczniak (2018), "Managing Children's Internet Advertising Experiences: Parental Preferences for Regulation," Journal of Consumer Affairs, 52(3), 595-622.
  6. Ateeque Shaikh, Dheeraj Sharma, Akshaya Vijayalakshmi, Rama Shankar Yadav, (2018) "Fairness in franchisor–franchisee relationship: an integrative perspective", Journal of Business & Industrial Marketing, 33(4), 550-562.
  7. Lin, Meng-Hsien, Jones, William J., and Akshaya Vijayalakshmi (2017) "A Teaching Innovation on Retail Environmental Design for Consumers with Disabilities," Journal for Advancement of Marketing Education, 25 (Spring), 1-7 (all the authors contributed equally).
  8. Vijayalakshmi, Akshaya, Meng-Hsien (Jenny) Lin, and Melika Kordrostami (2017) ,"11-W: The Impact of Perceived Temperature on Responses to PSA Ads ", in NA - Advances in Consumer Research, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, 45, 1064-1064.
  9. Brocato, Deanne, Melissa Bishop, and Akshaya Vijayalakshmi (2017), "The role of medium content and ad format congruity in influencing advertising outcomes," Journal of Marketing Communications, 23(4), 371-384.
  10. Muehling, Darrel, Akshaya Vijayalakshmi and Russell N. Laczniak (2017), "Individual Differences in Negative Information Processing: Tolerance of Negativity," Journal of Marketing Communications, 24(7), 703-719.
  11. Jones, William J., Akshaya Vijayalakshmi, and Jenny Lin (2016) "Instructing Students on the Use of Behavioral Assessment in Sales Hiring," Journal for Advancement of Marketing Education, 24(1), 29-35.
  12. Vijayalakshmi, Akshaya, Darrel Muehling, and Russell N. Laczniak (2015), "An Investigation of Consumers' Responses to Comparative "Attack" Ads," Journal of Promotion Management, 21(6), 760-775.
  13. Vijayalakshmi, Akshaya, Meng-Hsien (Jenny) Lin, and Melika Kordrostami (2015) ,"On Second Thought, It Is Not So Funny: Gender Differences in Emotional Reactivity and Emotional Regulation in Violent-Humorous Ads", in NA - Advances in Consumer Research, eds. Kristin Diehl  and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 43, 811-811.



  • Funding from the National Human Rights Commission to study Sexual Harassment of Low-Wage Workers at the Workplace
  • Funding from the Transformative Consumer Research study group to understand the role of media and mother's autonomy on children's educational expenditures
  • Several research and travel grants from affiliated institutes (Iowa State University, University of South Dakota and IIMA)


Staging Enabled