Phone: +91-79-6632 4895

Wing 10 E


I am only looking for an intern who is good at shooting and editing small films. If you have the required skills, please e-mail me with samples of your work.

Akshaya Vijayalakshmi

Educational Qualifications

Iowa State University, Ames, USA
Doctor of Philosophy, 2015 
MICA, Ahmedabad, India
Post Graduate Diploma in Management- Communications, 2009
Birla Institute of Technology and Science, Pilani, India
M Sc. (Hons.), 2007
Biological Sciences


On Gender Issues


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


By students

  • PromotionFundae: A Twitter account on Promotions Stategy handled by a group of 2017-19 ePGP batch students
  • Vlog made by Ameya Mittal, 2019 summer intern
  • News article on sensory marketing with Nitisha Tomar, 2014-16 IIMA alum


MBA: Promotions Sratetgy, Research Methods

PhD: Research Methods


Broadly: Marketing and Public Policy

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


  1. Vijayalakshmi, Akshaya, Russell N. Laczniak and Deanne Brocato (2019), "Understanding Parental Mediation of Violent Television Commercials," Journal of Consumer Marketing.
  2. 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.
  3. 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.
  4. 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.
  5. 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).
  6. 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.
  7. 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.
  8. 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.
  9. 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.
  10. 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.
  11. 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