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PhD in Management, Marketing

Educational Background

  • Bachelor of Engineering in Electronics and Communications, Dharamsinh Desai University
  • Master of Business Administration in Marketing, Gujarat University

Reasons for Being at Laurier?

I found from web pages that Lazaridis School of Business and Economics has faculty with very diverse research background in marketing such as social media, evolutionary psychology, innovation, consumer psychology, behavioural decision theory, marketing strategy, services, branding, etc.

My research interest converged with the interests of some faculty members at Lazaridis School, especially with that of Dr. Tripat Gill. When I wrote to him with my resume and SOP regarding my interest in pursuing PhD, he was very encouraging and supportive. My communication with Dr. Gill, Dr. Zhenfeng Ma, and Dr. Kalyani Menon gave me an indication that the school has a very supportive and nurturing culture for aspiring students.

These are the reasons why I felt Wilfrid Laurier University would be a right place to pursue my doctoral studies.

Research Interests

My broad research interest is in application of the principles of evolutionary psychology to consumer behaviour

Specifically, I am interested in understanding how ultimate evolutionary motives drive status seeking behaviours, and how product preferences and choices are shaped by evolutionary motivations.

Using dominance-prestige account of rank attainment in evolutionary psychology, my research is focussed on how different routes to achieve status differentially affect consumer behaviour.

I am also interested in understanding the effect of psychological stress on processing of advertisement messages.

Career Goal

My career goal is to develop myself as an independent researcher. I would like to contribute theoretically and practically to the field of marketing. In the long run, I am very much interested in interdisciplinary research which lies at the cross section of evolutionary psychology, neuroscience, and consumer behaviour.  


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