Sudipta Mandal
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Sudipta Mandal is a Ph.D. (Marketing) from IIM Ahmedabad. He is primarily interested in research concerning consumer behaviour, consumer psychology, and consumer decision-making. He applies theories in consumer behaviour and consumer psychology, such as construal level theory, implicit theories, processing fluency, and regulatory fit, in domains such as memory, behavioural pricing, affect, metacognition, advertising, brand communications, social media, judgment and decision making. His research has been published in the ACR North American Advances and the Journal of International Business Education. Some of his other research works have been invited for revision and resubmission in the Journal of Consumer Research and the Journal of the Academy of Marketing Science. He completed his graduation from Karnatak University with a Bachelor of Engineering in Electronics and Communications, and earned his MBA from the SAÏD Business School at the University of Oxford, UK. Sudipta served in the corporate sector for close to 12 years before joining the Fellow Programme in Management at IIM Ahmedabad. He had worked as an information technology consultant with Tata Consultancy Services and Cognizant Technology Solutions, and as a management consultant with PricewaterhouseCoopers India Ltd. before joining the doctoral programme in Marketing at IIM Ahmedabad.
JOURNAL PUBLICATIONS
Sudipta Mandal, Arvind Sahay, and Sanjeev Tripathi (2018), ““Yes, I Can” or “No, I Can’t” – Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations”, in NA – Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Dallas, TX : Association for Consumer Research. (Forthcoming) (ABDC Rating – B)
Tripathi, Sanjeev and Sudipta Mandal (2017 Special Issue), “An Experiential Approach to Transcending Cross-Cultural Boundaries,” Journal of International Business Education, 12, 35-48. (ABDC Rating – B)
MANUSCRIPTS INVITED FOR REVISION AND RESUBMISSION
Mandal, Sudipta, Arvind Sahay, and Sanjeev Tripathi, ““Yes, I can” or “No, I can’t” – Effect of Extraneous Affirmation-Evoking and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations” – invited for first round revision and resubmission, Journal of Consumer Research (second of the two essays of my dissertation) (ABDC Rating – A*).
Mandal, Sudipta, Arvind Sahay, Adrian Terron, and Kavita Mahto, “Exploring the Role of Consumer Mindsets in Word of Mouth Intentions and Dual Brand Personalities” – invited for first round revision and resubmission, Journal of the Academy of Marketing Science (ABDC Rating – A*).
MANUSCRIPTS UNDER REVIEW
Mandal, Sudipta, and Sanjeev Tripathi, “Does a cognitively disfluent stimulus always induce abstract construal? Probably Not – The case of Partitioned Prices” – currently under review in Psychological Science (ABDC Rating – A*).
MANUSCRIPTS READY FOR SUBMISSION / TO BE SUBMITTED SHORTLY
Mandal, Sudipta, Arvind Sahay, and Sanjeev Tripathi, “How and Why Brand Attribute Negation (vs. Affirmation) Impacts Brand Recall Memory: The Role of Behavioral Mindsets” – manuscript currently in preparation for submission to the Journal of Marketing Research (first of the two essays of my dissertation) (ABDC Rating – A*).
RESEARCH IN PROGRESS
Mandal, Sudipta, “Oh! How much I’ve changed! – Autobiographical Memories and Brand Choice” – research design in progress, target: Journal of Consumer Psychology (ABDC Rating – A*).
Kumbargeri, Amogh, Sudipta Mandal, and Arvind Sahay, “The Differential Impact of Different Media Contents on Advertising Effectiveness – Neural Correlates of Consumer Behaviour” – research design in progress, target: Journal of Consumer Research (ABDC Rating – A*).
CONFERENCE PARTICIPATION (*denotes presenter)
Mandal, Sudipta*, Arvind Sahay, and Sanjeev Tripathi (2018), ““Yes, I can” or “No, I can’t” – Effect of Extraneous Affirmation-Evoking and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations,” presentation at the Association for Consumer Research Conference 2018 (ACR 2018), Dallas, Texas, USA, 11th October – 14th October, 2018.
Mandal, Sudipta*, Arvind Sahay, and Sanjeev Tripathi (2018), ““Yes, I can” or “No, I can’t” – Effect of Extraneous Affirmation-Evoking and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations,” presentation at the 47th European Marketing Academy Annual Conference 2018 (EMAC 2018), University of Strathclyde, Glasgow, UK, 29th May – 1st June, 2018.
Mandal, Sudipta*, Arvind Sahay, and Sanjeev Tripathi (2018), ““Yes, I can” or “No, I can’t” – Effect of Extraneous Affirmation-Evoking and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations,” presentation at the Journal of the Academy of Marketing Science, India Conference, 26th April – 28th April, 2018.
Mandal, Sudipta*, Arvind Sahay, Adrian Terron, and Kavita Mahto (2018), “Word of Mouth Behaviour and Brand Advocacy – An Implicit Theory Perspective: Evidence from the Indian Subcontinent” presentation at the Journal of the Academy of Marketing Science, India Conference, 26th April – 28th April, 2018.
Mandal, Sudipta*, Arvind Sahay, and Sanjeev Tripathi (2017), ““Yes, I can” or “No, I can’t” – Effect of Extraneous Affirmation-Evoking and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations,” presentation at the 5th Biennial Conference of the Indian Academy of Management (INDAM), Indian Institute of Management, Indore, India, 18th December – 20th December, 2017.
PROFESSIONAL AFFILIATIONS
– European Marketing Academy (EMAC)
– Association for Consumer Research (ACR)