Research Interests: Joint Consumption Decisions, Attachment Theory, Power, Awe
Professor Atul Kumar is a PhD in Marketing from the Indian Institute of Management, Ahmedabad. He has done MBA, with marketing specialisation, from SIBM Pune and BTech in Computer Science from Cochin University of Science and Technology. His professional experience includes working at Accenture Services Private Limited and ICICI Prudential Life Insurance Company Limited.
Professor Kumar is interested in exploring the psychological, sociological, and cultural factors which influence consumers’ decision making, their lifestyles, and their overall well-being. For this, he uses experimental design, meta-analysis, and ethnography as methodologies. Substantive areas of his research are awe, mindfulness, healthy eating, well-being, joint consumption decisions, willingness to pay, emotions, ethical decisions, brand relationships, and consumer cultures. Professor Kumar will be joining as Assistant Professor in the Amrut Mody School of Management.