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Sumitava Mukherjee

Assistant Professor
PhD (IIT Gandhinagar)
Areas of interest
Judgment, Decision Making, Affective Valuation, Money

Sumitava Mukherjee is a behavioral and cognitive scientist interested in applications of cognition to furthering measurement of psychological processes with implications for management and social policy. He studies how humans make judgments and decisions about objects, people, experiences and possibilities. One of the current focus area is the psychology of gains and losses linked with affective valuation. The other interesting area on which he is keen to work on is in measuring affect (happiness) and well-being among citizens.

Sumitava has an interdisciplinary academic background and employs multiple research methods. His previous work has explored  the role of cognitive processes like attention in decision making. He has collaborated with faculty from multiple countries and is eager to discuss interesting  projects for advancing the understanding of how we think, form preferences and make decisions. Sumitava is a member of the Association for Psychological Sciences (APS), USA; National Academy of Psychology (NAOP), India and the Indian Science Congress.

Interested students can directly get in touch via email for possible internships or for joining academic programmes at the university (subject to admission process at Ahmedabad University). 


Previous positions:

  • 2016-2017: Faculty, Indian Institute of Management (IIM) Indore (Psychology)
  • 2014-2016: Independent Postdoc Fellow, Indian Institute of Management (IIM) Ahmedabad (Marketing)

The broad area of research is in judgment and decision making with methods from cognitive (neuro)psychology. Eventually, it will be interesting to see how one can model such cognitive processes and link it with happiness.

Current project: Magnitude dependent utility of snall gains and losses:

  • Valuation of small monetary gains and losses
  • Value function in Prospect Theory
  • Linking gains and losses with retrospection and prospection
  • Autonomic biological responses to gains and losses and its links with different construals of utility




  • Postdoctoral research grant for "How money influences experiences: The influence of price changes on affective valuation” by Department of Science and Technology, Government of India. 2014-2016.
  • Co-Investigator in “Influence of reference prices on purchase intentions and hedonic valuation of gold in India”, Grant by the Gold Policy Centre, IIM Ahmedabad supported by World Gold Council. 2015-2016.
  • Co-investigator in “A Cognitivist exploration of the concept of Privacy Behaviour and Experience”, Grant by Department of Science and Technology, Government of India. 2011-2014.


Visiting research student at University of New South Wales (UNSW), Sydney, Australia. Invited by Dr. Ben Newell, School of Psychology, UNSW, Sydney, Australia. Funded by School of Psychology, UNSW, Sydney and IIT Gandhinagar, India. (14 - 29 August 2012).


Bouwmeester, S., Verkoeijen, P. P. J. L., Aczel, B., …, Mukherjee, S., …, & Wollbrant, C. E. (2017). Registered Replication Report: Rand, Greene & Nowak (2012). Perspectives on Psychological Science.


Mukherjee, S., Sahay, A., Pammi, C.V.S., & Srinivasan, N. (2017). Is Loss-aversion magnitude dependent? Measuring prospective affective judgments regarding gains and losses. Judgment and Decision Making, 12(1), 81-89


Mehta, V., Mukherjee, S., & Manjaly, J.A. (2017). Can lighting influence self-disclosure? Frontiers in Psychology, 8:234. doi: 10.3389/fpsyg.2017.00234


Tybur, J.M., Inbar, Y., Aarøe, L., … Mukherjee, S., …Žeželjll, I. (2016).Parasite Stress and Pathogen Avoidance Relate to Distinct Dimensions of Political Ideology Across 30 Nations. Proceedings of the National Academy of Sciences, 113(44), 12408-12413


Mukherjee, S. (2016). Isn't it yet time for Indian government to have a behavioral science unit? Psychological Studies, 61(2), 91-95.


Mukherjee, S., & Sahay, A. (2016). Predicted satisfaction from simultaneous evaluation of prosocial and pro-self employee bonus schemes: Towards a new form of management strategy for corporate social spending.  Psychological Studies, 61(1), 48-54.


Sahay, A., Mukherjee, S. & Dewani, P. P. (2015). Price discount framings on product bundles with shipping surcharges in the Indian market: Examining the weighted-additive and reference-dependent models. Journal of Indian Business Research, 7(1), 4-20.


Mukherjee, S., Manjaly, J. A., & Kumar, N. (2015). Role of money in creative cognition. In J. A Manjaly & B. Indurkhya (Eds.) Cognition, Experience & Creativity. (pp. 231-243). New Delhi: Orient Blackswan.


Srinivasan, N. & Mukherjee, S. (2014). Even 'unconscious thought' is influenced by attentional mechanisms. Behavioral and Brain Sciences. 37(1), 40-41. (Commentary). doi:10.1017/S0140525X1300085X 


Mukherjee, S., Nargundkar, M., & Manjaly, J.A. (2014). Monetary primes increases differences in predicted life satisfaction between students at new and old Indian Institutes of Technology (IITs). Psychological studies, 59(2), 191-196.


Mukherjee, S., Srinivasan, N., & Manjaly, J.A. (2014). Global processing fosters donations toward charity appeals framed in an approach orientation. Cognitive Processing, 15(3), 391-396. doi:10.1007/s10339-014-0602-8


Mukherjee, S., Manjaly. J.A ., & Nargundkar, M. (2013). Money makes you reveal more: Consequences of monetary cues on preferential disclosure of personal information. Frontiers in Psychology 4:839. doi: 10.3389/fpsyg.2013.00839


Mukherjee, S. (2013). Concerns with attempts by neuroeconomics to answer the philosophical question ‘Is it rational to donate money for charity?'. Frontiers in Psychology 4:585. doi: 10.3389/fpsyg.2013.00585


Srinivasan, N., Mukherjee, S., Mishra, M. V., & Kesarwani, S. (2013). Evaluating the role of attention in the context of unconscious thought theory: Differential impact of attentional scope and load on preference and memory. Frontiers in Psychology 4:37. doi:10.3389/fpsyg.2013.00037


Mukherjee, S.  &  Srinivasan, N. (2013). Attention in preferential choice.  Progress in Brain Research, 202, 117-134.  doi:10.1016/B978-0-444-62604-2.00007-1


Srinivasan, N.&Mukherjee, S. (2010). Attribute preference and selection in multi-attribute decision making: Implications for unconscious and conscious thought. Consciousness and Cognition, 19,644 - 652.doi:10.1016/j.concog.2010.03.002


Manjaly, J. A.&Mukherjee, S.(2009). Cognitive Evolutionary Psychology: A prospective but temperate view. Sandhan: Journal of Centre for Studies in Civilizations, 9(2), 183-197.


Papers are available for reading at


Current courses at Ahmedabad University:

Semester course: Psychology (2017 


Previous courses:

  • Indian Institute of Management (IIM) Indore

Semester courses -  Psychology 1 (2016), Positive Psychology (2016), Psychology of Thinking and Decision Making (2016)


  • Indian Institute of Technology (IIT) Gandhinagar

Semester courses -  Behavioral Economics (2015), Consumer Decision Making (2015)


  • National Institute of Design (NID)

Short courses - Behavioral Economics, Research methods (2014)

Associate Editor, Frontiers in Psychology

Ad-hoc reviewer for journals including Business and Society (Sage), Asian Journal of Social psychology (Wiley), Cognitive Processing (Springer). Psychological Studies (Springer) and Association for Psychological Science (APS) Students’ Research Award 2012, 2013, 2014.

Web-admin, (2015-) and Executive committee member (2016-2018) for National Academy of Psychology (NAOP), India

Executive committee member for Cultural Evolution Society (started in 2016) supported by the John Templeton Foundation

Member, Senate for academic performance committee (SAPC) at Indian Institute of Technology Gandhinagar (2012-2013)