Browsing by Author "Vijayalakshmi, Akshaya"
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3J the bright side of darkness: the effect of ambient lighting on information search behavior
Tomar, Nitisha; Vijayalakshmi, Akshaya (Advances in Consumer Research, 2019)Using data from a field study and an M-Turk experiment, we examine how ambient lighting affects preference for information search. Ambient darkness likely activates the concept of uncertainty (‘being in the dark’) that is ... -
Children’s media socialisation: parental concerns and mediation in Ira
Vijayalakshmi, Akshaya; Kordrostami, Melika; Laczniak, Russell N. (Taylor & Francis, 2018)Children’s media socialisation, parental concerns, and mediation styles have been studied mainly in the US and Europe. The present research aims to extend media socialisation theory by investigating children’s media ... -
Comparative study of promotional activities of men’s and women’s sports in India
Varshney, Shubham; Singh, Himanshu; Sagar, Gaurav (Indian Institute of Management Ahmedabad, 2017)Calling cricket as the third dominant religion in India, after Hinduism and Islam, would not be entirely incorrect. Such is the status it has gained in our country, over the years. Even though the national sport is hockey, ... -
Domestic workers and sexual harassment in India: examining preferred response strategies
Vijayalakshmi, Akshaya; Dev, Pritha; Kulkarni, Vaibhavi (Elsevier, 2022-03-30)The purpose of this research is to understand how women working as domestic workers, who are part of the informal sector, are likely to respond to sexual harassment incidents. Unlike the organized sector, women in informal ... -
Essays on consumers’ responses to retail promotions
Kumari, Rashmi (Indian Institute of Management Ahmedabad, 2021-09-24)How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, ... -
Evaluating adolescents’ responses to internet ads: role of ad skepticism, internet literacy, and parental mediation
Vijayalakshmi, Akshaya; Lin, Meng-Hsien Jenny; Laczniak, Russell N (Journal of Advertising, 2020-06-30)In this article, we first compare adolescents’ responses to two formats (easily recognizable versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism are necessary for adolescents to ... -
Evaluating effects of traditional and nontraditional advertisements on children
Raghuvanshi, Sukrit Singh; Sugla, Tanvi (Indian Institute of Management Ahmedabad, 2017)Cognitive development is defined as a child’s capabilities in terms of information processing, conceptual resources, and other aspects of brain development. Cognitive defences are a subset of cognitive development, which ... -
Fairness in franchisor–franchisee relationship: an integrative perspective
Vijayalakshmi, Akshaya; Shaikh, Ateeque; Sharma, Dheeraj; Yadav, Rama Shankar (Emerald, 2018)Purpose – This paper aims to elucidate and extend the concept of power and fairness in the context of franchisor–franchisee relationship. Design/methodology/approach – On the basis of Dul and Hak’s (2007) recommendations, ... -
Food tech industry: a comprehensive demand-side and supply-side analysis
Sanwaria, Abhishek; Kedia, Nikhil (Indian Institute of Management Ahmedabad, 2020)India’s Food Tech Industry is pegged to reach $ 8 billion in a couple of year by a BCG Report. There are several players that are a part of this ecosystem – The aggregators like Swiggy and Zomato, the cloud kitchen players ... -
Green consumption behavior in Indian cosmetics industry
Vyshnavi, Vaddi Veda; Avinash, Vankodoth (Indian Institute of Management Ahmedabad, 2020)Degradation of environmental quality has been a global issue since a decade. Since then, the push for products and services that cause minimal effects to the ecosystems by both consumers and government has been on rise. ... -
Impact of advertisements on gender bias
Manasi, Susarla; Singh, Vamika (Indian Institute of Management Ahmedabad, 2020)This project was aimed at understanding the impact of advertisements on the implicit associations made by people regarding gender roles. With a deep interest in the socio-cultural context that we operate in, we thought of ... -
The impact of perceived temperature on responses to Psa Ads
Vijayalakshmi, Akshaya; Lin, Meng-Hsien; Kordrostami, Melika (Association for Consumer Research, 2017)This working paper finds that the affiliative sensations triggered through priming of warm/cold touch can increase the effectiveness of public service announcement (PSA) by increasing empathy, threat perceptions and donations ... -
Impact of women-related CSR initiatives on the consumer perception and brand reputation of the company
Patil, Shirin Sachin (Indian Institute of Management Ahmedabad, 2020)This project analyses the effect of women-related CSR initiatives on the consumer perception and brand reputation of the company. Different domains of CSR, shape the brand perceptions of the consumers differently. In order ... -
Individual choice decisions for joint consumption in close relationships: the roles of attachment security and relationship power
Kumar, Atul (Indian Institute of Management Ahmedabad, 2021-07-30)Consumers are part of multiple relationships which directly or indirectly influence their consumption decisions. We examine a set of consumer decisions in close relationships where they face the conflict of choosing ... -
Managing children's internet advertising experiences: parental preferences for regulation
Vijayalakshmi, Akshaya; Lin, Meng‐Hsien (Jenny); Laczniak, Russell N. (Routledge, 2018)Recent research suggests that children are spending a significantamount of time on the Internet which increases their exposure tosubtle, engaging, and interactive ads. As a result, policy makers havedeveloped regulations ... -
The musical side of advertisements
R., Rakesh; Nitin, Sinai Salgaocar Shashwat (Indian Institute of Management Ahmedabad, 2020)This study delves into the role of music used in advertisements. The study used a mix of secondary research in the form of ad analysus and primary research in the form of expert interviews and focus group discussions. The ... -
No lockdown for abuse
Vijayalakshmi, Akshaya; Dev, Pritha (The Hindu, 2020-04-09) -
One-click at a time: empowering mothers for their adolescent children's educational expenditures through social media usage
Vijayalakshmi, Akshaya; Lin, Meng-Hsien (Jenny) (Wiley, 2022-11-27)Mothers play a significant role in deciding their adolescents' educational expenditures. They increasingly rely on the Internet for information search and building online support networks to enhance their confidence. Thus, ... -
One-click at a time: Empowering mothers for their adolescent children's educational expenditures through social media usage
Vijayalakshmi, Akshaya; Lin, Meng-Hsien (Jenny) (Wiley, 2022-11-27)Mothers play a significant role in deciding their adolescents' educational expenditures. They increasingly rely on the Internet for information search and building online support networks to enhance their confidence. Thus, ... -
One-click at a time: Empowering mothers for their adolescentchildren's educational expenditures through social media usage
Vijayalakshmi, Akshaya; Lin, Meng-Hsien (Jenny) (Wiley, 2022-11-19)Mothers play a significant role in deciding their adolescents' educational expenditures. They increasingly rely on the Internet for information search and building online support networks to enhance their confidence. Thus, ...