I am a research-active faculty in the Marketing area at Indian Institute of Management Udaipur (IIMU).I teach the following MBA courses at IIMU: Marketing Management (core), Introduction to Sales (flexi-core), and Curating Services and Experiences (elective). At the PhD level, I teach a seminar course on Consumer Behavior and have previously taught introductory modules on research positioning and causal inference (as part of a course on Contemporary Marketing Research). I also periodically engage with early-stage start-ups for workshops and mentoring sessions (usually facilitated by the IIMU Incubation Centre).In addition to teaching, my job entails carrying out original, high-quality academic research. My research lies in the broad domain of consumer psychology, which I conduct primarily using experimental methods. I have published my research papers in prestigious peer-reviewed outlets such as the Journal of the Association for Consumer Research (JACR) and the Journal of Business Research (JBR). My specific research interests include morality, identity, persuasion, and coping behaviors (responses to psychological threats).