Akshaya Vijayalakshmi

On Gender Issues

• Advertising and gender stereotypes in Brand Equity and Hindu Businessline
• Impact of COVID-19 on informal sector workers in the Hindu Businessline
• Exploring the COVID-19 opportunity for domestic violence campaigns in WARC
• Understanding the state of domestic workers because of the lockdown in Scroll.in
• Impact of the covid-19 related lockdown on Domestic Violence (in The Hindu) and Domestic Workers (in the Scroll.in)
• Articles on the #MeToo movement in EPW Engage and Pragati
• On free rides to women in The Hindu

General Business Issues

• Viability of cloud kitchens in the Indian Express
• Impact of online learning on the MBA Experience in the Forbes
• Impact of plastic water bottles on the environment in the Telangana Today
• Impact of plastic packaging in cosmetics on the environment in the Telangana Today

Psychology-related

• Adapting Marketing to the Covid-19 era in the Trade Promotion Council for India Newsletter
• Consumer behavior shifts due to Covid-19 in Forbes India
• Messaging in the Covid-19 era in the Brand Equity, Economic Times
• On sensory marketing in the BW Businessworld
• On cause-based marketing in The Hindu Businessline
• On product packaging in the BW Businessworld

On Parents and Advertising targeted at children

• Podcast on parental management of media and advertising.
• Blog post on parental mediation in Iran in the Journal of Marketing Management blog site
• Summary of few of my papers in the IIMA Faculty Newsletter

Teaching

• MBA: Psychology of Persuasion, Business Research Methods
• PhD: Research Methods (Qualitative and Experimental

Awards & Honors

2020 Best paper award for "Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation." Published in the Journal of advertising.

Research interests

Broadly: Marketing and Public Policy Specifically: Impact of violence on marketplace interactions, Understanding and Response to Ads

RESEARCH PUBLICATIONS

• Vijayalakshmi, Akshaya, Jenny Lin and Sarah Ricks (2021), “Who spends more on Children’s Education: An Autonomous or An Empowered Mother? A Study from India.” Book chapter in Consumer Culture Theory in Asia: History and Current Issues. Routledge.
• Vijayalakshmi, Akshaya, Jenny Lin and Russell N. Laczniak (2020), "Evaluating Adolescents’ Responses to Internet Ads: Role of Ad Skepticism, Internet Literacy, and Parental Mediation." Journal of advertising. (The first and second authors contributed equally).
• Lin, Jenny, Akshaya Vijayalakshmi, and Russell N. Laczniak (2019), "Toward an Understanding of Parental Views and Actions on Social Media Influencers Targeted at Adolescents: The Roles of Parents' Social Media Use and Empowerment." Frontiers in Psychology, 10: 2664. (The first and second authors contributed equally).
• Vijayalakshmi, Akshaya, Russell N. Laczniak and Deanne Brocato (2019), "Understanding Parental Mediation of Violent Television Commercials," Journal of Consumer Marketing.
• Melika Kordrostami, Akshaya Vijayalakshmi and Russell N. Laczniak (2018), "Children's Media Consumption: Parental Concerns and Parental Mediation in Iran and the US," Journal of Marketing Management, 34(9-10), 819-840.
• Vijayalakshmi, Akshaya, Meng-Hsien Lin and Russell N. Laczniak (2018), "Managing Children's Internet Advertising Experiences: Parental Preferences for Regulation," Journal of Consumer Affairs, 52(3), 595-622.
• Ateeque Shaikh, Dheeraj Sharma, Akshaya Vijayalakshmi, Rama Shankar Yadav, (2018) "Fairness in franchisor–franchisee relationship: an integrative perspective", Journal of Business & Industrial Marketing, 33(4), 550-562.
• Lin, Meng-Hsien, Jones, William J., and Akshaya Vijayalakshmi (2017) "A Teaching Innovation on Retail Environmental Design for Consumers with Disabilities," Journal for Advancement of Marketing Education, 25 (Spring), 1-7 (all the authors contributed equally).
• Vijayalakshmi, Akshaya, Meng-Hsien (Jenny) Lin, and Melika Kordrostami (2017) ,"11-W: The Impact of Perceived Temperature on Responses to PSA Ads ", in NA - Advances in Consumer Research, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, 45, 1064-1064.
• Brocato, Deanne, Melissa Bishop, and Akshaya Vijayalakshmi (2017), "The role of medium content and ad format congruity in influencing advertising outcomes," Journal of Marketing Communications, 23(4), 371-384.
• Muehling, Darrel, Akshaya Vijayalakshmi and Russell N. Laczniak (2017), "Individual Differences in Negative Information Processing: Tolerance of Negativity," Journal of Marketing Communications, 24(7), 703-719.
• Jones, William J., Akshaya Vijayalakshmi, and Jenny Lin (2016) "Instructing Students on the Use of Behavioral Assessment in Sales Hiring," Journal for Advancement of Marketing Education, 24(1), 29-35.
• Vijayalakshmi, Akshaya, Darrel Muehling, and Russell N. Laczniak (2015), "An Investigation of Consumers' Responses to Comparative "Attack" Ads," Journal of Promotion Management, 21(6), 760-775.
• Vijayalakshmi, Akshaya, Meng-Hsien (Jenny) Lin, and Melika Kordrostami (2015) ,"On Second Thought, It Is Not So Funny: Gender Differences in Emotional Reactivity and Emotional Regulation in Violent-Humorous Ads", in NA - Advances in Consumer Research, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, 43, 811-811.