Sudipta Mandal is a Ph.D. (Marketing) from IIM Ahmedabad. He is primarily interested in research concerning consumer behaviour, consumer psychology, and consumer decision-making. He applies theories in consumer behaviour and consumer psychology, such as construal level theory, implicit theories, processing fluency, and regulatory fit, in domains such as memory, behavioural pricing, affect, metacognition, advertising, brand communications, social media, judgment and decision making. His research has been published in the ACR North American Advances and the Journal of International Business Education. Some of his other research works have been invited for revision and resubmission in the Journal of Consumer Research and the Journal of the Academy of Marketing Science. He completed his graduation from Karnatak University with a Bachelor of Engineering in Electronics and Communications, and earned his MBA from the SAÏD Business School at the University of Oxford, UK. Sudipta served in the corporate sector for close to 12 years before joining the Fellow Programme in Management at IIM Ahmedabad. He had worked as an information technology consultant with Tata Consultancy Services and Cognizant Technology Solutions, and as a management consultant with PricewaterhouseCoopers India Ltd. before joining the doctoral programme in Marketing at IIM Ahmedabad.