Amrita Ajaykumar
Assistant Professor
About
Dr. Amrita Ajaykumar is an Assistant Professor in Marketing at RV University. Her research interests primarily lie at the intersection of Artificial Intelligence and Consumer Behavior, with a focus on how AI-enabled marketing systems shape consumer decision-making, experiences, and responses. She holds a Ph.D. in Marketing Management from the Indian Institute of Management Kozhikode.
Her work primarily employs theory-driven experimental and quantitative methods and has been presented at leading international and national conferences, including AMA Academic Conference and Pan IIM World Management Conference. Her teaching interests include Consumer Behavior, Marketing Management, Services Marketing, Experimental research methods. Her teaching philosophy centers on helping students become evidence-based marketing decision-makers by connecting theoretical concepts with real-world marketplace phenomena.
Prior to her academic career, she gained industry experience in corporate business development at Prism Johnson Limited. Beyond the classroom, she delights in a good novel, exploring new places, staying active, savoring a good food in warm company and has special fondness for dogs.
Doctoral research: Examined how AI-driven personalization influences consumer decision-making, with a focus on individual differences in consumer responses to AI-enabled marketing.
Research Interests
Consumer decision making, AI- mediated experiences, Identity based consumption
UGC JRF - Qualified NET and was awarded the Junior Research Fellowship in recognition of academic merit and potential for advanced research.
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