Praggyan Mohanty
Doctoral Student
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Educational BackgroundB.A., Ravenshaw College, India, 1997
M.B.A., Institute for Technology and Management, India, 1999
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Praggyan Mohanty is a fifth year doctoral student in the department of Marketing. Her research interests lie in the domain of consumer information processing and advertising and persuasion. Since the past few years she has been studying the incongruity effects and types of processing in case of visual metaphors. The title of her dissertation is “Memory for brand associations among elderly consumers”. She is studying the associative memory deficit in the elderly consumer and is investigating ways to reduce this deficit. She is a part of the Memory and Cognitive Aging Laboratory, Department of Psychological Sciences.
Prior to joining academia, Praggyan worked in advertising (Lowe India, erstwhile Ammirati Puris Lintas India) and marketing research (AC Nielsen India) where she got exposed to some interesting facets of brand communication and marketing strategy such as brand launch, brand repositioning and brand migration.
Publications
Refereed Journal Articles
"The Time-Harried Shopper: Exploring the Differences between Maximizers and Satisficers" with S. Ratneshwar and T.G. Chowdhury,
Marketing Letters, October 2008.
Conference Proceedings
“
The Use of Visual Metaphors in Ads: Incongruity, The Aha Effect And Affect”, AMA Winter Educators’ Conference Marketing Theory
And Applications,Austin, TX, October 2008, p. 1-9.
“My Jaguar is a Dog: Role of Incongruity and ‘Aha’ Effect in Pleasure of the Text”, Sixteenth Annual Robert Mittelstaedt Doctoral Symposium Doctoral Research in Marketing, (5-7) April, 2007.