Sumitra Auschaitrakul | Gordon S. Lang School of Business and Economics

Sumitra Auschaitrakul

Assistant Professor
Department of Marketing and Consumer Studies
Email: 
sauschai@uoguelph.ca
Phone number: 
ext. 52975
Office: 
Macdonald Institute, Room 202A
Summary: 

Sumitra joined the Department of Marketing and Consumer Studies at the Gordon S. Lang School of Business and Economics in 2024. Prior to this, she was an Assistant Professor of Marketing in the Faculty of Business Administration at Université Laval.

Sumitra specializes in consumer behavior, focusing on understanding the psychology behind consumers' judgment and decision-making. Her scholarly work covers a wide range of relevant consumer and marketing issues. Her research findings have been published in peer-reviewed marketing journals including the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science, Marketing Letters, and Psychology & Marketing.

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Department of Marketing and Consumer Studies, marketing faculty

PhD in Management (Marketing specialization)
Desautels Faculty of Management, McGill University, Canada

MBA in Marketing and Finance (First-class honors)
National Institute of Development Administration, Thailand

Design, Product design

Branding

Digital technology, Internet

King, D., Auschaitrakul, S., & You, Y. (2024). Felt something, hence it works: Merely adding a sensory signal to a product improves objective measures of product efficacy and product evaluations. Journal of the Academy of Marketing Science, 1-19.

Auschaitrakul, S., King, D., & You, Y. (2024). From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products. Marketing Letters, 35(2), 231-242.

King, D., Auschaitrakul, S., & Lin, C. W. J. (2022). Search modality effects: merely changing product search modality alters purchase intentions. Journal of the Academy of Marketing Science, 50(6), 1236-1256.

King, D., & Auschaitrakul, S. (2021). Affect‐based nonconscious signaling: When do consumers prefer negative branding?. Psychology & Marketing, 38(2), 338-358.

King, D., & Auschaitrakul, S. (2020). Symbolic sequence effects on consumers’ judgments of truth for brand claims. Journal of Consumer Psychology, 30(2), 304-313.

Auschaitrakul, S., & Mukherjee, A. (2017). Online display advertising: The influence of web site type on advertising effectiveness. Psychology & Marketing, 34(4), 463-480.

SSHRC Insight Grant (2024 - 2027)

SSHRC Institution Grant (2023)

MCS2600 - Consumer Behavior (undergraduate)

MCS4600 - International Marketing (undergraduate)

Area of Research

consumer behaviour