Alexander (Sasha) Fedorikhin
Associate Professor of Marketing
"My research projects examine the intersection of the emotional and the cognitive in consumer decision making. Marketers often underestimate emotions as a significant factor in such decisions. I believe and work to support the idea that emotions play a very important role in all consumer purchases."
Prior to coming to Kelley Indianapolis two years ago, Sasha Fedorikhin spent several years on the faculty at USC and Washington State University.
In a recently completed paper, currently under review at a noted journal, Fedorikhin analyzes the emotional attachment consumers form with a brand and how it affects their responses toward brand extensions. In another research project, Fedorikhin studies how positive mood, associated with low and high levels of physiological arousal, influences self-control in consumer decision making. He has also explored the role of anger in bargaining through a series of "ultimatum game" scenarios and the challenges and implications of bundling strategies in marketing products.
