Modelling consumer behavior in the context of virtual market space, services, impulse buying and higher education.
Human behavior is often characterized by deviations from perfect rationality and influenced by numerous factors that could the researcher’s view of underlying causalities. Exploring antecedents of human behavior provides a pathway for managers in making evidenced-based management decisions. Thus, I have an interest in contributing to a deeper understanding of modeling consumer behavior. Through my research journey, I have published papers on modeling consumer behavior, primarily in the context of service marketing, impulse buying, and healthcare. My research interests are also anchored around higher education and has resulted into a bok chapter titled Management Education for Global Leadership: Need for a Cross-Functional Perspective published by IGI Global New Jersy, USA.
Nayak, Smitha, "Modelling consumer behavior in the context of virtual market space, services, impulse buying and higher education." (2022). Management Collection. 5.