Aruna Divya Tatavarthy

Educational Qualifications

• FPM (Equivalent to PhD), in Marketing, Indian Institute of Managment Bangalore.
• B.E., in Electrical Engineering, GITAM University.

Academic Affiliation

• Assistant Professor, Marketing, Indian Institute of Management Ahmedabad, October 2016 - Present

Professional Affiliation

• Association of Consumer Research (ACR)
• INFORMS Society for Marketing Science (ISMS)
• Society for Judgment and Decision Making (SJDM)
• Society for Consumer Psychology (SCP)
• European Marketing Academy (EMAC)

Teaching

• Marketing Management
  • Core marketing course for MBA Students
• Descriptive Models of Consumer Decision Making
  • Elective course aimed at understanding and developing "models" that describe consumer decisions
  • Applications of Behavioral Economics in Marketing
  • Detailed course outline available on request
• Models Thinking in Digital Businesses (starting June 2019)
  • Elective course that brings together concepts from Economics, Information Systems and Marketing

Publications/ Articles/ Cases

PUBLICATIONS IN PEER-REVIEWED JOURNALS

• Divya, Aruna T., and Mukherjee, Kanchan "Effect of Payment Mechanisms on the Replacement Time of Durable Products Purchase"
• Divya, Aruna T., Chatterjee, Swagato and Sharma, Piyush "The Journey or the Destination : Asymmetric Impact of Process and Outcome on Service Evaluations"

MANUSCRIPTS UNDER REVIEW

• Divya, Aruna T., "Relative Mental Depreciation of Durable Goods: Role of Usage Frequency"

WORK IN PROGRESS

• Divya, Aruna T., and Prakhya, Srinivas "Reference-Dependent Risk Preferences over Time of Warranty Coverage"
• Divya, Aruna T., and Jonnalagedda, Sreelata, "Pricing Upgrades and Cross-Sell when Consumers Experience Post-Consumption Regret"
• Awasthy, Prakash and Divya, Aruna T., "Organized Secondary Markets for Limited Edition Products", Model Primitives

*OTHER WORK IN PROGRESS *

• Divya, Aruna T., "A Dual System Approach for Usage Frequency Assessments",
• "It's Verbose, so It Must Be Informative: Perceptions of Expertise and Informativeness From Text Reviews"
• "Will you Give When you Have Lost? How Resource Scarcity Impacts Prosocial Behaviour"

CONFERENCE PRESENTATIONS (2014-2015)

• Divya, Aruna T., and Mukherjee, Kanchan "A Dual System Approach for Mental Depreciation", Data collection in progressDivya, Aruna T., and Mukherjee, Kanchan (2014), "A Process Based Approach to Individual Level Durable Goods Replacement Intentions", accepted for ISMS 36th Marketing Science Conference, Atlanta, GA.
• Divya, Aruna T., Prakhya, Srinivas and Mukherjee, Kanchan (2014), "Decision for Indian Retailers to Offer Extended Warranties: Insights from Consumer Decision Making", Yale China India Insights Conference, Lijiang, China.
• Divya, Aruna T., and Mukherjee, Kanchan (2014), "A Process Based Approach to Individual Level Durable Goods Replacement Intentions", Association for Consumer Research Conference, Baltimore, MD.
• Divya, Aruna T., Prakhya, Srinivas and Mukherjee, Kanchan (2014), "Reference-Dependent Preferences on Time of Coverage: An Alternative Explanation for Why We Observe Minimal Warranties?", IMRDC Conference, Bangalore, India.Winner of the Best Paper Award.
• Divya, Aruna T., and Prakhya, Srinivas (2015), "Reference-Dependent Risk Preference over Time of Warranty Coverage: An Explanation for Why Individuals Prefer Smaller-Yet-Expensive Warranty Options", Judgment and Decision Making Pre-Conference for the Society for Personality and Social Psychology Conference, Long Beach, CA.
• Divya, Aruna T., and Mukherjee, Kanchan (2015), "Justifying the pain of payment: A Process Based Explanation to Durable Goods Replacement Decisions", Society for Consumer Psychology Conference, Phoenix, AZ.
• Divya, Aruna T., and Mukherjee, Kanchan (2015), "Relative Mental Depreciation of Durable Goods: Role of Usage Frequency", EMAC 44th Annual Conference, Leuven, Belgium.
• Divya, Aruna T., and Chatterjee, Swagato (2015), "The Journey or the Destination: Asymmetric Impact of Process and Outcome on Service Evaluations", accepted for Association for Consumer Research Conference, Hong Kong, China