Award for research on luxury and consumer behaviour
Congratulations to Professor Paurav Shukla and his research team for receiving the prestigious Best Paper Award from the Psychology & Marketing journal at the MICA International Communication Management Conference (MICA ICMC 2025).
The award was presented in the 'Consumer Behaviour in a Digital Context' track for their insightful and impactful paper titled "Examining Luxury Democratization and Impression Management Motivations on Consumers’ Behavioural Intentions." This significant piece of research was co-authored with Dr. Veronica Rosendo-Rios of ICADE, Spain, and explores the evolving dynamics of luxury consumption in the digital age. The paper discusses how different consumer segments use democratized brands for their outwardly self-presentation and the varying levels of pleasure they derive from it.
The conference took place in Ahmedabad, India, at the renowned Mudra Institute of Communications Ahmedabad (MICA). It drew an international audience, with over 200 participants representing various academic and professional institutions from around the globe. This recognition highlights the team’s valuable contribution to the field of consumer behavior and marketing research in the digital era.