Profiles

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Ajay Sukhdial Associate Professor School of Marketing and International Business 218 Business Building Stillwater Campus 405-744-5085 (Phone) 405-744-5180 (Fax)

Ajay Sukhdial (Ph.D., University of Oregon) is Associate Professor of Marketing in the Spears School of Business at Oklahoma State University. His research interests include the role of values and emotions in consumer behavior. His research has been published in the Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Marketing Letters, and Sports Marketing Quarterly among other journals and conference proceedings. Ajay teaches consumer behavior, and international marketing strategy.

Education

Ph D, University of OregonMarketing/Consumer Behavior1989
MBA, Wake Forest UniversityMarketing1984
Post-Graduate Studies, Davidson CollegeEconomics and American History1982
BS, St. Stephens College, Delhi, IndiaPhysics, Chemistry, and Mathematics1981

Publications

Ajay Sukhdial, K. Damon Aiken & Goutam Chakraborty. "Old School Fan Values: An Investigation of Motivations, Congruence, and Commitment". Journal of Sporting Cultures and Identities. (Forthcoming).

Damon Aiken, Richard Campbell, Aubrey Kent & Ajay Sukhdial. (2016). "Further Explorations of Unusual Fan Phenomena: An Investigation of BIRFING, CORSING, and Attitudes Towards Tanking". Proceedings of the Sport Marketing Association Annual Conference.

Ajay Sukhdial, Damon Aiken & Goutam Chakraborty. (2016). "Old School Sports Fans: An Investigation of Values Connections and Congruence". Proceedings of the Sport Marketing Association Annual Conference.

D. Aiken, Ajay Sukhdial, L. Kahle & J. Downing. (2015). "Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values". Sports Marketing Quarterly. 24 (1)

Ajay Sukhdial, Alex Zablah & David Boush. (2013). "A Two-Dimensional Scale of Eating Guilt". Proceedings of the AMA Winter Educators Conference.

Ajay Sukhdial. (2013). ""Seeing Red, Feeling Red: How Does Changing Field Color Influence "Old School" Fans?"". Sport Marketing Association Annual Conference.

Ajay Sukhdial. (2013). ""A Two-Dimensional Scale of Eating Guilt,"". AMA Winter Educators Conference.

K Damon Aiken, Richard M Campbell & Ajay Sukhdial. (2010). "An investigation of Old School Values in Arena Football League". Sport Marketing Quarterly. 19 (3), 125-131.

K. Damon Aiken, Richard Campbell, Jr. & Ajay Sukhdial. (2008). "Old School Values in a New School Consumption Environment: A study of the Arena Football League". Proceedings of the Academy of Marketing Science Annual Conference. .

Ajay Sukhdial. (2007). "The Obesity Epidemic in the Urban Middle Class Consumer in India: A Critical Review of What We Know and What We Need to Know". Proceedings of the Great Lakes–NASMEI Annual Conference.

D. Aiken & Ajay Sukhdial. (2004). "Are You Old School? Defining a Market Segmentation Dimension". Sports Marketing Quarterly. 13 (2), 73-81.

D. Aiken & Ajay Sukhdial. (2003). "Are You Old School? ". American Marketing Association Summer Educators Conference.

Ajay Sukhdial. (2003). "Eating Guilt: Measurement and Relevance to Consumer Behavior". Proceedings of the Association of Consumer Research Annual Conference.

Ajay Sukhdial, D. Aiken & L. Kahle. (2002). "Are You Old School? A Scale for Measuring Sports Fans’ Old School Orientation". Journal of Advertising Research. 42 (4), 71-81.

G. Chakraborty, A. Allred, Ajay Sukhdial & T. Bristol. (1997). "A Use of Negative Cues to reduce Demand for Counterfeit Products". Advances in Consumer Research.

Surendra Singh, Denise Linville & Ajay Sukhdial. (1995). "Enhancing the Efficacy of Split: 30 Television Commercials: An Encoding Variability Application". Journal of Advertising. 24 (3), 13-23.

Sanjay Mishra, Ajay Sukhdial & Surendra Singh. (1995). "Estes Stimulus Sampling Theory and Massed versus Spaced Advertising Schedules". Marketing Letters. 6 (4), 297-308.

Ajay Sukhdial & Eric Steger. (1995). "Measuring Values Can Sharpen Segmentation In The Luxury Auto Market". Journal of Advertising Research. 35 (1), 9-22.

Ajay Sukhdial & Kristina Frankenberger. (1994). "Segmenting Teens for AIDS Preventative Behaviors (APB's) with Implications for Marketing Communications". Journal of Public Policy and Marketing. 13 (1)

Ajay Sukhdial, G. Chakraborty, P. Arias & D. Amyx. (1993). "Differences in Values Between Hispanic and Anglo-American Consumers: What We Know and What We Need to Know". Proceeding of the Fourth Symposium on Cross Cultural Consumer and Business Studies.

Ajay Sukhdial. (1993). "Emotional Advertising: The Attitude Toward the Ad and Attitude Toward the Brand Relationship for Pleasant, Neutral, and Irritating Advertisements". Proceeding of the Academy of Marketing Science.

Ajay Sukhdial. (1993). "Measuring Attitude Toward the Ad: A Methodological Review". Proceeding of the Southwestern Marketing Association Conference.

Ajay Sukhdial & J. Wiener. (1990). "Recycling of Solid Waste: Directions for Future Research". Proceedings of the American Marketing Association, Summer Educators Conference.

Lynn Kahle, Basil Paulos & Ajay Sukhdial. (1988). "Changes in Social Values in the United States During the Past Decade". Journal of Advertising Research. 28 (1), 35-41.

Ajay Sukhdial. (1987). "Ethnic Attitudes and Values Among Americans and Asians in America: Implications for Marketing Strategy". Proceedings of the American Marketing Association conference on "Cultural and Subcultural Influences in Consumer Behavior and Marketing II,.

Editorial and Review Activities

Conference Reviewer, Association of Consumer Research

Conference Reviewer, Academy of Marketing Science, Multicultural Conference

Conference Reviewer, Academy of Marketing Science Conference

Track Chair, Academy of Business Administration Conference

Conference Reviewer, Academy of Business Administration Conference

Conference Reviewer, Academy of International Business, SW Conference

Conference Reviewer, Academy of Marketing Science Conference

Conference Reviewer, Association of Consumer Research, Pacific Rim Conference

Academic, Military, and Professional Positions

Department of Marketing, Oklahoma State University, Associate Professor, 1995
Charles H. Lindquist College of Business, University of Oregon, Visiting Associate Professor, 1999 - 2000
Department of Marketing, Oklahoma State University, Assistant Professor, 1988 - 1994
University of Oregon, Graduate Teaching Fellow, 1984 - 1988