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Oklahoma State University

AJAY SUKHDIAL

AJAY SUKHDIAL

School of Marketing & International Business
Aso Prof

448 BUSINESS BUILDING
STILLWATER, OK 74078
Phone: 405-744-5085

ajay.sukhdial@okstate.edu

Biography

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 Oregon, Marketing/Consumer Behavior, 1989
  • MBA, Wake Forest University, Marketing, 1984
  • Other, Davidson College, Economics and American History, 1982
  • BS, St. Stephens College, Delhi, India, Physics, Chemistry, and Mathematics, 1981

Publications

  • Ajay S Sukhdial and Damon Aiken. (2018). "Testing the Personal Values – Advertisement Values Congruence Hypothesis". .
  • Ajay Sukhdial, Damon Aiken, Richard Campbell, and Aubrey Kent. (2017). "A Foundational Examination of Fans’ Attitudes towards Tanking and the Values-Based Connections that Lie Beneath Them". Proceedings of the Sport Marketing Association Annual Conference.
  • Ajay Sukhdial, K. Damon Aiken, and Goutam Chakraborty. (2017). "Old-school Sports Fans: An Investigation of Value Connections and Congruence". The International Journal of Sport and Society. (8), 2, 25-36.
  • Damon Aiken, Richard Campbell, Aubrey Kent, and 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, and 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, and J. Downing. (2015). "Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values". Sports Marketing Quarterly. (24), 1,
  • Ajay Sukhdial, Alex Zablah, and 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, and 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., and 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 and Ajay Sukhdial. (2004). "Are You Old School? Defining a Market Segmentation Dimension". Sports Marketing Quarterly. (13), 2, 73-81.
  • D. Aiken and 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, and 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, and T. Bristol. (1997). "A Use of Negative Cues to reduce Demand for Counterfeit Products". Advances in Consumer Research.
  • Surendra Singh, Denise Linville, and 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, and Surendra Singh. (1995). "Estes Stimulus Sampling Theory and Massed versus Spaced Advertising Schedules". Marketing Letters. (6), 4, 297-308.
  • Ajay Sukhdial and Eric Steger. (1995). "Measuring Values Can Sharpen Segmentation In The Luxury Auto Market". Journal of Advertising Research. (35), 1, 9-22.
  • Ajay Sukhdial and 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, and 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 and J. Wiener. (1990). "Recycling of Solid Waste: Directions for Future Research". Proceedings of the American Marketing Association, Summer Educators Conference.
  • Lynn Kahle, Basil Paulos, and 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,.

Presentations

  • Testing the Personal Values-Advertisement values Congruence Hypothesis
    Sport Marketing Association Annual Conference
    Sport Marketing Association
    Dallas, Texas - October 26 2018
  • Linking Fan Values to behaviors: An Investigation of Old School Values in Relationship to BIRGing, CORFing, BIRFing, and CORSing
    Sport Marketing Association Annual Conference
    Sposrt Marketing Association
    Boston, MA - 2017
  • Foundational Examination of Fans’ Attitudes towards Tanking and the Values-Based Connections that Lie Beneath Them
    Sports Marketing Association Annual Conference
    Sports Marketing Association
    Bostan, MA - 2017
  • Further Explorations of Unusual Fan Phenomena: An Investigation of BIRFing, CORSing, and Attitudes towards Tanking
    Sporst Marketing Association Annual Conference
    Sports Marketing Association
    2016
  • Old School Fan Values: An Investigation of Motivations, Congruence, and Commitment
    Sports Marketing Association Annual Conference
    Sports Marketing Association
    2016
  • "Seeing Red, Feeling Red: How Does Changing Field Color Influence "Old School" Fans?"
    Sport Marketing Association Annual Conference
    Albuquerque - October 2013
  • "A Two-Dimensional Scale of Eating Guilt,"
    AMA Winter Educators Conference
    Las Vegas - February 2013
  • The Obesity Epidemic in the Urban Middle Class Consumer in India: A Critical Review of What We Know and What We Need to Know
    2007 Annual Conference
    Great Lakes–NASMEI
    Chennai, India - 2007
  • Eating Guilt: Measurement and Relevance to Consumer Behavior
    Annual Conference
    Association of Consumer Research
    2003

Awards and Honors

  • Kenneth D. and Leitner Greiner Teaching Award (2018)
  • Regents Distinguished Teaching Award (2018)
  • Business Student Council Professor of the Month (2017)
  • Kenneth D. and Leitner Greiner Teaching Excellence Award (2016)
  • Outstanding Stillwater Faculty Teaching Excellence Award (2015)
  • Faculty Excellence Award (2011)
  • American Marketing Association Doctoral Consortium Representative (1987)
  • Charles H. Babcock Fellowship (1984)
  • Mukherji Memorial Award (1981)

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

Courses Taught

  • BAN 5100 (3 Semesters)
  • MBA 5100 (11 Semesters)
  • MBA 5300 (1 Semester)
  • MKTG 4553 (80 Semesters)
  • MKTG 5553 (37 Semesters)
  • MSIS 5600 (6 Semesters)
  • MKTG 3323 (11 Semesters)
  • MKTG 5233 (17 Semesters)
  • BHON 4990 (4 Semesters)
  • TCOM 5990 (1 Semester)
  • BADM 4010 (3 Semesters)
  • MBA 5500 (2 Semesters)
  • BADM 4050 (1 Semester)
  • BHON 4073 (2 Semesters)
  • MKTG 4550 (1 Semester)
  • MKTG 5220 (1 Semester)