DrSuhas Vijayakumar

Dr. Suhas Vijayakumar is an Assistant Professor in Marketing at the Michael Smurfit Graduate Business School, University College Dublin.

Suhas' primary research interests are aspects of Consumer Behavior such as Word of Mouth and Social Influences. He is interested in the role of various social as well as individual mechanisms (for e.g., norms and beliefs, impression management and signaling motives, social comparison and judgment, etc.) in shaping consumers’ behavior and choices. His research looks at various antecedents that encourage consumers to share information, the nature and content of information that consumers consume or share, as well as downstream consequences based on how consumers interpret the various recommendations, messages, and information they receive. His secondary research interests are concerned with how people construe objects and ideas, and, engage in consequent mental processing and judgments. Substantively, his research touches upon areas such as Lay Beliefs (about Age, and Decision-making styles), consumer appraisal and interactions with scientific or technical advancements (such as with AI, Cryptocurrencies, Vaccines, etc.), branding related to art and creator-based brands, and consumer wellbeing (such as charitable donations, prosocial behaviors, public health etc.) 

Suhas holds a PhD in Marketing and an MPhil in Marketing from the Hong Kong University of Science and Technology (Hong Kong). He also holds a Post Graduate Diploma in Management (MBA) from IIM Bangalore (India), as well as a B.E. in Electronics and Communication Engineering from Visvesvaraya Technological University (India). Suhas also studied for a semester at KAIST College of Business (Korea) during his MBA. He has previously worked at Samsung (India). 

Suhas teaches courses related to Consumer Behavior and Marketing Strategy. His innovative and research focused approach to teaching is well regarded, and has been recognized by multiple awards and nominations. Suhas currently serves as the Academic Director of UCD Smurfit's MSc in Marketing program. He is also a member of the univeristy's working group for its enagement in the South Asia region.