PhD | IE Business School

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Ph.D

IE presents a young researcher the opportunity to work with academics from around the world. This confluence of culture and intellect in my opinion is paramount in the current day context of a globalized world and IE offers this very facet amidst an environment of rigor, flexibility and learning.

 My research rests on the crossroads of psychology and marketing. I am interested in seeking novel and interesting research questions that have an impact on the well-being of consumers. Specifically, I am interested in understanding how social networking sites influence well-being of users, and using psycho-social theoretical framework to understand how the behavior of users can be changed and impacted within this unique environment of social networking sites. I am also trying to understand if the environment of social networking sites have the potential to influence consumers perceptions of brands, and subsequently choices and consumption. Moreover, I intend to use theories of Cognitive and Social Psychology to address issues in education and addiction, and thereby contribute to the theoretical framework itself. In one such qualitative study I am trying to understand how harmful consumption can be a source of empowerment for women.

Latest publications

  • Virtually Unhappy: How Probability Neglect in Social Comparison Biases Judgments of Satisfaction with Life.

    Mukesh, M and Goncalves, D. Proceedings of 43rd Annual Association for Consumer Research Conference, 2012, Vancouver, BC
  • I can't get no Satisfaction: Probability Neglect in Social Comparison and its Impact on Satisfaction with Life.

    Mukesh, M. and Gonçalves, D. Proceedings of the 2012 EMAC Conference , May 22-25, 2012, Lisbon.
  • The Paradoxical Effects of Online Social Networks on Well-being: The Boon of Adding Friends and Curse of Following their Updates.

    Mukesh, M. and Gonçalves, D. Proceedings of the 2012 SPSP Conference, January 26-28, San Diego, CA.
  • How Facebook Impacts Consumption: An Affiliation Desire Perspective.

    Mukesh, M and Gonçalves, D. Research in progress
  • A Study of Female Empowerment through Smoking Narratives: The Perspective of Urban Educated Women in India.

    Mukesh M. Research in progress
  • Facebook with Care: Social Networking site can hurt self-esteem

    Fox News. February 7, 2012. Media Coverage
  • Why you shouldn’t have more than 354 Facebook Friends

    Men’s Health News. February 12, 2012. Media Coverage

Conferences and seminaries

  • The Facebook Effect: Gathering Friends and Collecting Unhappiness

    Trans-Atlantic Doctoral Consortium, 2013, London Business School
  • Virtually Unhappy: How Probability Neglect in Social Comparison Biases Judgments of Satisfaction with Life.

    Annual Association for Consumer Research Conference, 2012, Vancouver, BC.
  • I can't get no Satisfaction: Probability Neglect in Social Comparison and its Impact on Satisfaction with Life.

    Presentation at the European Marketing Academy Conference, May 22-25, 2012, Lisbon.
  • The Paradoxical Effects of Online Social Networks on Well-being: The Boon of Adding Friends and Curse of Following their Updates.

    Poster presented at the annual meeting for the Society for Personality and Social Psychology, San Diego, CA, 2012.