Sumitra Auschaitrakul

Sumitra Auschaitrakul is an Assistant Professor in the Department of Marketing and Consumer Studies at the Gordon S. Lang School of Business and Economics, University of Guelph. She previously held an Assistant Professor position in Marketing at Université Laval’s Faculty of Business Administration. Her research focuses on consumer behavior, particularly the psychological underpinnings of judgment and decision-making. Her work has been published in journals such as the Journal of Consumer Psychology and the Journal of the Academy of Marketing Science.

Education:

• PhD in Management (Marketing specialization), Desautels Faculty of Management, McGill University, Canada
• MBA in Marketing and Finance (First-class honors), National Institute of Development Administration, Thailand

Research Interests:

• Consumer decision-making processes
• Psychological influences on purchasing behavior
• Brand perception and advertising effectiveness

Articles Trends: Her recent work explores sensory signals’ impact on product efficacy, spatial constraints’ effects on consumer preferences, and the role of search modalities in purchase intentions. Earlier studies address symbolic sequences in brand truth judgments and website context in online advertising.

Advising & Grants: While specific grants or advising details are not listed, her academic role implies active involvement in graduate supervision and research funding initiatives.