Areas of research
- Consumer behavior
- Luxury Marketing
- AI & Immersive Technology
- Influencer Marketing
- Sustainability
Areas of teaching
- Luxury Marketing
- Digital Marketing
- Advertising
- Consumer Behaviour
- Branding
Grants and awards
Mentored Divyanshu Kumar and Nishtha Khurana won the best graduate dissertation awards,
MICA, School of Management, Shela, Gujarat, India
Parth Salunke (Prof. Varsha’s Doctoral Scholar) Research Grant Higher Ed Special Interest Grou
American Marketing Association (AMA), Chicago, United States of America
ICMC 2025 Best Paper Award in Marketing Analytics Track. Ishaan Kapoor and Varsha Jain. Variability Driven Consumer Segmentation (VDCS) Framework: a Novel and Dynamic Consumer-Segmentation Framework Using Real-time Data
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Publications from the last 5 years
Articles
SHADANGI, S., MAHAPATRA, D., JAIN, V. and SINDHWANI, R. (2026). Sweet Spot or Sour Note: Mapping the Curvilinear Effects of AI and Gamification on Consumer Engagement. Forthcoming Journal of Consumer Behaviour.
BANSAL, A., SISODIA, S. and JAIN, V. (2026). Making a Brand Inclusive with Consumers (End-users) and Non-consumers (Suppliers) for Stakeholder Well-being. Journal of Product and Brand Management.
MUKHERJEE, P. and JAIN, V. (2026). How lack of choice to opt-out of generative artificial intelligence in traditional search engines drives consumer switching intentions: The mechanism of empowerment. Journal of Retailing and Consumer Services, 88, pp. 104506.
ROVAI, S. and JAIN, V. (2025). Uncovering Generation Z (Gen Z) Shoppers’ Expectations in Luxury Immersive Virtual Reality (IVR) In-store Experience: The Role of Sustainability. Journal of Consumer Behaviour.
AMBIKA, A., SHIN, H. and JAIN, V. (2025). Immersive technologies and consumer behavior: A systematic review of two decades of research. Australian Journal of Management, 50(1), pp. 55-79.
BHARDWAJ, S., JAIN, V., MAHAPATRA, D. and SINDHWANI, R. (2025). Exploring the Dark Side of and its Influence on Consumer Emotion. Journal of Consumer Behaviour, 24(2), pp. 529-544.
AMBIKA, A., JAIN, V., BELK, R., KASILINGAM, D. and KRISHNA, R. (2025). The Role of Augmented Reality Experiences in Consumers' Purchase Intention Toward New Products. Journal of Consumer Behaviour, 24(2), pp. 799-819.
Conferences and other contributions
ACHARYA, A.R., JAIN, V. and PADHI, S. (2026). Human with AI in Decision Making: a Multi Study Investigation of Agency and Action. In: AMA Winter Academic Conference. Phoenix, AZ.
MUKHERJEE, P., JAIN, V. and MEHTA, K. (2026). The Positive Effect of AI Companions' Affirmative Conversations on Consumer Emotional Well-Being. In: AMA Winter Academic Conference. Phoenix, AZ.
KUMAR, D., JAIN, V., SALUNKE, P. and MUKHERJEE, P. (2026). Beyond the Hype: Exploring Dark Facets of Conversational Artificial Intelligence and Its Effect on Consumer Experiences. In: AMA Winter Academic Conference. Phoenix, AZ.
BEZAZ-ZEGHACHE, N., JAIN, V. and KULKARNI, A. (2026). When Luxury Meets AI : Psychological Drivers of Customer Experience and Well-being. In: 3rd International Society for Luxury Management (ISLUX) Meeting. EDC Paris Business School, Paris La Défense.
JAIN, V. and ROY, G. (2026). Gamification as a Catalyst of Experiential Luxury Fashions: A Mixed-Method Investigation of Symbolic Value, Engagement, and Consumer Meaning-Making. In: 3rd International Society for Luxury Management (ISLUX) Meeting. EDC Paris Business School, Paris La Défense.
SHETH, J.N. and JAIN, V. (2026). Digital Consumer Behavior. Abindgon: Routledge, United Kingdom.
MUKHERJEE, P. and JAIN, V. (2025). Dark Side of Companion AI’s Unconditional Affirmations on Consumer Social Well-being. In: 11th International Conference of Marketing, Strategy and Policy Research. Role of Future Generations in the 21st Century. ESSCA School of Management, Lyon.