PhD (Marketing), Indian Institute of Management, Kozhikode; MBA (Marketing), Indian Institute of Management Lucknow; B.Com, University of Lucknow.
Email: astha.singhal@fsm.ac.in
Contact: 011-46485529
Total Years of Experience
1 Years
Brief description of Experience
Prof. Astha Singhal is currently an Assistant Professor in the Marketing Area at the FORE School of Management (FSM). Before joining FSM, she worked as an Assistant Professor- Digital Marketing and Communications at FLAME University where she taught digital marketing and advertising subjects at the undergraduate and postgraduate level. She is a keen researcher and has presented her research at reputed conferences including Association of Consumer Research, American Marketing Association, PAN IIM Conference, INDAM Conference, Chicago Booth India Quantitative Conference, and Globalizing Indian Thoughts Conference.
Research Interest Areas
Consumer Expertise, Consumer Emotions, Online Word-of-Mouth and Consumer Choice Making.
Consulting Interest Areas
Brand and Customer Experience Strategy, Digital Marketing.
Selected Publications
1) Singhal, A., & Sugathan, P. (2025). Effect of Consumer Expertise on Consumer Efficiency. AMA Winter Academic Conference Proceedings, 36, 351–353.
2) Singhal, A., & Sugathan, P. (2024). The effect of consumer expertise on positive and negative emotions. AMA Summer Academic Conference Proceedings, 35, 296–298.
3) Singhal, A., & Sugathan, P. (2024). Effect of Product Use Before Review (PUBR) on Consumer Behaviour. AMA Winter Academic Conference Proceedings, 35, 216–218.
4) Singhal, A., & Sugathan, P. (2024). A Meta-Analysis of Positivity Bias or Negativity Bias in Online Reviews. AMA Winter Academic Conference Proceedings, 35, 156–158.
5) Sugathan, P., Singhal, A., & Pal, S. (2023). Price Fairness Perceptions in Video Games. AMA Winter Academic Conference Proceedings, 34, 510–513.
6) Singhal, A., & Sugathan, P. (2023). Are Online Reviews Going to Be Relevant? AMA Winter Academic Conference Proceedings, 34, 297–300.
7) Sugathan, P., Jeesha, K., Singhal, A., & Reghunathan, A. (2023). The Effect of Product Review Time on Reviewer and Consumer. AMA Winter Academic Conference Proceedings, 34, 553–556.
8) Sugathan, P., Reghunathan, A., & Singhal, A. (2023). The Effects of Virtual Reality Games on Their Users. AMA Winter Academic Conference Proceedings, 34, 85–88.
9) Sugathan, P., Singhal, A., Pal, S., Ranjan, K. R., & Rohit, S. (2022). Exploring an Alternate View of Co-Creation. Advances in Consumer Research, 50, 499-500.
