Research

Research Paper Under Revise and Resubmit    

• Samuel Sekar and Anand Kumar, “The Incidental Effect of Changes in Nutritional Labeling Regulations on Consumers’ Preference for Healthy Options – An Attention Based Explanation,” (manuscript under the first round of revise and resubmit at).

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Research Publications

• Palmeira, M., Hartmann, N. N., Chan, E., & Sekar, S. B. (2023). Don’t blame the powerless: The impact of hierarchy on reactions to responses to ethical scandals. Journal of Business Research, 165, 114075.

• Sekar, S. B., Varki, S., & Elsantil, Y. (2024). Centrality of sensory attributes in brand extension evaluations. Journal of Consumer Marketing, ahead-of-print(ahead-of-print).

• [Teaching Case] Samuel Sekar and Thalluri P. Vidyasagar, "Neuromarketing: Is Campbell in a Soup?," (2012), ICFAI University Press, Journal of Marketing Management, ICFAI Press, Hyderabad.

• Samuel Sekar, "Better World as their Bottom-line – CSR in Insurance Industry" (2007), The Journal of Insurance Institute of India, (Jun-Dec ’07 issue), Insurance Institute of India, Mumbai.

• Samuel Sekar, "A Study on the Present Condition of Affordable Health Insurance Schemes in India" (2007), ICFAI Journal of Risk and Insurance, ICFAI Press, Hyderabad, India.

• Samuel Sekar, "Demand-Driven Innovation In Health Insurance Products" (2007), Pravartak Journal, National Insurance Academy Journal, National Insurance Academy, Pune, India.

Research Publications (Conference Proceedings)

• Samuel Sekar and Robert Hooker (2020), “Supply Chain Resilience on Business Continuity Programs: The Role of Anticipated, Inherent, and Adaptive Resilience: An Abstract.” In: Wu S., Pantoja F., Krey N. (eds) Marketing Opportunities and Challenges in a Changing Global Marketplace. AMSAC 2019. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.

• Samuel Sekar, “The Product Depth Effect: The Effect of Product Depth Size of a Brand on the Overall Impression of a Product: An Abstract,” Academy of Marketing Science (2020). In Academy of Marketing Science Annual Conference (pp. 121-122). Springer, Cham.

• T. S. Ramakrishna Rao and Samuel Sekar (2008), “Role of Information Asymmetry in Inducing Health Insurance Fraud,” 10th Global Conference of Actuaries on the theme “Back to Basics – Adding Value in Risk Management” conducted by Institute of Actuaries of India (IAI), Mumbai, India.

• Samuel Sekar (2011), “Is Corporate Social Responsibility an Important Business Among Indian Insurance Companies?” University Grants Commission’s National Seminar on “Innovative Management Practices,” Annamalai University, India.

• Samuel Sekar (2006), “Importance of Smile in Managerial Communication,” 6th Asia Pacific ABC Conference on Management Communication on the theme "Management Communication: Trends & Strategies,” Indian Institute of Management, Ahmedabad, McGraw Hill, India.

Conference Presentations (Refereed)

(*Presenter)

• Samuel Sekar*, “Impact of Perceived Prosocial Motivation and Power Distance Beliefs on De-Influencers' Effectiveness in Shaping Attitudes Towards Sustainable Consumption,” 2024 AMA Marketing and Public Policy Conference, Washington D. C.

• Yasmeen and Samuel Sekar*, "The Impact of De-influencers on Consumer Recommendation Acceptance and Brand Switching Intention: The Mediating Effect of Price Unfairness Perception and Moderating Effect of Perceived Altruism," 2023 British Academy of Management (BAM) Conference (Virtual), University of Sussex, United Kingdon.

• Samuel Sekar and Sajeev Varki*, “Spillover Effects in Product Customization,” 2023 Winter American Marketing Association (AMA) Conference, Nashville.

• Samuel Sekar*, Anand Kumar, and Mark Bender, “The Incidental Effect of Changes in Nutritional Labeling Regulations on Consumers’ Preference for Healthy Options – An Attention Based Explanation,” 2021 AMA Marketing + Public Policy Summer Conference (Virtual).

• Benny Sekar, Sheeba Daniel, and Samuel Sekar*, “The Effect of Front-of-Pack Communications on Product Quality Perceptions,” 2021 AMS Virtual Annual Conference.

• Samuel Sekar*, “The Influence of Experiential Attributes Based Brand Positioning on Brand Extensions,” 2021 Association of Collegiate Marketing Educators (ACME) Virtual Conference

• Samuel Sekar*, Anand Kumar, and Mark Bender, “The Unintended Consequences of the New FDA Labels.” Annual Virtual Graduate Student Research Symposium 2021 on Friday, April 9th, 2021.

• Samuel Sekar*, “The Product Depth Effect: The Effect of Product Depth Size of a Brand on the Overall Impression of a Product,” 2020 AMS Annual Conference, Coral Gables, FL.

• Samuel Sekar* and Sajeev Varki, “The Role of Degree of Fit of Experiential Attributes in Brand Extensions,” 2020 AMA Summer Academic Conference.

• Samuel Sekar*, “Sensory Attributes in Brand Extensions: The Role of Attribute Centrality in Evaluations of Fit,” 2020 Association for Consumer Research Conference.

• Samuel Sekar* and Anand Kumar, “The Unintended Consequence of Salient Calorie Information in the New Nutrition Label on Product Evaluation: Saliency Bias Leading to Less Healthy Food Choices.” 2020 Annual Graduate Student Research Symposium at USF. (Event canceled due to Covid-19).

• Samuel Sekar* and Robert Hooker, “Supply Chain Resilience on Business Continuity Programs: The Role of Anticipated, Inherent and Adaptive Resilience,” 2019 AMS Annual Conference, Vancouver, BC, Canada.

Research Publications (before entering Ph.D. Program)

• Samuel Sekar, “Better World as their Bottom-line – CSR in Insurance Industry” (2007), The Journal of Insurance Institute of India, Insurance Institute of India, India.

• Samuel Sekar, “A Study on the Present Condition of Affordable Health Insurance Schemes in India” (2007), ICFAI Journal of Risk and Insurance, India.

• Samuel Sekar, “Demand-Driven Innovation in Health Insurance Products” (2007), Pravartak, National Insurance Academy Journal, National Insurance Academy, India.

• Srujan A. and Samuel Sekar, “A Study of Rural and Urban Insurance Penetration in India,” (2006), Osmania Journal of International Business Studies, India.

Selected Trade Publications, ICFAI University Press, India

• Samuel Sekar, Insurance Advertisements: Employing the Right Emotional Appeal, Insurance Chronicle (2009)

• Samuel Sekar, The Psychology of Insurance Decision Making, Insurance Chronicle (2009)

• Samuel Sekar, The Indian Insurance Industry Inching Forward (Cover Story), Insurance Chronicle (2009)

• Samuel Sekar, Shopassurance: New Kid on the Block (Cover Story), Insurance Chronicle (2008)

• Samuel Sekar, Indian Insurance Industry Poised for Growth, Insurance Chronicle (2008)

• Samuel Sekar, Micro Health Insurance Frauds, Insurance Chronicle (2007)

• Samuel Sekar, Smile Begets Smile: Importance of Smile in Leadership, HRM Review (2007)

• Samuel Sekar, Know Your Policyholder, Insurance Chronicle (2007)

• Samuel Sekar, Insurance Industry – Embarking on the Social Responsibility Path (C. Story), Insurance Chronicle (2007)

• Samuel Sekar, Intelligence in Insurance Business, Insurance Chronicle (2007)

• Samuel Sekar, The Insurer-Insured Knowledge Gap, Insurance Chronicle (2006)

• Samuel Sekar, Balance Scorecard of Insurance Industry, Insurance Chronicle (2006)

• Samuel Sekar, Lemons Problem and Health Insurance Fraud, Insurance Chronicle (2008)

• Samuel Sekar, Smile your Way Up – Importance of Smile in Personal Branding, Advertising Express (2007)

• Samuel Sekar, Personal Branding Clinic, Marketing Mastermind (2006)

• Samuel Sekar, The Business of Patenting, Effective Executive (2005)

• Samuel Sekar, Leading Through Innovation, Effective Executive (2005)

Professional Service

• Trainee reviewer, Journal of Consumer Behavior (2021)

• Reviewer, Hawaii International Conference on System Sciences (2021)

• Reviewer, Academy of Marketing Science Conference (2019 – Present)

• Reviewer, Society for Marketing Advances Conference (2020)

• Reviewer, Association of Collegiate Marketing Educators Conference (2021)

• Reviewer, International Conference on Information Systems Conference (2020)

Grants/Scholarships

• Association of Consumer Research (ACR) Small Research Grants Award (2021)

• ACR-AMA Transformative Consumer Research Grants Award (2022)

• University of South Florida Scholarship (2017-2022)

Professional Associations

• American Marketing Association

• Association for Consumer Research

• Academy of Marketing Science

• Association of Collegiate Marketing Educators