Suhas Vijayakumar's Webpage

Publications

Suhas Vijayakumar, W. Yuna Yang and David DeFranza (2026), "Lay Belief about AI and Its Decision-Making ", Frontiers in Computer Science, 8:1768435.
For a quick snapshot, see poster presented on this research at the NSF AI-SDM Workshop on Human-AI Complementarity for Decision Making 2025, Carnegie Mellon University, September 2025, here.

Laiyi Meng, Pang Paul Wang, Huidi Lu, W. Yuna Yang, and Suhas Vijayakumar. "Scaling Entity-Specific Text Classification with Large Language Models: Two Applications on Financial and Brand News", Accepted and Forthcoming at China Accounting and Finance Review.
ABDC-A

Dengfeng Yan, Suhas Vijayakumar, and Jiewen Hong (2024), "The Effects of Psychological Distance on the Diagnosticity of Digits to the Left versus Right of a Separator", Journal of Marketing Research, 61 (6), 1171-82.
UTD24, FT50, ABS 4*, ABDC-A*

Marius Claudy, Suhas Vijayakumar, and Norah Campbell (2022), "Reckless Spreader or Blameless Victim? How Vaccination Status Affects Responses to COVID-19 Patients", Social Science and Medicine, 305 (2022): 115089.
ABS 4, SJR-Q1

Wooyun Yang, Suhas Vijayakumar, and Marius Claudy (2024), " Algorithmic Delegation in Service Encounters: The Underlying Role of Impression Management Concern". Proceedings of the European Marketing Academy, 53rd, (119808); EMAC.

Wooyun Yang, Suhas Vijayakumar, and Huidi Lu (2024), " The Salience of Cryptocurrency and Its Implications on Consumer Decision Making". Proceedings of the European Marketing Academy, 53rd, (119737); EMAC.

Suhas Vijayakumar, Qianqian (Esther) Liu, and Yuwei Jiang (2023), " How Recommender's Age Affects Utilitarian vs. Hedonic Perceptions of a Recommended Product". In L.N. Chaplin, P. Raghubir, & K. Wilcox (Eds.), Advances in Consumer Research, 51, 677–678. Association for Consumer Research.
ABS 2, ABDC-B

Suhas Vijayakumar, Wooyun Yang, and Rashmi Adaval (2019), "How Solitude Helps Essence Retention and Increases Demand for a Creator’s Product". In R. Bagchi, L. Block, & L. Lee (Eds.), Advances in Consumer Research, 47, 197–198. Association for Consumer Research.
ABS 2, ABDC-B

Note: ^denotes equal authorship in papers.

Manuscripts in the Review Process:

Suhas Vijayakumar^, Qianqian (Esther) Liu^, Qiyuan Wang, and Yuwei Jiang, "The Impact of Recommender Age on Product Perceptions and WOM Effectiveness ".
(^ equal authorship)
Suhas Vijayakumar, W. Yuna Yang, and Rashmi Adaval, "The Benefits of Portraying a Creator as a Solitude Seeker: Implications for Creator Based Brands".

Selected Working Papers:

W. Yuna Yang, Suhas Vijayakumar, and Marius Claudy, "Algorithmic Delegation in Organizational Frontlines: The Underlying Role of Impression Management Concern".
Huidi Lu, Suhas Vijayakumar, Tong Li, W. Yuna Yang, and Rong Ding, "The Joint Influence of Regulatory Focus and Physical Temperature on Charitable Giving".
- Earlier version of working paper was shared on SSRN: link ; Currently set to private as the up to date manuscript is being prepared for submission to peer review
- See Poster
W. Yuna Yang^, Suhas Vijayakumar^, JeeHye Christine Kim, and David Dubois, "Sharing of Lay Information When Experiencing Resource Scarcity".
(^ equal authorship)
W. Yuna Yang, Huidi Lu, and Suhas Vijayakumar, "Cryptocurrency Salience". Manuscript in preparation.
David DeFranza, Daniel Britton, and Suhas Vijayakumar, "Research Networks". Manuscript in preparation.

Select Research in Progress:

"Gricean Norms of Communication: A Contemporary Reassessment", Suhas Vijayakumar.
"Indigenous Sustainability and Circular Consumption", with Swetarupa Chatterjee and Teidorlang Lyngdoh.

Journals:

Ad-hoc Reviewer for

- - International Journal of Research in Marketing
  - Journal of Business Research

Conferences:

- - Society for Consumer Psychology Conference (SCP 2026, San Diego, USA)
  - Association for Consumer Research Conference (Invited Reviewer; ACR 2026, Chicago, USA; ACR 2025, Washington DC, USA, Invited Reviewer; ACR 2024, Paris, France)
  - AMS World Marketing Congress (AMS WMC 2025, Dijon, France)
  - ANZMAC Conference (ANZMAC 2024, Hobart, Australia, Invited Reviewer)
  - Asia-Pacific Association for Consumer Research Conference (AP-ACR 2024, Bali, Indonesia)

Volunteering:
- Volunteer, Marketing Dynamics Conference, HKUST, Hong Kong (2017)

Member, Association for Consumer Research
Member, Society for Consumer Psychology
Member, UCD One Health Centre, a center for Interdisciplinary research at UCD, Ireland
Member (2022-2024) and Alumnus, UCD Behavioral Science and Policy Group
Member, Marketing Institute Ireland