Athi Karthick V

+91-431 2505092    athikarthick@iimtrichy.ac.in

Marketing

Ph.D. (IIM Ahmedabad)

Athi Karthick V completed his dissertation in the area of consumer behavior, examining the influence of linguistic framing on prosocial behavior. His dissertation won the best thesis award and his work has been published and presented in reputed academic journals and international conferences. He has previously worked at school of management, Mahindra University. Before joining PhD, Athi worked for 4 years in the IT and Edtech sectors in engineering and marketing roles. He completed his MBA from IIM Tiruchirappalli.

Journal Articles

Athi Karthick V, Adrija Majumdar, Indranil Bose | Year – 2025

Athi Karthick, V., Majumdar, A., & Bose, I. (2025). Problem of plenty? Understanding the impact of choice and information overload on Airbnb bookings. Information Systems Frontiers, 27(4), 1693-1718.

Dhruven R. Zala, Athi Karthick V, Arun Sreekumar | Year – 2025

Zala, D. R., Karthick V, A., & Sreekumar, A. (2025). Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media. Health Marketing Quarterly, 1-25.
MBA: Research Methods for Marketing Decisions (Core), Business to Business Marketing (Elective)
Professional Certificate Programme in Digital Marketing and Growth - Search Engine Optimization

Conference Presentations

Athi Karthick V, Arun Sreekumar | Year – 2025
Negotiating Public Space for Subsistence: A Study of Informal Retailers, SMU SEJ PDW, Singapore Management University, 2025

Athi Karthick V, Dhruven R. Zala, and Arun Sreekumar | Year – 2024

When an Emotional Appeal is Counterproductive: The Role of Market/Social Logics on Funder Expectations and Funding Decisions, Asia Pacific Association of Consumer Research Conference, Bali, July 2024. 

Athi Karthick V and Arun Sreekumar | Year – 2023

When We Compete, I won’t help: The influence of Framing National Achievement Cues on Prosocial Behavior, Association of Consumer Research Conference, Seattle, USA, October 2023. 

Srinivas Venugopal, Athi Karthick V, Anaka Aiyar, Arun Sreekumar, Vidya Vemireddy, Suruchi Singh and | Year – 2023

Addressing Emerging Health Issues in Subsistence Marketplaces: The Challenge of Rising Obesity, Transformative Consumer Research Conference, Royal Holloway, University of London, June 2023

Athi Karthick V and Dhruven Rajesh Zala | Year – 2022

The Price of Being a Proud National: Negative Influence of National Pride on Stereotyping, IIM Calcutta – Stern NYU Marketing Conference, January 2022

Athi Karthick V, Shanmugapriya A, and Apoorv Khare | Year – 2021

An Inquiry into Retailer’s Vulnerability: A Marketing and Public Policy Perspective, AMA Marketing and Public Policy Conference, June 2021
Reviewer for journals: Journal of Indian Business Research, Vikalpa: The Journal for Decision Makers, IIMT Journal of Management

Reviewer for conferences: AOM 2023

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