Alexander “Sasha” Fedorikhin is an associate professor of marketing at the IU Kelley School of Business in Indianapolis. His research projects examine the interplay of the emotional and cognitive influences in consumer decision-making.
His research has been published in the Journal of Consumer Research, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, Marketing Science, Marketing Letters, and Journal of Behavioral Decision Making. He has been recognized for his work by the Center for International Business Education and Research at both Indiana University and the University of Southern California, where he taught for five years before joining the Kelley School staff in 2005.
Fedorikhin received his Ph.D. from the University of Iowa, with a major in marketing and a minor in international business. During his 20 years in university classrooms, Fedorikhin has taught global marketing and consumer behavior to thousands of graduate and undergraduate students.
Areas of Expertise
Interplay of emotional and cognitive factors in consumer decision-making and global marketing.