Assistant Professor of Marketing, Pamplin College of Business, Virginia Tech


I aspire to use consumer behavior research to help people live better, more fulfilling, and more sustainable lives. To that end, my research interests lie in three domains, lay beliefs, culture, and consumer and societal well-being. I am keenly interested in how consumers’ naïve theories about the world (lay beliefs) and their cultural differences influence what, how, and why they choose to consume and how to leverage these to enhance well-being. My research has been published in  Psychological Science

I completed my PhD in Marketing (Consumer Behavior) in 2018 from Nanyang Business School, Singapore. Before my PhD, I have nine years of corporate experience in consumer products organizations (Unilever and Castrol/BP), in which I held both national-level and global-level marketing roles across multiple developing and developed markets, with responsibility for profit and loss. In my last role, I was responsible for developing new products and global advertising campaigns for the world's largest soap brand, Lux.

I can be reached at

©2018 by Shilpa Madan.