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Bajaj, Aditi

Aditi Bajaj

PhD Candidate

Academic Area(s):
Brand Attitudes and Evaluations
Northwestern University at Evanston, MS in Integrated Marketing Communications (IMC)
Xavier Institue of Communications, St. Xavier's College at Mumbai, Diploma in Advertising and Marketing

Aditi Bajaj joined the Scheller College of Business in the fall of 2011. Prior to that, she was working as a research assistant for Professor Wesley Hartmann at Stanford University's Graduate School of Business.Her project was aimed at understanding the complementarity between particular brand traits and functional characteristics of the product.  

Aditi has also worked at Landor Associates, a subsidiary of WPP Group plc. Landor pioneered research, design and consulting methodologies that are now standard in the branding industry. Aditi's responsibilities at Landor included analyzing Brand Asset Valuator (BAV) data to understand brand perceptions, and purchase drivers of target segments.   

Aditi's current research focuses on consumer psychology and decision making. Among other projects, she is currently investigating the relationship between design properties and brand personality perceptions. In addition, she is also exploring how people's self concepts influence their judgement and behavior.