Alexander (Sasha) Fedorikhin Associate Professor of Marketing
Prior to coming to Kelley Indianapolis in 2005, Sasha Fedorikhin spent several years on the faculty at USC and Washington State University.
In a recently published paper, Fedorikhin analyzes the emotional attachment consumers form with a brand and how it affects their responses toward brand extensions. In another recently published paper, Fedorikhin shows that positive mood facilitates self-control in consumer decision making, but only when it is associated with low levels of physiological arousal. One other recent publication highlights the dangers of including a “free” product into a bundle.