Associate Professor of Marketing
During his 20 years in university classrooms, Dr. Alexander Fedorikhin has taught global marketing to thousands of graduate and undergraduate students. A native of Kazakhstan, who earned his bachelor’s degree from the Moscow Institute of Foreign Languages, Fedorikhin has always had a special interest in studying the differences in consumer emotions in decision-making across cultures. He got his Ph.D. from The University of Iowa with a major in marketing and a minor in international business.
“My research projects examine the intersection of the emotional and the cognitive in consumer decision making,” says Fedorikhin, who 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 staff in 2005. “Marketers often underestimate emotions as a significant factor in consumer decisions. I believe and work to support the idea that emotions play a very important role in consumer purchases in every culture.”
Fedorikhin brings his passion for understanding the global marketplace in teaching the annual Global Healthcare Study course in the Business of Medicine Physician MBA program. Students in the course traveled to India in 2015 to study the private hospital and medical tourism industries and Western Europe in 2016 to study socialized medicine.