Pooja S
- Research Program Mentor
PhD at Indiana University - Bloomington
Expertise
Marketing, Psychology, Statistics, Consumer Behavior
Bio
I am currently a Visiting Assistant Professor of Marketing at the University of South Carolina's Darla Moore School of Business. I am highly passionate about investigating barriers that hinder consumers from engaging in consumption designed to improve their well-being. Simply having access to wellness resources and being encouraged to use them is not enough as consumers often face barriers that prevent them from benefiting from these resources. My research is motivated by a desire to identify these barriers and help consumers overcome them so they can lead happier and healthier lives. Across my research, I investigate the intersection of how consumers’ well-being is influenced by how they allocate 1) their time (e.g., attending a free fitness class after work) and 2) their money (e.g., making time-saving purchases, buying self-care gifts for others). Outside of my professional interests, I love being active and am a huge music fan. I was a NCAA Division III rower in college and also enjoy hiking, backpacking, weightlifting, running - pretty much anything I can do to be outdoors. I love pop music and attending live concerts too!Project ideas
Translating Cultural Phenomena into Research Questions
What if you could take a topic in popular press and transform it into an academic research question? In this project, you delve into your questions and curioisities about consumption behavior or psychological phenomena and translate them into specific research questions. Together we will work to develop a comprehensive and theoretical framework for your research and turn it into a project that can be leveraged for public dissemination.
From Trends to Tactics: Transforming Pop Culture Phenomena in Marketing into Strategy
What if you could take a viral trend, influencer marketing challenge, or consumer behavior shift and turn it into a marketing strategy? In this project, you will identify a compelling phenomenon—whether it’s the rise of de-influencing, the impact of AI-generated influencers, or changing attitudes toward brand authenticity—and translate it into an actionable marketing plan. You’ll start by analyzing real-world examples, conducting secondary research, and formulating research questions to better understand the drivers behind the trend. Then, you’ll develop a strategic framework to help brands or content creators leverage (or adapt to) this phenomenon effectively. The final product will be a well-structured paper outlining key insights, strategic recommendations, and potential implications for marketers. This project is perfect for students interested in digital marketing, branding, and consumer psychology—especially those who want to bridge the gap between academic research and real-world business applications.