Assistant Professor, Ahmedabad University

Room #334, SEAS building,
School of Management,
Ahmedabad University, India.

I am a student of human cognition who conducts scientific research on judgments, decisions and thinking  and am currently interested to investigate the psychology of resources (see Research).

In a different line, I am also eager to see how we can have a holistic cognitive science where we find relationships between cognition and well-being with real-life factors like socio-economics, politics and ecology.

  • Associate Editor, Frontiers in Psychology.
  • Executive Member (inaugural team) , Cultural Evolution Society
  • Executive member, National Academy of Psychology, India
  • Member, Association for Psychological Science, USA
  • Life member, Indian Science Congress


Nocebo means ‘I shall harm’. We found that simply reading about negative potential side-effects make customers report real perceptual negatives (like skin is itching more after applying a skin cream). This is one of the few demonstrations of Nocebo effect in consumer research. Further, this effect is influenced by the price of the product – with high prices not showing a marked nocebo effect.

Mukherjee, S., & Sahay, A. (in press). Nocebo effects from negative product information: When information hurts, paying money could heal. Journal of Consumer Marketing.

Academic info

Previous Positions:

2016 Jul – 2017 Jan: Visiting Assistant Professor (regular full-time) at Indian Institute of Management (IIM) Indore.

2014 – 2016: DST Postdoctoral fellow, hosted at Indian Institute of Management (IIM)Ahmedabad funded by Dept. of Science and Technology, Govt. of India (under cognitive science research initiative)

2013 – 2014: Research Associate, Marketing at Indian Institute of Management (IIM) Ahmedabad


  • Ph.D. (Cognitive Science), Indian Institute of Technology (IIT) Gandhinagar
  • M.Sc. (Cognitive Science), CBCS, University of Allahabad
  • B.E. (Computer Engineering), University of Pune


Mentor/Guru: Professor Narayanan Srinivasan