Dr. Preetha Menon is Assistant Dean – Faculty Search and Development and Associate Professor of Advertising & Branding at FLAME University.  Her Ph.D is from Indian Institute of Technology, Madras which is ranked No. 1 in India for the last 7 years consecutively. She is part practitioner and part academician with a career spanning just under 2 decades. Her current research interests include technology consumption, especially amongst consumers and users. She is a neuromarketing expert having set up and spearheaded a Centre for Behavioural Studies earlier in her career. She is well published in international journals and is a recipient of several international awards. She is on the editorial board of the International Journal of Consumer Studies and is Associate Editor in the Journal of Strategic Marketing.