Dr. Sonia Kataria

Dr. Sonia Kataria is an interdisciplinary academic and researcher with expertise spanning Marketing, Human Computer interaction and Consumer Psychology. She holds a B.Tech. in Information Technology, a Ph.D. in Marketing and Post-Doctoral Fellowship with Center of Digital Transformation at the Indian Institute of Management Ahmedabad (IIMA). With 9 years of experience across academia and industry. She brings diverse academic and research experience, with renowned institutions like IIM Ahmedabad and MICA Ahmedabad.

Her research interests include Emerging Technology, human–Computer interaction, Consumer Psychology and Well-being. Her recent research particularly explores AI companionship, emotional intelligence of AI, hyper-personalized chatbots, generative AI, sustainable consumption, and consumer well-being.Dr. Kataria has published several research papers in reputed academic journals and presented her research at national and international conferences, including the Association for Consumer Research (ACR), American Marketing Association (AMA), Academy of Marketing, and IIM Ahmedabad.

September 2025–August 2026 | Post Doctoral Research Fellow

Center of Digital Transformation IIM Ahmedabad

April 2024–April 2025 | Certificate in Advanced Data Analytics for Managers

IIM Kozhikode

August 2018–February 2023 | Ph.D. in Marketing

Savitribai Phule Pune University

2007–2009 | MBA in Marketing

IBS Pune, Icfai University

2003–2007 | B.E. in Information Technology

SITM, MDU Rohtak

August 2026–Present | Assistant Professor

Centre of Management Studies, NAMTECH

September 2025–August 2026 | Postdoctoral Research Fellow, Information System

IIM Ahmedabad

August 2022–August 2025 | Academic Manager & Research Associate

MICA Ahmedabad

May 2015–November 2017 | Faculty

Amity Business School, Ahmedabad

May 2012–May 2013 | Strategic Account Manager

MindCraft Software Ltd., Mumbai

October 2010–May 2012 | Account Manager

Accelfrontlline Ltd., Pune

A. Journal Publications (First Author):

  • Kataria, S., Saxena, S., Das, M. (Forthcoming). When Gen-AI Knows Too Much: How Hyper-Personalized Chatbots Undermine Consumer Well-Being. Computers in Human Behavior. ABDC-A INDEXED (Under Review)
  • Kataria, S., Saxena, S., Gupta T. (Forthcoming). Ease That Binds: Compulsive Reliance on Generative AI in the Age of Intelligent Companions. European Journal of Marketing ABDC-A* INDEXED (Under Review)

 Case Studies as First Author

  1. Kataria, S. (2016). Somany Ceramics: Brand building through social initiatives? Case Centre. (Reference no. 516-0101-1).
  2. Kataria, S. (2016). YUWA: A Sporting Platform for Social Development Case Centre. (Ref.Reference no. 716-0076-1).
  3. Kataria, S. (2017). Uber in MENA: A Boon to Women's Mobility? Case Centre. (Reference no.317-0073-1).
  4. Kataria, S. (2017). Eastern Mediterranean International School: A Ray of Hope in a World of Despair. Case Centre. (Reference no. 717-0034-1).
  5. Kataria, S. (2017). Gett: Getting It Right to Move Ahead. Case Centre. (Reference no. 517-0113-1)
  6. Kataria, S. (2017). DS Group's Strategy to Push 'Pulse Candy' Ahead of Competition. Case Centre. (Reference no. 517-0131-1)
  7. Kataria, S. (2017). P&G's Pampers: Promoting Inclusive Parenting. Case Centre. (Reference no. 517-0042-1)
  8. Kataria, S. (2017). Seaworld's Blackfish Disaster: Can the Brand Bounce Back? Case Centre. (Reference no. 517-0064-1)
  9. Kataria, S. (2017). McBreakfast: McDonald's Breakfast Revolution. Case Centre. (Reference no. 317-0151-1).
  10. Kataria, S. (2017). Saavn: Real Time Marketing Strategy. Case Centre. (Reference no. 517-0094-1).

B. Co-author Publications:

  1. Ahmed, A., Kataria, S., Saxena, S., Shankar, A. (2025). Virtual Meets Real: The Effect of Influencer Type and Message Framing on Sustainable Fashion Intentions. Journal of Consumer Behavior (Dec, 2025). ABDC (A) INDEXED
  2. Gupta, S., Saxena, S., Kataria, S., (2024). The Dual Impact of AI Emotional Intelligence on Users: Are Social Chatbots Promoting Psychological Wellbeing or Deteriorating Social Wellbeing? Psychology and Marketing (Dec, 2025). ABDC (A) INDEXED
  3. Saxena, S., Kaurav, R. P. S., Ramasundaram, A., Kataria, S., & Halvadia, N. B. (2025). AI enabled travel: a MOA-nificent journey. Asia Pacific Journal of Tourism Research, 1–19. ABDC (A) INDEXED
  4. Saxena, S., Zhu, X., Kataria, S. (2025). C2C Value Co-creation Practices in Social-Media Health Communities. Health Marketing Quarterly (under production). ABDC (B) INDEXED

C. Conference Papers / Talks:

  • Kataria, S., Saxena, S., Shankar, A. (July 2025). ‘Sustainable Fashion in the age of AI: Exploring Beyond Human and Virtual Influencers.’ In Academy of Marketing – AM 2025 Saints and Scholars Conference, Cork, Ireland. Proceedings (In press).
  • Kataria, S., Saxena, S., Das, M. (Aug 2025). ‘The Unseen Cost of Convenience: Navigating the GenAI Performance–Eco-Consciousness Trade-Off and Its Environmental Implications.’ In AMA Summer Academic Conference “Data Revolution: Empowering Humanity,” Chicago, USA. Proceedings (In press).
  • Kataria, S., Saxena, S., Das, M. (Feb, 2025). ‘Hi, I am Hyper AI! I am not that Rosy: Navigating the Complexities of Hyper-Personalized Chatbots.’ In AMA Winter Academic Conference “Marketing in Service of Nature and Humanity,” Phoenix, AZ. Proceedings available at: https://www.ama.org/wpontent/uploads/2025/03/2025_AMA_Winter_Proceedings_Feb-20-2025.pdf,
  • Saxena, S., Kataria, S., Ahmed, A., Datta, S. (Oct 2025). ‘Conversing away Loneliness: Experience with Voice-Based AI companion.’ In Association of Consumer Research ACR – 2025 Washinton DC. Proceedings (In press).
  • Gupta, S., Saxena, S., Kataria, S. (Aug 2024). The Dual Impact of AI Companionship on Psychological Outcome: Promoting Well-being or Ill-being?’ In AMA Summer Academic Conference “ Reconnecting With Humanity: Marketing’s Role in Promoting Responsible Technology While Serving People”, Boston, USA. Proceedings (ISBN: 978-0-87757-021-9).
  • Saxena., S., Kataria, S. (Dec, 2024). AI Companions in the age of Loneliness – Pathway towards Wellbeing or Illbeing: Implications for Ethical Marketing Communication [Conference abstract]. International Ivey Case Conference: Shaping the Future: Business Management Trends & Insights for Tomorrow. Organized by Ivey in collaboration with Indian Institute of Management – Nagpur (IIMN), India.
  • Kataria, S., Saxena, S., Gupta, T. (5-7 Dec, 2025). Ease That Binds: Compulsive Reliance on Generative AI in the Age of Intelligent Companions. India Management Research Conference, organized by IIM Ahmedabad, India (Proceedings in Print).
  • Saxena, S., Kataria, S., Chetan, K., Mahadevan, D., (2024, Aug 6-7). Can too Much Humanness Leads to Value co-destruction? Exploring the Dark Side of High Anthropomorphism in AI-Chatbots Interactions. [Conference abstract]. International research Symposium in Service Management – IRSSM 2024, organized by IRSSM and TA Pai Management Institute (TAPMI), Manipal, India.

Key Research Interest: Human-Technology Interactions, Consumer Psychology, Wellbeing, Sustainable behavior

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