Mayank is a consumer behavior researcher with a special focus on consumers' political ideology. His work identifies new marketing-relevant differences between politically liberal and conservative consumers and proposes marketing wisdom-based interventions that can help both sets of consumers make more prosocial decisions. His research covers a wide range of marketplace behaviors, such as consumers' vaccine hesitancy, response to immoral brand actions, appraisal of humor, susceptibility to fake news, response to producers' suffering and to pricing changes. Mayank is an Assistant Professor in Marketing at Binghamton University in New York. Prior to his PhD from the University of Minnesota, Mayank has worked in marketing with Boston Consulting Group, Unilever Asia, Asian Paints, and early-stage startups. He received his MBA from the Indian Institute of Management, Ahmedabad, in India.