Vindhyalakshmi A Prasad

My research interest has always centred on one question: what makes people change their behaviour and what makes that change stick? At IISc, that question took the form of studying repeat purchase behaviour and habit formation in online retail customers. What brings a customer back? What makes that behaviour become automatic rather than deliberate? The research examined this across multiple dimensions: complaints and service recovery, coupon usage, the impact of technology on buying decisions, and the conditions under which loyalty becomes habit. Learning, at its core, is also a behavioural change. The questions of what makes understanding stick, what nudges a student toward independent thinking, and what builds a habit of curiosity rather than dependence are the same questions, just in a different context. Thisis my current interest and pursuit.