Behavioural Sciences Lab at IIMB
The Behavioural Sciences Lab at IIMB is designed to conduct experimental research on topics of basic and applied interest. The research in the lab spans disciplines in management, including marketing, economics, and organizational behaviour and human resources management (OB & HRM). The lab provides a controlled environment for data collection for behavioural research. The main aim of the lab is to ensure rigour and contribute to excellence in academic research.
Available equipment and support
The Behavioural Sciences Lab is equipped with six computers, each fitted with cameras and audio-video devices. Two software commonly used in experimental research, Media Lab and Direct RT, are installed in each of these machines. Media Lab and Direct RT provide a platform for designing a wide range of computerized experimental tasks using multimedia stimulus material as well as for unique ways to tap subjects’ responses such as through reaction time, thought listings, recall listings, text-based data—to name a few by using a video camera mounted on a tripod.
Other equipment through individual faculty members include an eye tracker, tablets, and smartphones.
Research Activities
Customer experience perceptions in access-based services. Principal Investigator- Dhrithi Mahadevan (Doctoral Programme, Marketing).
Colorism and Employment Bias in India: An Experimental Study. Principal Investigator - Naureen Bhullar (IIMB Behavioural Lab Manager and Research Coordinator); Co-investigator - Ramya Vijaya (Stockton University)
Emotional intensity and contagion. Principal Investigator - Naureen Bhullar (IIMB Behavioural Lab Manager and Research Coordinator); Co-investigator - Rhea Dhar (FLAME University)
Effect of space on online shopping behaviour. Principal Investigators - Aishwarya R. (Doctoral Programme, Marketing) and Avinash Mulky (Professor, Marketing)
App shopping behaviour. Principal Investigator- Prithwiraj Mukherjee (Assistant Professor, Marketing); co-investigator - Parvathy B (Doctoral Programme, Marketing).
Mood and consumer behaviour. Principal Investigator - Preeti K Lyndem (Visiting Faculty, Marketing); co-investigator - Naureen Bhullar (Behavioural Lab Manager and Research Coordinator).
Decision-making: Intentions behind unpredictable outcomes. Principal Investigator - Tarun Abhichandani (Collective Mind of N Lab Private Limited); co-investigator - Prithwiraj Mukherjee (Assistant Professor, Marketing). First phase is over.
Green message appeals and consumer choices. Principal Investigator- Dhrithi Mahadevan (Doctoral Programme, Marketing)
The effect of background music on brand perception. Principal Investigator- Jose Manu MA (Doctoral Programme, Marketing)
Effect of time scarcity cues on purchase decisions. Principal Investigator- Garima Chaklader (Doctoral Programme, Economics and Social Sciences)
Behaviour Identification. Principal Investigator – Deepak Sirwani (Research Associate); co-investigators – Kanchan Mukherjee (Professor, Organizational Behavior & Human Resources Management), J Ramachandran (Professor, Strategy), and Rajani Singh (Doctoral Programme, Strategy).
Past activities
Focus group discussion on consumer perception of water and sustainability and the factors that could influence consumer perception in India on 21 August 2017. It was conducted by Rishi Sher Singh, in affiliation with University of Birmingham’s (UoB) project on water and sustainability in resource constrained setting led by Dr. Serafim Bakali, Dr. Vivek Soundararajan and Dr. Diana Gregory-Smith.
Frequently Asked Questions (FAQs)
Anyone affiliated with IIMB (faculty, students, academic associates, research associates, staff) can conduct research in the IIMB Behavioural Sciences Lab.
Research conducted in a controlled setting like the Behavioural Lab is often more stringent, with less noise, and more likely to be accepted as legitimate in acclaimed academic journals across different disciplines. There are similar Behavioural Labs in business schools in other renowned research institutions like University of Pennsylvania (Wharton Behavioral Lab), MIT Sloan School of Management [MIT Behavioral Research Lab (BRL)] and Stanford Graduate School of Business (GSB) (Behavioral Lab), which have been actively churning out world-class research for many years.
Yes, a focus group discussion can be conducted in the lab or one of the closely located conference rooms. The lab will assist you in booking a conference room close to the lab.
There are desktop computers, tablets, headphones, and a video camera. MediaLab and Direct RT, often used in experimental research, are installed on the desktop computers.
Generally speaking, most of the research done in the Behavioural Lab involves human interaction with participants. Therefore, you need to have approval from the IRB before you conduct any research in the lab.
This is addressed in the IRB application procedure. If you are planning on recruiting from the IIMB community, there are specific guidelines that are available in a document on Venus/Intranet titled, “Rules for recruiting subjects from IIMB community” ( http://hrm.iimb.ernet.in/iimb/IRB/Rules%20for%20recruiting%20subjects%20from%20IIMB %20Community.pdf). Permissions are needed from programme chairs and Administrative Officers to recruit participants from different programmes
Yes, you can recruit participants from outside IIMB for your research study in the lab.
No cash incentive is allowed for any research study conducted on IIMB campus with IIMB students, Executive Education participants, faculty, and full-time and contract staff. Gift cards or coupons can be given as compensation in such cases.
You can contact the IT Helpdesk on IIMB campus for any specific requests. They will contact the Behavioural Lab and you will be notified about the possibility of getting such support.
You can send an email to the following : bec@iimb.ac.in or naureenb@iimb.ac.in. You will get a response in a timely manner.
People
Affiliated Faculty
(Professor, Economics)
Seminars, Workshops and other Events
April 16, 2021
Dr June Cotte, Professor of Marketing, Ivey Business School, Western University and Editor of the Journal of Consumer Research, led the session
January 15, 2021
Dr Kathy Rupar-Wang, Assistant Professor, Georgia Institute of Technology, was the speaker for the fourth webinar organized by IIM Bangalore’s Behavioural Sciences Lab on 15 January (Friday) 2021, at 6:30 pm.
The Behavioural Sciences Lab is located in the basement of the New Classroom Area on IIMB campus, near the Finance Lab, Data Centre and Analytics Lab (DCAL), and MOOCs office.