Ekta Srivastava, PhD


Biographical Note

Ekta Srivastava is a lecturer in the Department of Media & Communication at Erasmus University Rotterdam. She contributes to the Department of Media & Communication by teaching courses such as Consumer Behavior & Marketing Action (CM2272) and Global Advertising (CM2248).

Ekta completed her doctoral studies in Marketing and earned the title of Fellow from the Indian Institute of Management (IIM) Lucknow, India in 2016. The title of her doctoral thesis is: ‘Examining the Complex Ambivalent Nature of Nostalgia: Research on Affective and Cognitive Consequences of Nostalgic Advertising among Consumers’. She investigated the marketing consequences of ambivalent nature of Nostalgia. She used a mixed methodology approach involving content analysis of 700 Indian TV advertisements and a series of experiments using a sample of 379 students. The results validated the impact of nostalgic adverts on self-brand connection and willingness to pay a premium and also showed the role of cognitive processing in these relationships.

Ekta’s research interests include emotions in advertising, consumers’ information processing, consumer creativity, cross-media advertising, and marketing and social change.

She has authored international journal articles and presented her research at top international academic conferences.