Virginia Tech®home

Shilpa Madan

Assistant Professor of Marketing
2027 Pamplin (2036)
880 West Campus Drive
Blacksburg, VA 24061

Research Interests: Shilpa’s research interests lie in leveraging consumers’ lay beliefs and cultural differences to help people live better, more fulfilling, and more sustainable lives. Specifically, her research explores people’s lay beliefs in domains such as personality, happiness, wealth, appearance etc. and how these beliefs shape attitudes and behaviour toward consequential issues such as accepting refugees in one’s country, paying environment friendly taxes, advocating for wage equality, and willingness to buy imperfect produce. Her work has implications for public policy, sustainable living, and consumer well-being.

Prior to joining Pamplin, Shilpa Madan was a post-doctoral scholar at Columbia Business School, NY. Before her PhD, Shilpa has extensive marketing experience in consumer products organizations (Unilever and Castrol/BP), in which she held both national-level and global-level marketing roles across multiple developing and developed markets, with responsibility for profit and loss. In her last role, she was responsible for developing new products and global advertising campaigns for the world's largest soap brand.


She received her PhD in Marketing from Nanyang Business School, Singapore and her MBA in Marketing from Indian Institute of Technology, Bombay.