Sandip Roy

Ph.D. Candidate

Marketing

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Education

Ph.D. in Business Administration (Marketing)
University of Connecticut – 2026 (Expected)

Master of Business Administration (Honors)
California State University, Fresno – 2016

Bachelor of Science in Business Administration
Minor: Creative Writing, And English (Critical Theory)
California State University, Fresno – 2013

Research Interests: Political Ideology; Intergroup Relations; Interpersonal Relations; Social Identity; Morality.
Teaching Interests: Marketing Strategy, Consumer Behavior, Research Methods, Digital Marketing, and a special interest in teaching political ideology and marketing

Biography
I am a doctoral candidate in Marketing at the University of Connecticut’s School of Business. My research examines how social identities (e.g., political identity) shape interpersonal relationships, moral judgments, and consumer behavior. My first stream of work shows that Democrats are less open than Republicans to forming relationships with political outgroup members, driven by the belief that political identity reveals core moral values. A second stream examines how liberals and conservatives differ in their willingness to morally decouple brand transgressions, depending on the type of moral foundation that is violated. A third stream examines how romantic partners judge each other based on their responses to brands’ moral violations, revealing interpersonal consequences of moral misalignment. My work integrates theories from social psychology, political science, and marketing, and employs experimental, survey-based, and text analysis. I have presented my research at leading conferences, including the Association for Consumer Research (ACR) and the American Marketing Association (AMA).

Before joining the Ph.D. program at UConn, I earned my bachelor’s and master’s degrees in marketing from California State University, Fresno, worked as marketing director, led nonprofit initiatives, and founded an app-based startup.

Research Experience
Nicholas Lurie (Fall 2024, Spring 2024)
Danielle Brick (Fall 2023)
Debanjan Mitra (Spring 2023)
Nicholas Lurie (Fall 2022)
Robin Coulter (Spring 2022)
Kelly Herd (Fall 2021, Spring 2021)
Behavioral Lab Manager (Spring 2021)
Cinthia Sartornino (Fall 2020)

Teaching Experience
University of Connecticut – Instructor of Record
Introduction to Marketing Management
Spring 2025 (SET: 4.8/5; Course Average: 4.2/5; University Average 4.1/5)
Fall 2023 (SET: 4.8/5; Course Average: 4.1/5; University Average 4.1/5)
Spring 2023 (SET: 4.2/5; Course Average: 4.0/5; University Average 4.1/5)

California State University – Instructor of Record
Introduction to Information Systems (Fall 2015, Spring 2016)

University of Connecticut – Teaching Assistant
Marketing Strategy (Fall 2024)
Marketing Research (Spring 2024)
Marketing Research (Fall 2021, Spring 2022)
Social Media Marketing and Analytics – MBA Course (Fall 2022)
Consumer Behavior (Spring 2021)

Manuscripts Under Review
Roy, Sandip, Nicholas H. Lurie, Danielle J. Brick, and Selin A. Malkoc. “Democrats Are Less Open to Relationships with Members of the Opposite Party.” Under review at Nature Communications.

Conference Presentations (*Presenting Author)
Mitra, D., Roy, Sandip* and Shervin Tehrani (2024), “Satisfaction as the Le Chatelier Enforcer: How Consumer Sentiment on the Economy Stimulates and Attenuates Spending Growth,” American Marketing Association Winter Conference, St. Petersburg, FL.
Roy, S.* and Robin Coulter (2023), “Moving On: Implications of ‘Fresh Start’ And ‘Clean Slate’ Metaphors,” Association of Consumer Research, Seattle, WA.
Roy, S. & Porter, McDowell III. (2020). Would you Pay More to Feel at Home: Price, Host Involvement and Personality Factors as Determinants of Consumer Motivation for Using Sharing Economy Services. Accepted to be presented in Chicago, IL in March 2020 at the Spring conference of the Marketing Management Association.
Roy, S. & Bommer, W.H. (2017). Student Personality and Consumer Behavior in the Sharing Economy.  Paper presented at the annual conference of the National Business and Economics Society in Puerto Vallarta, Mexico, in March 2017.