Dr. Priya Gupta has received her Ph. D. in Sociology (2013) from the Institute for Social and Economic Change, Bangalore, and University of Mysore. She has received ICSSR Fellowship for pursuing her Ph. D. research. She is qualified in University Grants Commission National Eligibility Test for Lectureship. She has attended several workshops and conferences including the prestigious International Sociological Association (ISA) XVll World Congress of Sociology (July 11-17, 2010) in Gothenburg, Sweden where she presented her paper entitled, 'Disasters and vulnerability, survival and resilience of two village communities in coastal Orissa, India'. She has also presented research papers in many other national and international seminars and conferences.

Interest Areas of Research and Teaching

Disaster Management, Sociology of Communities, Sociology of Environment, Organisational Studies and Organisational Behaviour and Human Resource Management, Leadership, Industrial Relation and Labour laws, and Labour research.


  • "Understanding The Role of Traditional Panchayats in Village Society and in Disaster Mitigation: Observations from Coastal Odisha, India", Working paper no. 138, Amrita School of Business, Amrita Vishwa Vidyapeetham working paper series, January 2013.
  • Priya Gupta, Alamelupriya. R and Angan Sengupta, "Managing Attrition in Retail: A Study of Firm in Bangalore", in Review of HRM, Vol. 2(1):247-262, 2013
  • My interview on “Methods in disaster research” is published in Psybernews: International Psychology Research Publication, Vol 4(1), 2013. 
  • Priya Gupta and Anand Inbanathan, “Facing disasters in two villages of coastal Orissa, India: A comparison of coping resilience and survival”, HazNet Newsletter, Canadian Risk and Hazard Network, 2(1) : 35-37,  2010.
  • Survival and Resilience of Two Village Communities in Coastal Orissa: a Comparative Study of Coping with Disasters”,Working paper 255, Institute for Social and Economic Change, Bangalore, 2010.
  • Ethnicity, Caste and Community in a Disaster Prone Area of Orissa”,Working Paper 231. Institute for Social and Economic Change, Bangalore, 2009.  
  • Book Review: Interrogating Social Capital: The Indian Experience. D Bhattacharya, (eds.) Nirja G Jayal, B N Mohapatra and Sudha Pai, reviewed in Journal of Social and Economic Development, 10(2), 2007.


Publication Type: Journal Article

Year of Publication Title


Dr. Priya Gupta and Inbanathan, A., “Surviving disasters: Vulnerability and coping in two villages of coastal Odisha (India)”, Man in India, vol. 96, pp. 2913-2930, 2016.[Abstract]

The crucial element in a disaster is the human component. The human factor is discussed with reference to a group's vulnerability, which is a concomitant of certain important attributes such as the occupation/livelihood of a group. However, when a community or a group manages to survive disasters despite their vulnerabilities, it calls for a discussion on the various processes of resilience and coping that enabled their survival. Two villages are examined here, one a village of predominantly agriculturists and the other of fishermen. An important factor is that of acute poverty among the overwhelming majority of the two villages, though between them, the fishing village has more among the lowest income category as compared to the agricultural village. More »»


P. Sharma and Dr. Priya Gupta, “Semiotic analysis of Indian television. advertisements and its impact on consumers: An exploratory study [Analyse sémiotique de télévision indienne: Publicité et son impact sur les consommateurs: Une étude exploratoire]”, ESSACHESS - Journal for Communication Studies, vol. 8, pp. 71-90, 2015.[Abstract]

Everyday consumers are exposed to a huge and wide variety of advertisements. These advertisements fall into different categories of communication media such as television, print media e.g., magazines and newspapers, cinema or billboards, radio etc. Advertising now reaches far more people than it used to with traditional media since it has major presence in new digital media which has also transformed immensely in recent time. These advertisements deliver and also utilise a wide range of meaning, symbols and messages also called semiotics in their advertisements. Importantly, large part of any individual is surrounded by lot of signs and symbols, however, the way they comprehend these sign, symbols and meaning differ from one to other individual. Since, India is a vast country with vivid and varied culture and demographics, it becomes a challenge for advertisers to target and attract right consumers through their advertisements. In such a situation it is essential for advertisers to understand the choice consumers have for advertisements and the differential impact it has on the consumers. Our study shows the differential impact advertisements have through their themes, colours, to be more specific, impact that semiotics have on consumers and how it can be made more effective and targeted by understanding the language and impact of semiotics on consumers in India. © ESSACHESS.

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Publication Type: Conference Paper

Year of Publication Title


P. Sharma, Dr. Priya Gupta, and Sreedhar, A., “The effect of emotional and rational advertising on consumer perception: An experimental study on Indian television advertisements”, in Proceedings of the 26th International Business Information Management Association Conference - Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth, IBIMA 2015, 2015.[Abstract]

Advertising has changed significantly in recent years. Advertiser uses various techniques to attract consumers and shape consumers attitude and intentions towards product. Today consumers are exposed with different advertising campaigns. It becomes very challenging for advertisers to break through the cutting edge competition. Advertising is a way of communication to convince consumers and move them to next level of buying process. It shapes the attitudes of the society and the individual and inevitably influences customer behavior. Television advertisement is a lucrative option used by advertising companies and brands. They communicate with consumers to influence their decision making process and in turn trying to increase the sustainability of business and brands. 'Emotional' advertising displays the benefits of the product or service through acts or dramas and expect to strike an emotional chord with the consumer. It is very indirect in its persuasion. Referring to the 'Rational' Advertising, it deals with logical and appealing price point and with highlighting the consumer benefits by owning the product. This study shows how emotional and rational advertisement impacts advertising and try to understand the value of emotions in advertising. This paper is intended to give an insight of the influence of emotional advertising and rational advertising on the minds of the Indian consumer. For this research 'Projective techniques with an Experimental study' design was used on a group of 48 students. The aim of study was to find out which advertising appeal affect the consumer. For this study the questionnaire was designed based on 12 various factors, which is taken equally from advertisements with rational and emotional appeals. These attributes were taken from customer based brand equity model (Keller 1993). For this study ten television advertisements were chosen based on CBBE model, where five ads were based on rational appeal and other five were based on emotional appeal. Similarly, all the 12 factors were divided based on 6 rational and 6 emotional characteristics. The respondents marked the most relevant option on 5 point Likert scale. The result shows that majority of the consumers prefer emotional advertising over rational advertising.

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