Ashok Sethi

Ashok Sethi works in skill development, consultancy, and thought leadership in consumer insights and marketing. Ashok has over 40 years of experience in providing consumer insights and marketing advice to a wide range of multinational and local companies. He has been studying Chinese consumers for the past 25 years and is the author of “Chinese consumers - Exploring the World’s Largest Demographic”. The book examines both the macro-socioeconomic forces shaping Chinese consumers and the cultural underpinnings of their behavior. It also examines contemporary trends shaped by extraordinary transformations in Chinese consumers’ lives, including the digital revolution. https://link.springer.com/book/10.1007/978-981-10-8992-3 Ashok has pioneered the use of Behavioral Science and Behavioral Economics to understand consumers and explain their consumption behavior. He had developed a unique framework, one of the very few in the world, for applying behavioral economics to consumer behavior. Ashok focuses on adding an additional layer of interpretation to consumer insights, drawing on contemporary thinking in behavioral economics, helping clients develop a more comprehensive and effective nudge strategy, as compared to merely traditional positioning and persuasion strategies.