Shobhit completed his Bachelor’s degree in Economics from Madras Christian College, India in 2015, and shortly after completed Post Graduate Diploma in International Business Operations from IGNOU, in 2016. In 2018, he graduated with a Master’s in Cognitive Science from Indian Institute of Technology, Gandhinagar, India. Shobhit was a research assistant at Indian Institute of Management, Ahmedabad, India, working on consumer pricing. His assorted research interests lie at the intersection of neuroeconomics, marketing, and virtual reality, to understand consumer decision making in various contexts. Currently, he is working on Customer brand choice behavior in virtual commerce, under the guidance of Prof. Dr. J. Enrique Bigne, as part of Rhumbo project funded by Marie Skłodowska-Curie Actions ITN (grant: 813234).