V S Vaidyanathan (Vaidya) is a PhD student in marketing at the Fox School of Business. He uses multi-method approaches to triangulate evidence for the existence of and the processes behind everyday phenomena. His interests include the study of affect and cognition on judgement and decision-making.

Vaidya earned his graduate degree in management from the Indian Institute of Management, Ahmedabad (IIM-A) in 2015 and holds an undergraduate degree in engineering from the National Institute of Technology, Trichy in India. He has worked in global corporations such as Unilever, ITC Ltd and Goldman Sachs.