When academic research moves beyond journals and enters public discourse, it has the power to reshape conversations and influence everyday thinking. At JK Business School, Gurugram, research is driven by this belief — that knowledge must not remain confined to classrooms or publications but should actively engage with real-world challenges.
In line with this philosophy, Prof. Jaya Misra (Adjunct Faculty), Dr. Sukhamaya Swain, and Dr. Siddhartha Bhattacharya, faculty members at JK Business School, recently shared their perspectives in an opinion article titled “How Money Shadow Rules Us”, published in the Telangana Today (Hyderabad Edition). The piece reflects a growing academic focus on behavioral finance, a field that examines how psychological factors influence financial decision making.
The article delves into how emotions, subconscious beliefs, past experiences, and ingrained behavioral patterns silently shape the way individuals manage money. Moving beyond traditional assumptions of rational economic behavior, the authors highlight how financial choices are often driven by fear, confidence, bias, and emotional conditioning rather than numbers alone. These insights are especially relevant in today’s fast-changing economic environment, where individuals and organizations alike are navigating uncertainty and complexity.
By addressing themes that connect finance with psychology and human behavior, the article bridges the gap between academic theory and everyday financial realities. It encourages readers to reflect on their own financial habits and recognize the unseen influences that guide their decisions. Such research not only enhances public understanding but also contributes meaningfully to policy discussions, education, and responsible financial planning.
This publication stands as a testament to JK Business School’s commitment to thought leadership, interdisciplinary research, and socially relevant scholarship. Faculty engagement with national media platforms underscores the institution’s focus on creating knowledge that is impactful, accessible, and grounded in real-world relevance.
At JK Business School, Gurugram, research is not an isolated academic exercise. It is an ongoing dialogue with society — one that informs teaching, enriches learning, and contributes to broader conversations on business, finance, and human behavior. Through such initiatives, JKBS continues to strengthen its role as a center of academic excellence and meaningful intellectual contribution.
