Aušra Paukštytė

Aušra is a doctoral student in Management at ISM University of Management and Economics. She holds a Master’s degree in International Marketing and Management from ISM. Her thesis explored the decoy effect in service pricing.

With more than 20 years of professional experience in cultural project management across music, film, and theatre industries worldwide, Aušra combines creative entrepreneurship with strategic thinking. She recently exited her own long-running cultural enterprise to dedicate more to academia, combining her managerial expertise with research insight. Aušra continues to contribute to cultural policy by overseeing Lithuania’s international cultural representation by planning and implementation of programmes for Lithuania’s Presidency of the Council of the European Union in 2027.

Her PhD thesis investigates psychological pricing and their underlying behavioural drivers, viewed through the lens of real-world business application. By bridging academic theory with common pricing practice, her research seeks to create an evidence-based map that helps organizations choose pricing tactics proven to influence actual consumer behaviour.

She will start teaching Pricing Strategy at ISM, guiding undergraduate students in applying behavioural insights to real-world business decisions.