Abhijit Guha
Abhijit Guha
Associate Professor, University of South Carolina
Verified email at moore.sc.edu - Homepage
Title
Cited by
Cited by
Year
How artificial intelligence will change the future of marketing
T Davenport, A Guha, D Grewal, T Bressgott
Journal of the Academy of Marketing Science 48 (1), 24-42, 2020
2342020
Consumer Evaluations of Sale Prices: Role of the Subtraction Principle
A Biswas, S Bhowmick, A Guha, D Grewal
Journal of Marketing 77, 47-66, 2013
962013
How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: Evidence of the cue congruency effect
N Das, A Guha, A Biswas, B Krishnan
Marketing Letters 27 (2), 295-308, 2016
492016
Reframing the discount as a comparison against the sale price: does it make the discount more attractive?
A Guha, A Biswas, D Grewal, S Verma, S Banerjee, J Nordfält
Journal of Marketing Research 55 (3), 339-351, 2018
292018
Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
S Roy, A Guha, A Biswas
Marketing Letters 26 (3), 363-376, 2015
292015
Two-stage decisions increase preference for hedonic options
R Bhargave, A Chakravarti, A Guha
Organizational Behavior and Human Decision Processes 130, 123-135, 2015
242015
Leader-focused search: The impact of an emerging preference on information search
KA Carlson, A Guha
Organizational Behavior and Human Decision Processes 115 (1), 133-141, 2011
192011
Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
S Dutta, A Guha, A Biswas, D Grewal
Journal of the Academy of Marketing Science 47 (3), 417-437, 2019
152019
Do we really need to change the decision maker? Counterintuitive escalation of commitment results in real options contexts
W Boulding, A Guha, R Staelin
Management Science 63 (10), 3459-3472, 2017
142017
An empirical analysis of the joint effects of shoppers’ goals and attribute display on shoppers’ evaluations
A Guha, A Biswas, D Grewal, S Bhowmick, J Nordfält
Journal of Marketing 82 (3), 142-156, 2018
112018
Investigating the Pleasures of Sin: The Contingent Role of Arousal‐Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings
S Verma, A Guha, A Biswas
Psychology & Marketing 33 (8), 620-628, 2016
82016
The ratings paradox: Why we prefer reading negative reviews, but then subsequently rate these reviews as less useful
K Carlson, A Guha, RM Daniels
ACR North American Advances, 2011
82011
How artificial intelligence will affect the future of retailing
A Guha, D Grewal, PK Kopalle, M Haenlein, MJ Schneider, H Jung, ...
Journal of Retailing 97 (1), 28-41, 2021
72021
Are low price and price matching guarantees equivalent? The effects of different price guarantees on consumers’ evaluations
S Verma, A Guha, A Biswas, D Grewal
Journal of Retailing 95 (3), 99-108, 2019
62019
Ending the Wage Gap
S Datta, A Guha, M Iskandar-Datta
Harvard Business Review 91 (5), 30-31, 2013
62013
Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
S Roy, A Guha, A Biswas, D Grewal
Journal of International Business Studies 50 (3), 295-317, 2019
52019
T. Bressgott (2020).“
T Davenport, A Guha, D Grewal
How artificial intelligence will change the future of marketing.” Journal of …, 0
5
Two essays on escalation of commitment
A Guha
Duke University, 2009
32009
HOW blockchain will transform the healthcare ecosystem
L Sharma, J Olson, A Guha, L McDougal
Business Horizons, 2021
2021
Special Session: Retailing and Pricing Cues
D Grewal, A Guha
Creating Marketing Magic and Innovative Future Marketing Trends, 247-250, 2017
2017
The system can't perform the operation now. Try again later.
Articles 1–20