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Abhijit Guha, Ph.D.

Affiliations: 
2009 Business Administration Duke University, Durham, NC 
Area:
Marketing Business Administration, Management Business Administration, Experimental Psychology
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Richard Staelin grad student 2009 Duke
 (Two essays on escalation of commitment.)

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Publications

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Davenport T, Guha A, Grewal D, et al. (2020) How artificial intelligence will change the future of marketing Journal of the Academy of Marketing Science. 48: 24-42
Roy S, Guha A, Biswas A, et al. (2019) Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers? Journal of International Business Studies. 50: 295-317
Verma S, Guha A, Biswas A, et al. (2019) Are Low Price and Price Matching Guarantees Equivalent? The Effects of Different Price Guarantees on Consumers’ Evaluations Journal of Retailing. 95: 99-108
Dutta S, Guha A, Biswas A, et al. (2019) Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees Journal of the Academy of Marketing Science. 47: 1-21
Guha A, Biswas A, Grewal D, et al. (2018) Reframing the Discount as a Comparison against the Sale Price: Does it Make the Discount More Attractive?: Journal of Marketing Research. 55: 339-351
Guha A, Biswas A, Grewal D, et al. (2018) An Empirical Analysis of the Joint Effects of Shoppers’ Goals and Attribute Display on Shoppers’ Evaluations Journal of Marketing. 82: 142-156
Boulding W, Guha A, Staelin R. (2017) Do We Really Need to Change the Decision Maker? Counterintuitive Escalation of Commitment Results in Real Options Contexts Management Science. 63: 3459-3472
Verma S, Guha A, Biswas A. (2016) Investigating the Pleasures of Sin: The Contingent Role of Arousal-Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings Psychology and Marketing. 33: 620-628
Bhargave R, Chakravarti A, Guha A. (2015) Two-stage decisions increase preference for hedonic options Organizational Behavior and Human Decision Processes. 130: 123-135
Biswas A, Bhowmick S, Guha A, et al. (2013) Consumer evaluations of sale prices: Role of the subtraction principle Journal of Marketing. 77: 49-66
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