Abhijit Guha, Ph.D.
Affiliations: | 2009 | Business Administration | Duke University, Durham, NC |
Area:
Marketing Business Administration, Management Business Administration, Experimental PsychologyGoogle:
"Abhijit Guha"Parents
Sign in to add mentorRichard Staelin | grad student | 2009 | Duke | |
(Two essays on escalation of commitment.) |
BETA: Related publications
See more...
Publications
You can help our author matching system! If you notice any publications incorrectly attributed to this author, please sign in and mark matches as correct or incorrect. |
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 |