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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, 24-42, 2020
15002020
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
1772021
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
1592013
Artificial intelligence: The light and the darkness
D Grewal, A Guha, CB Satornino, EB Schweiger
Journal of Business Research 136, 229-236, 2021
922021
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
792018
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, 295-308, 2016
722016
How to design an AI marketing strategy
TH Davenport, A Guha, D Grewal
Harvard Business Review 99 (4), 42-47, 2021
472021
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, 363-376, 2015
432015
Two-stage decisions increase preference for hedonic options
R Bhargave, A Chakravarti, A Guha
Organizational Behavior and Human Decision Processes 130, 123-135, 2015
362015
How artificiality and intelligence affect voice assistant evaluations.
E Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & Schweiger
Journal of the Academy of Marketing Science., 2022
35*2022
How blockchain will transform the healthcare ecosystem
L Sharma, J Olson, A Guha, L McDougal
Business Horizons 64 (5), 673-682, 2021
312021
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, 417-437, 2019
302019
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, 295-317, 2019
262019
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
212011
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
182017
How communications by AI-enabled voice assistants impact the customer journey
D Grewal, A Guha, E Schweiger, S Ludwig, M Wetzels
Journal of Service Management 33 (4/5), 705-720, 2022
162022
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
162016
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
152019
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
152018
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
122011
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