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Abhijit Guha
Researcher at University of South Carolina
Publications - 20
Citations - 1130
Abhijit Guha is an academic researcher from University of South Carolina. The author has contributed to research in topics: Product (category theory) & Escalation of commitment. The author has an hindex of 11, co-authored 20 publications receiving 568 citations. Previous affiliations of Abhijit Guha include Wayne State University & Duke University.
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How artificial intelligence will change the future of marketing
TL;DR: A multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot is proposed; AI will be more effective if it augments (rather than replaces) human managers.
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Consumer Evaluations of Sale Prices: Role of the Subtraction Principle
TL;DR: This paper found that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth, which is a phenomenon referred to as the subtraction principle.
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How artificial intelligence will affect the future of retailing
Abhijit Guha,Dhruv Grewal,Praveen K. Kopalle,Michael Haenlein,Matthew J. Schneider,Hyunseok Jung,Rida Moustafa,Dinesh R. Hegde,Gary Hawkins +8 more
TL;DR: In this paper, the authors examine how senior retailing managers should think about adopting AI, involving factors such as the extent to which an AI application is customer-facing, the amount of value creation, whether the AI application was online, and extent of ethics concerns.
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Reframing the Discount as a Comparison against the Sale Price: Does it Make the Discount More Attractive?:
TL;DR: In this paper, the authors examined the effect of reframing the difference between the discount depth and the original price by comparing it against the sale price and found that the comparison increased consumers' discount depth perceptions and thus increased purchase intentions.
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How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: evidence of the cue congruency effect
TL;DR: In this paper, the authors examine the joint impact of product-cause fit and donation quantifier in the cause-related marketing (CRM) domain and show that congruent combinations of these two cues result in high purchase intentions when the cues individually have positive effects.