Browsing by Author "Tomar, Nitisha"

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    • 3J the bright side of darkness: the effect of ambient lighting on information search behavior 

      Tomar, Nitisha; Vijayalakshmi, Akshaya (Advances in Consumer Research, 2019)
      Using data from a field study and an M-Turk experiment, we examine how ambient lighting affects preference for information search. Ambient darkness likely activates the concept of uncertainty (‘being in the dark’) that is ...

    • Perception of luxury across generations 

      Kumar, Deori Adarsh; V., Mahroof; Tomar, Nitisha; Rungta, Payal (Indian Institute of Management Ahmedabad, 2016)
      The perception of luxury has been related to high price and exclusivity since ages. This project aims to understand the perception of luxury goods and services across Gen X, Y and Z generations. The scope of the project ...