Browsing Journal Articles by Author "Saravana, Jaikumar"

Now showing items 1-3 of 3

    • Conspicuous consumption and income inequality in an emerging economy: evidence from India 

      Saravana, Jaikumar; Sarin, Ankur (Springer Science+Business Media, 2015)
      The impact of income inequality on conspicuous consumption has been a topic of much discussion, but little empirical examination in the emerging market context. In this paper, using data from the India Human Development ...

    • The effect of overlapping price ranges on price perception 

      Saravana, Jaikumar (Association for Consumer Research, 2014)
      The author extends the range theory by examining the effect of multiple price ranges with overlapping anchors on consumer price perception. Three studies provide empirical evidence for the hypothesis that the psychological ...

    • Ordering effect of alphabets and numbers in alphanumeric brand names 

      Tripathi, Sanjeev; Saravana, Jaikumar (Association for Consumer Research, 2014)
      This paper explores the effects of cause-related marketing campaigns that require participation and effort from the consumer, a campaign element that has received little research attention. We examine the effects of effort ...