Browsing Thesis and Dissertations by Author "Tatavarthy, Aruna Divya"
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Essays on consumers’ responses to retail promotions
Kumari, Rashmi (Indian Institute of Management Ahmedabad, 2021-09-24)How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, ... -
Novel cognitive consequences of product anthropomorphism on consumer judgment and decision making
Kumbargeri, Amogh (Indian Institute of Management Ahmedabad, 2022)Consumers frequently come across anthropomorphic products, i.e., products imbued with human-like features. Marketers may anthropomorphize products by designing them to visually resemble human physical features (e.g., a ...