Skip to Content

Darla Moore School of Business


Abhijit Guha

Title: Associate Professor
Department: Marketing
Darla Moore School of Business
Phone: 313-522-0064
LinkedIn: My LinkedIn profile
Abhijit Guha


Abhijit Guha is an Associate Professor of Marketing. 

Abhijit has a Ph.D. from Duke University and an MBA from INSEAD. He has published articles in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Academy of Marketing Science, Journal of International Business Studies, Journal of Retailing, Organizational Behavior and Human Decision Processes, Harvard Business Review, etc. 

Select publications:

UTD & FT50 journals

Roy, S., Guha, A., Biswas, A. & Grewal, D. (2019) Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers? Journal of International Business Studies 50, 295-317.

Guha, A., Biswas, A., Verma, S., Banerjee, S. Grewal, D., & Nordfält, J. (2018) Reframing the discount with a comparison to the sale price: Does it make the discount more attractive? Journal of Marketing Research 55(3), 339-351.

Guha, A., Biswas, A., Grewal, D., Bhowmick, S. & Nordfält, J. (2018) An empirical analysis of the joint effects of shoppers’ goals and attribute display on shoppers’ evaluations. Journal of Marketing 82(3), 142-156.

Boulding, W., Guha, A., & Staelin, R. (2017) Do we really need to change the decision maker? Counter-intuitive escalation of commitment results in real options contexts. Management Science 63(10), 3459-3472.

Biswas, A., Bhowmick, S., Guha, A., & Grewal, D. (2013). Consumer evaluations of sale prices: Role of the subtraction principle. Journal of Marketing, Vol. 77 (July), 49-66.

FT50 journals

Davenport, T., Guha, A., & Grewal, D. (2020) How artificial intelligence will change the future of marketing. Journal of Academy of Marketing Science, 48(1), 24-42.

Dutta, S., Guha, A., Biswas, A., & Grewal, D. (2019) Can attempts to delight consumers with surprise gains boomerang? A test using low-price guarantees. Journal of Academy of Marketing Science 47(3), 417-437.

Bhargave, R., Chakravarti, A., & Guha, A. (2015). Two-stage decisions increase preference for hedonic options. Organizational Behavior and Human Decision Processes, Vol. 130 (September), 123-135.

Datta, S., Guha, A., & Iskandar-Datta, M. (2013). Ending the wage gap. Harvard Business Review, 91(5), 30. 

Carlson, K. A., & Guha, A. (2011). Leader-focused search: The impact of an emerging preference on information search. Organizational Behavior and Human Decision Processes, 115(1), 133-141.

Abhijit has taught classes to executives, MBAs, undergraduates and Ph.Ds.  He has also taught and coached experiential classes, wherein a small team of students engages with organizations (NCAA, Ford, Textron, Ingersoll Rand etc.) to solve a specific problem that these organizations faced. Prior to academia, Abhijit worked in management consulting (McKinsey and Company) and in sales (HSBC and Barclays Bank). 

Abhijit serves as the Marketing Department's Ph.D. Program Coordinator. He is also associated with the Marketing Department's Center for Sales Success.


Ph.D. in Marketing, Duke University, 2009

Challenge the conventional. Create the exceptional. No Limits.