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Faculty

Amogh Kumbargeri

Marketing

Indian Institute of Management Ahmedabad India
Ph.D., Marketing, 2021
Symbiosis Institute of Business Management Pune India
M.B.A, 2013
University of Mumbai, India
Bachelor of Pharmaceutical Sciences, 2010

Research Interests

Theoretical: Anthropomorphism and Mind Perception, Affect and Decision Making, Consumer Lay Theories
Substantive: Consumer Well-Being, Branding, Sustainability, Price Perception
Methodological: Experiments (Lab/Field)

Publications in Conference Proceedings

Kumbargeri, A., Nasa, J., & Sekhri, S. (2024). Humanizing Purpose of Activism: Brand Activism Leads to Brand Anthropomorphism. Advances in Consumer Research, 51, forthcoming.
Kumar, A., Kumbargeri, A., & Choudhury, S. (2024). Too Hallowed to Hesitate: The Effect of Awe on Embarrassing Purchases. Advances in Consumer Research, 52, forthcoming.
Kumar, A., Kumbargeri, A., Jain, S. P., Sekhri, S., Chakravarty, Y., & Sahay, A. (2023). Feeling Awe, Choosing Right: Awe Leads to Mindful Consumer Choices. Advances in Consumer Research, 51, 503-504.
Kumbargeri, A., Sahay, A., & Tripathi, S. (2021). The Impact of Product Anthropomorphism on Price-Quality Judgments: The Mediating Role of Communal Norm Salience. Advances in Consumer Research, 49, 402-403.
Kumbargeri, A., Sahay, A., & Tripathi, S. (2021). Too Ambiguous for an Algorithm? Anthropomorphic Design of an Algorithm-Based Recommendation Agent Increases the Recommendation Acceptance. Advances in Consumer Research, 49, 404-405.
Kumbargeri, A., Mandal, S., & Khamitov, M. (2020). Wilt Thou Forgive That Sin? - The Influence of Brand Heritage on Consumer Reactions to Brand Transgressions. Advances in Consumer Research, 48, 974-980.

Peer-Reviewed Conference Presentations

Amogh Kumbargeri, Jayant Nasa, Sukriti Sekhri (2024), “Humanizing Purpose of Activism: Brand Activism Leads to Brand Anthropomorphism”, Association for Consumer Research Conference, Paris, France, September 2024 (accepted as competitive paper)
Atul Kumar, Amogh Kumbargeri, Srinwanti Choudhury, “Too Hallowed to Hesitate: The Effect of Awe on Embarrassing Purchases”, Association for Consumer Research Conference, Paris, France, September 2024 (accepted as competitive paper)
Atul Kumar, Amogh Kumbargeri, Shailendra Pratap Jain, Sukriti Sekhri, Yash Chakroborty, Arvind Sahay (2023), “Feeling Awe, Choosing Right: Awe Leads to Mindful Consumer Choices”, Association for Consumer Research Conference, Seattle, WA, US, October 2023 (accepted as competitive paper)
Amogh Kumbargeri, Sukriti Sekhri, and Jayant Nasa (2023), “You Think, Therefore You Are - Brand Activism Leads to Brand Anthropomorphism”, Society for Consumer Psychology, Conference, San Juan, Puerto Rico, March 2023 (accepted as competitive paper)
Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (2021),"Too Ambiguous for an Algorithm? Anthropomorphic Design of an Algorithm-Based Recommendation Agent Increases the Recommendation Acceptance", Association for Consumer Research Conference, Virtual, October 2021 (accepted as competitive paper)
Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (2021),"The Impact of Product Anthropomorphism on Price-Quality Judgments: The Mediating Role of Communal Norm Salience", Association for Consumer Research Conference, Virtual, October 2021 (accepted as competitive paper)
Atul Kumar, Amogh Kumbargeri, and Shailendra Pratap Jain (2021), “Feeling Awe, Choosing Healthy: The Mediating Role of Mindfulness,” Society for Consumer Psychology Conference, Virtual, March 2021
Amogh Kumbargeri, and Sanjeev Tripathi, (2020), “Price Based Evaluation of Eco-Friendly Products: The Mediating Role of Perceived Investment by the Firm,” Association for Consumer Research Conference, Paris, France, October 2020
Amogh Kumbargeri, Sudipta Mandal, and Mansur Khamitov, (2020), “Wilt Thou Forgive That Sin? – The Impact of Brand Heritage on Consumer Responses to Brand Transgressions,” Association for Consumer Research Conference, Paris, France, October 2020
Amogh Kumbargeri, Sudipta Mandal, and Mansur Khamitov (2020), “Wilt thou forgive that sin? – The impact of brand heritage on consumer responses to brand transgressions,” Winter AMA Conference, San Diego, CA, February 2020.
Amogh Kumbargeri, and Sanjeev Tripathi (2019), “Oh! It’s So Costly, It Must Be Green! The Impact of Price on Green Perception of Eco-Friendly Products,”Winter AMA Conference, Austin, TX, February 2019.
Amogh Kumbargeri (2019), "Oh! It’s So Costly, It Must Be Green! the Impact of Price on the Green Perception of Eco-Friendly Products," Association for Consumer Research AP Conference, Ahmedabad, India, January 2019 (poster presentation)
Amogh Kumbargeri (2018), “Understanding the social influence on the adoption of innovative products: Practice-theory based approach,”Strategic Management Society Conference, Hyderabad, AP, India, December 2018
Amogh Kumbargeri (2017), “Emergence and manifestation of green consciousness and its influence on green consumption behavior,” paper presented at the North American Society of Marketing Education in India Conference, Chennai, TN, India, December 2017

Research Awards

Recipient of NASMEI Research Grant Award 2020 of INR 75,000 for the research proposal titled ‘Impact of Product Anthropomorphism on Price-Quality Judgments’.
Recipient of NASMEI Research Grant Award 2019 of INR 75,000 for the research proposal titled ‘Impact of Anthropomorphic Design on the Persuasiveness of the AI-Based Recommendations’.
Recipient of AIM-SHETH Research Grant Award 2019 of INR 100,000 for the research proposal titled ‘Wilt Thou Forgive That Sin? – The Influence of Brand Heritage on Consumer Reactions to Brand Transgressions’.