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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: Consumer Information Processing, Anthropomorphism and Mind Perception, Cultural Differences, Affect and Decision Making, Construal Level Theory, Consumer Lay Theories
Substantive: Branding, Product Design, Healthy Eating Interventions, Pricing, Sustainability
Methodological: Experiments

Publications in Conference Proceedings

Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (forthcoming),"The Impact of Product Anthropomorphism on Price-Quality Judgments: The Mediating Role of Communal Norm Salience", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matt Thomson, Duluth, MN: Association for Consumer Research.
Amogh Kumbargeri, Arvind Sahay, and Sanjeev Tripathi (forthcoming),"Too Ambiguous for an Algorithm? Anthropomorphic Design of an Algorithm-Based Recommendation Agent Increases the Recommendation Acceptance", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matt Thomson, Duluth, MN: Association for Consumer Research.
Amogh Kumbargeri and Sanjeev Tripathi (2020),"Price Based Evaluation of Eco-Friendly Products: The Mediating Role of Perceived Investment By the Firm", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 389-390.
Amogh Kumbargeri, Sudipta Mandal, and Mansur Khamitov (2020),"Wilt Thou Forgive That Sin? – The Influence of Brand Heritage on Consumer Reactions to Brand Transgressions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN: Association for Consumer Research, Pages: 974-980.

Peer-Reviewed Conference Presentations

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).
Kumar, Atul, Amogh Kumbargeri, and Shailendra Pratap Jain (2021), “Feeling Awe, Choosing Healthy: The Mediating Role of Mindfulness," Society for Consumer Psychology Conference, Virtual, March 2021.
Kumbargeri, Amogh, 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.
Kumbargeri, Amogh, 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
Kumbargeri, Amogh, 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.
Kumbargeri, Amogh, 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.
Kumbargeri, Amogh (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).
Kumbargeri, Amogh (2018), “Understanding the social influence on the adoption of innovative products: Practice-theory based approach,” Strategic Management Society Conference, Hyderabad, AP, India, December 2018.
Kumbargeri, Amogh (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’.