Ashesh Mukherjee
Ashesh Mukherjee
Bekræftet mail på mcgill.ca - Startside
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The effect of novel attributes on product evaluation
A Mukherjee, WD Hoyer
Journal of Consumer Research 28 (3), 462-472, 2001
6112001
The effects of incongruity, surprise and positive moderators on perceived humor in television advertising
DL Alden, A Mukherjee, WD Hoyer
Journal of Advertising 29 (2), 1-15, 2000
4282000
Consumer acceptance of online agent advice: Extremity and positivity effects
AD Gershoff, A Mukherjee, A Mukhopadhyay
Journal of Consumer Psychology 13 (1-2), 161-170, 2003
2422003
Humor in television advertising: A moment-to-moment analysis
JLCM Woltman Elpers, A Mukherjee, WD Hoyer
Journal of Consumer Research 31 (3), 592-598, 2004
1422004
Mixing emotions: The use of humor in fear advertising
A Mukherjee, L Dubé
Journal of Consumer Behaviour 11 (2), 147-161, 2012
972012
Few ways to love, but many ways to hate: Attribute ambiguity and the positivity effect in agent evaluation
AD Gershoff, A Mukherjee, A Mukhopadhyay
Journal of Consumer Research 33 (4), 499-505, 2007
852007
What's not to like? Preference asymmetry in the false consensus effect
AD Gershoff, A Mukherjee, A Mukhopadhyay
Journal of Consumer Research 35 (1), 119-125, 2008
432008
Extending a contrast resolution model of humor in television advertising: the role of surprise
DL Alden, A Mukherjee, WD Hoyer
Walter de Gruyter, Berlin/New York 13 (2), 193-218, 2000
312000
Scarcity appeals in advertising: the moderating role of expectation of scarcity
A Mukherjee, SY Lee
Journal of Advertising 45 (2), 256-268, 2016
272016
Anxiety and search during food choice: the moderating role of attitude towards nutritional claims
T Hansen, A Mukherjee, TU Thomsen
Journal of Consumer Marketing, 2011
242011
Online display advertising: The influence of web site type on advertising effectiveness
S Auschaitrakul, A Mukherjee
Psychology & Marketing 34 (4), 463-480, 2017
212017
“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation
AD Gershoff, A Mukherjee, A Mukhopadhyay
Marketing Letters 17 (2), 103-117, 2006
162006
The effect of scarcity on product evaluation
SY Lee
McGill University (Canada), 2012
112012
The Relationship Between Rational and Experiential Processing: Conflict, Complicity, or Independence?
L Dubé, A Mukherjee
Advances in Consumer Research 30 (1), 2003
72003
The Internet Trap
A Mukherjee
The Internet Trap, 2019
52019
The use of humor in threat-related advertising: An experiential processing perspective
A Mukherjee, L Dube
ACR European Advances, 2001
32001
The effect of novel attributes on product evaluation: Explaining consumer resistance to technological innovation
A Mukherjee
The University of Texas at Austin, 1998
31998
Online social interaction.
AD Gershoff, A Mukherjee
Cambridge University Press, 2015
22015
Anticipated firm interaction can bias expressed customer satisfaction
A Mukherjee, T Burnham, D King
Journal of Retailing and Consumer Services 59, 102379, 2021
12021
The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity
A Mukherjee, SY Lee, T Burnham
Journal of Business Research 120, 213-228, 2020
12020
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Artikler 1–20