Concepedia

Ashesh Mukherjee

AM

Statistics

Publications

12

Citations

1.4K

H-Index

11

Active since

2000

Affiliations

McGill University(Current)

The University of Texas at Austin

Konkuk University

Ashesh Mukherjee is an author at McGill University specializing in marketing, persuasion, and consumer behavior.

Publications per year

2000–2023

12

Publications

12

The Effect of Novel Attributes on Product Evaluation

Ashesh Mukherjee, Wayne D. Hoyer · Journal of Consumer Research · 2001 · 493 citations

Management, Marketing, Marketing Management +12

The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising

Dana L. Alden, Ashesh Mukherjee, Wayne D. Hoyer · Journal of Advertising · 2000 · 295 citations

Business, Marketing, Psychology +11

Consumer Acceptance of Online Agent Advice: Extremity and Positivity Effects

Andrew D. Gershoff, Ashesh Mukherjee, Anirban Mukhopadhyay · Journal of Consumer Psychology · 2003 · 143 citations

Social Sciences, Marketing, Social Psychology +11

Humor in Television Advertising: A Moment‐to‐Moment Analysis

J.L.C.M. Woltman Elpers, Ashesh Mukherjee, Wayne D. Hoyer · Journal of Consumer Research · 2004 · 109 citations

Social Sciences, Communication, Marketing +10

Mixing emotions: The use of humor in fear advertising

Ashesh Mukherjee, Laurette Dubé · Journal of Consumer Behaviour · 2012 · 104 citations · Full text

Business, Marketing, Psychology +17

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