Your browser is unsupported

We recommend using the latest version of IE11, Edge, Chrome, Firefox or Safari.

Photo of Sengupta, Rumela

Rumela Sengupta

Doctoral Student in Business Administration: Marketing Emphasis

Department of Marketing

Pronouns: She/Her

Contact

Building & Room:

2228 UH

Address:

601 S. Morgan St. Chicago, IL 60607

CV Link:

Rumela Sengupta

About

Rumela Sengupta is a doctoral candidate of Marketing at University of Illinois at Chicago. She defended her dissertation proposal in May 2021 and is on track to receive her Ph.D. in May 2022. Her primary research interest lies in studying the influence of human-technology interactions on consumer behavior, specifically consumer perceptions of advanced technologies and the role of these perceptions in augmented decision-making. Particularly, her dissertation work on AI-powered chatbots examines the influence of anticipated embarrassment on consumers’ preference for using chatbots.

Her first essay found that when faced with a decision of whether to use a chatbot to conduct a search, consumers are less likely to do so when they anticipate feeling embarrassed about the search than when they do not. This reluctance results from a sense of perceived social presence while interacting with a chatbot.

Additionally, two of her other projects examine different downstream consequences (e.g., increased indulgence and stress management) of human-technology interaction (e.g., with smart devices and avatars). She also has a set of projects that examine myriad factors influencing consumer judgement and decision making (e.g., influence of order of risk on risk-perception and impact of effect-onset duration on the judgement of product effectiveness).

Notable Honors

2021, Sheth Foundation Doctoral Consortium Fellow, American Marketing Association (AMA)

2018 - Present, PhD Scholarship and Fellowship Award, The University of Illinois at Chicago

Education

Ph.D. in Marketing Expected May 2022
University of Illinois at Chicago (UIC)
J. Mack Robinson College of Business, Georgia State University (GSU), 2015 - 2018
GPA: 4.18/4.3

M.S. in Managerial Science (conc. Business Analysis), 2014 - 2015
J. Mack Robinson College of Business, Georgia State University (GSU)
GPA: 4.3/4.3

B. Tech in Electronics and Communication Engineering, 2007 - 2011
National Institute of Technology, Jamshedpur, India
GPA: 8.7/10

Selected Presentations

Sengupta, Rumela*, Lagnajita Chatterjee, and Jeffrey Parker, “The Effect of Anticipated Embarrassment on Preference for Using Chatbots” (Competitive Paper), Association for Consumer Research (ACR), Virtual, October 2021.

Paul, Iman, Rumela Sengupta*, and Smaraki Mohanty, " The role of Social Virtual World in increasing psychological resilience during the on-going Covid-19 pandemic." (Competitive Paper), Association for Consumer Research (ACR), Virtual, October 2021.

Sengupta, Rumela, Lagnajita Chatterjee*, and Jeffrey Parker, “Effect of Anticipated Embarrassment on Preference for Interactive Chat Agents” (Special Session). Winter American Marketing Association (AMA), Virtual, February 2021 (Session Chair).

Paul, Iman, Rumela Sengupta*, Samuel Bond, and Satadruta Mookherjee, “(Not so) Smart Choices? Smart Device Recommendations Increase Choice of Vice Products” (Special Session). Winter American Marketing Association (AMA), Virtual, February 2021 (Session Chair).

Paul, Iman, Smaraki Mohanty*, and Rumela Sengupta, "Social Virtual World Membership Reduces Stress About Contracting Covid-19." (Competitive Paper). Winter American Marketing Association (AMA), Virtual, February 2021.

Sengupta, Rumela* and Jeffrey Parker " Risk Is Preferred at Lesser Causal Depth." (Competitive Paper), Association for Consumer Research (ACR), Virtual, October 2020.

DeBerry-Spence, Benét, Lez Trujillo Torres, Rumela Sengupta*, Jia Chen, and Kohei Matsumoto "Marketing’s Role in Promoting Common Good: A Systematic Examination and an Agenda for Future Inquiry." (Poster Presentation), Association for Consumer Research (ACR), Virtual, October 2020.

Sengupta, Rumela*, Iman Paul, Satadruta Mookherjee, and Samuel Bond, “Differential effect of smart device recommendation on consumption likelihood of vice and virtue products” (Competitive Paper), Association for Consumer Research (ACR), Atlanta, GA, October 2019.

Sengupta, Rumela; Bond, Samuel; Paul, Iman (2018). (mis)Measurement of Group Differences: The Case of Pain-of-Payment (Poster Presentation). Society for Judgment and Decision Making - The 2018 39th Annual Conference, New Orleans, LA

* denotes presenter

Research Currently in Progress

Manuscripts Under Review

Paul, Iman, Smaraki Mohanty, and Rumela Sengupta, " I Am Invincible: Using Social Virtual World to Increase Psychological Resilience Towards Fear of Contracting COVID-19," (invited revision), Marketing Letters.

DeBerry-Spence, Benét, Lez Trujillo-Torres, and Rumela Sengupta, "Commemoration and Keeping Time in the COVID-19 Pandemic," (invited revision), Marketing Letters.

DISSERTATION: The Effect of Anticipated Embarrassment on Consumers’ Preference for Using Chatbots

Abstract - In recent years, businesses have started using a variety of conversational chatbots to help improve their customer support efforts. This research examines the influence of anticipated embarrassment on consumers’ willingness to use chatbots for online searches. When faced with a decision of whether to use a chatbot to conduct a search, consumers are less likely to do so when they anticipate feeling embarrassed about the search than when they do not. This reluctance to use chatbots results from a sense of perceived social presence while interacting with a chatbot. Five experiments exploring multiple scenarios related to online searches for products and information demonstrate the phenomenon and investigate the underlying process. As theorized, the effect is mitigated when consumers (i) use search bars (vs. chatbots) to conduct the online search (because unlike chatbots, search bars do not possess humanlike features and therefore do not result in feelings of social presence) and (ii) anticipate experiencing pride (vs. embarrassment) while conducting the search (because individuals do not avoid social contact when experiencing pride). Together, the findings reveal an unexamined negative impact of anthropomorphizing chatbots, which has important implications for both theory and practice.