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Ph.D. Indian Institute of Management, Kozhikode

Master of Science (Honours) (M.Sc. Hons.), Homi Bhabha National Institute

Bachelor of Science (Honours) (B.Sc. Hons.), Homi Bhabha National Institute

Prof. (Dr.) Souvik Singha

Assistant Professor

Email souvik.singha@jgu.edu.in
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ORCID ID 0009-0007-0462-5162
Key Expertise Artificial Intelligence, Consumer Behavior, Human-Computer Interactions, Technology, Financial Marketing.

Ph.D. Indian Institute of Management, Kozhikode

Master of Science (Honours) (M.Sc. Hons.), Homi Bhabha National Institute

Bachelor of Science (Honours) (B.Sc. Hons.), Homi Bhabha National Institute

Biography

Dr. Souvik Singha is a marketing scholar with a PhD from the Indian Institute of Management Kozhikode. His research lies at the intersection of marketing, consumer behavior, and artificial intelligence, with a particular focus on AI–human service systems, algorithmic decision-making, and consumer responses to emerging technologies. He has published in the Journal of Retailing and Consumer Services and has several papers under review in leading journals, alongside conference presentations at international forums such as AMA and EMAC. In addition to his research, he has developed and assisted courses in areas such as marketing research, product management, neural networks for managers, and AI infrastructure and operations for managers. His teaching approach combines conceptual clarity with practical, application-oriented learning. Before entering academia, he gained industry experience as a Management Trainee at Nainital Bank, where he worked on credit appraisal, branch operations, and customer handling.

Financial Mathematics

INSPIRE Scholarship

Peer Reviewer: Journal of Consumer Behavior, 2026

American Marketing Association

Singha, S., Sreejesh, S. (2026). Post-Recovery Vigilance in Hybrid AI–Human Services: Directional Asymmetry, Psychological Contagion, and Symbolic Repair. Journal of Service Research (ABDC-A*) Status: Revise and Resubmit (II Round)

Sreejesh, S., Singha, S., Anagha R. B. (2026). When AI Pushes Too Hard: Algorithmic Normativity Pressure and Its Consequences for Consumer Engagement. Journal of Business Research (ABDC-A)

Sreejesh, S., Singha, S., Ajnas, A.K. (2026) When AI Slows You Down: How Algorithmic Friction Signals Protective Versus Coercive Intent and Shapes Consumer Engagement. European Journal of Marketing (ABDC-A*)

Sreejesh, S., Singha, S. (2026). Algorithmic Provenance: When and Why Consumers Discount Products Made with AI-Involved Processes. Psychology & Marketing (ABDC-A)

Banerjee, S., Prajith, P. K., Devan, K. P., Sreejesh, S., Singha, S. (2026). Developing Advocacy Behaviours towards Branded Mobile Banking Apps: Antecedents and Intervening Mechanisms. Journal of Financial Services Marketing (ABDC-B) Status: Resubmitted (II round)

Pravitha, N. R., Valsalachandran, K., Devan, K. P., Singha, S. (2026). When Algorithms Advise: How Perceived Competence, Procedural Fairness, Trust, and Psychological Ownership Shape Retail Investors’ Risky Investment Decisions. Management Decision (ABDC-B)

Singha, S., Sreejesh, S., Anagha R. B. Algorithmic Normativity Pressure: When “Most Popular” Recommendations Reduce Consumer Engagement. Selected for competitive paper presentation at AMA Summer Academic Conference 2026 (Colorado, USA).

Singha, S., Sreejesh, S. Post-Recovery Vigilance in Hybrid AI–Human Services: Directional Asymmetry, Psychological Contagion, and Symbolic Repair. Presented for competitive paper presentation at AMA Winter Conference 2026 (Madrid, Spain).

Singha, S., Sreejesh, S., Anagha, R. B. Popular, But Pushing: Algorithmic Normativity Pressure and Its Impact on Consumer Engagement. Selected for competitive paper presentation at EMAC Spring Conference 2026 (University of Bath, UK).

Sreejesh, S., & Singha, S. (2025). Reconciling consumer intuition and machine: Algorithmic intuition conflict and the design of Consumer–AI collaboration. Journal of Retailing and Consumer Services, 90, 104660. (ABDC-A; Impact Factor: 13.1)

Singha, S., Ajaykumar, A., Anagha R. B. Navigating Trust in the Age of AI: Consumer Acceptance of AI, Human, and Hybrid-Designed Financial Products. Presented at the 10th PAN IIM World Management Conference at IIM Ranchi (November 2025).

Tonk, J., Singha, S., Sreejesh, S. Dark Patterns or Smart Designs. Presented at the 10th PAN IIM World Management Conference at IIM Ranchi (November 2025). (Winner of the II Runner-up)

Ajaykumar, A., Singha, S., Anagha R. B. Oh, it's fake! When does the use of AI in the Ad generation of Consumer Products Backfire?. Selected for presentation at the 10th PAN IIM World Management Conference at IIM Ranchi (November 2025).

Anagha, R. B., Ajaykumar, A., Singha, S. The Unwarranted Intimacy Paradox: When Emotionally Intimate Brand Messages Build or Break Consumer Relationships. Accepted for Poster-presentation at IMRC 2025 at IIM Ahmedabad.
Email souvik.singha@jgu.edu.in
ORCID ID 0009-0007-0462-5162
Key Expertise Artificial Intelligence, Consumer Behavior, Human-Computer Interactions, Technology, Financial Marketing.