Prashant Malaviya
Biographic Data
| ID | 101708 |
|---|---|
| NAME | Prashant Malaviya |
| GIVEN NAMES | Prashant |
| FAMILY NAME | Malaviya |
| SIGNATURE | MALAVIYA P |
| AFFILIATIONS | INSEAD |
| VERIFIED | No |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 9 |
| AUTHOR COUNT | 5 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2004 |
| LATEST PUBLICATION YEAR | 2013 |
| H-INDEX | 2 |
Do hedonic motives moderate regulatory focus motives? Evidence from the framing of persuasive messages
Research on regulatory focus has established a regulatory matching effect: The persuasiveness of a message is enhanced when regulatory orientations of message and perceiver match (i.e., both are promotion or both are prevention). We report evidence that varying the hedonic outcome reverses this effect. We manipulated hedonic outcome by explicitly stating pleasurable versus painful outcomes as part of the message frame as well as by priming percei…
Parity Product Features Can Enhance or Dilute Brand Evaluation
Two studies examine the impact of adding parity features to an advertising message that compares a dominant target brand to a competitor. We document that in some instances the presence of parity features prompts more favorable target evaluations (enhancement), whereas in others it results in more negative evaluations of the target (dilution). We predict when each of these outcomes will occur on the basis of a fit between an individual's regulato…
The Moderating Influence of Advertising Context on Ad Repetition Effects
Although several advertising studies report that message repetition leads to fa-vorable evaluation of the advertised brand, a surprisingly large number of studies fail to find this repetition effect. This article investigates the influence of the ad-vertising context in which the ad is presented on the repetition effect. The ad context, along with the ad content and individual differences in expertise, are found to influence the type of elaborati…
Information Accessibility as a Moderator of Judgments
We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are bas…
The Influence of Negation on Product Evaluations
Journal Article The Influence of Negation on Product Evaluations Get access Susan Jung Grant, Susan Jung Grant Search for other works by this author on: Oxford Academic PubMed Google Scholar Prashant Malaviya, Prashant Malaviya Search for other works by this author on: Oxford Academic PubMed Google Scholar Brian Sternthal Brian Sternthal Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, …
Information Accessibility as a Moderator of Judgments
We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are bas…
Parity Product Features Can Enhance or Dilute Brand Evaluation
Two studies examine the impact of adding parity features to an advertising message that compares a dominant target brand to a competitor. We document that in some instances the presence of parity features prompts more favorable target evaluations (enhancement), whereas in others it results in more negative evaluations of the target (dilution). We predict when each of these outcomes will occur on the basis of a fit between an individual's regulato…
The Moderating Influence of Advertising Context on Ad Repetition Effects
Although several advertising studies report that message repetition leads to fa-vorable evaluation of the advertised brand, a surprisingly large number of studies fail to find this repetition effect. This article investigates the influence of the ad-vertising context in which the ad is presented on the repetition effect. The ad context, along with the ad content and individual differences in expertise, are found to influence the type of elaborati…
The Influence of Negation on Product Evaluations
Journal Article The Influence of Negation on Product Evaluations Get access Susan Jung Grant, Susan Jung Grant Search for other works by this author on: Oxford Academic PubMed Google Scholar Prashant Malaviya, Prashant Malaviya Search for other works by this author on: Oxford Academic PubMed Google Scholar Brian Sternthal Brian Sternthal Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, …
The Influence of Negation on Product Evaluations
Journal Article The Influence of Negation on Product Evaluations Get access Susan Jung Grant, Susan Jung Grant Search for other works by this author on: Oxford Academic PubMed Google Scholar Prashant Malaviya, Prashant Malaviya Search for other works by this author on: Oxford Academic PubMed Google Scholar Brian Sternthal Brian Sternthal Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, …
Information Accessibility as a Moderator of Judgments
We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are bas…
The Moderating Influence of Advertising Context on Ad Repetition Effects
Although several advertising studies report that message repetition leads to fa-vorable evaluation of the advertised brand, a surprisingly large number of studies fail to find this repetition effect. This article investigates the influence of the ad-vertising context in which the ad is presented on the repetition effect. The ad context, along with the ad content and individual differences in expertise, are found to influence the type of elaborati…
Parity Product Features Can Enhance or Dilute Brand Evaluation
Two studies examine the impact of adding parity features to an advertising message that compares a dominant target brand to a competitor. We document that in some instances the presence of parity features prompts more favorable target evaluations (enhancement), whereas in others it results in more negative evaluations of the target (dilution). We predict when each of these outcomes will occur on the basis of a fit between an individual's regulato…
Do hedonic motives moderate regulatory focus motives? Evidence from the framing of persuasive messages
Research on regulatory focus has established a regulatory matching effect: The persuasiveness of a message is enhanced when regulatory orientations of message and perceiver match (i.e., both are promotion or both are prevention). We report evidence that varying the hedonic outcome reverses this effect. We manipulated hedonic outcome by explicitly stating pleasurable versus painful outcomes as part of the message frame as well as by priming percei…
Psychology (5 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Social Psychology (4 works) · Computer Science (3 works) · Digital Marketing and Social Media (3 works) · Mathematics (3 works) · Advertising (2 works) · Behavioral Health and Interventions (2 works) · Business (2 works) · Library science (2 works)