Rohini Ahluwalia
Biographic Data
| ID | 103238 |
|---|---|
| NAME | Rohini Ahluwalia |
| GIVEN NAMES | Rohini |
| FAMILY NAME | Ahluwalia |
| SIGNATURE | AHLUWALIA R |
| AFFILIATIONS | University of Kansas |
| ORCID | 0000-0002-0053-0816 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 109 |
| AUTHOR COUNT | 13 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2000 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 8 |
When Sharing Isn't Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Past research generally finds that if consumers share word of mouth about past purchases with others, the valence of the information tends to be congruent with actual perceptions. Thus, a negative purchase experience should elicit negative (vs. positive) word of mouth. We examine how a goal of attaining the best possible outcome, or maximizing, may alter this tendency. Drawing on prior work demonstrating that consumers may view their own personal…
Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences
In a world of increasing global mobility, we investigate how feelings of cultural distinctiveness—feelings of being different and separated from the surrounding cultural environment—influence consumers’ preferences for brands that symbolize a related cultural group (i.e., a group that is geographically proximal and/or shares sociohistorical and cultural roots with one’s own cultural group). Results from seven studies demonstrate that consumers ex…
Attention Modes and Price Importance: How Experiencing and Mind-Wandering Influence the Prioritization of Changeable Stimuli
At every waking moment, one’s mode of attention is situated at some point on a spectrum ranging from experiencing, where attention is directed toward perceptions and cognitions related to the immediate physical environment, to mind-wandering, where attention is directed toward thoughts, feelings, and daydreams that are decoupled from the environment. Across five studies, the authors propose and find that people in an experiencing (vs. mind-wander…
Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands
While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current research fills this gap in the literature and identifies two ways individuals can differentiate themselves from the group through the use of brands: horizonta…
Extending Culturally Symbolic Brands: A Blessing or a Curse
Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the extension category cue the same cultural schema) were evaluated more favorably than culturally neutral extensions, which in turn were evaluated more favorably t…
When Brand Personality Matters: The Moderating Role of Attachment Styles
This research examines the moderating role of consumer's attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment, purchase likelihood, and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities…
Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms
We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two la…
An Examination of Different Explanations for the Mere Exposure Effect
This article investigates two competing explanations of the mere exposure effect—the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting fr…
Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions
Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those under which they are likely to direct attention on th…
How Prevalent Is the Negativity Effect in Consumer Environments
The negativity effect, or the greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations, is widely believed by media planners and appears to be a well-proven phenomenon in consumer psychology. Although this effect has been extensively documented under conditions of moderate to high processing involvement in the literature, its robustness in consumer environments may be overstated. S…
Consumer Response to Negative Publicity: The Moderating Role of Commitment
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process nega…
The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1
Previous research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies “accessibility of extension information” as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations. Under higher accessibility, negative information about the extension led to dilution and positive information led to enhancement of the family brand regard…
Examination of Psychological Processes Underlying Resistance to Persuasion
Three modes of resistance to persuasion (biased assimilation, relative weighting of attributes, and minimization of impact) were examined in the context of a lon-gitudinal field study of the Clinton-Lewinsky affair and a lab experiment in the consumer setting. Only two of these modes (biased assimilation and relative weighting) were found to be sensitive to the refutability of the persuasive com-munication; the effectiveness of the remaining one …
How Prevalent Is the Negativity Effect in Consumer Environments
The negativity effect, or the greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations, is widely believed by media planners and appears to be a well-proven phenomenon in consumer psychology. Although this effect has been extensively documented under conditions of moderate to high processing involvement in the literature, its robustness in consumer environments may be overstated. S…
Examination of Psychological Processes Underlying Resistance to Persuasion
Three modes of resistance to persuasion (biased assimilation, relative weighting of attributes, and minimization of impact) were examined in the context of a lon-gitudinal field study of the Clinton-Lewinsky affair and a lab experiment in the consumer setting. Only two of these modes (biased assimilation and relative weighting) were found to be sensitive to the refutability of the persuasive com-munication; the effectiveness of the remaining one …
Extending Culturally Symbolic Brands: A Blessing or a Curse
Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the extension category cue the same cultural schema) were evaluated more favorably than culturally neutral extensions, which in turn were evaluated more favorably t…
Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands
While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current research fills this gap in the literature and identifies two ways individuals can differentiate themselves from the group through the use of brands: horizonta…
When Brand Personality Matters: The Moderating Role of Attachment Styles
This research examines the moderating role of consumer's attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment, purchase likelihood, and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities…
Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms
We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two la…
An Examination of Different Explanations for the Mere Exposure Effect
This article investigates two competing explanations of the mere exposure effect—the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting fr…
The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1
Previous research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies “accessibility of extension information” as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations. Under higher accessibility, negative information about the extension led to dilution and positive information led to enhancement of the family brand regard…
Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions
Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those under which they are likely to direct attention on th…
Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences
In a world of increasing global mobility, we investigate how feelings of cultural distinctiveness—feelings of being different and separated from the surrounding cultural environment—influence consumers’ preferences for brands that symbolize a related cultural group (i.e., a group that is geographically proximal and/or shares sociohistorical and cultural roots with one’s own cultural group). Results from seven studies demonstrate that consumers ex…
Attention Modes and Price Importance: How Experiencing and Mind-Wandering Influence the Prioritization of Changeable Stimuli
At every waking moment, one’s mode of attention is situated at some point on a spectrum ranging from experiencing, where attention is directed toward perceptions and cognitions related to the immediate physical environment, to mind-wandering, where attention is directed toward thoughts, feelings, and daydreams that are decoupled from the environment. Across five studies, the authors propose and find that people in an experiencing (vs. mind-wander…
Consumer Response to Negative Publicity: The Moderating Role of Commitment
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process nega…
The Effects of Extensions on the Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1
Previous research has led to mixed findings regarding the effect of extensions on the family brand name. This research identifies “accessibility of extension information” as a factor that moderates the effects of the valence of extension information and extension category on brand evaluations. Under higher accessibility, negative information about the extension led to dilution and positive information led to enhancement of the family brand regard…
Examination of Psychological Processes Underlying Resistance to Persuasion
Three modes of resistance to persuasion (biased assimilation, relative weighting of attributes, and minimization of impact) were examined in the context of a lon-gitudinal field study of the Clinton-Lewinsky affair and a lab experiment in the consumer setting. Only two of these modes (biased assimilation and relative weighting) were found to be sensitive to the refutability of the persuasive com-munication; the effectiveness of the remaining one …
How Prevalent Is the Negativity Effect in Consumer Environments
The negativity effect, or the greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations, is widely believed by media planners and appears to be a well-proven phenomenon in consumer psychology. Although this effect has been extensively documented under conditions of moderate to high processing involvement in the literature, its robustness in consumer environments may be overstated. S…
Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions
Past research is not clear on the process by which rhetorical questions influence persuasion (i.e., increased focus on message arguments vs. on the persuasion agent). Based on recent theories of persuasion knowledge and rhetorical figures in advertising, our model delineates conditions under which rhetoricals are likely to enhance argument elaboration (low salience of the rhetorical) and those under which they are likely to direct attention on th…
An Examination of Different Explanations for the Mere Exposure Effect
This article investigates two competing explanations of the mere exposure effect—the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)—under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting fr…
Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms
We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two la…
When Brand Personality Matters: The Moderating Role of Attachment Styles
This research examines the moderating role of consumer's attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment, purchase likelihood, and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities…
Extending Culturally Symbolic Brands: A Blessing or a Curse
Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the extension category cue the same cultural schema) were evaluated more favorably than culturally neutral extensions, which in turn were evaluated more favorably t…
Using Differentiated Brands to Deflect Exclusion and Protect Inclusion: The Moderating Role of Self-Esteem on Attachment to Differentiated Brands
While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current research fills this gap in the literature and identifies two ways individuals can differentiate themselves from the group through the use of brands: horizonta…
Attention Modes and Price Importance: How Experiencing and Mind-Wandering Influence the Prioritization of Changeable Stimuli
At every waking moment, one’s mode of attention is situated at some point on a spectrum ranging from experiencing, where attention is directed toward perceptions and cognitions related to the immediate physical environment, to mind-wandering, where attention is directed toward thoughts, feelings, and daydreams that are decoupled from the environment. Across five studies, the authors propose and find that people in an experiencing (vs. mind-wander…
Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences
In a world of increasing global mobility, we investigate how feelings of cultural distinctiveness—feelings of being different and separated from the surrounding cultural environment—influence consumers’ preferences for brands that symbolize a related cultural group (i.e., a group that is geographically proximal and/or shares sociohistorical and cultural roots with one’s own cultural group). Results from seven studies demonstrate that consumers ex…
When Sharing Isn't Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Past research generally finds that if consumers share word of mouth about past purchases with others, the valence of the information tends to be congruent with actual perceptions. Thus, a negative purchase experience should elicit negative (vs. positive) word of mouth. We examine how a goal of attaining the best possible outcome, or maximizing, may alter this tendency. Drawing on prior work demonstrating that consumers may view their own personal…
Psychology (13 works) · Social Psychology (11 works) · Consumer Behavior in Brand Consumption and Identification (9 works) · Advertising (8 works) · Business (8 works) · Computer Science (7 works) · Cognitive psychology (6 works) · Digital Marketing and Social Media (5 works) · Customer Service Quality and Loyalty (4 works) · Linguistics (4 works)