Akshay R Rao
Biographic Data
| ID | 133204 |
|---|---|
| NAME | Akshay R Rao |
| GIVEN NAMES | Akshay R |
| FAMILY NAME | Rao |
| SIGNATURE | RAO A R |
| AFFILIATIONS | University of Minnesota |
| ORCID | 0000-0001-9783-6223 |
| VERIFIED | No |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 130 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1988 |
| LATEST PUBLICATION YEAR | 2009 |
| H-INDEX | 5 |
It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion
What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, “why”-laden appeals are more persuasive than concrete, “how”-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between tem…
When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes
When evaluating the net impact of a series of percentage changes, we predict that consumers may employ a “whole number” computational strategy that yields a systematic error in their calculation. We report on three studies conducted to examine this issue. In the first study we identify the computational error and demonstrate its consequences. In a second study, we identify several theoretically driven boundary conditions for the observed phenomen…
No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality
Recent research in information economics has focused on signals as mechanisms to solve problems that arise under asymmetric information. A firm or individual credibly communicates the level of some unobservable element in a transaction by providing an observable signal. When applied to conveying product quality information, this issue is of particular interest to the discipline of marketing. In this article, the authors focus on the ways a firm m…
Price Premium Variations as a Consequence of Buyers' Lack of Information
It appears that buyers sometimes knowingly pay a price that is higher than that justified by the relative quality of the product. Such a price premium is argued to be an economically rational attempt by quality-conscious buyers to ensure that the seller does not provide a lower than promised level of quality for experience products. Conversely, for search products, price premiums are argued to be the consequence of lack of search by buyers who ar…
The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions
A replication and extension of a study performed by Bearden and Etzel are reported in this article. The influence of peers on individuals' products and brand decisions for products that range in their degree of conspicuousness is examined for comparable samples in the United States and in Thailand to assess the validity of the original framework over time and across cultural contexts. Further, the influence of the family is addressed through an e…
The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined
This article assesses whether differences in prior knowledge result in differences in (1) price acceptability and (2) the extent to which different types of information are examined. Using a personal computer-based methodology, subjects who varied in their prior product knowledge provided price responses, and the time they spent examining various kinds of information was measured. Acceptable price-range end-points (price limits) were foun ~ to be…
The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations
This article examines the dissimilar use of product information cues in product evaluations by differentially familiar subjects. Specifically, the use of price cues and intrinsic product cues for the assessment of product quality is hypothesized to depend on prior knowledge. For a product with a positive quality-price association in the marketplace, the study shows that low-familiar and highly familiar subjects tend to perceive a stronger price-q…
The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations
This article examines the dissimilar use of product information cues in product evaluations by differentially familiar subjects. Specifically, the use of price cues and intrinsic product cues for the assessment of product quality is hypothesized to depend on prior knowledge. For a product with a positive quality-price association in the marketplace, the study shows that low-familiar and highly familiar subjects tend to perceive a stronger price-q…
It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion
What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, “why”-laden appeals are more persuasive than concrete, “how”-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between tem…
The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions
A replication and extension of a study performed by Bearden and Etzel are reported in this article. The influence of peers on individuals' products and brand decisions for products that range in their degree of conspicuousness is examined for comparable samples in the United States and in Thailand to assess the validity of the original framework over time and across cultural contexts. Further, the influence of the family is addressed through an e…
The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined
This article assesses whether differences in prior knowledge result in differences in (1) price acceptability and (2) the extent to which different types of information are examined. Using a personal computer-based methodology, subjects who varied in their prior product knowledge provided price responses, and the time they spent examining various kinds of information was measured. Acceptable price-range end-points (price limits) were foun ~ to be…
When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes
When evaluating the net impact of a series of percentage changes, we predict that consumers may employ a “whole number” computational strategy that yields a systematic error in their calculation. We report on three studies conducted to examine this issue. In the first study we identify the computational error and demonstrate its consequences. In a second study, we identify several theoretically driven boundary conditions for the observed phenomen…
Price Premium Variations as a Consequence of Buyers' Lack of Information
It appears that buyers sometimes knowingly pay a price that is higher than that justified by the relative quality of the product. Such a price premium is argued to be an economically rational attempt by quality-conscious buyers to ensure that the seller does not provide a lower than promised level of quality for experience products. Conversely, for search products, price premiums are argued to be the consequence of lack of search by buyers who ar…
The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations
This article examines the dissimilar use of product information cues in product evaluations by differentially familiar subjects. Specifically, the use of price cues and intrinsic product cues for the assessment of product quality is hypothesized to depend on prior knowledge. For a product with a positive quality-price association in the marketplace, the study shows that low-familiar and highly familiar subjects tend to perceive a stronger price-q…
Price Premium Variations as a Consequence of Buyers' Lack of Information
It appears that buyers sometimes knowingly pay a price that is higher than that justified by the relative quality of the product. Such a price premium is argued to be an economically rational attempt by quality-conscious buyers to ensure that the seller does not provide a lower than promised level of quality for experience products. Conversely, for search products, price premiums are argued to be the consequence of lack of search by buyers who ar…
The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions
A replication and extension of a study performed by Bearden and Etzel are reported in this article. The influence of peers on individuals' products and brand decisions for products that range in their degree of conspicuousness is examined for comparable samples in the United States and in Thailand to assess the validity of the original framework over time and across cultural contexts. Further, the influence of the family is addressed through an e…
The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined
This article assesses whether differences in prior knowledge result in differences in (1) price acceptability and (2) the extent to which different types of information are examined. Using a personal computer-based methodology, subjects who varied in their prior product knowledge provided price responses, and the time they spent examining various kinds of information was measured. Acceptable price-range end-points (price limits) were foun ~ to be…
No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality
Recent research in information economics has focused on signals as mechanisms to solve problems that arise under asymmetric information. A firm or individual credibly communicates the level of some unobservable element in a transaction by providing an observable signal. When applied to conveying product quality information, this issue is of particular interest to the discipline of marketing. In this article, the authors focus on the ways a firm m…
When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes
When evaluating the net impact of a series of percentage changes, we predict that consumers may employ a “whole number” computational strategy that yields a systematic error in their calculation. We report on three studies conducted to examine this issue. In the first study we identify the computational error and demonstrate its consequences. In a second study, we identify several theoretically driven boundary conditions for the observed phenomen…
It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion
What political candidates say during their campaign and when they say it are critical to their success. In three experiments, we show that abstract, “why”-laden appeals are more persuasive than concrete, “how”-laden appeals when voters' decision is temporally distant; the reverse is true when the decision is imminent, and these results are strongest among those who are politically uninformed. These effects seem to be driven by a match between tem…
Business (6 works) · Marketing (5 works) · Mathematics (5 works) · Consumer Market Behavior and Pricing (4 works) · Marketing (4 works) · Psychology (4 works) · Social Psychology (4 works) · Computer Science (3 works) · Decision-Making and Behavioral Economics (3 works) · Economics (3 works)