H Shanker Krishnan
Biographic Data
| ID | 138126 |
|---|---|
| NAME | H Shanker Krishnan |
| GIVEN NAMES | H Shanker |
| FAMILY NAME | Krishnan |
| SIGNATURE | KRISHNAN H S |
| VERIFIED | No |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 5 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2006 |
| LATEST PUBLICATION YEAR | 2010 |
| H-INDEX | 2 |
Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency
Previous research has shown that spacing of information (over time) leads to better learning of product information. We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core finding is that with experiential learning, proficiency in a product usage task is better under massed conditions, whereas with verbal learning, spacing work…
Retrieval Disruption in Collaborative Groups due to Brand Cues
This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues lead to greater inhibition of target brands in a collaborative versus a noncollaborative setting. The theoretical contribution is the exposition of a double-…
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model
The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model propo…
Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency
Previous research has shown that spacing of information (over time) leads to better learning of product information. We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core finding is that with experiential learning, proficiency in a product usage task is better under massed conditions, whereas with verbal learning, spacing work…
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model
The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model propo…
Retrieval Disruption in Collaborative Groups due to Brand Cues
This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues lead to greater inhibition of target brands in a collaborative versus a noncollaborative setting. The theoretical contribution is the exposition of a double-…
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model
The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model propo…
Retrieval Disruption in Collaborative Groups due to Brand Cues
This research examines the effect of brand cues on retrieval of target brands by individuals in collaborative (vs. noncollaborative) settings. We examine two theories, salience of the brand cue and retrieval-strategy disruption, as potential explanations. Two experiments show that brand cues lead to greater inhibition of target brands in a collaborative versus a noncollaborative setting. The theoretical contribution is the exposition of a double-…
Practice Makes Perfect? When Does Massed Learning Improve Product Usage Proficiency
Previous research has shown that spacing of information (over time) leads to better learning of product information. We develop a theoretical framework to describe how massed or spaced learning schedules interact with different learning styles to influence product usage proficiency. The core finding is that with experiential learning, proficiency in a product usage task is better under massed conditions, whereas with verbal learning, spacing work…
Cognitive psychology (3 works) · Psychology (3 works) · Advertising (1 works) · Business (1 works) · Computer Science (1 works) · Consumer Behavior in Brand Consumption and Identification (1 works) · Consumer Market Behavior and Pricing (1 works) · Contingency (1 works) · Contingency theory (1 works) · Digital Marketing and Social Media (1 works)