Sekar Raju
Biographic Data
| ID | 220623 |
|---|---|
| NAME | Sekar Raju |
| GIVEN NAMES | Sekar |
| FAMILY NAME | Raju |
| SIGNATURE | RAJU S |
| AFFILIATIONS | University at Buffalo, State University of New York |
| ORCID | 0009-0009-5578-2015 |
| VERIFIED | Yes |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 5 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2005 |
| LATEST PUBLICATION YEAR | 2009 |
| H-INDEX | 2 |
The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process
This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences le…
The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments
This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments resulting in resistance to attitude change. Two studies examine the role of arousal on high and low commitment participants. In the first study, arousal is externally manipulated, and the effects of increased arousal are examined for high and low commitment participants. In study 2, the effect of sufficient versus insuffi…
Differences in the cognitive accessibility of action and inaction regrets
The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments
This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments resulting in resistance to attitude change. Two studies examine the role of arousal on high and low commitment participants. In the first study, arousal is externally manipulated, and the effects of increased arousal are examined for high and low commitment participants. In study 2, the effect of sufficient versus insuffi…
Differences in the cognitive accessibility of action and inaction regrets
The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process
This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences le…
Differences in the cognitive accessibility of action and inaction regrets
The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments
This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments resulting in resistance to attitude change. Two studies examine the role of arousal on high and low commitment participants. In the first study, arousal is externally manipulated, and the effects of increased arousal are examined for high and low commitment participants. In study 2, the effect of sufficient versus insuffi…
The Effect of Brand Commitment on the Evaluation of Nonpreferred Brands: A Disconfirmation Process
This research finds that high- and low-commitment consumers use different information-processing strategies when exposed to competitive brand information. High-commitment consumers use a disconfirmatory processing strategy, focusing on the dissimilarities between their preferred brand and the competitor brand. Low-commitment consumers focus on the similarities between the advertised brand and their preferred brand. These processing differences le…
Psychology (3 works) · Cognitive psychology (2 works) · Computer Science (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Social Psychology (2 works) · Action (physics (1 works) · Advertising (1 works) · Arousal (1 works) · Brand awareness (1 works) · Brand equity (1 works)