Siva K Balasubramanian
Biographic Data
| ID | 229660 |
|---|---|
| NAME | Siva K Balasubramanian |
| GIVEN NAMES | Siva K |
| FAMILY NAME | Balasubramanian |
| SIGNATURE | BALASUBRAMANIAN S K |
| AFFILIATIONS | Illinois Institute of Technology |
| VERIFIED | No |
| TOTAL WORKS | 7 |
| TOTAL CITATIONS | 15 |
| WORKS AS AUTHOR | 7 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1993 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Product placement repetition in audio and visual modalities
Does repeating a brand placement within a television program strengthen attitudes; or wear thin? Two experiments with a full-length sitcom tested how repetition frequency (0–4 exposures) affects brand attitudes. One study varied subtle visual appearances; another varied spoken mentions. A comparison of pre-post measures showed striking asymmetry: Additional visual exposures improved attitudes without wear-out, an effect that persisted even withou…
Priming movie product placements
The paucity of research on priming product placements and insights from practitioners (Study 1) motivated our investigation into how and when priming works in movie placements. Study 2 explores the impact of media priming (a media story announcing a movie placement before the movie’s release) and ad priming (a similar ad announcement) on recall through contrasts with no priming (control). US students watched a movie in a theatre after such primin…
Twitter Presence and Experience Improve Corporate Social Responsibility Outcomes
Consumer valuation of health attributes for soy-based food
Health claims and consumers’ behavioral intentions
Beyond Advertising and Publicity
This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages are discussed, including those with long established histories (product placements, program-length commercials, program tie-ins), and those with a relatively recent origin (masked-art, masked-news, and maske…
Age Differences in Consumers' Search for Information
We investigated whether consumers in their sixties (or older) can use nutritional information as accurately as younger consumers in a pair of studies, the first conducted in a supermarket setting, the second in a laboratory. Both studies indicate that, when shoppers are instructed to select a cereal according to specific nutritional criteria, elderly subjects are less likely than younger subjects to search intensely and to select an appropriate c…
Age Differences in Consumers' Search for Information
We investigated whether consumers in their sixties (or older) can use nutritional information as accurately as younger consumers in a pair of studies, the first conducted in a supermarket setting, the second in a laboratory. Both studies indicate that, when shoppers are instructed to select a cereal according to specific nutritional criteria, elderly subjects are less likely than younger subjects to search intensely and to select an appropriate c…
Health claims and consumers’ behavioral intentions
Consumer valuation of health attributes for soy-based food
Age Differences in Consumers' Search for Information
We investigated whether consumers in their sixties (or older) can use nutritional information as accurately as younger consumers in a pair of studies, the first conducted in a supermarket setting, the second in a laboratory. Both studies indicate that, when shoppers are instructed to select a cereal according to specific nutritional criteria, elderly subjects are less likely than younger subjects to search intensely and to select an appropriate c…
Beyond Advertising and Publicity
This research explores a growing genre of marketing communication, labeled hybrid messages, which creatively combine key advantages (and avoid key disadvantages) inherent in advertising and publicity messages. Several types of hybrid messages are discussed, including those with long established histories (product placements, program-length commercials, program tie-ins), and those with a relatively recent origin (masked-art, masked-news, and maske…
Health claims and consumers’ behavioral intentions
Consumer valuation of health attributes for soy-based food
Twitter Presence and Experience Improve Corporate Social Responsibility Outcomes
Priming movie product placements
The paucity of research on priming product placements and insights from practitioners (Study 1) motivated our investigation into how and when priming works in movie placements. Study 2 explores the impact of media priming (a media story announcing a movie placement before the movie’s release) and ad priming (a similar ad announcement) on recall through contrasts with no priming (control). US students watched a movie in a theatre after such primin…
Product placement repetition in audio and visual modalities
Does repeating a brand placement within a television program strengthen attitudes; or wear thin? Two experiments with a full-length sitcom tested how repetition frequency (0–4 exposures) affects brand attitudes. One study varied subtle visual appearances; another varied spoken mentions. A comparison of pre-post measures showed striking asymmetry: Additional visual exposures improved attitudes without wear-out, an effect that persisted even withou…
Business (4 works) · Advertising (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Political science (3 works) · Psychology (3 works) · Biology (2 works) · Computer Science (2 works) · Consumer Attitudes and Food Labeling (2 works) · Economics (2 works) · Food choice (2 works)