Amitava Chattopadhyay
Biographic Data
| ID | 3793216 |
|---|---|
| NAME | Amitava Chattopadhyay |
| GIVEN NAMES | Amitava |
| FAMILY NAME | Chattopadhyay |
| SIGNATURE | CHATTOPADHYAY A |
| AFFILIATIONS | INSEAD |
| ORCID | 0000-0001-5150-4995 |
| VERIFIED | Yes |
| TOTAL WORKS | 12 |
| TOTAL CITATIONS | 92 |
| WORKS AS AUTHOR | 12 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 1988 |
| LATEST PUBLICATION YEAR | 2019 |
| H-INDEX | 6 |
Unexpected-Framing Effect
Product tests are a common feature before any product launch. During product tests, marketers might discover that the product can deliver additional unintended benefits to the users. Should marketers communicate such unexpectedly found benefits to their potential customers as an unexpectedly discovered benefit or as an intended benefit? Across six experiments, including a field experiment, the current research shows that framing a product benefit…
When Busy Is Less Indulging
An increasing number of consumers, in recent times, have reported feeling busier than ever. The current research examines how the subjective perception of busyness-which is referred to as a busy mindset in the current research -impacts consumers' decision-making. Building on different streams of research in sociology and self-view, the current research proposes that a busy mindset bolsters people's sense of self-importance, which, in turn, can in…
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagery-generation process that utilizes the visu…
Pursuing Attainment versus Maintenance Goals
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent (interdepend…
The Offer Framing Effect
Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affec…
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
Category Activation Model
We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are alread…
On the Perceived Value of Money
Money illusion research shows that the nominal (face) value of money affects consumer perceptions of its real value. Recent mixed findings on consumer valuations in different currencies suggest that the underlying anchoring and adjustment processes are complex. We develop a framework to identify boundary conditions that specify the direction of anchoring effects on valuations in different currencies. Consumers anchor on the numerosity of the nomi…
The Importance and Functional Significance of Affective Cues in Consumer Choice
Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. We show that affect has a reliable impact on choice under high elaboration, which occurs through a combination of heuristic and systematic processing. Furthermore, consumers were able to correct for the impact irrelevant affect had on syst…
Name Letter Branding
Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Ac…
Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, we focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test our hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over tim…
The Situational Importance of Recall and Inference in Consumer Decision Making
An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms t…
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagery-generation process that utilizes the visu…
On the Perceived Value of Money
Money illusion research shows that the nominal (face) value of money affects consumer perceptions of its real value. Recent mixed findings on consumer valuations in different currencies suggest that the underlying anchoring and adjustment processes are complex. We develop a framework to identify boundary conditions that specify the direction of anchoring effects on valuations in different currencies. Consumers anchor on the numerosity of the nomi…
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
Name Letter Branding
Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Ac…
The Situational Importance of Recall and Inference in Consumer Decision Making
An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms t…
When Busy Is Less Indulging
An increasing number of consumers, in recent times, have reported feeling busier than ever. The current research examines how the subjective perception of busyness-which is referred to as a busy mindset in the current research -impacts consumers' decision-making. Building on different streams of research in sociology and self-view, the current research proposes that a busy mindset bolsters people's sense of self-importance, which, in turn, can in…
The Importance and Functional Significance of Affective Cues in Consumer Choice
Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. We show that affect has a reliable impact on choice under high elaboration, which occurs through a combination of heuristic and systematic processing. Furthermore, consumers were able to correct for the impact irrelevant affect had on syst…
Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, we focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test our hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over tim…
Pursuing Attainment versus Maintenance Goals
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent (interdepend…
The Offer Framing Effect
Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affec…
Category Activation Model
We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are alread…
The Situational Importance of Recall and Inference in Consumer Decision Making
An experiment, which examines the relationship between cognition and attitude toward a product as a function of time and the presence of information about a competing product, is described. A scheme, which partitions cognitive responses into categories on the basis of their relative abstractness and, therefore, memorability, is proposed. Results show that the proposed scheme accounts for a significant amount of attitude variance and outperforms t…
Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay
Do the effects of attitude toward the ad on consumer decisions endure beyond the scenarios that characterize previous research? In examining this question, we focus on the persistence of ad-attitude effects as a function of the level of attention at encoding and the delay between ad exposure and response. The results of an experiment designed to test our hypotheses suggest that ad-attitude effects do not persist in a number of instances. Over tim…
Name Letter Branding
Respondents in five experiments were more likely to choose a brand when the brand name started with letters from their names than when it did not, a choice phenomenon we call “name letter branding.” We propose that during a first stage an active need to self-enhance increases the positive valence of name letters themselves and that during stage 2 positive name letter valence transfers to product-specific attributes (e.g., taste of a beverage). Ac…
The Importance and Functional Significance of Affective Cues in Consumer Choice
Existing evidence for affect's influence on information processing and choice under high elaboration is mixed. In addition, affective choice is often viewed as erroneous in that it is assumed to lead to regret. We show that affect has a reliable impact on choice under high elaboration, which occurs through a combination of heuristic and systematic processing. Furthermore, consumers were able to correct for the impact irrelevant affect had on syst…
On the Perceived Value of Money
Money illusion research shows that the nominal (face) value of money affects consumer perceptions of its real value. Recent mixed findings on consumer valuations in different currencies suggest that the underlying anchoring and adjustment processes are complex. We develop a framework to identify boundary conditions that specify the direction of anchoring effects on valuations in different currencies. Consumers anchor on the numerosity of the nomi…
Category Activation Model
We develop a spreading activation model, which we call the category activation model, to predict where within a category structure consumers are likely to position a subcategory that they have created to accommodate a new hybrid product. Based on this model, we hypothesize that the probability that an individual will position a new category subordinate to a particular category i is proportional to the relative number of categories that are alread…
The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior an…
The Offer Framing Effect
Choices of multiple items can be framed as a selection of single offerings (e.g., a choice of two individual candy bars) or of bundled offerings (e.g., a choice of a bundle of two candy bars). Four experiments provide strong evidence that consumers seek more variety when choosing from single than from bundled offerings. The offer framing effect shows that the mechanics of choosing—the ways consumers go about making choices of multiple items—affec…
Pursuing Attainment versus Maintenance Goals
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent (interdepend…
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments
Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagery-generation process that utilizes the visu…
Unexpected-Framing Effect
Product tests are a common feature before any product launch. During product tests, marketers might discover that the product can deliver additional unintended benefits to the users. Should marketers communicate such unexpectedly found benefits to their potential customers as an unexpectedly discovered benefit or as an intended benefit? Across six experiments, including a field experiment, the current research shows that framing a product benefit…
When Busy Is Less Indulging
An increasing number of consumers, in recent times, have reported feeling busier than ever. The current research examines how the subjective perception of busyness-which is referred to as a busy mindset in the current research -impacts consumers' decision-making. Building on different streams of research in sociology and self-view, the current research proposes that a busy mindset bolsters people's sense of self-importance, which, in turn, can in…
Psychology (12 works) · Social Psychology (10 works) · Computer Science (9 works) · Consumer Behavior in Brand Consumption and Identification (9 works) · Business (6 works) · Artificial Intelligence (5 works) · Artificial Intelligence (5 works) · Cognitive psychology (5 works) · Mathematics (5 works) · Advertising (4 works)