H Rao Unnava
Biographic Data
| ID | 77551 |
|---|---|
| NAME | H Rao Unnava |
| GIVEN NAMES | H Rao |
| FAMILY NAME | Unnava |
| SIGNATURE | UNNAVA H R |
| AFFILIATIONS | The Ohio State University |
| VERIFIED | No |
| TOTAL WORKS | 12 |
| TOTAL CITATIONS | 66 |
| AUTHOR COUNT | 12 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1991 |
| LATEST PUBLICATION YEAR | 2016 |
| H-INDEX | 5 |
The Role of Temporal Distance on the Color of Future-Directed Imagery: A Construal-Level Perspective
This research investigates the effect of temporal distance on how consumers “see” the future through their mind’s eye. Drawing from construal-level and visual perception theories, we propose that shape (vs. color) is a high-level (vs. low-level) visual feature. Because construal of the distant (vs. near) future generally focuses on high-level (vs. low-level) features, when consumers visualize the distant (vs. near) future, they should engage in p…
Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level
Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis that black-and-white (BW) versus color imagery is cognitively associated with high-level versus low-level construal, respectively. Experiment 1 establishe…
Temporal Sequence Effects: A Memory Framework
While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to understanding the mechanisms behind the formation of global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as …
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
When Competitive Interference Can Be Beneficial
Prior research has viewed competitive interference as undesirable due to its negative effects on brand-attribute recall. We propose that competitive interference is not inherently bad but may be beneficial under certain conditions. In the context of an established brand promoting a new attribute, we show that the new attribute information is interfered with by the brand's old attributes, causing lower retrieval. However, in the presence of compet…
Consumer Response to Negative Publicity: The Moderating Role of Commitment
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process nega…
Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information
We argue that imaging is a cognitive process that uses the same mental resources as perception. Therefore, when imaging and perception compete for the same resources, message elaboration and learning should be undermined. Two experiments are reported that provide support for this theorizing. In the first experiment, the learning of visual or auditory imagery-provoking information is adversely affected by reading or listening, respectively. In the…
Effects of Self-Referencing on Persuasion
Two experiments manipulate self-referencing by varying copy writing strategy. It is found that increasing self-referencing increases message elaboration and can increase persuasion when message arguments are strong. However, when self-referencing is increased in the presence of other variables that also enhance elaboration, the favorable effect of self-referencing on persuasion is moderated or reversed. A two-factor explanation is employed to gen…
Effects of Presentation Order and Communication Modality on Recall and Attitude
Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audience's control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to which argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with aud…
Picture-Based Persuasion Processes and the Moderating Role of Involvement
Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvement's moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevan…
Effects of Self-Referencing on Persuasion
Two experiments manipulate self-referencing by varying copy writing strategy. It is found that increasing self-referencing increases message elaboration and can increase persuasion when message arguments are strong. However, when self-referencing is increased in the presence of other variables that also enhance elaboration, the favorable effect of self-referencing on persuasion is moderated or reversed. A two-factor explanation is employed to gen…
Picture-Based Persuasion Processes and the Moderating Role of Involvement
Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvement's moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevan…
Temporal Sequence Effects: A Memory Framework
While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to understanding the mechanisms behind the formation of global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as …
Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information
We argue that imaging is a cognitive process that uses the same mental resources as perception. Therefore, when imaging and perception compete for the same resources, message elaboration and learning should be undermined. Two experiments are reported that provide support for this theorizing. In the first experiment, the learning of visual or auditory imagery-provoking information is adversely affected by reading or listening, respectively. In the…
Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level
Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis that black-and-white (BW) versus color imagery is cognitively associated with high-level versus low-level construal, respectively. Experiment 1 establishe…
Effects of Presentation Order and Communication Modality on Recall and Attitude
Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audience's control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to which argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with aud…
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 Temporal Distance on the Color of Future-Directed Imagery: A Construal-Level Perspective
This research investigates the effect of temporal distance on how consumers “see” the future through their mind’s eye. Drawing from construal-level and visual perception theories, we propose that shape (vs. color) is a high-level (vs. low-level) visual feature. Because construal of the distant (vs. near) future generally focuses on high-level (vs. low-level) features, when consumers visualize the distant (vs. near) future, they should engage in p…
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…
When Competitive Interference Can Be Beneficial
Prior research has viewed competitive interference as undesirable due to its negative effects on brand-attribute recall. We propose that competitive interference is not inherently bad but may be beneficial under certain conditions. In the context of an established brand promoting a new attribute, we show that the new attribute information is interfered with by the brand's old attributes, causing lower retrieval. However, in the presence of compet…
Picture-Based Persuasion Processes and the Moderating Role of Involvement
Although pictures have been shown to enhance the impact of persuasive communications, little is known about the robustness of such effects. This study examines how involvement moderates the process by which pictures affect brand attitudes and purchase intentions. The results show that involvement's moderating role depends on whether pictures convey product-relevant information. Whereas the impact of affect-laden pictures devoid of product-relevan…
Effects of Presentation Order and Communication Modality on Recall and Attitude
Previous consumer research has attributed differences in persuasion between communication modes (e.g., audio vs. print) to differences in the audience's control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to which argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with aud…
Effects of Self-Referencing on Persuasion
Two experiments manipulate self-referencing by varying copy writing strategy. It is found that increasing self-referencing increases message elaboration and can increase persuasion when message arguments are strong. However, when self-referencing is increased in the presence of other variables that also enhance elaboration, the favorable effect of self-referencing on persuasion is moderated or reversed. A two-factor explanation is employed to gen…
Interactive Effects of Presentation Modality and Message-Generated Imagery on Recall of Advertising Information
We argue that imaging is a cognitive process that uses the same mental resources as perception. Therefore, when imaging and perception compete for the same resources, message elaboration and learning should be undermined. Two experiments are reported that provide support for this theorizing. In the first experiment, the learning of visual or auditory imagery-provoking information is adversely affected by reading or listening, respectively. In the…
Consumer Response to Negative Publicity: The Moderating Role of Commitment
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process nega…
When Competitive Interference Can Be Beneficial
Prior research has viewed competitive interference as undesirable due to its negative effects on brand-attribute recall. We propose that competitive interference is not inherently bad but may be beneficial under certain conditions. In the context of an established brand promoting a new attribute, we show that the new attribute information is interfered with by the brand's old attributes, causing lower retrieval. However, in the presence of compet…
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…
Temporal Sequence Effects: A Memory Framework
While much attention has been given recently to studying temporal sequences of events, relatively less attention has been directed to understanding the mechanisms behind the formation of global retrospective evaluations of temporal sequences. The findings from this research suggest that a memory-based framework can provide a parsimonious, comprehensive explanation for retrospective evaluations. In addition to accounting for past findings such as …
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…
Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level
Marketing communications (e.g., advertising, packaging) can be either colorful or black and white. This research investigates how presence or absence of color affects consumer information processing. Drawing from construal-level and visual perception theory, five experiments test the hypothesis that black-and-white (BW) versus color imagery is cognitively associated with high-level versus low-level construal, respectively. Experiment 1 establishe…
The Role of Temporal Distance on the Color of Future-Directed Imagery: A Construal-Level Perspective
This research investigates the effect of temporal distance on how consumers “see” the future through their mind’s eye. Drawing from construal-level and visual perception theories, we propose that shape (vs. color) is a high-level (vs. low-level) visual feature. Because construal of the distant (vs. near) future generally focuses on high-level (vs. low-level) features, when consumers visualize the distant (vs. near) future, they should engage in p…
Psychology (11 works) · Computer Science (9 works) · Cognitive psychology (7 works) · Social Psychology (7 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Advertising (4 works) · Artificial Intelligence (4 works) · Business (4 works) · Customer Service Quality and Loyalty (4 works) · Artificial Intelligence (3 works)