Rajeev Batra
Biographic Data
| ID | 790794 |
|---|---|
| NAME | Rajeev Batra |
| GIVEN NAMES | Rajeev |
| FAMILY NAME | Batra |
| SIGNATURE | BATRA R |
| AFFILIATIONS | University of Michigan |
| ORCID | 0000-0003-3696-0364 |
| VERIFIED | Yes |
| TOTAL WORKS | 11 |
| TOTAL CITATIONS | 88 |
| AUTHOR COUNT | 10 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 1986 |
| LATEST PUBLICATION YEAR | 2024 |
| H-INDEX | 4 |
Unpacking collective materialism
Brand Love
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be…
The Stopping Power of Advertising
Advertising needs to capture consumers’ attention in likable ways, and the visual complexity of advertising plays a central role in this regard. Yet ideas about visual complexity effects conflict, and objective measures of complexity are rare. The authors distinguish two types of visual complexity, differentiate them from the difficulty of comprehending advertising, and propose objective measures for each. Advertisements are visually complex when…
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as local, for reasons not only of perceived quality but also of social status. We found that this perceived brand nonlocalness effect was greater for consumers who have a greater admiration for lifestyles in economically developed countries, which is consi…
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
Marketing Issues in Transitional Economies
Consumer Responses to Advertising
This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials—that of channel switching (zapping) and fast-forwarding through ads on prerecor…
The Role of Mood in Advertising Effectiveness
This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument quality, and peripherally affect brand attitudes. An experiment using print ads reveals that positive moods create less elaboration, which results in more heuri…
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of t…
Affective Responses Mediating Acceptance of Advertising
This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad ( A ad ) and to have a …
Situational Effects of Advertising Repetition
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers fail to generate cognitive responses to message arguments in earlier exposures. An experiment shows that repetition continues to increase brand attitudes and purchase intentions in conditions where support and counter argument production is expected to be low, but that these attitudinal gains level off …
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of t…
Affective Responses Mediating Acceptance of Advertising
This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad ( A ad ) and to have a …
The Role of Mood in Advertising Effectiveness
This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument quality, and peripherally affect brand attitudes. An experiment using print ads reveals that positive moods create less elaboration, which results in more heuri…
Situational Effects of Advertising Repetition
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers fail to generate cognitive responses to message arguments in earlier exposures. An experiment shows that repetition continues to increase brand attitudes and purchase intentions in conditions where support and counter argument production is expected to be low, but that these attitudinal gains level off …
Consumer Responses to Advertising
This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials—that of channel switching (zapping) and fast-forwarding through ads on prerecor…
Marketing Issues in Transitional Economies
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
Affective Responses Mediating Acceptance of Advertising
This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but represent the moods and feelings evoked by the ad. The literature on ARs is reviewed, and a typology for such responses is presented. Three ARs are studied empirically; they appear to be antecedents of the attitude towards the ad ( A ad ) and to have a …
Situational Effects of Advertising Repetition
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers fail to generate cognitive responses to message arguments in earlier exposures. An experiment shows that repetition continues to increase brand attitudes and purchase intentions in conditions where support and counter argument production is expected to be low, but that these attitudinal gains level off …
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the effects of advertising. Specifically, it proposes an approach that examines the manner in which intervening emotional reactions mediate the relationship between advertising content and attitudes toward the ad or brand. An illustrative application of t…
The Role of Mood in Advertising Effectiveness
This study demonstrates the facilitating effect of positive mood on brand attitudes for readers of print advertising and explores contingencies and cognitive processes underlying that effect. Mood appears to affect the amount of total cognitive elaboration, bias the evaluation of argument quality, and peripherally affect brand attitudes. An experiment using print ads reveals that positive moods create less elaboration, which results in more heuri…
Consumer Responses to Advertising
This study develops and tests a hierarchical model of advertising effects on viewing time. The ads studied represent a sample of commercials aired during prime-time broadcasts, and the effects are analyzed across the ads rather than across people. Primary emphasis is placed on the attempt to explain a simulated behavioral measure of attention to television commercials—that of channel switching (zapping) and fast-forwarding through ads on prerecor…
Marketing Issues in Transitional Economies
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as local, for reasons not only of perceived quality but also of social status. We found that this perceived brand nonlocalness effect was greater for consumers who have a greater admiration for lifestyles in economically developed countries, which is consi…
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
The Stopping Power of Advertising
Advertising needs to capture consumers’ attention in likable ways, and the visual complexity of advertising plays a central role in this regard. Yet ideas about visual complexity effects conflict, and objective measures of complexity are rare. The authors distinguish two types of visual complexity, differentiate them from the difficulty of comprehending advertising, and propose objective measures for each. Advertisements are visually complex when…
Brand Love
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be…
Unpacking collective materialism
Consumer Behavior in Brand Consumption and Identification (10 works) · Business (9 works) · Psychology (9 works) · Advertising (8 works) · Social Psychology (7 works) · Digital Marketing and Social Media (6 works) · Computer Science (4 works) · Economics (4 works) · Cognition (3 works) · Marketing (3 works)