A V Muthukrishnan
Biographic Data
| ID | 86976 |
|---|---|
| NAME | A V Muthukrishnan |
| GIVEN NAMES | A V |
| FAMILY NAME | Muthukrishnan |
| SIGNATURE | MUTHUKRISHNAN A V |
| AFFILIATIONS | Hong Kong University of Science and Technology |
| ORCID | 0000-0001-9902-2047 |
| VERIFIED | No |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 10 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1999 |
| LATEST PUBLICATION YEAR | 2007 |
| H-INDEX | 2 |
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
The Asymmetric Effect of Discount Retraction on Subsequent Choice
Persistent Preferences for Product Attributes: The Effects of the Initial Choice Context and Uninformative Experience
This research investigates the conditions under which persistent preferences for product attributes occur and the processes that lead to these effects. Our theoretical framework suggests that ambiguity in the context in which the initial choices are made determines the level of certainty in the initial preference. Certainty in the initial preference combines with uninformative additional experience to create a shift in the relevance of the attrib…
Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission‐Detection Framework
When consumers are presented with negative information about a brand that they have evaluated positively earlier, the extent to which they change their initial evaluation may depend on the formats in which information is presented (noncomparative vs. comparative) at the two stages. In four experiments, we manipulate the format in which information is presented at an initial and at a challenge stage and investigate their effects on the degree of r…
Persistent Preferences for Product Attributes: The Effects of the Initial Choice Context and Uninformative Experience
This research investigates the conditions under which persistent preferences for product attributes occur and the processes that lead to these effects. Our theoretical framework suggests that ambiguity in the context in which the initial choices are made determines the level of certainty in the initial preference. Certainty in the initial preference combines with uninformative additional experience to create a shift in the relevance of the attrib…
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
The Asymmetric Effect of Discount Retraction on Subsequent Choice
Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission‐Detection Framework
When consumers are presented with negative information about a brand that they have evaluated positively earlier, the extent to which they change their initial evaluation may depend on the formats in which information is presented (noncomparative vs. comparative) at the two stages. In four experiments, we manipulate the format in which information is presented at an initial and at a challenge stage and investigate their effects on the degree of r…
Contextual Effects on the Revision of Evaluative Judgments: An Extension of the Omission‐Detection Framework
When consumers are presented with negative information about a brand that they have evaluated positively earlier, the extent to which they change their initial evaluation may depend on the formats in which information is presented (noncomparative vs. comparative) at the two stages. In four experiments, we manipulate the format in which information is presented at an initial and at a challenge stage and investigate their effects on the degree of r…
Persistent Preferences for Product Attributes: The Effects of the Initial Choice Context and Uninformative Experience
This research investigates the conditions under which persistent preferences for product attributes occur and the processes that lead to these effects. Our theoretical framework suggests that ambiguity in the context in which the initial choices are made determines the level of certainty in the initial preference. Certainty in the initial preference combines with uninformative additional experience to create a shift in the relevance of the attrib…
The Asymmetric Effect of Discount Retraction on Subsequent Choice
Superfluous Choices and the Persistence of Preference
Superfluous choices are unnecessary choice steps that could be removed without affecting the final choice context and outcome. They are introduced in this article in order to study the mere effects of consumer participation. Superfluous choices have no immediate impact on the chosen option but strongly increase consumers' propensity to persist with the same option on future choice occasions. Four experiments that isolate and investigate this indi…
Psychology (3 works) · Social Psychology (3 works) · Behavioral Health and Interventions (2 works) · Business (2 works) · Cognitive psychology (2 works) · Context (archaeology) (2 works) · Decision-Making and Behavioral Economics (2 works) · Economic and Environmental Valuation (2 works) · Economics (2 works) · Marketing (2 works)