According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine...

The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches (conflicts with) the regulatory goal of the related product,...

Department: School of Business

This paper contributes to understanding the physical and economic effects of salinity diffusion and planning for appropriate adaptation for managing the Sundarbans in a changing climate, with a focus on the West Bengal portion of the tidal-wetland forest delta. A five-step analysis, using...

This research investigates the effects of refraining from a purchase temptation at one point in time on choices made at a subsequent opportunity to purchase or consume a tempting product. Four experiments involving scenarios and real decisions demonstrate that the salience of restraint at a...

Three experiments investigate the emotions that arise from buying or not buying at an unintended purchase opportunity and how they color evaluations of affective advertising appeals that are viewed subsequently. We demonstrate that buying can cause happiness tempered with guilt, while not buying...

In an experiment in non-formal schools in Indian slums, a reward scheme for attending a target number of school days increased average attendance when the scheme was in place, but had heterogeneous effects after it was removed. Among students with high baseline attendance, the incentive had no...

In an experiment in non-formal schools in Indian slums, a reward scheme for attending a target number of school days increased average attendance when the scheme was in place, but had heterogeneous effects after it was removed. Among students with high baseline attendance, the incentive had no...