Durairaj Maheswaran

TL;DR: High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source, confirming that heuristic processing can bias systematic processing when evidence is ambiguous and implications for persuasion and other social judgment phenomena are discussed.

TL;DR: The authors show positively framed messages, which specify attributes or benefits gained by using a product, to increase the likelihood of persuading a user to buy a product with a positive effect on her decision.

TL;DR: In this paper, the authors identify consumer expertise and the type of attribute information as moderating the effects of country of origin on product evaluations and find that experts and novices used country-of-origin differently in evaluations.

TL;DR: This paper examined how males process messages, when gender differences in processing are likely to occur, and whether variance in either information availability (the extent of message encoding) or information accessibility (the richness of message decoding) is likely to mediate such differences.

TL;DR: The utility of the sufficiency principle for understanding motivation for elaborative processing, the relevance of the findings to understanding the processing and judgmental effects of expectancy disconfirmation, and the additivity and attenuation assumptions of the model are discussed.