Satish S. Maheswarappa

Bio: Satish S. Maheswarappa is an academic researcher from Indian Institute of Management Tiruchirappalli. The author has contributed to research in topics: Consumer socialization & Reputation. The author has an hindex of 5, co-authored 8 publications receiving 111 citations. Previous affiliations of Satish S. Maheswarappa include Indian Institute of Management Ahmedabad.

Technology readiness of teenagers: a consumer socialization perspective

Abstract: The purpose of this study is to explore the role of culture-specific socialization factors such as antecedents to technology readiness index (TRI) scale to understand the adoption of cutting-edge technologies among teenagers.,The conceptual model was empirically tested using survey data from 381 teenagers. The data were analyzed using structural equation modeling.,Parent–child communication, peers, media and self-construal have varying influence on technology readiness of teenagers. The effects of parent–child interactions are mediated by self-construal, which reaffirms the importance of identity during adolescence.,The culture-specific characteristics are critical antecedents to teenagers’ TRI. Moreover, the TRI 2.0 scale needs minor refinement to address culturally diverse marketplace where people are less familiar with the technical terms used in developed countries and display low levels of technology awareness.,Marketers need to tailor their communication strategies to have a strong presence on digital media to engage with teenagers. Firms should utilize media for providing information and develop content that should resonate with teens and potentially enhances their online impression to increase the adoption of technology.,This is the first study to investigate the antecedents of technology readiness of teenagers in an emerging market. The study uses a multidisciplinary approach to examine culture-dependent factors using theories from marketing literature (consumer socialization theory) and developmental psychology (self-construal).

Nostalgic advertising in India: a content analysis of Indian TV advertisements

Abstract: Purpose The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC). Design/methodology/approach This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands. Findings Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-a-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-a-vis high involvement products), experience products (vis-a-vis search products), and non-durables (vis-a-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-a-vis introduction stage). Originality/value This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Nostalgia: A Review, Propositions, and Future Research Agenda

Abstract: This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996 Havlena, W. J., and S. L. Holak. 1996. “Exploring Nostalgia Imagery through the Use of Consumer Collages.” ACR North American Advances 23 (1):35–42. [Google Scholar]). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.

Returns to search when consumers use and do not use recommendation agents

Abstract: Purpose The purpose of this paper is to investigate returns to search (getting a better product and/or a lower price as a result of search) when consumers use/do not use recommendation agents (RAs). Specifically, it studies the effect of RAs/no RAs on decision quality, decision confidence and decision satisfaction taking into account subjective knowledge (SK) and involvement. Design/methodology/approach This paper employed two between-subjects factorial experimental designs with subjects searching for digital cameras in a simulated online digital camera store. The experiment was conducted with graduate students in Chennai, Bengaluru and Mysore in India. Findings Results of two online experiments showed that when consumers used RAs, low search led to better decision quality, whereas when consumers did not use RAs, medium search led to optimum decision quality. When consumers use RAs, SK had a U-shaped influence on the decision quality indicating that decision quality was the lowest for those with medium SK. When consumers did not use RAs, the effect of SK on decision quality was an inverted U-shape, indicating optimum decision quality for medium SK consumers. When consumers did not use RAs, subjects with high involvement made better choices, whereas when consumers used RAs, low involvement subjects made better choices. However, subjects who searched more had higher decision confidence and decision satisfaction even if their choices were not better. Originality/value The effect of RA vs no RA in conjunction with relevant consumer characteristics influencing decision quality of the consumer is demonstrated in this study. The findings have important managerial, consumer and theoretical contributions to make.

The dependability of behavioral measurements: theory of generalizability for scores and profiles

Abstract: CROMBACH, Lee J., GLESER, Goldine C., NANDA, Harinder & RAJARATNAM, Nageswar. The dependability of behavioral measurements: theory of generalizability for scores and profiles. New York, John Wiley and Sons, 1972.

Design for multimedia learning

Abstract: Introduction. LEARNING THROUGH INTERACTIVE MEDIA. 1. The Multimedia Learning Revolution. 2. Resources and Tools for Learning. 3. Simulation and Vicarious Experience. 4. Structured Learning. CONCEPTUAL DESIGN: 5. Strategic Approaches to Educational Multimedia Design. 6. Context and Multimedia Design. 7. Design Action Potential. PRESENTATION DESIGN: 9. The Multimedia Toolset. 10. Text and Graphics. 11. Animation. 12. Sound.